By Ron Sidman

For many reasons, juvenile product companies have historically tended to be conservative when it comes to adopting product-related technologies. However, as technological innovation impacts more aspects of our everyday lives, traditional JP companies will need to keep pace with the new realities.

On June 30, this year, Google filed a broadly worded patent application for a “crib with embedded smart sensors.” The application describes a truly smart crib capable among other things of detecting and reacting to abnormal crying patterns or movement, airborne toxins like carbon monoxide, dirty diapers, room and baby body temperature, and intruders. At the same time it would have interactive entertainment features.

While this is but one of many technologically advanced juvenile product concepts to come along in the last few years, its scope as well as its origin does raise some interesting new questions about both infant childcare in the future and how that will impact the industry.

How is technology changing parenting?

Infant care is obviously not immune to the technological advances that are affecting all aspects of our lives. The internet long ago changed the way parents select and obtain products. But now so-called “smart home” products are also adding new levels of information, convenience, and remote monitoring. Smartphone accessible wearable or fixed sensors can already monitor every aspect of a baby’s environment, activity, and health. Baby care products can either be voice-activated or react based on baby activity. Pediatricians will soon be able to monitor health vital signs and even diagnose illnesses without office visits. Formula feeding will soon likely be customized based on DNA testing. Apps could monitor your child’s development and recommend activities or interventions. High tech fabrics and other new materials will continue to add new features and benefits to infant clothing and accessories.  

Will you be dealing with new types of competition?

The answer is clearly yes. While the relatively small juvenile product market size and regulatory complications may act as a barrier to some degree, big name high tech companies like Google/Nest are apparently finding the revenue potential to be attractive. Collaboration with mega high tech firms may also be advisable. For some new products that JP companies create, there will be some sticky issues relative to partnerships or compatibility with related products or established platforms. Speed to market and to establishment of inter-company business relationships may become more important than it has in the past.

How can you keep up with the pace of change?

The times have always been “a changin”, but they are clearly “a changin” at a faster and faster rate. Not only will your products need to change but your processes—especially business evolution and product development—will need to speed up. It’s getting increasingly important for the overall business process you utilize from idea generation to order delivery and customer service to be assessed and updated regularly. High speed, low cost, Silicon Valley product development concepts like the “agile” methodology are already making their way into the consumer product world.

Next Steps

At your next senior staff meeting, consider putting on your agenda a discussion about the impact new technologies could have on your business processes and product line over the next few years. Make sure you have in place mechanisms to stay up to date with relevant innovations and competitive activity. Also consider whether you have the necessary in-house technical skill to identify and apply applicable technology.

It’s not about applying technology for technology’s sake. It’s a question of whether there are new technologies that can enable you to increase value for consumer customers in your product categories. When considering this, don’t forget to take into account the privacy concerns that parents may have about data being collected or unknown sources accessing in-home cameras.

I encourage you to tap into the resources that JPMA provides to its members including the CEO Mentor Program. Contact Kyle Schaller, kschaller@jpma.org if you’d like to set up a Skype or phone session on this or any other leadership or management related topic.