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Chew Guang Wei          HT093271W
                     Ho Seow Yan              HT093116E
                     Koh Chung Wei, Nicholas  A0076868H
                     Lin Jiaji               A0076843W
                     Ng Tzer Liang            HT093280E
                     Wee Chong Liang, Justin HT093290B


MT 5016 : Business Models for Hi-Tech Products
Smart Home Features

Target Market, Customer Segment and Needs

Value Proposition

Value Network & Revenue Stream

Vertical Integration Chain & Industry Architecture

Strategic Control

Conclusion

     MT 5016 : Business Models for Hi-Tech Products
Smart entertainment hub
    Motion sensors
                                                          Security



                                                            Control tablet to 
Health monitoring                                               control 
                                                              audio/video 
                                                                systems



   Automatic 
     energy                                                 Cameras to track 
                                                                  home 
  management                                                interior/exterior
  in the house



               MT 5016 : Business Models for Hi-Tech Products
• Where: Singapore

• Who: New Home Owners
  –   Mostly between 20s – 30s years old 
  –   Of marriageable age
  –   < $10,000 household income, dual income earning
  –   Most likely to buy first homes from SG government
  –   Most likely to stay in new eco‐town/estates




        MT 5016 : Business Models for Hi-Tech Products
Gen Y 
                         “Most connected generation” 

                         • Born between 1980s‐1990s
                         • Willing to pay for digital lifestyle
                         • Enjoys using tech gadgets
                         • Spends 1/3 of life on the internet
                         • 1st generation to grow up with 
                         computers at home
                         • Email, SMS and instant messaging as 
                         the preferred communication




MT 5016 : Business Models for Hi-Tech Products
5           4         3            2   1
 Energy  Management Services
 Energy Saving Services
 Eco‐ friendly Products – Green Living
 Entertainment  “Fun Factor” 
 Social activities with friends
 Internet activities (Video streaming, 
 Gaming, e‐shopping etc)
 Smart Technology
 “Smart” Appliances
 Connectivity – Information Accessibility
 Home Monitoring
*5 is of most importance to the customer and 1 is of least importance to the customer

                MT 5016 : Business Models for Hi-Tech Products
IMPT   EMS   Entertainment    Smart 
                                                                        Controls
Energy  Management Services
Energy Saving Services                      4
Eco‐ friendly Products – Green Living       3
Entertainment  “Fun Factor” 
Social activities with friends              5
Internet activities (Video streaming,       5
Gaming, e‐shopping etc)
Smart Features
“Smart” Appliances                          5
Connectivity – Information Accessibility    5
Home Monitoring                             3




                 MT 5016 : Business Models for Hi-Tech Products
MT 5016 : Business Models for Hi-Tech Products
Entertainment                         Dimmer      Dimmer
   • Neighbourhood 
                                                                            Dimmer
     networking
   • Social TV: Chat 
     with viewers
   • Conferencing
   • Interactive 
     gaming


Home Monitoring
• Smart on board 
  intelligent appliances
• Round the clock CCTV 
  monitoring on kids at 
  home
• Monitoring of pets
                                                                      Smart Appliances

                                                  Smart Home Control
                   Smartphone Access
                                                  • eMetering, measures, collects 
                   • Mobile access and
                                                    data, analyses usage pattern. 
                   monitoring

          MT 5016 : Business Models for Hi-Tech Products
1) Integrative Solution
        Entertainment
           Social TV
           Interactive gaming
           Ease of access to content




       MT 5016 : Business Models for Hi-Tech Products
1) Integrative Solution
        Smart Home Control
          Intelligent energy management
          One controller for all systems
          Home monitoring




      MT 5016 : Business Models for Hi-Tech Products
2) Affordability
        Government Support 
          Policy (EMA Intelligent Energy System)
          Infrastructure (IDA OpenNet, HDB Eco‐
          town)


       NEC in‐house Expertise
          Dedicated electronics provider
          Existing technology


      MT 5016 : Business Models for Hi-Tech Products
Revenue  Stream                                               Subscription Fees
    Scope of activities
                                  NEC                                Content 
                      Leasing     Platform                         & NEC Box
Government               Fee
  Partners

                                             Maintenance

                                                                        Customers
                                                                    Home 
                                                                  Security
                                                                 Subscription 
                        Profit                                           Fees
                      Sharing     NEC 
                                                                        Services
                                  Platform
                                                    3rd party         Subscription 
                                                    Services                  Fees

              MT 5016 : Business Models for Hi-Tech Products
Developing Punggol to be the first eco‐town will serve as a “living 
laboratory” for green living environment
  Signed Research Collaboration Agreement (RCA) with Solar Energy 
Research Institute of Singapore (SERIS) 

   Spearheaded pilot project, Intelligent Energy System (IES) to modernize 
electricity transmission around a smart grid
  Phase 1 (2010 – 2012) focuses on infrastructure for smart grids. Phase 2 
(2012 ‐ 2015) will focus on smart grid applications

  Launched Connected Homes Program in 2003 to be in line with IDA’s 
10‐year masterplan, iN2015.
   Launched Next Gen NBN aimed to deliver high speed broadband of up 
to 1Gps


      MT 5016 : Business Models for Hi-Tech Products
Strong Partnerships

• Key benefits are:
  – Create awareness of available NEC products and solutions
  – Establish links with authorities


        MT 5016 : Business Models for Hi-Tech Products
• Collaborations with government 
  agencies to raise awareness i.e. 
  Infocomm Experience Center by IDA
• Involved in town planning as technology 
  expert
• Engage respective town councils to use 
  technology for pilot projects such as 
  upgrading of Shopping Centers and 
  Home upgrading projects
• Showcase ideas at international forums   


       MT 5016 : Business Models for Hi-Tech Products
Vendors                 Application             Customers
          OEMs                   Developers


                                         OSGi
Components &
Assembly                              Open 
                       Proprietary
                                     Source
                                                Integrative Solution
        Hardware            Software

                    NEC
                                      Content      Partners
               NEC Smart Home         Service      e.g. ISPs
                  Gateway

                        Government
    MT 5016 : Business Models for Hi-Tech Products
NEC           Partners
Components
Product Design
Assembly
Operating System
Applications
Sales & 
Distributions
Services
Maintenance

      MT 5016 : Business Models for Hi-Tech Products
• ISO 9000: Quality Management

• ISO14000: Environmental 
  Management

• ISO 50001: Energy Management

• Open Services Gateway initiative 
  (OSGi) Framework


       MT 5016 : Business Models for Hi-Tech Products
DEVELOPERS                                 BUSINESS
• Reduces complexity                  • Modular and dynamic model 
   – Modular architecture               to reduces development and 
                                        operational costs
• Building systems from in 
  house and off‐the‐shelf             • Integrates multiple devices 
  modules                               in a networked environment




            MT 5016 : Business Models for Hi-Tech Products
IP Management
• “foundation of NEC’s group business 
  competitiveness and stability”  
• IP protection of core technologies
• Patent Portfolio and licensing
   – NEC currently has 68,000 patents worldwide and 
     supports Open Innovation
   – Continue to source for patents related to smart 
     homes worldwide
   – License technology to expand business opportunities 
     and reduce business risks

         MT 5016 : Business Models for Hi-Tech Products
R & D
• Y2017 Vision: NEC launched its long term R&D based 
  on 3 visions – Symbiosis, Ecology & Dependable by 
  Y2017




        MT 5016 : Business Models for Hi-Tech Products
Appropriability
• Small local smart home industry
   – Only a few start up companies such as Anacle
     Systems, Cytech technologies, etc.  
• Collaboration with companies to create an 
  integral modular industry architecture, 
  where NEC can determine:
   – Communication protocol between systems
   – Acceptable standards for smart homes
• Work with acquired local companies
  that are familiar with local regulations

         MT 5016 : Business Models for Hi-Tech Products
Creating other barriers of entry
• High Switching Costs:
   – Min 5‐yrs occupancy of HDB houses
   – High switching cost due to the built‐up 
      content and services provided
• Economies of Scale:
   – NEC can provide smart home technology at 
      a fraction of the costs
   – New firms can’t keep cost down efficiently
• Network Effects:
   – New towns, such as Punggol eco‐town, will 
      have estimated 18,000 homes for NEC 
      smart home gateway
         MT 5016 : Business Models for Hi-Tech Products
• NEC has the core competencies and resources to be 
  one of the pioneers in smart home industry in 
  Singapore

• Singapore has the necessary infrastructure to 
  support the smart home technologies

• Recommend that NEC uses Singapore as a 
  “springboard” into other Asia Pacific countries like 
  Hong Kong, Taiwan and eventually India and China



         MT 5016 : Business Models for Hi-Tech Products

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Business Models for Smart Homes

  • 1. Chew Guang Wei HT093271W Ho Seow Yan HT093116E Koh Chung Wei, Nicholas  A0076868H Lin Jiaji A0076843W Ng Tzer Liang HT093280E Wee Chong Liang, Justin HT093290B MT 5016 : Business Models for Hi-Tech Products
  • 3. Smart entertainment hub Motion sensors Security Control tablet to  Health monitoring control  audio/video  systems Automatic  energy  Cameras to track  home  management  interior/exterior in the house MT 5016 : Business Models for Hi-Tech Products
  • 4. • Where: Singapore • Who: New Home Owners – Mostly between 20s – 30s years old  – Of marriageable age – < $10,000 household income, dual income earning – Most likely to buy first homes from SG government – Most likely to stay in new eco‐town/estates MT 5016 : Business Models for Hi-Tech Products
  • 5. Gen Y  “Most connected generation”  • Born between 1980s‐1990s • Willing to pay for digital lifestyle • Enjoys using tech gadgets • Spends 1/3 of life on the internet • 1st generation to grow up with  computers at home • Email, SMS and instant messaging as  the preferred communication MT 5016 : Business Models for Hi-Tech Products
  • 6. 5 4 3 2 1 Energy  Management Services Energy Saving Services Eco‐ friendly Products – Green Living Entertainment  “Fun Factor”  Social activities with friends Internet activities (Video streaming,  Gaming, e‐shopping etc) Smart Technology “Smart” Appliances Connectivity – Information Accessibility Home Monitoring *5 is of most importance to the customer and 1 is of least importance to the customer MT 5016 : Business Models for Hi-Tech Products
  • 7. IMPT EMS Entertainment Smart  Controls Energy  Management Services Energy Saving Services 4 Eco‐ friendly Products – Green Living 3 Entertainment  “Fun Factor”  Social activities with friends 5 Internet activities (Video streaming,  5 Gaming, e‐shopping etc) Smart Features “Smart” Appliances 5 Connectivity – Information Accessibility 5 Home Monitoring 3 MT 5016 : Business Models for Hi-Tech Products
  • 8. MT 5016 : Business Models for Hi-Tech Products
  • 9. Entertainment Dimmer Dimmer • Neighbourhood  Dimmer networking • Social TV: Chat  with viewers • Conferencing • Interactive  gaming Home Monitoring • Smart on board  intelligent appliances • Round the clock CCTV  monitoring on kids at  home • Monitoring of pets Smart Appliances Smart Home Control Smartphone Access • eMetering, measures, collects  • Mobile access and data, analyses usage pattern.  monitoring MT 5016 : Business Models for Hi-Tech Products
  • 10. 1) Integrative Solution Entertainment Social TV Interactive gaming Ease of access to content MT 5016 : Business Models for Hi-Tech Products
  • 11. 1) Integrative Solution Smart Home Control Intelligent energy management One controller for all systems Home monitoring MT 5016 : Business Models for Hi-Tech Products
  • 12. 2) Affordability Government Support  Policy (EMA Intelligent Energy System) Infrastructure (IDA OpenNet, HDB Eco‐ town) NEC in‐house Expertise Dedicated electronics provider Existing technology MT 5016 : Business Models for Hi-Tech Products
  • 13. Revenue  Stream Subscription Fees Scope of activities NEC  Content  Leasing  Platform & NEC Box Government  Fee Partners Maintenance Customers Home  Security Subscription  Profit  Fees Sharing NEC  Services Platform 3rd party  Subscription  Services Fees MT 5016 : Business Models for Hi-Tech Products
  • 14. Developing Punggol to be the first eco‐town will serve as a “living  laboratory” for green living environment Signed Research Collaboration Agreement (RCA) with Solar Energy  Research Institute of Singapore (SERIS)  Spearheaded pilot project, Intelligent Energy System (IES) to modernize  electricity transmission around a smart grid Phase 1 (2010 – 2012) focuses on infrastructure for smart grids. Phase 2  (2012 ‐ 2015) will focus on smart grid applications Launched Connected Homes Program in 2003 to be in line with IDA’s  10‐year masterplan, iN2015. Launched Next Gen NBN aimed to deliver high speed broadband of up  to 1Gps MT 5016 : Business Models for Hi-Tech Products
  • 15. Strong Partnerships • Key benefits are: – Create awareness of available NEC products and solutions – Establish links with authorities MT 5016 : Business Models for Hi-Tech Products
  • 16. • Collaborations with government  agencies to raise awareness i.e.  Infocomm Experience Center by IDA • Involved in town planning as technology  expert • Engage respective town councils to use  technology for pilot projects such as  upgrading of Shopping Centers and  Home upgrading projects • Showcase ideas at international forums    MT 5016 : Business Models for Hi-Tech Products
  • 17. Vendors Application  Customers OEMs Developers OSGi Components & Assembly Open  Proprietary Source Integrative Solution Hardware Software NEC Content Partners NEC Smart Home  Service e.g. ISPs Gateway Government MT 5016 : Business Models for Hi-Tech Products
  • 18. NEC Partners Components Product Design Assembly Operating System Applications Sales &  Distributions Services Maintenance MT 5016 : Business Models for Hi-Tech Products
  • 19. • ISO 9000: Quality Management • ISO14000: Environmental  Management • ISO 50001: Energy Management • Open Services Gateway initiative  (OSGi) Framework MT 5016 : Business Models for Hi-Tech Products
  • 20. DEVELOPERS BUSINESS • Reduces complexity • Modular and dynamic model  – Modular architecture to reduces development and  operational costs • Building systems from in  house and off‐the‐shelf  • Integrates multiple devices  modules in a networked environment MT 5016 : Business Models for Hi-Tech Products
  • 21. IP Management • “foundation of NEC’s group business  competitiveness and stability”   • IP protection of core technologies • Patent Portfolio and licensing – NEC currently has 68,000 patents worldwide and  supports Open Innovation – Continue to source for patents related to smart  homes worldwide – License technology to expand business opportunities  and reduce business risks MT 5016 : Business Models for Hi-Tech Products
  • 22. R & D • Y2017 Vision: NEC launched its long term R&D based  on 3 visions – Symbiosis, Ecology & Dependable by  Y2017 MT 5016 : Business Models for Hi-Tech Products
  • 23. Appropriability • Small local smart home industry – Only a few start up companies such as Anacle Systems, Cytech technologies, etc.   • Collaboration with companies to create an  integral modular industry architecture,  where NEC can determine: – Communication protocol between systems – Acceptable standards for smart homes • Work with acquired local companies that are familiar with local regulations MT 5016 : Business Models for Hi-Tech Products
  • 24. Creating other barriers of entry • High Switching Costs: – Min 5‐yrs occupancy of HDB houses – High switching cost due to the built‐up  content and services provided • Economies of Scale: – NEC can provide smart home technology at  a fraction of the costs – New firms can’t keep cost down efficiently • Network Effects: – New towns, such as Punggol eco‐town, will  have estimated 18,000 homes for NEC  smart home gateway MT 5016 : Business Models for Hi-Tech Products
  • 25. • NEC has the core competencies and resources to be  one of the pioneers in smart home industry in  Singapore • Singapore has the necessary infrastructure to  support the smart home technologies • Recommend that NEC uses Singapore as a  “springboard” into other Asia Pacific countries like  Hong Kong, Taiwan and eventually India and China MT 5016 : Business Models for Hi-Tech Products