Designing	
  new	
  experiences,	
  capabili1es	
  and	
  
business	
  models	
  in	
  the	
  Internet	
  of	
  Things	
  ...
Share	
  your	
  thoughts!	
  
@claropartners	
  
#iot	
  #WVChi	
  
 @ClaroPartners	
  #iot	
  	
  
Naviga1ng	
  disrup1ve	
  change	
  
Claro	
  helps	
  
corpora3ons	
  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	
  	
  
“Trying	
  to	
  determine	
  the	
  market	
  size	
  of	
  the	
  Internet	
  
of	
  Thi...
 @ClaroPartners	
  #iot	
  	
  
 @ClaroPartners	
  #iot	
  	
  
The	
  IoT	
  emerging	
  business	
  landscape	
  structures	
  100	
  value	
  proposi3o...
 @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	
  	
  
Five key takeaways
from our research!
 @ClaroPartners	
  #iot	
  	
  
The	
  Internet	
  of	
  Things	
  is	
  nascent…	
  
like	
  the	
  internet	
  in	
  199...
 @ClaroPartners	
  #iot	
  	
  
Internet	
  of	
  Things	
  
The	
  Internet	
  of	
  Things	
  is	
  nascent…	
  
like	
 ...
 @ClaroPartners	
  #iot	
  	
  
The	
  IoT	
  will	
  be	
  built	
  by	
  many	
  different	
  players	
  with	
  many	
  ...
 @ClaroPartners	
  #iot	
  	
  
The	
  real	
  value	
  of	
  the	
  IoT	
  will	
  not	
  come	
  from	
  the	
  technolo...
 @ClaroPartners	
  #iot	
  	
  
Hardware	
  &	
  Infrastructure	
  
Opera3ng	
  System	
  
Devices	
  
Services	
  
COLLAB...
 @ClaroPartners	
  #iot	
  	
  
IoT-­‐enabled	
  services	
  are	
  complex	
  because	
  they	
  have	
  both	
  physical...
 @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	
  	
  
The	
  IoT	
  canvas	
  helps	
  IoT	
  creators	
  navigate	
  the	
  mul3plied	
  comple...
Smart phone app
and internet
service set
activity goals!
get feedback on
progress!Data centre that
runs website and
app (e...
 @ClaroPartners	
  #iot	
  	
  
What	
  role	
  will	
  you	
  play	
  in	
  the	
  Internet	
  of	
  Things?	
  
1.  Lear...
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Internet of Things: Opportunities for designing new experiences, capabilities and business models (IoT)

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Presented at WebVisions Chicago 2013

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 the presentation we are sharing our perspective based on emerging business research and interviews with experts and IoT creators.

Our perspective is summarised in the following key points:
1. The Internet of Things is nascent… like the internet in 1995, the IoT is just getting started. Actually it's mostly a collection of non-connected Intranets of Things
2. The IoT will be built by many different players with many different roles
3. The real value of the IoT will not come from the technology itself, but the services built on top and enabled by it
4. A significant part of the IoT will evolve from the bottom-up, by entrepreneurship
5. IoT-enabled services are complex because they have both physical and digital elements and need to deliver an experience that bridges the two

To conclude:
•The big value of the Internet of Things isn’t in the connection of devices, but in the services for people that are built on top of those connections
•To create those products and services will require a broad mix of expertise
•Many of the Internet of Things products and services will be built by makers, hackers, entrepreneurs

In the talk we also introduce a couple of tools that help IoT creators discover opportunities and create and prototype IoT offerings.
They are:

IoT emerging business landscape
The interactive IoT landscape mapping 400+ startups and initiatives, structured across 10 business and consumer facing verticals and 5 types of enablers. The IoT landscape shows the vastness, variety, and scope of the Internet of Things and is a key tool to identification of new opportunity spaces.

IoT canvas
The IoT canvas helps IoT creators navigate the multiplied complexity

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Internet of Things: Opportunities for designing new experiences, capabilities and business models (IoT)

  1. 1. Designing  new  experiences,  capabili1es  and   business  models  in  the  Internet  of  Things   Aldo de Jong | Co-Founder Claro Partners WebVisions, 27th September, 2013
  2. 2. Share  your  thoughts!   @claropartners   #iot  #WVChi  
  3. 3.  @ClaroPartners  #iot     Naviga1ng  disrup1ve  change   Claro  helps   corpora3ons  and   startups  to  navigate   disrup1ve  shiDs  in   society  and  business  
  4. 4.  @ClaroPartners  #iot     We  are  an  interna1onal,  inter-­‐disciplinary  team   •  Social  science,  anthropology,  and  design  research   •  Service,  interac3on,  and  product  design   •  Business  strategy  and  marke3ng     Jiri   Belgium   Aldo   Netherlands   Rich   USA   Megan   UK   Mandy   Lebanon   Elisabeth   Netherlands   Michael   USA   Gunes   Turkey   Abby   USA  
  5. 5.  @ClaroPartners  #iot       Delivering  business  innova1on   and  service  design  in  the   context  of  disrup1ve  shiDs   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
  6. 6.  @ClaroPartners  #iot     “The  Internet  of  Things  is  about  the  internet   expanding  into  the  physical  world”     -­‐  Florian  Michahelles  |  Auto-­‐ID  Labs  
  7. 7.  @ClaroPartners  #iot     Data! The  IoT  is  an  interac1on  between  the  internet,  things…  and  data   Internet! Things!
  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  Communica3on,  Culture  &  Technology     at  Georgetown  University  
  9. 9.  @ClaroPartners  #iot    
  10. 10.  @ClaroPartners  #iot     The  IoT  emerging  business  landscape  structures  100  value  proposi3ons  
  11. 11.  @ClaroPartners  #iot     We  think  there  will  be  a  huge  opportunity   in  the  IoT  for  services  built  on  top  of  the   data  flowing  between  devices  
  12. 12.  @ClaroPartners  #iot     In  the  future,  we  predict  that  connec1on  will  be  a  given  
  13. 13.  @ClaroPartners  #iot     Five key takeaways from our research!
  14. 14.  @ClaroPartners  #iot     The  Internet  of  Things  is  nascent…   like  the  internet  in  1995,  the  IoT  is  just  geYng  started  01   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   Intranets  of  Things  
  15. 15.  @ClaroPartners  #iot     Internet  of  Things   The  Internet  of  Things  is  nascent…   like  the  internet  in  1995,  the  IoT  is  just  geYng  started  01   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  
  16. 16.  @ClaroPartners  #iot     The  IoT  will  be  built  by  many  different  players  with  many  different  roles   02   Internet-­‐connected   things  and  their  uses   will  be  so  varied  and   present  everywhere   that  the  IoT  won’t  be   the  result  of  one  single   en3ty’s  work.  
  17. 17.  @ClaroPartners  #iot     The  real  value  of  the  IoT  will  not  come  from  the  technology  itself,   but  the  services  built  on  top  and  enabled  by  it  03   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  
  18. 18.  @ClaroPartners  #iot     Hardware  &  Infrastructure   Opera3ng  System   Devices   Services   COLLABORATIVE   CORPS.  DEV.   Internet  of  Things   A  significant  part  of  the  IoT  will  evolve  from  the  bo[om-­‐up,   by  people  like  you…  04   Hardware  &  Infrastructure   Opera3ng  System   Devices   Services   CORPORATIONS   TOP  DOWN   PC  industry   Hardware  &  Infrastructure   Opera3ng  System   Devices   Services   CORPORATIONS  DEV   Mobile  industry  
  19. 19.  @ClaroPartners  #iot     IoT-­‐enabled  services  are  complex  because  they  have  both  physical  and   digital  elements  and  need  to  deliver  an  experience  that  bridges  the  two  05   PHYSICAL  ELEMENTS   DIGITAL  ELEMENTS  
  20. 20.  @ClaroPartners  #iot     How  to  develop  an  Internet  of  Things  service?  
  21. 21.  @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.     -­‐  Scoa  N  Miller,  CEO,  Dragon  Innova3on  
  22. 22.  @ClaroPartners  #iot     The  IoT  canvas  helps  IoT  creators  navigate  the  mul3plied  complexity  of  the  IoT  
  23. 23. 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! ! ! Make you fitter!!  @ClaroPartners  #iotcanvas    
  24. 24.  @ClaroPartners  #iot     What  role  will  you  play  in  the  Internet  of  Things?   1.  Learn  about  Internet  of  Things     claropartners.com  >  login   username:  iotlab   Password:  webvisions2013   2.  Join  a  IoT  lab  >  this  weekend!     3.  Get  involved  in  our     Data_IoT  accelerator:     Looking  for  mentors,  investors  and   corporate  partners  and..  startup   teams!     Let’s  con1nue  the  conversa1on!   Aldo  de  Jong   Mobile:  +34  647  857  922   aldo@claropartners.com  

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