Internet of Things: Opportunities for designing new experiences, capabilities and business models...
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Designing new experiences, capabili1es and business models in the Internet of Things Aldo de Jong | Co-Founder Claro Partners
WebVisions, 27th September, 2013
Share your thoughts! @claropartners #iot #WVChi
@ClaroPartners #iot
Naviga1ng disrup1ve change
Claro helps corpora3ons and startups to navigate disrup1ve shiDs in society and business
@ClaroPartners #iot
We are an interna1onal, inter-‐disciplinary team
• Social science, anthropology, and design research • Service, interac3on, and product design • Business strategy and marke3ng
Jiri Belgium
Aldo Netherlands
Rich USA
Megan UK
Mandy Lebanon
Elisabeth Netherlands
Michael USA
Gunes Turkey
Abby USA
@ClaroPartners #iot
Delivering business innova1on and service design in the context of disrup1ve shiDs
Access Services delivered through value exchange networks Small data and personalised experiences Internet connects everything
Ownership Services delivered by companies Big data and aggregated resources Internet connects everyone
Request our point of view papes on each of these topics at [email protected]
@ClaroPartners #iot
“The Internet of Things is about the internet expanding into the physical world” -‐ Florian Michahelles | Auto-‐ID Labs
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Data!
The IoT is an interac1on between the internet, things… and data
Internet!
Things!
@ClaroPartners #iot
“Trying to determine the market size of the Internet of Things is like trying to calculate the market for plas=cs, circa 1940. At that =me, it was difficult to imagine that plas=cs could be in everything.” -‐ Michael Nelson Professor of Communica3on, Culture & Technology at Georgetown University
@ClaroPartners #iot
@ClaroPartners #iot
The IoT emerging business landscape structures 100 value proposi3ons
@ClaroPartners #iot
We think there will be a huge opportunity in the IoT for services built on top of the data flowing between devices
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In the future, we predict that connec1on will be a given
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Five key takeaways from our research!
@ClaroPartners #iot
The Internet of Things is nascent… like the internet in 1995, the IoT is just geYng started 01
1.0
Infrastructure and core hardware
Hardware & Infrastructure
Opera1ng System
Devices
Services
Hardware & Infrastructure
Opera1ng System
Devices
Services
2.0
Connected devices running on an
opera1ng system
3.0
Value-‐added services & apps built on top of data from connected devices
Hardware & Infrastructure
Opera1ng System
Devices
Services
Intranets of Things
@ClaroPartners #iot
Internet of Things
The Internet of Things is nascent… like the internet in 1995, the IoT is just geYng started 01
1.0
Infrastructure and core hardware
Hardware & Infrastructure
Opera1ng System
Devices
Services
Hardware & Infrastructure
Opera1ng System
Devices
Services
2.0
Connected devices running on an
opera1ng system
3.0
Value-‐added services & apps built on top of data from connected devices
Hardware & Infrastructure
Opera1ng System
Devices
Services
@ClaroPartners #iot
The IoT will be built by many different players with many different roles 02 Internet-‐connected things and their uses will be so varied and present everywhere that the IoT won’t be the result of one single en3ty’s work.
@ClaroPartners #iot
The real value of the IoT will not come from the technology itself, but the services built on top and enabled by it 03
Peers and other devices
Other service providers
Retailers
Brands
Brand provides services
Retailer provides services (camera
rented)
Other appropriate services
Connects with other users
Prints photos remotely
Sends photos to friends
@ClaroPartners #iot
Hardware & Infrastructure
Opera3ng System
Devices
Services
COLLABORATIVE
CORP
S.
DEV.
Internet of Things
A significant part of the IoT will evolve from the bo[om-‐up, by people like you… 04
Hardware & Infrastructure
Opera3ng System
Devices
Services
CORP
ORA
TIONS
TOP DOWN
PC industry
Hardware & Infrastructure
Opera3ng System
Devices
Services CO
RPORA
TIONS
DEV
Mobile industry
@ClaroPartners #iot
IoT-‐enabled services are complex because they have both physical and digital elements and need to deliver an experience that bridges the two 05 PHYSICAL ELEMENTS DIGITAL ELEMENTS
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How to develop an Internet of Things service?
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The tech is under control. The real issues for IoT creators is that there are many “unknown unknowns”, and it’s hard to understand how to move from making one device to many. Those are things you can’t Google.
-‐ Scoa N Miller, CEO, Dragon Innova3on
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The IoT canvas helps IoT creators navigate the mul3plied complexity of the IoT
Smart phone app and internet service set activity goals!get feedback on progress!Data centre that
runs website and app (e.g. Amazon)!
Bluetooth to phone!Mobile data/Wifi to internet!
Prototype!ARM Mbed devkit!!Flash memory!Microcontroller!GPS+movement sensors!LEDS+vibration!!
Prototype!3D printed PU!!TPU rubber!ABS harness!
Produce and ship from Foxconn !
Nike stores!Electronics retailers!!
App stores!Nike+ website!!
Free app!Rev. share from 3rd party apps!!!
Device $149!!!
Make you fitter!! @ClaroPartners #iotcanvas
@ClaroPartners #iot
What role will you play in the Internet of Things?
1. Learn about Internet of Things
claropartners.com > login username: iotlab Password: webvisions2013
2. Join a IoT lab > this weekend!
3. Get involved in our Data_IoT accelerator: Looking for mentors, investors and corporate partners and.. startup teams!
Let’s con1nue the conversa1on!
Aldo de Jong Mobile: +34 647 857 922 [email protected]