so far with respect to the Internet of Things?
Worth: SharpEnd is the global internet of things agency supporting the Pernod Ricard group and associated brand companies and brands. We have a particular focus on realizing the connected bottle’s opportunity at a global scale. As well as this, we focus on retail innovation in the on-trade and off-trade, and implement rapid prototyping processes to help brands understand and pilot opportunities to use connectivity to deliver valuable services and experiences to consumers. What do you see as the major potential benefits of plugging smart packaging into the IoT?
Worth: With a particular focus on FMCG/CPG [fast-moving consumer goods/consumer packaged goods], we are creating billions of new data points for brands and brand owners. Traditionally, there has been no way to close the gap between the brand and consumer via the product, but now with the IoT, we can use smart packaging to bring brands directly into contact with individual co