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5 phases of IoT: a market maturity model for the
new connected device economy
ALTERNATE TITLE: What shoes and pigeons can ...
The IoT opportunity
Recent Economist survey:
Expect their company to be
using IoT within 3 years
“IoT is our single bigges...
The micro-vertical challenge of IoT
7 billion
cell phone subscriptions
50 billion
connected devices by 2020
(Many devices ...
IoT is
complicated
(and fragmented, and
requires new business models, and
disrupts industries, and introduces new security...
Successful IoT products have
PURPOSE
as opposed to being merely
solutions looking for problems
5 phases of industry maturity
Maturity Levels Shoemaking Pigeon	Racing Internet of	Things
1.	Ad-hoc Cottage	industry Domes...
The micro-vertical opportunity of IoT
HERE	BE	VICTORY!
(20%)
(80%)
The multi-headed dragon we must slay
to unlock the long...
The IoT movement needs
purpose-seeking dragon slayers
• Thought leaders
• Security architects
• Business model innovators
...
Thank you
markbenson@exosite.com
@markbenson
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Five Phases of IoT: A Market Maturity Model for the New Connected Device Economy

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Presented at IoT Fuse 2015 in Minneapolis on March 2nd, 2015.

ABSTRACT: The Internet of Things is more than a market – it’s a new wave of the Internet. It is predicted that fifty billion devices will be connected to the Internet by 2020. However, in order for us to get there, certain maturity milestones must be achieved by the global Internet of Things movement that enable that growth in each of the markets that it applies to. If these milestones are not met, the IoT will not meet it’s full potential. In this talk, a five-phase model of market maturity is introduced along with parallels in other historical markets that have made it through all the phases of market maturity and achieved scale of massive proportions. This presentation concludes with a list of actionable steps that attendees can take to break down walls, develop new technologies, and innovate new product ideas that solve real-world problems in a way that ushers the global IoT movement successfully through the five phases of market maturity and into the history books.

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Five Phases of IoT: A Market Maturity Model for the New Connected Device Economy

  1. 1. 5 phases of IoT: a market maturity model for the new connected device economy ALTERNATE TITLE: What shoes and pigeons can teach us about slaying IoT dragons Mark Benson, CTO @exosite IoT Fuse, 19 March 2015
  2. 2. The IoT opportunity Recent Economist survey: Expect their company to be using IoT within 3 years “IoT is our single biggest threat AND biggest opportunity over the next 10 years” – Brand-name fortune 500 board of directors *Source: ABI Research, Cisco, Craig Hallum Estimates 0 2 4 6 8 10 12 14 16 18 20 $0 $50 $100 $150 $200 $250 DevicesBillions Market SizeBillions Big Data Analytics (53% CAGR) Connected Device Platforms (33% CAGR) Platforms (33% CAGR) Application Enablement Platforms (32% CAGR) Value Added Services (26% CAGR) System Integration Services (24% CAGR) Hardware (23% CAGR) Connectivity (12% CAGR) Internet-connected devices (Cisco Estimate) 95%
  3. 3. The micro-vertical challenge of IoT 7 billion cell phone subscriptions 50 billion connected devices by 2020 (Many devices of a few types) (Few devices of many types) HERE BE DRAGONS (20%) (80%)
  4. 4. IoT is complicated (and fragmented, and requires new business models, and disrupts industries, and introduces new security threats, and involves resource-constrained devices, and generates lots and lots of data, and uses new sensor technology, and opens up new use cases, and runs on unreliable networks, and uses a variety of network equipment, and is difficult to service, and creates new legal liabilities, etc., etc.) With all this complexity, it’s easy to lose track of the goal
  5. 5. Successful IoT products have PURPOSE as opposed to being merely solutions looking for problems
  6. 6. 5 phases of industry maturity Maturity Levels Shoemaking Pigeon Racing Internet of Things 1. Ad-hoc Cottage industry Domestication Customized projects 2. Repeatable Guilds and apprenticeships Pigeon posts (RFC 1149) Data platform products 3. Defined Formalized training Pigeon racing Vertical industry solutions 4. Measured Mass production Advanced timing systems Inherent cloud connectivity 5. Optimizing Marketing analytics Selective breeding Standardized access Critical maturity milestones
  7. 7. The micro-vertical opportunity of IoT HERE BE VICTORY! (20%) (80%) The multi-headed dragon we must slay to unlock the long tail of IoT: 1. Solutions looking for problems 2. Fragmented interoperability standards 3. Unsophisticated end-point security 4. Legacy business models
  8. 8. The IoT movement needs purpose-seeking dragon slayers • Thought leaders • Security architects • Business model innovators • Trusted advisors and consultants • Software designers and developers • Technologists that can design and develop on multiple layers • Entrepreneurs that develop technologies to make IoT easier The journey is just getting started
  9. 9. Thank you markbenson@exosite.com @markbenson

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