The promise of the Internet of Things (IoT) is huge. Though it claims to become a multi trillion dollar industry in the coming years, IoT is still a term that many people have not yet heard of, and few can pinpoint. A vast majority of the world still isn’t aware of how this growing industry will soon affect their lives. In order for this hype to truly take-off, there needs to be a shift in focus. The current strategy of makers in this field capitalizes on the availability of new technologies to solve for problems that don’t exist. This approach doesn’t look at the true needs of users. There needs to be a value to users, privacy resolution, and tech standardization. Sce Pike, Chief Experience Officer of Citizen, Inc. looks at strategies, objectives, and values to consider in the creation of IoT products and services, to drive the industry towards mass adoption and truly needed problem solving. A talk by Scé Pike, Chief Experience Officer of Citizen, Inc., presented at Tech Fest Northwest (TFNW) Portland August 16, 2014. http://pluscitizen.com

1. Sce Pike
Chief Experience Officer @ Citizen, Inc.
twitter: @spike75, @pluscitizen
pluscitizen.com
Internet of Things
The Next Bubble?

2. The promise of
Internet of Things
is huge.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75
2

3. How did we get here?
1. It’s easier to make hardware
2. It’s easier to control things with
phones
3. It’s easier because the ecosystem
is in place
- @mattturck, FirstMark Capital
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 3

4. How much is just hype?
Projected Number of Connected Objects in 2020
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Cisco’s
prediction
April 2010
Intel’s
prediction
Mar 2009
Morgan Stanley’s
prediction
Oct 2013
15B
50B
75B

5. How much is just hype?
@spike75
5
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © IDC’s
prediction
Oct 2013
GSMA’s
prediction
Feb 2012
Cisco’s
prediction
Jan 2014
2.5T
8.9T
19T
Projected Revenue in 2020

6. Previous Hype
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75
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7. Hype Realized
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75
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8. Where we are today is only at
Connected Things.
!
Where we can go tomorrow is
going to be so much more than
just Connected Things.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 8

9. but this future
will never happen…
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75
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10. … at least not without these:
Tech
Standardization
Privacy
Resolution
Value to
Users
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 10

11. USERS
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 11

12. Start with users since they will
be the drivers of adoption of IoT.
feel
think do
@spike75 12
SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©

13. But the problem is,
current solutions are tech-centric
what?
why? how?
@spike75 13
SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©

14. Smart Home = Consumer IoT Battleground
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 14

15. Early Adopters
in 20s and 30s.
Rents, can’t
retrofit.
DIY is deterrent Can’t afford
high cost to
experiment
These issues will slow the adoption of
Internet of Things which negates its value
@spike75 15
CONFIDENTIAL. ALL RIGHTS RESERVED. ©
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © The consumer’s reality

16. Users want access to value vs ownership
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75

17. Current cost of ownership
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Lowe’s kit:
$179-299+
$9.99/mth subscription
Belkin WeMo:
$50-80/plug
Comcast kits:
$99-399+
$29.95/mth subscription

18. Change the problem,
stop connecting things and
connect people instead
SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©
18

19. Identify who you want to
connect and why, then how.
SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©
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20. The elephant in the room.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 20

21. PRIVACY
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 21

22. Privacy is all the rage
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 22

23. “Right to be forgotten”
!
Good idea
or
Bad idea?
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 23

24. “Right to be forgotten”
!
Gives a lot of
power to search
engines like Google.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 24

25. Google gets to decide now
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Take it down!
Violates privacy
Journalistic,
artistic, or literary
exception

26. But in the US, you get different results
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Take it down!
Violates privacy
Journalistic,
artistic, or literary
exception

27. Is your privacy really protected
if Google gets to decide what is
private?
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 27

28. Or are we just giving more power
to the Digital Oligarchs?
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 28

29. What if we could own and manage
our own data and profiles?
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 29

30. Managing preferences for
75 billion devices will be beyond
our comprehension.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 30

31. Instead, what if we had an
Artificial Intelligence that
managed it for us?
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 31

32. AI AGENT
her
This AI or Privacy Agent would
know you, who you are and your
preferences.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 32

33. Abilities
Goals/Preferences
Prior Knowledge
Observations
Past Experiences
Actions
AI AGENT
her
Environment
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 33

34. TECH STANDARDIZATION
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 34

35. The evolutionary steps
Step 1 - Get the world online
Step 2 - Control things from online
Step 3 …
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 35

36. Saying “Hello” M2M Style
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Our
Product
Other
Product
“How ya doin?”
“Que Pasa?”

37. Saying “Hello” M2M Style
Wi-Fi
Bluetooth
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Our
Product
Other
Product

38. Saying “Hello” M2M Style
Apple HomeKit
Nest API
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Our
Product
Other
Product

39. Saying “Hello” M2M Style
Our
Product
Other
Product
Zigbee
Zwave
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 39

40. Saying “Hello” M2M Style
AllJoyn
Intel Open
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © Our
Product
Other
Product

41. Current Technology Landscape
MACHINE LEARNING
DATA
SOFTWARE
OS/PLATFORM
HARDWARE
NETWORK
GROK AZURE MACHINE LEARNING LIONSOLVER MATLAB NUEROSOLUTIONS RAPIDMINER SAS ENTERPRISE MINER STATISTICA
THINKWORX EVRYTHNG OPEN.SEN.SE AXEDA BUGSWARM NIMBITS SENSORCLOUD THINGSPEAK
REST SOAP WEBSOCKET CoAP XMPP AMQP MIHINI/M3DA DDS
MQTT DTLS ROLL LLAP LWM2M SSI IOTDB SENSORML
RIOT TINYOS CONTIKI NANO-RK LITEOS ALLJOYN SAPPHIRE EMBER NITROGEN FREERTOS ABACUS
WIRELESS SoC ARDUINO RASPBERRY PI BEAGLEBONE BLACK
IPv4 IPv6 UDP TCP DTLS
2G/GSM/EDGE,CDMA, EVDO
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © COMMS
PRINTED ETHERNET POWERLINE RFID
ANT
NFC 6LoWPAN ZIGBEE Z-WAVE UWB
BLUETOOTH WIFI DASH 7 LICENSE-FREE SPECTRUM WIMAS WEIGHTLESS
3G-GPS/GPRS CELLULAR 4G/ LTE LTE ADVANCED

42. SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 42

43. The evolutionary steps
Step 1 - Get the world online
Step 2 - Control things from online
Step 3 - Get things to talk to each
other
Step 4 - …
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 43

44. The next step
@spike75
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SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © AUTOMATE
Planned Patterns
ADAPT
Breaks in Patterns
ANTICIPATE
Learn New Patterns

45. The evolutionary steps
Step 1 - Get the world online
Step 2 - Control things from online
Step 3 - Get things to talk to each
other
Step 4 - Make things intelligent
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 45

46. When we provide these things:
Tech
Standardization
Privacy
Resolution
Value to
Users
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75 46

47. The opportunity of
Internet of Things
will be truly compelling.
SCE PIKE & CITIZEN 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © @spike75
SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. © 47

48. Thank You.
Sce Pike
Chief Experience Officer @ Citizen, Inc.
twitter: @spike75, @pluscitizen
sce@pluscitizen.com
pluscitizen.com