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What role to play in the emerging Internet of Things? ESADE innovation summit 14 Nov 2013

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What role to play in the emerging Internet of Things? ESADE innovation summit 14 Nov 2013

  1. 1. Strategy%challenge:% What%role%to%play%in%the%emerging%Internet%of%Things?! ! Aldo de Jong | Co-Founder Claro Partners & Data+IoT Accelerator! ESADE Innovation Forum • Barcelona • November, 2013! #iot%@claropartners%
  2. 2. Share%your%thoughts?% @claropartners% #iot%@esade% #iot%@claropartners%
  3. 3. Claro%helps%corpora6ons% and%startups%to%navigate% disrup8ve%shi:s%in% society%and%business,% delivering%service%design% and%business%innova8on% Elisabeth% Netherlands% Michael% USA% Aldo% Netherlands% Rich% USA% Megan% UK% Mandy% Lebanon% Abby% USA% Jiri% Belgium% Gunes% Turkey% #iot%@claropartners%
  4. 4. What%is%business%innova6on?% Understandin FRAME%THE% g%user% Frame%the%situa8on% PROBLEM% challenges% EXPLORE% EXPLORE% Understand%user%and%business%needs% MARKET% CUSTOMER% New%offers% Define%the%value%proposi8on% and% CREATE% experiences% Create%the%userHcentred%business%model% VALIDATE% PROTOTYPE% Value% Deliver%the%customer%experience% IMPLEMENT% crea6on%for% users% #iot%@claropartners%
  5. 5. MBAs,%clients%and%tradi6onal%consultants,%are%dominated%by%business%thinking% BUSINESS%THINKING% !  !  !  !  !  !  !  Breaks%things%down% Exhaus6ve%analysis%and%priori6es% Customer%validated% Linear,%defined%approach% Priori6ses%to%close% Circumvents%constraints% Minimises%risks%through%thorough% analysis% MANAGEMENT'CONSULTANCIES' Poten8al%clashes:% Not%userWcentered,%revenue%focused% No%real%new,%relevant%ideas% Only%works%for%tech%push% Generates%copy%cats,%incremental% innova6on% #iot%@claropartners%
  6. 6. Design%agencies%offer%a%different%approach%% DESIGN%THINKING% !  !  !  !  !  !  !  Poten8al%clashes:% %Rejec6ng%quan6ta6ve%approaches% %%Too%crea6ve,%not%concrete,%% No%realis6c%business%model% Doesn’t%consider%ecoWsystem%issues%% Builds%things%up% Lateral%associa6ons,%intui6on,%stories% User%inspired% Itera6ve,%frequent%adapta6ons% Keeps%op6ons%“alive”% Integrates%constraints% Embraces%risks%and%fails%early%through% prototypes/tests% DESIGN'AGENCIES' #iot%@claropartners%
  7. 7. Claro%combines%two%tradi6onally%opposed%schools%of%thought% BUSINESS%THINKING% !  !  !  !  !  !  !  Breaks%things%down% Exhaus6ve%analysis%and%priori6es% Customer%validated% Linear,%defined%approach% Priori6ses%to%close% Circumvents%constraints% Minimises%risks%through%thorough% analysis% DESIGN%THINKING% !  !  !  !  !  !  !  Builds%things%up% Lateral%associa6ons,%intui6on,%stories% User%inspired% Itera6ve,%frequent%adapta6ons% Keeps%op6ons%“alive”% Integrates%constraints% Embraces%risks%and%fails%early%through% prototypes/tests% #iot%@claropartners%
  8. 8. …%to%deliver%an%integrated%business%innova6on%flow% BUSINESS%THINKING% DESIGN%THINKING% FRAME%THE% PROBLEM% EXPLORE% MARKET% EXPLORE% CUSTOMER% CREATE% VALIDATE% PROTOTYPE% IMPLEMENT% #iot%@claropartners%
  9. 9. …%to%deliver%an%integrated%business%innova6on%flow% BUSINESS%THINKING% DESIGN%THINKING% Understanding%the%% business%situa6on% FRAME%THE% Understanding%user% Frame%the%situa8on% challenges% PROBLEM% EXPLORE% EXPLORE% Understand%user%and%business%needs% MARKET% CUSTOMER% New%user%centredW business%models% New%offers%and% Define%the%value%proposi8on% CREATE% experiences% VALIDATE% PROTOTYPE% Create%the%userHcentred%business%model% Launch%of%new%services% or%products%in%the% market% Value%crea6on%for% IMPLEMENT% Deliver%the%customer%experience% users% #iot%@claropartners%
  10. 10. Strategy%challenge:% What%role%to%play%in%the% emerging%Internet%of%Things?! #iot%@claropartners%
  11. 11. 5 key takeaways from our 
 10-month exploration of the IoT" #iot%@claropartners%
  12. 12. We%interviewed%leading%IoT%experts%and%industry%leaders%and%innovators% % % #iot%@claropartners%
  13. 13. “The'Internet'of'Things'is'about'the'internet' expanding'into'the'physical'world”' % W%Florian%Michahelles%|%AutoWID%Labs% #iot%@claropartners%
  14. 14. The%IoT%is%an%interac8on%between%the%internet,%things…%and%data% Internet" Data" Things" #iot%@claropartners%
  15. 15. “Trying'to'determine'the'market'size'of'the'Internet' of'Things'is'like'trying'to'calculate'the'market'for' plasHcs,'circa'1940.'At'that'Hme,'it'was'difficult'to' imagine'that'plasHcs'could'be'in'everything.”' % W%Michael%Nelson% Professor%of%Communica6on,%Culture%&%Technology%% at%Georgetown%University% #iot%@claropartners%
  16. 16. #iot%@claropartners%
  17. 17. The%IoT%emerging%business%landscape%structures%100%value%proposi6ons% Request%login%at% iot@claropartners.com% #iot%@claropartners%
  18. 18. 01% The%Internet%of%Things%is%nascent…% like%the%internet%in%1995,%the%IoT%is%just%gehng%started% 1.0% 2.0% 3.0% Infrastructure%and% core%hardware% Connected%devices% running%on%an% opera8ng%system%% ValueHadded%services%&% apps%built%on%top%of%data% from%connected%devices% Services% Services% Services% Devices% Devices% Devices% Opera8ng%System% Opera8ng%System% Opera8ng%System% Hardware%&%Infrastructure% Hardware%&%Infrastructure% Hardware%&%Infrastructure% Intranets%of%Things' #iot%@claropartners%
  19. 19. 01% The%Internet%of%Things%is%nascent…% like%the%internet%in%1995,%the%IoT%is%just%gehng%started% 1.0% 2.0% 3.0% Infrastructure%and% core%hardware% Connected%devices% running%on%an% opera8ng%system%% ValueHadded%services%&% apps%built%on%top%of%data% from%connected%devices% Services% Services% Services% Devices% Devices% Devices% Opera8ng%System% Opera8ng%System% Opera8ng%System% Hardware%&%Infrastructure% Hardware%&%Infrastructure% Hardware%&%Infrastructure% Internet%of%Things' #iot%@claropartners%
  20. 20. 02% The%IoT%will%be%built%by%many%different%players%with%many%different%roles% InternetWconnected% things%and%their%uses% will%be%so%varied%and% present%everywhere% that%the%IoT%won’t%be% the%result%of%one%single% en6ty’s%work.% #iot%@claropartners%
  21. 21. 03% The%real%value%of%the%IoT%will%not%come%from%the%technology%itself,% but%the%services%built%on%top%and%enabled%by%it% Brands% Retailers% Brand%provides% services% Retailer%provides% services%(camera% rented)% Connects%with% other%users% Other% appropriate% services% Peers%and%other% devices% Prints%photos% remotely% Sends%photos% to%friends% Other%service% providers% #iot%@claropartners%
  22. 22. Mobile%industry% Devices% Opera6ng%System% Hardware%&%Infrastructure% TOP%DOWN% Services% Devices% Devices% Opera6ng%System% Opera6ng%System% Hardware%&%Infrastructure% DEV% DEV% CORPORATIONS% Services% Internet%of%Things% CORPORATIONS% PC%industry% CORPS.% 04% A%significant%part%of%the%IoT%will%be%built%from%the%bo]omHup,% by%entrepreneurship%and%experimenta8on% Services% Hardware%&%Infrastructure% COLLABORATIVE% #iot%@claropartners%
  23. 23. 05% IoT%creators%face%mul8plied%complexity%briding%the%physical%and%%the%digital% PHYSICAL%ELEMENTS% DIGITAL%ELEMENTS% #iot%@claropartners%
  24. 24. @ClaroPartners%#iotcanvas%% #iot%@claropartners%
  25. 25. Make you fitter!! Fic8ous%example%% @ClaroPartners%#iotcanvas%% Prototype! 3D printed PU! Prototype! ARM Mbed devkit! ! Flash memory! Microcontroller! GPS+movement sensors! LEDS+vibration! ! TPU rubber! ABS harness! ! Bluetooth to phone! Mobile data/Wifi to internet! Data centre that runs website and app (e.g. Amazon)! Smart phone app and internet service set activity goals! get feedback on progress! Produce and ship from Foxconn ! Nike stores! Electronics retailers! ! ! ! Device $149! App stores! Nike+ website! ! Free app! Rev. share from #iot%@claropartners% 3rd party apps!
  26. 26. Helping%IoT%creators%develop%meaningful%offerings%in%the%Internet%of%Things% 1.%IoT%labs%bring%together%designers,%developers,%makers%and%strategists%to%learn,%create%and% prototype%an%Internet%of%Things%offering%–%claropartners.com/iotlab% 1% EXPLORE% 2% IDEATE%+%PITCH% 3% DEVELOP% 4% PROTOTYPE% 5% PRESENT% 2.%MentorWintensive%accelerator%focused%on%Smart%Data%&%Internet%of%Things%% Sha pe% Refine% idea% DEMO% DEMO% DAY% DAY% Shape% Refine%idea% Build% Beta%launch% Sell% Early%adop6on% Looking%for%startups,%corporate%partners,%mentors%and%accredited%investors:%iot@claropartners.com% #iot%@claropartners%
  27. 27. 7H9%March" Join strategists, developers and designers all across the world come together in one weekend to explore, create and prototype a service – mentored by Claro Partners, their clients and other professionals" Send us an email at jam@claropartners.com to be notified as soon as registrations open" barcelonaservicejam.org" #iot%@claropartners%
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