However, as companies introduce this state of “forever Enterprises across all industries are already making big beta,” they are challenging traditional perspectives on bets on a connected future. The internet of things (IoT) ownership. As Jibo and Google demonstrated, products market is expected to grow to 75.44 billion connected that consumers think of as “theirs” are being redefined devices by 2025, with a projected market value of 4,5 at the drop of a code release. Without proper care, this $1.1 trillion by 2026. For businesses that want to living connection can quickly drift from a wellspring of build a competitive position in this emerging market, opportunity, to products that feel completely beyond the addressing the beta burden will hold the key: those control of the people using them. The risk is customers that ignore it will face attrition as mounting frustration constantly having to play catch-up, not knowing if the leads customers to reject their biggest innovations. next system update is bringing exciting new capabilities, a critical security refresh, a new user interface to learn or a dramatic change to functionality. It’s not surprising that customers are growing weary of what’s around the corner. Call it the beta burden: the unintended consequences Call it the beta burden: the when products, and their contained experiences, are unintended consequences constantly in flux. when products, and their contained experiences, are constantly in flux.