This document discusses why innovation in the Internet of Things (IoT) space is not happening primarily through software platforms. It notes that developing physical IoT products requires addressing many challenges beyond just software, including hardware choices, user experience design, manufacturing, certification, financing, marketing, distribution and more. The document advocates that IoT innovators consider these various challenges holistically rather than focusing only on software.

1. Go out and play.
Alexandra Deschamps-Sonsino / @iotwatch
Why the internet of things doesn’t need more
software platforms.

2. 2007-2010 @tinkerlondon
First distributor of the Arduino in the UK.
Training & design services for global clients.
Work part of the permanent collection at the
Museum of Modern Art in NY.
Consult with global clients to develop products
& centres of excellences around #iot. Contribute
to policy & security issues.
Family of internet connected lamps.
Coming soon.
2011 @iotwatch
2012 @GNLteam

3. www.designswarm.com/blog

4. #iot innovation isn’t
happening in software

5. Gutenberg of innovation

6. 1950s of innovation

7. 2014

8. Lamps for your global friends & family
www.goodnightlamp.com

9. I got 99 problems
User research
Product design
Patent application
Technology choices (hardware & embedded
software)
Web technology choices
UX design
Pre-industrialisation
Certification
Financing
Sales & Marketing
e-commerce
Distribution / Warehousing
Sales growth

10. These happen online
User research
Product design
Patent application
Technology choices (hardware & embedded
software)
Web technology choices
UX design
Pre-industrialisation
Certification
Financing
Sales & Marketing
e-commerce
Distribution / Warehousing
Sales growth

11. These cost a lot of money
User research
Product design
Patent application
Technology choices (hardware & embedded
software)
Web technology choices
UX design
Pre-industrialisation
Certification
Financing
Sales & Marketing
e-commerce
Distribution / Warehousing
Sales growth

12. There is no money
Seed / Grants
Incubators
Crowdfunding
Angels
Exit
What you
actually need
0
50K
100K
500K
1M
VCs

13. Technology choices are
like a**holes.
Everyone’s got one and
everyone thinks everyone
else’s stinks.

14. wifi
USB
leBT
M2M
Whitespace
RF

15. Your software doesn’t live
in isolation to the product
it lives in.

16. RRP & BoM
It doesn’t matter if it’s the right technology if
noone wants to buy it.

17. Unboxing
It doesn’t matter if it’s the right technology if
your grandmother can’t set it up or someone
can’t set it up for their grandmother within 5
minutes.

18. Long-term usage
It doesn’t matter if it’s the right technology if it’s
a novelty that wears off and it ends up in a
drawer.
You won’t get any data then.

19. The data question

20. Early days

21. You are only one click away.
An Arduino costs less than $20 and is the most
documented platform for learning with no
hardware experience.
The best ideas come from software people
willing to cross into hardware on the cheap.
Use crowdfunding to test the appetite for an
idea, then quit your day job.

22. Rewarding you for on screen play
Molly / Mint digital

23. Little Printer

24. Bleep Bleeps

25. Danke.Thank you.
Merci. Grazie.
@iotwatch
@GNLteam
@ConnectedIOT
Alexandra Deschamps-Sonsino
alex@designswarm.com