does the internet of things make or break your business model?
TRANSCRIPT
Copyright © 2014 NTT DATA Corporation
Katja Friedrich, Thomas Stöcker, Oliver Koeth NTT DATA Deutschland
Does the Internet of Things make or break your business model? How today‘s „Generation Kickstarter“ shapes tomorrow‘s customer relation
www.nttdata.com/de
Workshop Design
Do some work
Win the Arduino
Do some work Work in three breakout groups to transform context and inspiration into a solution of your own
Present Present your group’s idea in a
stunning 90 sec business slam presentation
Be inspired See what can be done with modern
software and hardware architectures for “a hand full of bucks”
Get context
Get context Benefits from NTT DATA’s multi-billion research budget and learn about the world of tomorrow
Be inspired
Welcome & Learn about NTT DATA
Present
Technology Foresight aims to map out the impact that technology will have on society and business in the coming years and outline expected business innovation.
Technology Foresight aims to map out the impact that technology will have on society and business in the coming years and outline expected business innovation.
Focus
Things… Everything is a target for sensing
© 2014 NTT DATA Corporation 19
Real-World Sensing and Analysis
People Things Society Environment
Sensing targets
The spread of sensors will lead to a sophisticated real-world understanding and prediction.
Everything is a target of sensing
Disruptive …
Can Tho BridgeMonitoring System
…
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 17
NTT DOCOMO Confidential ©2014 NTT DOCOMO, INC. All Rights Reserved.
Service Components
Smartphone App Back end server
Pet Fit Base Station Wireless Network(MNO)
Pet Fit Tag + SIM
Pet Fit service components in Japan. This service is provided through our M2M platform.
M2M platform Pet Fit Service
“Tsunagari-Hotto Support” (always connected) Service
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 29
NTT DOCOMO Confidential ©2014 NTT DOCOMO, INC. All Rights Reserved.
Connected members
Ex1.) My grandmother
walked a lot today.
Ex.4) What happened? His
handset doesn’t remain battery life.
Ex3.) Her handset was opened and
closed. She is cheerful.
App users
Ex2.) My grandfather is
taking a picture. Let’s call him.
mail message mail message
mail message mail message
(Service Image)Tsunagari-Hotto Support
Use a handsets as usual! Relieve to send using status!
Communication tool among family members!
Subscription is free of charge!
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 26
NTT DOCOMO Confidential ©2014 NTT DOCOMO, INC. All Rights Reserved. Ref) Device Spec
Pet Fit Tag 01 Pet Fit Station 01
Size 32x50x17.3mm 76x76x45
Weight (g) 29g 92g
Service for ; - Dog, older than 7 months old - body weight of the dog : more than 1kg -
3G W-CDMA(800MHz/2GHz) -
Connection Bluetooth Low Energy Bluetooth Low Energy
Battery Lithium-ion polymer battery (400mAh) -
Battery Charge Unique Port Micro USB
Waterproof IPX4 -
Today’s leaders are digital businesses …
Today’s leaders are digital businesses
Wi-Fi
Mobile payments
Mobile apps
Context awareness
Big-Data analytics
! Jim Smith, Male ! Birth date: 09.27.1975
! Tall Soy Latte, Mon-Fri ! Tea + Mocha Frappuccino, Saturday
! Mon-Fri: 150 3rd St., San Francisco ! Sat-Sun: 1050 University Ave, Palo Alto
! Music Downloads: Jazz, R&B ! Game Downloads: Word Puzzles
! Coupon: Venti Soy Latte for price of a grande ! Coupon: Buy one get one free, Sundays
© Copyright 2014 - NTT Innovation Institute Inc.
Their Design Principles: THINK SMARTER – ACT FASTER – FLEX YOUR BUSINESS
Be willing to change
Encourage experimentation
Accept failure as a route to great ideas
Give people time to think
Foster creativity and playfulness
Embrace cross-domain interaction
IT leaders are responding by rapidly evolving the model they use to manage the “Business of IT”
IT leaders are responding by rapidly evolving the model they use to manage the “Business of IT”
5
Relationship Management Specifications Solutions
Development Service Support
Staffing and Supplier Management
IT Financial Management
Security and Risk Management
Enterprise Architecture
Cor
e A
ctiv
ities
S
uppo
rt A
ctiv
ities
Va
lue
Add
ed
Act
iviti
es IT Portfolio Management
IT Support – Facilities etc.
Act Faster ■ Experimentation – Start Fast, Fail Early ■ Loosely coupled and faster integration ■ Lower costs of entry
Think Smarter ■ Turn data into insights and action ■ Use Design Thinking to redefine
interactions ■ Incubate internal disrupters
Flex your Business ■ Delivery model that is driven by Consumption ■ Operations that are built to scale up or down
with demand ■ Continuous Improvement
IT Value Chain
+ New
ITaaS aims to optimize the Business’s consumption of IT Solutions and Services
© Copyright 2014 - NTT Innovation Institute Inc.
focused on streamlining and simplifying the core activities in the IT Value Chain for a hybrid environment . . .
At NTTi3 our R&D is focused on streamlining and simplifying the core activities in the IT Value Chain for a hybrid cloud environment . . .
9
Iterative Planning Plan the transformation of your organization and applications to take advantage of cloud and mobile, develop an enterprise architecture, understand workload characteristics and execute a few rapid prototypes
Architect Develop reference architectures for using SaaS and custom applications for the cloud that include standards for usability, data, security, integration and systems management. Develop applications roadmap
Continuous Delivery & Integration Rapidly develop and integrate Cloud and Mobile applications using Agile Methods, Continuous Delivery, Continuous Integration and DevOps to deliver Quality @ Speed
Manage & Operate Deliver service levels and application upgrades in an environment a hybrid environment and integrate with other SaaS services that support other activities in the IT Value Chain (ServiceNow etc.)
Are you ready? Understand what IT-as-a-Service means to you, explore opportunities, mitigate risk and understand how to capture value from these opportunities
Migrate Retrofit/rewrite applications for the Cloud and test and deploy applications across private, public and hybrid Clouds. Run Application and Infrastructure Performance tests for Cloud Workloads
© Copyright 2014 - NTT Innovation Institute Inc.
Case Study: PET-COMMERCE.COM The Business Model
Imagine a classic e-commerce business for pet supplies….
Case Study: PET-COMMERCE.COM MEET the Team
Drive traffic to the site, increase cross- and up-sell, retain customers, reinitiate
inactive customers
Katja Marketing Manager
Identify means to increase differentiation from similar
competitors, find new products and services for
market expansion
Thomas Business Consultant
Keep up with the pace of business, deliver a fast and
highly reliable internet service
Oliver Software Engineer
Case Study: PET-COMMERCE.COM Idea in BRIEF
E-Commerce focusses on marketing and sales
activities
The 180° Customer View
Case Study: PET-COMMERCE.COM Idea in BRIEF
The 180° Customer View 360° The IoT allows to establish digital / physical mesh-ups which focus on
the usage segment of the customer lifecycle and provide lock-in
Case Study: PET-COMMERCE.COM The Solution
Service Consumer ticketing
system to support the gadget.
Sales A link from the portal and
the community to products and offers.
A Portal A consumer portal to manage and visualise the
data from the gadget. The portal is also the hub for sales, service and the community.
A Community A cloud-based consumer community
to allow consumers to share their experience with the gadget and their
pets.
A Gadget A connectable device to monitor the
activity and well-being of the pet.
Design Options for IoT Solutions
Business Backend
Device Cloud
Sensor GatewaySensor Network
App
Connectable Device
Connected Device
The Pet Health Gadget Prototyp
Gadget PrototypSourcecode
Arduino Firmware Sourcecode & Frontend
DriverCRM System
based on Salesforce.com
Design Options for IoT Solutions
Salesforce Sales / Service Cloud
Python Driver
Arduino
8h 4h 4h
Prototyping Effort
Case Study: PET-COMMERCE.COM MEET the Team AGAIN
Established a long lasting connection to her customers
and learns more about her customer every day.
Katja Marketing Manager
Has strengthened the competitive position of his
client.
Thomas Business Consultant
Has evolved from an internal service provider (and
potential outsourcing target) to a core product
development partner.
Oliver Software Engineer
Innovation is the set of capabilities that allows the continuous realization of a desired future by transforming what is possible into what is valuable for many
Imagine...
exercise These consumers are empowered by the cloud and crowd
© Copyright 2014 - NTT Innovation Institute Inc.
Reimagine healthcare
Genomics
Patient empowerment
Primary care alternatives
Wearables/implants/ingestibles
Social aging
Reimagine healthcare
© Copyright 2014 - NTT Innovation Institute Inc.
Reimagine Financial Services
Property
Automobiles
Currency
Mutual funds and retirement plans
Banking and lending
Self driving cars
Asset-light lifestyle
Crowd funding
Micro financing
Electronic currency
They re-imagine financial services
© Copyright 2014 - NTT Innovation Institute Inc.
Imagine...
Choose CRAFTSMANSHIP over standardization
© Copyright 2014 - NTT Innovation Institute Inc.
The Results of our 15 Minutes Brainstorming
Predictive Maintanance
Der Endverbraucher im Versorgungsprozess