Workshop on the AAL Market Observatory – Identifying stakeholders’ needs

IDC & Kurt Salmon

Workshop on the AAL Market Observatory –

Identifying Stakeholders’ Needs

Gabriella Cattaneo Workshop Facilitator

IDC European Government Consulting

Brussels, 22nd May, 2014

| IDC & Kurt Salmon

Why are we here?

The AAL Association plans to launch an AAL Market Observatory to provide market intelligence support on AAL solutionsHelp stakeholders make informed decisions on innovation, investments, go-

to-market plansContribute to bridge the gap between research and market orientation

Kurt Salmon and IDC have been contracted to Assess the feasibility of the ObservatoryInvestigate the availability of dataConsult stakeholders about their needs, their requirements, and their

willingness to contribute to a potential ObservatoryDraw conclusions about the optimal format and sustainable business model

of the Observatory

| IDC & Kurt Salmon

Why are we here?

This workshop aims toCollect the views of a representative group of stakeholders about a

potential Market ObservatoryUnderstand their main information needs and requirementsDiscuss the main options for the value proposition of a sustainable

Market Observatory

The results will be shared with participants and used for the final report of the study

Let’s have a roundtable presentation of participants

| IDC & Kurt Salmon

Workshop Agenda – Morning Session

10.30 Opening of the Workshop

10.40 Roundtable Presentation of Participants and Introduction

11.00Setting the agenda – The AAL Market and the valuable data

in the field

11.15Interactive Session: A multi-stakeholder view on valuable

data and information on the AAL Market

12.00Plenary session: summary of groups’ discussions by

rapporteurs

12.30 Networking Lunch

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Workshop Agenda – Afternoon Session

13.30Brief overview on the best practices, examples and potential

business models for market observatories

13.45Setting the agenda – Plenary discussion on the potential

business models of Market Observatory

14.00Interactive Session: A sustainable business model for a AAL

Market Observatory

15.00 Plenary session: summary of groups’ discussions by rapporteurs

15.30 Workshop wrap-up and next steps

15.45 Workshop closure

IDC & Kurt Salmon

Drivers of change of the AAL Market

| IDC & Kurt Salmon

Disruptive technologies are driving the digital transformation of enterprises and services

Today (2014)...Cloud Computing, Mobile AppsSome social business

Tomorrow ( 2-3 years) ... Big Data, Social Technologies close to mainstreamIncreasing diffusion of IoT

In 5-6 years (2020)Convergence of main trendsIoT & Cloud & Big Data

| IDC & Kurt Salmon

AAL solutions build on the integration of technologies : innovation is opening new markets

Home Work Community

Platform and and IT infrastructure systems

Vertical solutions and apps Home /work /community

Intelligent systems, equipments, devices, sensors (including wearables, fitness and medical sensors)

Analytics and social technologies

Connectivity and service enablement

Se

cu

rity

Pro

fessio

na

l se

rvic

es

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The Fragmentation of the payment systems tends to slow down adoption of innovative solutions

Source: IDC elaboration on “ICT and ageing report” by empirica-WRC

• A market of systemic integration

• At the convergence of the three main service domains typically structuring the delivery of services

• Fragmentation of schemes and funding systems, need to develop new business models for sustainability and cost-sharing between different payer organizations

| IDC & Kurt Salmon

Socio-demographic and economic trends drive demand for more services at lower costs

The example of Germany: the health costs of the population aged 85 year and over are almost 10 times larger than the costs of those under 15

Under 15 years old 15 to 64 years old 65 to 84 years old 85 years old and over

1,3602,140

6,520

14,840

Germany: cost of illness per inhabitant (2008 – AVG=€ 3,100)

+991%

| IDC & Kurt Salmon

New demand: the Health and Well-Being Value Chain

Usage

domains

Health and Well-being value chain

Supervise

daily routine

Access to

care

Support daily

routine

Personal/ family

environment

Work

Community

| IDC & Kurt Salmon

The AAL Market is growing beyond the original boundaries

Larger target population: “old adults” >65

Wider scope: health and well-being, including e-inclusion, social and leisure activities

Impact of new technologies: New generation sensorsConvergence between mobile health, telehealth, social technologies, Big

DataGeo-localization services based on the localization of the userSmart environments based on IoT (smart cities, smart hospitals,

smarthomes…)

New relationships between the main actors:Business (large enterprises, SMEs, start-ups, web entrepreneurs)R&D institutionsInvestors (venture capital, business angels, banks)Health and Social Care ProvidersMain payers (government, pension funds, insurances)

IDC & Kurt Salmon

Towards an AAL Market Observatory

Concept and scope

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Preliminary Vision of the AAL Market Observatory

AAL Market Observatory

Concept

Market Segments(i) Ageing in the workplace,(ii) Ageing in the society/community and(iii) Ageing environment (e.g. home)

Geography•European Union•US / Canada•Asia-Pacific (China, India, Japan)•Latin America (Brazil)•Africa?

TimeFrequency of updates: YearlyPeriod covered: Rolling annual updates 2015-2018

Scope Observatory “clients”

AALA and other AAL JP actors

EC DG CONNECT / H2020

Promoters

Demand Stakeholders

Care Providers (Secondary Users)Main Payers (Tertiary Users)

Supply Stakeholders

Business / Large EnterprisesBusiness/ SMEs , start-upsR&D&I/ University, Research Institutes, standardization bodiesInvestors/ Venture capital , business angels, accelerators, incubators...

Policy StakeholdersEIP-AHA, More years, better lives JPIEIT KCI “Innovation for active ageing” National AAL Initiatives, National Governments

Expected Outputs Online access + Monthly newsletters Annual / Bi-annual report / Final report – Event

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Monitoring Area Description of Core Monitoring Activities

Monitoring the AAL Market

evolution in the EU

Identification and tracking of potential and

actual users

Monitoring the level of take-up of AAL solutions

Monitoring the main AAL solutions

Tracking standards and interoperability

developments

Monitoring the Main Players Identification and tracking of main players and

new entrants

Monitoring the main investment-

related developments

Identification and tracking of main investment-

related initiatives

Monitoring the main American and

Asia-Pacific markets

Tracking users, take-up, main players and

investments to compare them with the EU

market

What could be monitored by the AAL Market Observatory

IDC & Kurt Salmon

Results of the Preliminary Experts Survey

| IDC & Kurt Salmon

The AAL market is growing beyond the field of assistive technologies towards “ICT for ageing well”

Source: Preliminary experts survey N. Respondents: 13

I agree I completely agree

I am not really sure

I disagree I completely disagree

0

1

2

3

4

5

6

7

8

7

3

2

1

0

Do you agree with this suggested market segmentation? a. Supervising the daily routine b. Access to care c. Supporting the daily routine

| IDC & Kurt Salmon

The Main Factors Driving the AAL Market in the next 3 to 5 years

Source: Preliminary experts survey N. Respondents: 13; n. Answers: 39

Usability and Accessibility

Demand Pull

Technology and Supply Push

Social/Demographic and Political/Economic Pressure

5

5

12

17

| IDC & Kurt Salmon

The Main Barriers constraining the AAL Market growth in the next 3-5 years

Source: Preliminary Experts survey N. Respondents: 13; n. Answers: 39

Insufficient Data/Analysis

Other

Technology and Supply Barriers

Unclear Social Benefits/Business Case

High Costs (for end users)

Insufficient Political/Ecnomic/Legal Support

Lack of Awareness/Cultural Resistence

1

2

3

6

6

8

11

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Most respondents value highly the availability of information and data on the AAL market

I completely agree


I agree I disagree I completely disagree

0

1

2

3

4

5

6

7

8

9

10

9

2

1 1

0

The availability of information and data will be a relevant factor for the development of the AAL market in the next 3-5 years


| IDC & Kurt Salmon


I disagree I completely agree

I agree I completely disagree

0

1

2

3

4

5

6

5

4

1 1 1

But there is uncertainty about the level of availability of information and data


Is there sufficient data/information available today on the AAL market?

| IDC & Kurt Salmon

Our Questions for you about the potential AAL Market Observatory

Which should be the main areas to be monitored?

For each area, which main typologies of information and data should be included to satisfy the needs of the main stakeholders?

Will you help to classify the data/information

By Relevance = data needed to monitor the market and satisfy the main information needs

High – Medium – Low relevance

By Availability Good = the data exists and is easy to find Poor = the data is incomplete and difficult to find None = the data does not exist

IDC & Kurt Salmon

Morning Interactive Session

Multi-Stakeholder Views on Valuable Data and Information on the

AAL

| IDC & Kurt Salmon

Interactive Session (1): Multi-Stakeholder Views on Valuable Data and Information on the AAL

3 breakout groups – structured brainstorming

5 minutes individual brainstorming compile post-its on the most relevant monitoring areas and typologies of data

needed for the AAL Market Observatory

1 topic per post-it, max 3 post-it per monitoring area

Attach post-its to the poster in the centre of the table

Group discussion: select the 3 most relevant monitoring areas in your group opinion

analyse and rank the main typologies of data for each monitoring area by relevance (high-medium-low) and perceived availability (high-medium-low)

Compile 1 table for each monitoring area

Identify a rapporteur to report to the plenary

Final Output: ranking of main typologies of data by relevance and availability

| IDC & Kurt Salmon

Interactive session 1 Template – Individual Brainstorming

MONITORING AREA RELEVANT DATA AND INFORMATION TYPOLOGIES

Monitoring the AAL Market Evolution in the EU

Monitoring the Main Players in the EU

Monitoring the main investment-related initiatives

Monitoring the AAL Market Evolution in the rest of the world

| IDC & Kurt Salmon

Interactive session 1 Template – Group discussion

TYPE OF DATA/ INFORMATIONRELEVANCE AVAILABILITY

HIGH MEDIUM LOW HIGH MEDIUM LOW

1

2

3

4

| IDC & Kurt Salmon 27

AND NOW IT IS YOUR TURN ...

GOOD WORK!

IDC & Kurt Salmon

Potential Business Models of the AAL Market Observatory

| IDC & Kurt Salmon

Website/ community/ entity name URL Type Funding Sources

Network for the market uptake of ICT for Ageing Well

http://www.ict-

ageingwell.net/

Online community, EC project

EU funding until 2014/new BM

ALIP Assisted Living Innovation Platform

https://

connect.innovateuk.org/

web/assisted-living-

innovation-platform-alip

Open platform for knowledge sharing

Government funding

ICAA International Council on Active Aging

http://www.icaa.cc/index.asp Online/offline communitysubscriptions, members fees, advertising, sponsorship, partnerships

American Health Care Association

http://www.ahcancal.org/Online platform, association

Not-for-profit, subscriptions, online marketplace

Global Age Watch Index 2013 by Help Age International

http://www.helpage.org/

global-agewatch/Open online observatory

Not-for-profit, donations, partnerships

UNECE Active Ageing Index

http://www1.unece.org/

stat/platform/display/AAI/

Active+Ageing+Index+Hom

e

Open online observatory ?

European Connected Health Alliance

www.echalliance.com/ Network of partnerships Members fees, EC funding

GET Project Delivering Growth to eHealth business

http://www.get-

ehealth.eu/Business network

EC funding until the project completion/new BM

AGE Platform Europe http://www.age-platform.eu/Online platform, EC project

EC funding

Some examples of online portals on AAL-type Markets

| IDC & Kurt Salmon

Website/ community/ entity name

URL Type Funding Sources

EBN European Business and Innovation Centre Network

http://www.ebn.eu/Online platform, business network

Unclear

The Eco-Innovation Observatory

http://www.eco-innovation.eu/

Open online observatory, EC project

EC funding

Cluster Observatoryhttp://www.clusterobservatory.eu/

Open online observatory Unclear

European Audiovisual Observatory

http://www.obs.coe.int/web/obs-portal/home

Open online observatory, EU project

EU funding, online marketplace

Digital Entrepreneurship Monitor

http://ec.europa.eu/enterprise/dem/monitor


EC funding

European Information Technology Observatory

http://www.eito.com/ Online platform, online store Online marketplace

Grand Coalition Pledge Tracker

http://www.linkedpolicies.eu/pledge/


EC funding

Some examples of online portals outside the AAL market

| IDC & Kurt Salmon

The main features of the business models

Funding sources EU project/ Government/ Sponsorships/ Partnerships Advertising Subscription fees Online sales of content (pay as you go) Online sales of services (pay as you go)

Type of accessOpenRegistered membersSelected Community

Type of product and service

| IDC & Kurt Salmon

Business Model

Type of access Free

Free + Premium services/content for

paymentSubscription

fees Online sales

Open access

EITO

Active Ageing

Membership/ Community

Mapping websites and their business models

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Platform for the AAL community communication/ interaction

Carrying out communication and advertising campaigns to promote AAL

Market intelligence on potential demand

Data and information on suppliers and solutions

Match-making researchers/potential entrepreneurs with sources of funding

0 2 4 6 8 10 12 14 16 18 20

11

12

13

13

19

How could the AAL Market Observatory support the development of the market based on a sustainable business model?

(ranking 1 to 3, cumulative score; high score = high relevance)


| IDC & Kurt Salmon

Our Questions for you on the a potential sustainable business model for the AAL Market Observatory

Imagine that you are in charge of a new project: implementing the AAL Market Observatory

In your opinion what could be the ideal Mission and Value Proposition of the Observatory to attract the right users?

Who should be the target users? And the offering of new products and services?

What should be the business model, to become sustainable?

What could be the approach to develop the Observatory (who should lead, when should it be done, and finally how)

What could be the role of the main stakeholder categories? Will they support the Observatory?

IDC & Kurt Salmon

Afternoon Interactive Session

A sustainable business model for a Market

Observatory in the AAL field

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Interactive Session (2): A sustainable business model

3 breakout groups – structured brainstorming

5 minutes individual brainstorming compile post-its on the key role of the AAL Market Observatory and the most

appropriate sustainabile business model

1 topic per post-it, max 3 post-it

Attach post-its to the poster in the centre of the table

Group discussion: select the type of Observatory most interesting in your group opinion

Discuss the main characteristics of the observatory

Compile 1 table on the suggested development strategy

Identify a rapporteur to report to the plenary

Final Output: suggested development strategy and potential business model

| IDC & Kurt Salmon

Interactive session 2 Template – Individual Brainstorming

KEY ROLE OF THE MARKET OBSERVATORY

TYPE OF SUSTAINABLE BUSINESS MODEL

Reference source for market intelligence, data and informationPlatform for communication and interaction of the AAL communityMatch-making researchers and potential entrepreneurs with potential investors and sources of fundingCarrying out communication and advertising campaigns to promote the AAL solutions and marketOther

| IDC & Kurt Salmon

Interactive session 2 Template – Group Brainstorming

MISSION / VALUE PROPOSITION

OFFERING

BUSINESS MODEL

APPROACH (who, when, how)

ROLE OF STAKEHOLDERS

| IDC & Kurt Salmon

AND NOW IT IS YOUR TURN ...

GOOD WORK!

| IDC & Kurt Salmon

Analysis of the offering of a sample of online portals in the AAL market

Website/community/entity Name

Type Funding Main activities/ services

EBN European Business and Innovation Centre Network

Online platform, business network

?Business services, networking, events

The Eco-Innovation Observatory Open online observatory, EC project

EC fundingAnalytical tool, databases, data export, scoreboard

Cluster Observatory Open online observatory ?Analytical tool, databases, data export, reports, scoreboard

European Audiovisual Observatory

Open online observatory, EU project

EU funding, online marketplaceAnalytical tool, databases, data export, scoreboard, reports

CSO Centro Servizi Ortofrutticoli Online observatory Members fees, sponsorshipsMarket observatory, marketing/business services

Digital Entrepreneurship MonitorOpen online observatory, EC project

EC funding Policy project, analytical tool

European Information Technology Observatory

Online platform, online store

Online marketplace Research, publishing

Grand Coalition Pledge TrackerOpen online observatory, EC project

EC fundingPolicy project, initiatives monitoring

| IDC & Kurt Salmon

Analysis of the offering of a sample of online portals outside of the AAL market

Website/community/entity Name

Type Funding Main activities/ services

Network for the market uptake of ICT for Ageing Well

Online community, EC project

EU funding until 2014/new BMDatabases, handbook, events information, periodic newsletter

ALIP Assisted Living Innovation Platform

Open platform for knowledge sharing

Government fundingKnowledge sharing, events, content repository

ICAA International Council on Active Aging

Online/offline communitysubscriptions, fees, advertising, sponsorship, partnerships

Research, advertising, online/offline events, publishing

American Health Care Association

Online platform, association

Not-for-profit, subscriptions, online marketplace

Research, advocacy, publishing, events

Global Age Watch Index 2013 by Help Age International

Open online observatoryNot-for-profit, donations, partnerships

Analytical tool, databases, reports, data export, blogs

UNECE Active Ageing Index Open online observatory ?Analytical tool, databases, data exports

European Connected Health Alliance

Network of partnerships Members fees, EC fundingPartnerships, leadership support, marketing activities

GET Project Delivering Growth to eHealth business

Business networkEC funding until the project completion/new BM

Business support to SMEs, funding, internationalization

AGE Platform EuropeOnline platform, EC project

EC funding Policy project, dissemination

Workshop on the AAL Market Observatory – Identifying stakeholders’ needs

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