Single purpose M2M solutions have started to appear in the market. They are typically addressing one specific problem with a combination of hardware, software and communication. If the problem addressed is clear and considered big enough by many people and the solution works well then the willingness to pay should be possible to build a business around. Provided the solution uses the cloud to deliver the service from, then expanding the solution to include generic devices like smartphones, pads and PCs is an interesting next step at least to access the data but maybe to run the entire application on as well.
A good example is Coyote from France who claims over 1.7 million users of their speed camera alert system in Europe. The service is also available as an app for iPhone/iPad, Android, Blackberry and for Parrot. A Coyote device cost about 250€ including one year of service. A solution like this is also interesting for mobile operators since one agreement can sell hundreds of thousands subscriptions of the same type and each deal like this provides opportunities to add service enablement services on top of the connectivity.
The two key success factors of products like these are a high quality solution to a reasonable big problem and ease-of-use out of the box. Then people are willing to pay reasonably well for the service and word of mouth will work for marketing. Easy to buy and use solutions are also interesting in sales channels. It is quite likely that we will see many more single purpose M2M solutions onwards.