IoT Has a Marketing Problem. Here’s What to Fix. - Afzal Mangal

Afzal Mangal, former founder of IoT Creators at Deutsche Telekom and founder of Hello Things, talks about why most IoT companies are solving the wrong problem. After years building and scaling IoT platforms inside a global telecom, Afzal argues that the biggest constraint in IoT isn’t technology — it’s momentum.

In this conversation, he explains why marketing is consistently undervalued in IoT, why the industry must “sell the problem before the solution,” and how companies across the value chain — from device makers to network operators — share responsibility for developing the market. Using practical examples, including temperature monitoring in pharma and everyday connected devices that users don’t even recognize as IoT, Afzal makes the case that adoption fails when the category itself isn’t clearly understood.

He also discusses Hello Things, his new initiative focused on collective market development. Rather than leaving ecosystem growth to chance, Afzal proposes coordinated storytelling and consistent messaging to move IoT beyond its internal bubble and into mainstream decision-making. For LoRaWAN professionals, this is particularly relevant: he highlights how authentic community-driven engagement has given LoRaWAN an edge over traditional cellular IoT approaches.

The episode also explores how small engineering-heavy teams can use AI tools like ChatGPT, Claude, and Perplexity as practical co-pilots for research, strategy, and messaging without sacrificing technical integrity. For founders, engineers, and ecosystem builders alike, Afzal’s perspective reframes IoT growth as a business discipline, not just a technical one.

Guest Links

Afzal on LinkedIn

Afzal on the web

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