Monetization of internet-of-things systems: how interoperability and safeguarding drive customer acquisition, retention, and expansion

Fürst A, Friedrich R, Prigge JK, Moosbrugger E (2026)

Publication Type: Journal article

Publication year: 2026

Journal

International Journal of Research in Marketing Elsevier

DOI: 10.1016/j.ijresmar.2025.11.002

Abstract

Companies increasingly offer a wide array of Internet-of-Things (IoT) systems, yet many still struggle to monetize them as consumers continue to question their value. This article presents an exploratory empirical investigation of two understudied categories of IoT-specific value drivers: IoT system interoperability—the system’s capability to enable devices, users, and providers to work together—and IoT system safeguarding—the system’s capability for security and privacy protection. The findings reveal that the effect sizes of these value drivers vary both within and across key phases of customer relationship management. For example, in general, device interoperability exerts the strongest influence in acquisition (willingness to buy and pay) and expansion (willingness to cross-buy), whereas user interoperability does so in retention (willingness to further use). Moreover, the effect sizes of value drivers in one category depend on the levels of the value drivers in the other and differ across consumers. Based on these findings, the article identifies three promising IoT system variants for monetization that differ in their configuration of interoperability and safeguarding: a top-tier system for short-term direct monetization through initial sales, a bare-bones system for long-term direct monetization through subsequent extensions, and an engagement-oriented system for indirect monetization through leveraging user data.

Authors with CRIS profile

Andreas Fürst Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing Robin Friedrich Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing Eva Moosbrugger Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing

Involved external institutions

Julius-Maximilians-Universität Würzburg DE Germany (DE)

How to cite

APA:

Fürst, A., Friedrich, R., Prigge, J.K., & Moosbrugger, E. (2026). Monetization of internet-of-things systems: how interoperability and safeguarding drive customer acquisition, retention, and expansion. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2025.11.002

MLA:

Fürst, Andreas, et al. "Monetization of internet-of-things systems: how interoperability and safeguarding drive customer acquisition, retention, and expansion." International Journal of Research in Marketing (2026).

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