internet of things: opportunities for designing new experiences, capabilities and business models...
DESCRIPTION
Presented at WebVisions Chicago 2013 Discussion around the Internet of Things (IoT) often gets caught up on resolving issues of interoperability, battery life and security. However, in this session we will shift the focus to the enormous potential of valuable services built by designers, developers and users on top of the connections, data and networked objects. We'll outline our vision of how the IoT will develop and grow from the bottom-up and propose that while another appliance manufacturer redesigns the internet-connected fridge (again), networks of people will create new IoT experiences and capabilities themselves, enabled by the power of digital networks, accessible tools, new funding channels and programming fluency. In fact, this ecosystem is already emerging, and we will show the vast landscape of value propositions in the IoT and the new business models they bring with them. We will also look at how services in the IoT can be designed to enable different technological capabilities as well as meet a range of human needs, uncovering the opportunities that arise when designers look beyond simple track-and-trace applications and control mechanisms to products which offer emotional benefits like the Good Night Lamp or Berg's Little Printer. In the presentation we are sharing our perspective based on emerging business research and interviews with experts and IoT creators. Our perspective is summarised in the following key points: 1. The Internet of Things is nascent… like the internet in 1995, the IoT is just getting started. Actually it's mostly a collection of non-connected Intranets of Things 2. The IoT will be built by many different players with many different roles 3. The real value of the IoT will not come from the technology itself, but the services built on top and enabled by it 4. A significant part of the IoT will evolve from the bottom-up, by entrepreneurship 5. IoT-enabled services are complex because they have both physical and digital elements and need to deliver an experience that bridges the two To conclude: •The big value of the Internet of Things isn’t in the connection of devices, but in the services for people that are built on top of those connections •To create those products and services will require a broad mix of expertise •Many of the Internet of Things products and services will be built by makers, hackers, entrepreneurs In the talk we also introduce a couple of tools that help IoT creators discover opportunities and create and prototype IoT offerings. They are: IoT emerging business landscape The interactive IoT landscape mapping 400+ startups and initiatives, structured across 10 business and consumer facing verticals and 5 types of enablers. The IoT landscape shows the vastness, variety, and scope of the Internet of Things and is a key tool to identification of new opportunity spaces. IoT canvas The IoT canvas helps IoT creators navigate the multiplied complexityTRANSCRIPT
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
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Naviga1ng disrup1ve change
Claro helps corpora3ons and startups to navigate disrup1ve shiDs in society and business
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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
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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]
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“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!
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“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
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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!
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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
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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
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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
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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]