BT uses Alloy design innovation to keep end-to-end experience control in synch with evolving usage of its network. The VBM-7000 plays a key role in this strategy. Together with parents, Alloy co-created a design that reflects BT’s deep sensitivity to the complex new human issues around monitoring. The camera unit has a uniquely playful look, with the semiotics of a cute toy pet: stabilizing “feet”, a tail, a “face” and a mildly ”curious” stance that expresses purpose. Alloy’s intuitive UX design simplifies access to the Parent Unit’s sophisticated software. The product has won many industry awards and keeps BT Baby Monitors the no.1 UK brand in the sector.