IDC & Kurt Salmon
Workshop on the AAL Market Observatory –
Identifying Stakeholders’ Needs
Gabriella Cattaneo Workshop Facilitator
IDC European Government Consulting
Brussels, 22nd May, 2014
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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
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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
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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
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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
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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
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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%
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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
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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
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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
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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
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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 am not really sure
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
Source: Preliminary experts survey N. Respondents: 13
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I am not really sure
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
Source: Preliminary experts survey N. Respondents: 13
Is there sufficient data/information available today on the AAL market?
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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
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Morning Interactive Session
Multi-Stakeholder Views on Valuable Data and Information on the
AAL
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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
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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
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Interactive session 1 Template – Group discussion
TYPE OF DATA/ INFORMATIONRELEVANCE AVAILABILITY
HIGH MEDIUM LOW HIGH MEDIUM LOW
1
2
3
4
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AND NOW IT IS YOUR TURN ...
GOOD WORK!
IDC & Kurt Salmon
Potential Business Models of the AAL Market Observatory
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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
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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
Open online observatory, EC project
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/
Open online observatory, EC project
EC funding
Some examples of online portals outside the AAL market
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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
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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)
Source: Preliminary experts survey N. Respondents: 13
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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
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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
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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
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Interactive session 2 Template – Group Brainstorming
MISSION / VALUE PROPOSITION
OFFERING
BUSINESS MODEL
APPROACH (who, when, how)
ROLE OF STAKEHOLDERS
Page 39 | IDC & Kurt Salmon
AND NOW IT IS YOUR TURN ...
GOOD WORK!
Page 40 | 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
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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
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