This paper considers the implications for Supply Chain Management from the development of the Internet of Things (IoT) or Internet Connected Objects (ICO). We focus on the opportunities and challenges arising from consumption data as a result of ICO and how this can be translated into a provider’s strategy of offering different varieties of products. In our model, we consider two possible strategies: tailoring strategy and platform strategy. Tailoring strategy implies that a provider produces multiple varieties of a product that meet consumers’ needs. Platform strategy depicts the provider’s actions in offering a flexible and standardised platform which enables consumers’ needs to be met by incorporating personal ICO data onto various customisable applications independently produced by other providers that could be called on in context and on demand. We derive conditions under which each of the strategies may be profitable for the provider through maximising consumers’ value. We conclude by considering the implications for SCM research and practice including an extension of postponement taxonomies to include the customer as the completer of the product
