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 LinksAfzal on LinkedInAfzal on the webHelium Global IoT Coverage - Want to know if Helium coverage exists where you need it? Check out this map!Helium Foundation - The Helium Foundation's IoT Working Group (IOTWG) has generously provided support for the first 6 months of shows, please go check them out and consider using the Helium LoRaWAN as a primary or backup on your next deployment. With over a quarter million gateways deployed worldwide, it's likely that you have and can use Helium coverage.Support The Show - If you'd like to support the MetSci Show financially, here's where you can donate on a one-time or an ongoing basis. Thank you!MetSci Show - If you'd like to use our IoT or AI Data Value calculators, or you'd like to contact me, the MetSci Show site is the best way to do it. MeteoScientific Console - Use LoRaWAN - The MeteoScientific Console allows you to use LoRaWAN today. As long as you have Helium coverage (and you probably do, about 90% of populated areas in the world have a gateway within 2 miles), you can onboard a sensor. You can always check coverage at https://explorer.helium.com and switch to the "IoT" tab in the top right.