The Unexpected Growth of IoT — Expert Insights from Nabto CEO

Carsten Rhod Gregersen, CEO and founder of Nabto, shares his perspective on what truly makes a connected device a game‑changer in the IoT landscape.

While iconic products like Amazon Echo and Google Home set the standard, many so‑called "smart" gadgets—think internet‑connected toasters—offer little real value and can even be a source of ridicule. Success in IoT hinges on delivering tangible benefits that resonate with consumers, who ultimately decide the fate of a product with their purchase decisions.

As the market evolves, businesses continually iterate, innovate, and sometimes spark controversy with new releases. The key question for consumers is: where should attention be focused in an era of rapid IoT expansion?

2020: The Rise of IoT in the Home

Amazon and Google’s smart speakers have dominated the consumer segment, but the growth trajectory remains steep. The future of home IoT lies in appliances that go beyond basic functions—devices that track energy usage, provide actionable insights, and contribute to cost savings.

Health‑focused IoT solutions, such as air monitors that instantly alert users to hazardous gas or CO₂ leaks, can literally save lives. On a broader scale, the concept of "smart cities" is gaining traction, with municipalities already reaping economic benefits from IoT deployments that incorporate blockchain, AI, and biometric technologies.

IoT’s true potential extends far beyond gimmicks; it is a catalyst for meaningful, scalable growth that affects us globally—and that should both excite and challenge us.

Privacy Challenges in a Connected World

While increased data collection can enhance public safety and service delivery, it also introduces significant privacy risks. High‑profile breaches, such as Equifax’s 2017 incident that exposed personal details of 127 million people, underscore the vulnerability of large data repositories.

To foster trust, companies must prioritize privacy in every stage of product development. Amazon’s continuous updates—such as auto‑deletion of Echo recordings—demonstrate a commitment to user data protection. At Nabto, we adopt a zero‑storage policy, never retaining customer data in the cloud.

These privacy‑first principles will drive IoT adoption, not gimmicky gadgets that offer little real value.

Author: Carsten Rhod Gregersen, CEO and founder of Nabto.