M2 m etsi_oktober_v1 0_241012_final[2]

424 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
424
On SlideShare
0
From Embeds
0
Number of Embeds
76
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

M2 m etsi_oktober_v1 0_241012_final[2]

  1. 1. Business  Model  Genera/on  for  M2M  Applica/ons From  Customer  Insights  to  Business  Models  –  Key  Success  Factors   Katharina  Liebrand,  Swisscom      3rd  ETSI  TC  M2M  Workshop   ©  ETSI  2012.  All  rights  reserved  
  2. 2. The  EU-­‐Project  BUTLER     BUTLER  develops  a  vision  of  a   secure,  pervasive  and   context-­‐aware  Internet  of   Things     BUTLER’s  concept  of  acMve,   real-­‐Mme  and  progressively   personal  context-­‐awareness   is  inversely  proporMonal  to   the  degree  of  knowledge   required  from  users   More  InformaMon  on  Butler:   www.iot-­‐butler.eu  
  3. 3. Key  Ques/on:      “How  to  make  money  with  IoT?”     I  have  something,  that  others  need.   What  is  it,  that  others  need?   I  can  offer  it  at  a  price  others  are  willing  to  pay. How  can  I  do  it?  Can  I  do  it  at  all? Find  a  balance  between  perceived  value  and  willingness  to  pay.     Define  a  model  to  establish  the  balance  now  and  evolve  in  the  future.  
  4. 4. Star/ng  with  a  Customer  Centric  View      to  Develop  the  Value  Proposi/on   1 Key Partners Key Value Proposition Customer Customer Activities Relationships Segments Needs Channels Key Resources Product 2 Cost Structure Revenue Streams
  5. 5. What  is  it  others  want?    -­‐  The  Value  Proposi/on     Value Proposition   Needs  –  How  do  you  get  access  to  the  customer?     •  listen  to  your  customer  carefully  before  and  during  the  design   Needs •  pick  him  up  and  accompany  him  to  growing  with  him         Product  -­‐  What    is  „this“  at  all?     •  Physical,  tangible  Object     Product •  Service     •  Feelings  (  Peace  of  Mind,  Safety,  Comfort,  Belonging  )       -­‐>        Customer  Experience  (Customer  Journey)      The  whole  is  more  than  the  sum  of  its  parts.   5
  6. 6. What  the  Customers  Expect  from  Us     Brand Trust (Positioning) Need I’d expect my doctor Well as long as they help and my health me to save money, I’d insurance to be involved think about it in this Usability, Choice Ethics, Trust It would be great if it What happens to all the was integrated in my data this system existing devices! collects? The  results  of  the  customer  insights  (interviews)  strongly  influence  product   design  (customer  experience  design)  and  thus  the  business  model. 6
  7. 7. One  technical  solu/on  –  two  very  different  products    Allianz:  Crash  Recorder  versus  Help  Box   Value  ProposiMon  Crash  Recorder:   •  We  even  pay  you  for  it,  because  we‘ll  save   that  much  on  your  claims   Value  ProposiMon  Helpbox:   •  Your  automated   guardian  angel,  there   for  you,  when  you  most   need  it    The  whole  is  more  than  the  sum  of  its  parts. 7
  8. 8. Fleshing  out  the  Business  Model  looking  at  the  interac/ons  between  the  blocks   1 Key Partners Key Value Proposition Customer Customer Activities Relationships Segments Channels Key Resources 2 Cost Structure Revenue Streams
  9. 9. Many  individuals  need  to  be  reached    Many  individual  needs  need  to  be  reached   Partners Hardware Services Life Cycle Mgmt Fix Variable The  mass  market  consists  of   Own Resources & thousands  of    individuals  to  be   Activities addressed.   IoT  Business  is  all  about   mul/-­‐partnering   Mass  Market  needs  to  be   Customer  Preferences:   reached  to  cover  fix  costs.   • Freedom  of  Choice   • EvoluMon                Minimize  Cost  per  Unit   • Use  of  exisMng  devices   • Simplicity   • Should  not  cost  too  much   9
  10. 10. Key  success  factors     Key  Takeaways:   Max accepted Service Price The  perceived  value  of  a  product  is  Perceived Service Value by Customer heavily  influenced  by  the  way  the   High customer’s  individual  needs  are   addressed  and  less  by  its  technical   market price nature   Earn M2M  Business  is  about  Partnering  as   one  company  (usually)  cannot  offer   Unit cost the  enMre  Service  alone.   Loss In  order  to  be  compeMMve  the  costs   need  to  be  managed:   Low   Low Service Price High -­‐  Openness  &  StandardizaMon   “In  IoT    the  value  proposi2on  is  not  primarily  about   -­‐  Freedom  of  Choice  for   physical  products  and  not  even  about  services,  it‘s   Components  /  Partner   mostly  about  experiences  and  feelings.”   -­‐  Design  with  OpMons  for  EvoluMon  
  11. 11. Strategic  Learning  from  Other  Industries   Flexibility       One  common  plagorm   Interoperability       EvoluMon   So  many  different   products  
  12. 12. Contact  Details: Katharina  Liebrand,  Swisscom  AG     Katharina.liebrand@swisscom.com   Katja  Moser,  Swisscom  AG   Katja.Moser@swisscom.com     More  InformaMon  on  Butler:   www.iot-­‐butler.eu     Thank  you!  12 ©  ETSI  2012.  All  rights  reserved  

×