Designing	
  new	
  experiences,	
  capabili1es	
  and	
  
business	
  models	
  in	
  the	
  Internet	
  of	
  Things	
  ...
 @ClaroPartners	
  #iot	
  	
  
Naviga1ng	
  disrup1ve	
  change	
  
Claro	
  helps	
  
corpora,ons	
  and	
  
startups	
 ...
 @ClaroPartners	
  #iot	
  	
  
We	
  are	
  an	
  interna1onal,	
  inter-­‐disciplinary	
  team	
  
•  Social	
  science,...
 @ClaroPartners	
  #iot	
  	
  
	
  
Delivering	
  business	
  innova1on	
  
and	
  service	
  design	
  in	
  the	
  
con...
 @ClaroPartners	
  #iot	
  	
  
“The	
  Internet	
  of	
  Things	
  is	
  about	
  the	
  internet	
  
expanding	
  into	
...
 @ClaroPartners	
  #iot	
  	
  
Data!
The	
  IoT	
  is	
  an	
  interac1on	
  between	
  the	
  internet,	
  things…	
  an...
 @ClaroPartners	
  #iot	
  	
  
This	
  could	
  be	
  a	
  wearable	
  device	
  that	
  
accumulates	
  your	
  fitness	
...
 @ClaroPartners	
  #iot	
  	
  
“Trying	
  to	
  determine	
  the	
  market	
  size	
  of	
  the	
  Internet	
  
of	
  Thi...
 @ClaroPartners	
  #iot	
  	
  
We	
  have	
  created	
  an	
  interac,ve	
  Internet	
  of	
  Things	
  business	
  lands...
 @ClaroPartners	
  #iot	
  	
  
We	
  think	
  there	
  will	
  be	
  a	
  huge	
  opportunity	
  
in	
  the	
  IoT	
  for...
 @ClaroPartners	
  #iot	
  	
  
In	
  the	
  future,	
  we	
  predict	
  that	
  connec1on	
  will	
  be	
  a	
  given	
  
 @ClaroPartners	
  #iot	
  	
  
…and	
  if	
  everything	
  is	
  connected	
  by	
  default,	
  the	
  focus	
  turns	
  ...
 @ClaroPartners	
  #iot	
  	
  
In	
  the	
  IoT,	
  value-­‐added	
  services	
  will	
  be	
  built	
  across	
  plaMorm...
 @ClaroPartners	
  #iot	
  	
  
Internet	
  of	
  Things	
  
In	
  the	
  IoT,	
  value-­‐added	
  services	
  will	
  be	...
 @ClaroPartners	
  #iot	
  	
  
“The	
  product	
  enables	
  a	
  bi-­‐direc=onal	
  
conversa=on	
  between	
  manufactu...
 @ClaroPartners	
  #iot	
  	
  
These	
  interconnected	
  objects	
  will	
  enable	
  new	
  services,	
  business	
  mo...
 @ClaroPartners	
  #iot	
  	
  
Makers,	
  developers	
  and	
  startups	
  will	
  create	
  devices	
  and	
  services	
...
 @ClaroPartners	
  #iot	
  	
  
How	
  to	
  develop	
  an	
  Internet	
  of	
  Things	
  service?	
  
 @ClaroPartners	
  #iot	
  	
  
The	
  tech	
  is	
  under	
  control.	
  The	
  real	
  issues	
  for	
  IoT	
  
creators...
 @ClaroPartners	
  #iot	
  	
  
DRAFT	
  	
  
There	
  is	
  a	
  wide	
  variety	
  of	
  disciplines	
  that	
  IoT	
  c...
 @ClaroPartners	
  #iot	
  	
  
DRAFT	
  	
  
Encourage physical activity:
tracking, social interaction
and gamification!
...
 @ClaroPartners	
  #iot	
  	
  
DRAFT	
  	
  
Please	
  share	
  feedback	
  on	
  this	
  first	
  drah	
  of	
  the	
  Io...
 @ClaroPartners	
  #iot	
  	
  
We	
  have	
  developed	
  the	
  emerging	
  business	
  landscape,	
  as	
  well	
  as	
...
Megan Ellis | Senior Associate	
Thank you - let’s continue this conversation:	
Aldo de Jong | Co-Founder	
Mobile: +34 647 ...
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Internet of Things: Creating new experiences, capabilities and business models - Webvisions presentation

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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 this presentation we share the emerging business landscape, a dynamic, online tool which show the vastness, variety and scope of the Internet of Things, with a focus on new initiatives and startups. It provides an overview of current activity
(350+ initiatives mapped), hotspots and areas of growth across industries, and we use it as a starting point for identification of new opportunity spaces for businesses looking to take a fundamental role in the market. Login-details to the landscape are included in the presentation.

We also shared our first draft of the IoT canvas - a tool for anybody that wants to develop an Internet of Things service to think about all the components that need to come together.
Please share feedback on the canvas throught twitter at @claropartners #iotcanvas.

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  • @claropartners p.99 ff, and http://www.slideshare.net/mikek/presentations
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  • Thanks Thomas. The sketch you reference is what we call the service diagram, part of the canvas. Which page in Mike's book is the service avatar concept?
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  • Great content and quotes. Interesting separation between physical/digital on the 'canvas' slide. Here's another (more technology centric) attempt to draw an IoT reference model separating physical/digital interaction (http://www.flickr.com/photos/23124942@N03/7545328404), inspired by Mike Kuniavsky's service avatar concept (http://www.amazon.com/Smart-Things-Ubiquitous-Computing-Experience/dp/0123748992).

    Kind regards, Thomas
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Internet of Things: Creating new experiences, capabilities and business models - Webvisions presentation

  1. 1. Designing  new  experiences,  capabili1es  and   business  models  in  the  Internet  of  Things   Aldo de Jong & Megan Ellis, Claro Partners Webvisions Barcelona, 29th June, 2013
  2. 2.  @ClaroPartners  #iot     Naviga1ng  disrup1ve  change   Claro  helps   corpora,ons  and   startups  to  navigate   disrup1ve  shiAs  in   society  and  business  
  3. 3.  @ClaroPartners  #iot     We  are  an  interna1onal,  inter-­‐disciplinary  team   •  Social  science,  anthropology,  and  design  research   •  Service,  interac,on,  and  product  design   •  Business  strategy  and  marke,ng     Jiri   Belgium   Aldo   Netherlands   Rich   USA   Megan   UK   Mandy   Lebanon   Elisabeth   Netherlands   Michael   USA   Gunes   Turkey   Abby   USA  
  4. 4.  @ClaroPartners  #iot       Delivering  business  innova1on   and  service  design  in  the   context  of  disrup1ve  shiAs   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 POV@claropartners.com
  5. 5.  @ClaroPartners  #iot     “The  Internet  of  Things  is  about  the  internet   expanding  into  the  physical  world”     -­‐  Florian  Michahelles  |  Auto-­‐ID  Labs  
  6. 6.  @ClaroPartners  #iot     Data! The  IoT  is  an  interac1on  between  the  internet,  things…  and  data   Internet! Things!
  7. 7.  @ClaroPartners  #iot     This  could  be  a  wearable  device  that   accumulates  your  fitness  stats  in  an   online  profile…   Or  a  system  that  tracks   your  herd’s  milk   produc,on  over  ,me…   Or  a  complex  cloud-­‐based  plaMorm  that   collects  sensor  energy  and  calculates  a   building’s  energy  efficiency…   The  IoT  is  an  interac1on  between  the  internet,  things…  and  data  
  8. 8.  @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  Communica,on,  Culture  &  Technology     at  Georgetown  University  
  9. 9.  @ClaroPartners  #iot     We  have  created  an  interac,ve  Internet  of  Things  business  landscape   mapping  350  ini,a,ves  across  100  value  proposi,ons  
  10. 10.  @ClaroPartners  #iot     We  think  there  will  be  a  huge  opportunity   in  the  IoT  for  services  built  on  top  of  the   data  flowing  between  devices  
  11. 11.  @ClaroPartners  #iot     In  the  future,  we  predict  that  connec1on  will  be  a  given  
  12. 12.  @ClaroPartners  #iot     …and  if  everything  is  connected  by  default,  the  focus  turns  to  crea,ng  services   built  on  top  of  the  connec,ons:   “True  IoT  products  should  be   mul,purpose  and  networked”     Florian  Michahelles   Auto-­‐ID  labs  
  13. 13.  @ClaroPartners  #iot     In  the  IoT,  value-­‐added  services  will  be  built  across  plaMorms  and  devices   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   Intranet  of  Things  
  14. 14.  @ClaroPartners  #iot     Internet  of  Things   In  the  IoT,  value-­‐added  services  will  be  built  across  plaMorms  and  devices   1.0   Infrastructure  and   core  hardware   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   Hardware  &  Infrastructure  
  15. 15.  @ClaroPartners  #iot     “The  product  enables  a  bi-­‐direc=onal   conversa=on  between  manufacturer     and  consumer”     -­‐  Vlad  Trifa   EVRYTHNG   “If  products  are  traceable  all  the  =me,  then   leasing  makes  more  sense  than  ownership   as  a  business  model”     -­‐  Rob  van  Kranenburg   Internet  of  Things  Council  
  16. 16.  @ClaroPartners  #iot     These  interconnected  objects  will  enable  new  services,  business  models  and   value  exchange   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  
  17. 17.  @ClaroPartners  #iot     Makers,  developers  and  startups  will  create  devices  and  services  for  the   Internet  of  Things,  enabled  by  corpora,ons   Hardware  &  Infrastructure   Opera,ng  System   Devices   Services   CORPORATIONS   TOP  DOWN   Hardware  &  Infrastructure   Opera,ng  System   Devices   Services   CORPORATIONS  DEV   Hardware  &  Infrastructure   Opera,ng  System   Devices   Services   COLLABORATIVE   CORPS.  DEV.   PC  industry   Mobile  industry   Internet  of  Things  
  18. 18.  @ClaroPartners  #iot     How  to  develop  an  Internet  of  Things  service?  
  19. 19.  @ClaroPartners  #iot     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.     -­‐  Scoe  N  Miller,  CEO,  Dragon  Innova,on  
  20. 20.  @ClaroPartners  #iot     DRAFT     There  is  a  wide  variety  of  disciplines  that  IoT  creators  have  to  manage  when   crea,ng  a  IoT  service  –  there  is  mul,plied  complexity   This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
  21. 21.  @ClaroPartners  #iot     DRAFT     Encourage physical activity: tracking, social interaction and gamification! 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! ! ! Nike+  hypothe,cal  Fuelband  example  shows  how  to  use  Claro’s  IoT  canvas   This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
  22. 22.  @ClaroPartners  #iot     DRAFT     Please  share  feedback  on  this  first  drah  of  the  IoT  canvas  by  twee,ng   to  @claropartners  #iotcanvas   This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
  23. 23.  @ClaroPartners  #iot     We  have  developed  the  emerging  business  landscape,  as  well  as  a   clear  perspec,ve,  models  and  tools.     We  can  work  with  you  to  define  your  vision  and  approach  to  the  IoT  …   and  get  hands-­‐on  with  makers  to  make  it  happen!   Tools  for  iden,fying  and  framing  opportuni,es   See  the  landscape  at  claropartners.com  >  client    login   u:  webvisions  p:  iotwebvisions  
  24. 24. Megan Ellis | Senior Associate Thank you - let’s continue this conversation: Aldo de Jong | Co-Founder Mobile: +34 647 857 922 iot@claroparnters.com claropartners.com @ClaroPartners #iot

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