1. The observatory should provide open access to basic market data and intelligence, with premium services like customized reports available via subscription or pay-per-use. 2. The target users would be stakeholders across the AAL ecosystem, including businesses, researchers, investors, and policymakers. 3. The business model could involve funding from the EU and other public sources, with additional revenue from premium services, advertising, and sponsorships/partnerships with AAL organizations. Maintaining a mix of funding sources would help ensure long-term sustainability.

1. IDC & Kurt Salmon
Workshop on the AAL Market
Observatory –
Identifying Stakeholders’ Needs
Gabriella Cattaneo
Workshop Facilitator
IDC European Government Consulting
Brussels, 22nd May, 2014
Pa
ge
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2. Page 2 | IDC & Kurt Salmon
Why are we here?
The AAL Association plans to launch an AAL Market Observatory to
 provide market intelligence support on AAL solutions
 Help stakeholders make informed decisions on innovation, investments, go-
to-market plans
 Contribute to bridge the gap between research and market orientation
Kurt Salmon and IDC have been contracted to
 Assess the feasibility of the Observatory
 Investigate the availability of data
 Consult stakeholders about their needs, their requirements, and their
willingness to contribute to a potential Observatory
 Draw conclusions about the optimal format and sustainable business model
of the Observatory

3. Page 3 | IDC & Kurt Salmon
Why are we here?
This workshop aims to
Collect the views of a representative group of stakeholders about a
potential Market Observatory
Understand their main information needs and requirements
Discuss the main options for the value proposition of a sustainable
Market Observatory
The results will be shared with participants and used for the
final report of the study
Let’s have a roundtable presentation of participants

4. Page 4 | IDC & Kurt Salmon
Workshop Agenda – Morning Session
10.30 Opening of the Workshop
10.40 Roundtable Presentation of Participants and Introduction
11.00
Setting the agenda – The AAL Market and the valuable data
in the field
11.15
Interactive Session: A multi-stakeholder view on valuable
data and information on the AAL Market
12.00
Plenary session: summary of groups’ discussions by
rapporteurs
12.30 Networking Lunch

5. Page 5 | IDC & Kurt Salmon
Workshop Agenda – Afternoon Session
13.30
Brief overview on the best practices, examples and potential
business models for market observatories
13.45
Setting the agenda – Plenary discussion on the potential
business models of Market Observatory
14.00
Interactive Session: A sustainable business model for a AAL
Market Observatory
15.00 Plenary session: summary of groups’ discussions by rapporteurs
15.30 Workshop wrap-up and next steps
15.45 Workshop closure

6. IDC & Kurt Salmon
Drivers of change of the
AAL Market
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7. Page 7 | IDC & Kurt Salmon
Disruptive technologies are driving the digital
transformation of enterprises and services
Today (2014)...
Cloud Computing, Mobile
Apps
Some social business
Tomorrow ( 2-3 years) ...
Big Data, Social Technologies close
to mainstream
Increasing diffusion of IoT
In 5-6 years (2020)
Convergence of main trends
IoT & Cloud & Big Data

8. Page 8 | IDC & Kurt Salmon
AAL solutions build on the integration of technologies :
innovation is opening new markets
Home Work Community
Platform and and IT infrastructure systems
Vertical solutions and apps
Home /work /community
Intelligent systems, equipments, devices, sensors
(including wearables, fitness and medical sensors)
Analytics and social technologies
Connectivity and service enablement
Security
Professionalservices

9. Page 9 | IDC & Kurt Salmon
The Fragmentation of the payment systems tends to
slow down adoption of innovative solutions
Source: IDC elaboration on “ICT and ageing report” by
empirica-WRC
• A market of systemic
integration
• At the convergence of
the three main service
domains typically
structuring the delivery of
services
• Fragmentation of
schemes and funding
systems, need to
develop new business
models for sustainability
and cost-sharing
between different payer
organizations

10. Page 10 | IDC & Kurt Salmon
Socio-demographic and economic trends drive
demand for more services at lower costs
The example of Germany: the health costs of the population aged 85 year
and over are almost 10 times larger than the costs of those under 15
1,360
2,140
6,520
14,840
Under 15 years old 15 to 64 years old 65 to 84 years old 85 years old and over
Germany: cost of illness per inhabitant (2008 – AVG=€ 3,100)

11. Page 11 | IDC & Kurt Salmon
New demand: the Health and Well-Being Value Chain
Usage
domains
Health and Well-being value chain
Supervise
daily routine
Access to
care
Support daily
routine
Personal/ family
environment
  
Work  
Community   

12. Page 12 | IDC & Kurt Salmon
The AAL Market is growing beyond the original
boundaries
Larger target population: “old adults” >65
Wider scope: health and well-being, including e-inclusion, social and
leisure activities
Impact of new technologies:
 New generation sensors
 Convergence between mobile health, telehealth, social technologies, Big
Data
 Geo-localization services based on the localization of the user
 Smart environments based on IoT (smart cities, smart hospitals,
smarthomes…)
New relationships between the main actors:
 Business (large enterprises, SMEs, start-ups, web entrepreneurs)
 R&D institutions
 Investors (venture capital, business angels, banks)
 Health and Social Care Providers
 Main payers (government, pension funds, insurances)

13. IDC & Kurt Salmon
Towards an AAL Market
Observatory
Concept and scope
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14. Page 14 | IDC & Kurt Salmon
Preliminary Vision of the AAL Market Observatory
AAL Market
Observatory
Concept
Market Segments
(i) Ageing in the workplace,
(ii) Ageing in the
society/community and
(iii) Ageing environment (e.g.
home)
Geography
•European Union
•US / Canada
•Asia-Pacific (China, India,
Japan)
•Latin America (Brazil)
•Africa?
Time
Frequency of updates: Yearly
Period covered: Rolling annual
updates 2015-2018
Scope Observatory “clients”
AALA and other AAL JP
actors
EC DG CONNECT / H2020
Promoters
Demand
Stakeholders
Care Providers (Secondary
Users)
Main Payers (Tertiary Users)
Supply
Stakeholders
Business / Large Enterprises
Business/ SMEs , start-ups
R&D&I/ University, Research
Institutes, standardization
bodies
Investors/ Venture capital ,
business angels,
accelerators, incubators...
Policy Stakeholders
EIP-AHA, More years, better
lives JPI
EIT KCI “Innovation for
active ageing” National AAL
Initiatives, National
Governments
Expected Outputs
Online access + Monthly
newsletters
Annual / Bi-annual report / Final
report – Event

15. Page 15 | IDC & Kurt Salmon
Monitoring Area Description of Core Monitoring Activities
Monitoring the AAL Market
evolution in the EU
Identification and tracking of potential and
actual users
Monitoring the level of take-up of AAL solutions
Monitoring the main AAL solutions
Tracking standards and interoperability
developments
Monitoring the Main Players
Identification and tracking of main players and
new entrants
Monitoring the main investment-
related developments
Identification and tracking of main investment-
related initiatives
Monitoring the main American and
Asia-Pacific markets
Tracking users, take-up, main players and
investments to compare them with the EU
market
What could be monitored by the AAL Market
Observatory

16. IDC & Kurt Salmon
Results of the Preliminary
Experts Survey
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17. Page 17 | IDC & Kurt Salmon
The AAL market is growing beyond the field of assistive
technologies towards “ICT for ageing well”
Source: Preliminary experts survey N. Respondents: 13
7
3
2
1
0
0
1
2
3
4
5
6
7
8
I agree I completely
agree
I am not really
sure
I disagree I completely
disagree
Do you agree with this suggested market
segmentation?
a. Supervising the daily routine
b. Access to care
c. Supporting the daily routine

18. Page 18 | IDC & Kurt Salmon
The Main Factors Driving the AAL Market in the next
3 to 5 years
Source: Preliminary experts survey N. Respondents: 13; n. Answers: 39
5
5
12
17
Usability and Accessibility
Demand Pull
Technology and Supply Push
Social/Demographic and
Political/Economic Pressure

19. Page 19 | IDC & Kurt Salmon
The Main Barriers constraining the AAL Market
growth in the next 3-5 years
Source: Preliminary Experts survey N. Respondents: 13; n. Answers: 39
1
2
3
6
6
8
11
Insufficient Data/Analysis
Other
Technology and Supply Barriers
Unclear Social Benefits/Business Case
High Costs (for end users)
Insufficient Political/Ecnomic/Legal Support
Lack of Awareness/Cultural Resistence

20. Page 20 | IDC & Kurt Salmon
Most respondents value highly the availability of
information and data on the AAL market
9
2
1 1
0
0
1
2
3
4
5
6
7
8
9
10
I completely
agree
I am not really
sure
I agree I disagree I completely
disagree
The availability of information and data will
be a relevant factor for the development of
the AAL market in the next 3-5 years
Source: Preliminary experts survey N. Respondents: 13

21. Page 21 | IDC & Kurt Salmon
5
4
1 1 1
0
1
2
3
4
5
6
I am not really
sure
I disagree I completely
agree
I agree I completely
disagree
But there is uncertainty about the level of availability
of information and data
Source: Preliminary experts survey N. Respondents: 13
Is there sufficient
data/information available
today on the AAL market?

22. Page 22 | IDC & Kurt Salmon
Our Questions for you about the potential AAL Market
Observatory
Which should be the main areas to be monitored?
For each area, which main typologies of information and
data should be included to satisfy the needs of the main
stakeholders?
Will you help to classify the data/information
By Relevance = data needed to monitor the market and
satisfy the main information needs
 High – Medium – Low relevance
By Availability
 Good = the data exists and is easy to find
 Poor = the data is incomplete and difficult to find
 None = the data does not exist

23. IDC & Kurt Salmon
Pa
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Morning Interactive Session
Multi-Stakeholder Views
on Valuable Data and
Information on the AAL

24. Page 24 | IDC & Kurt Salmon
Interactive Session (1): Multi-Stakeholder Views on
Valuable Data and Information on the AAL
3 breakout groups – structured brainstorming
5 minutes individual brainstorming
 compile post-its on the most relevant monitoring areas and typologies of data
needed for the AAL Market Observatory
 1 topic per post-it, max 3 post-it per monitoring area
 Attach post-its to the poster in the centre of the table
Group discussion:
 select the 3 most relevant monitoring areas in your group opinion
 analyse and rank the main typologies of data for each monitoring area by
relevance (high-medium-low) and perceived availability (high-medium-low)
 Compile 1 table for each monitoring area
Identify a rapporteur to report to the plenary
Final Output: ranking of main typologies of data by relevance and
availability

25. Page 25 | IDC & Kurt Salmon
Interactive session 1 Template – Individual
Brainstorming
MONITORING AREA RELEVANT DATA AND INFORMATION TYPOLOGIES
Monitoring the AAL
Market Evolution in
the EU
Monitoring the Main
Players in the EU
Monitoring the main
investment-related
initiatives
Monitoring the AAL
Market Evolution in
the rest of the world

26. Page 26 | IDC & Kurt Salmon
Interactive session 1 Template – Group discussion
TYPE OF DATA/ INFORMATION
RELEVANCE AVAILABILITY
HIGH MEDIUM LOW HIGH MEDIUM LOW
1
2
3
4

27. Page 27 | IDC & Kurt Salmon 27
AND NOW IT IS YOUR TURN ...
GOOD WORK!

28. IDC & Kurt Salmon
Potential Business Models
of the AAL Market Observatory
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29. Page 29 | IDC & Kurt Salmon
Website/ community/
entity name URL Type Funding Sources
Network for the market uptake of
ICT for Ageing Well
http://www.ict-
ageingwell.net/
Online community, EC
project
EU funding until 2014/new BM
ALIP Assisted Living Innovation
Platform
https://connect.innovateuk.o
rg/web/assisted-living-
innovation-platform-alip
Open platform for
knowledge sharing
Government funding
ICAA International Council on
Active Aging
http://www.icaa.cc/index.asp Online/offline community
subscriptions, members fees,
advertising, sponsorship,
partnerships
American Health Care
Association
http://www.ahcancal.org/
Online platform,
association
Not-for-profit, subscriptions, online
marketplace
Global Age Watch Index 2013 by
Help Age International
http://www.helpage.org/glob
al-agewatch/
Open online observatory Not-for-profit, donations, partnerships
UNECE Active Ageing Index
http://www1.unece.org/stat/p
latform/display/AAI/Active+A
geing+Index+Home
Open online observatory ?
European Connected Health
Alliance
www.echalliance.com/ Network of partnerships Members fees, EC funding
GET Project Delivering Growth
to eHealth business
http://www.get-
ehealth.eu/
Business network
EC funding until the project
completion/new BM
AGE Platform Europe http://www.age-platform.eu/
Online platform, EC
project
EC funding
Some examples of online portals on AAL-type Markets

30. Page 30 | IDC & Kurt Salmon
Website/ community/
entity name
URL Type Funding Sources
EBN European Business
and Innovation Centre
Network
http://www.ebn.eu/
Online platform, business
network
Unclear
The Eco-Innovation
Observatory
http://www.eco-
innovation.eu/
Open online observatory, EC
project
EC funding
Cluster Observatory
http://www.clusterobserv
atory.eu/
Open online observatory Unclear
European Audiovisual
Observatory
http://www.obs.coe.int/w
eb/obs-portal/home
Open online observatory, EU
project
EU funding, online
marketplace
Digital Entrepreneurship
Monitor
http://ec.europa.eu/enter
prise/dem/monitor
Open online observatory, EC
project
EC funding
European Information
Technology Observatory
http://www.eito.com/ Online platform, online store Online marketplace
Grand Coalition Pledge
Tracker
http://www.linkedpolicies
.eu/pledge/
Open online observatory, EC
project
EC funding
Some examples of online portals outside the AAL
market

31. Page 31 | IDC & Kurt Salmon
The main features of the business models
Funding sources
 EU project/ Government/ Sponsorships/ Partnerships Advertising
 Subscription fees
 Online sales of content (pay as you go)
 Online sales of services (pay as you go)
Type of access
 Open
 Registered members
 Selected Community
Type of product and service

32. Page 32 | IDC & Kurt Salmon
Business Model
Type of
access
Free
Free + Premium
services/content for
payment
Subscription
fees
Online sales
Open access
EITO
Active Ageing
Membership/
Community
Mapping websites and their business models

33. Page 33 | IDC & Kurt Salmon
11
12
13
13
19
0 5 10 15 20
Platform for the AAL community
communication/ interaction
Carrying out communication and
advertising campaigns to promote AAL
Market intelligence on potential demand
Data and information on suppliers and
solutions
Match-making researchers/potential
entrepreneurs with sources of funding
How could the AAL Market Observatory support the development of the
market based on a sustainable business model?
(ranking 1 to 3, cumulative score; high score = high relevance)
Source: Preliminary experts survey N. Respondents: 13

34. Page 34 | IDC & Kurt Salmon
Our Questions for you on the a potential sustainable
business model for the AAL Market Observatory
Imagine that you are in charge of a new project:
implementing the AAL Market Observatory
In your opinion what could be the ideal Mission and Value
Proposition of the Observatory to attract the right users?
Who should be the target users? And the offering of new products
and services?
What should be the business model, to become sustainable?
What could be the approach to develop the Observatory (who
should lead, when should it be done, and finally how)
What could be the role of the main stakeholder categories? Will they
support the Observatory?

35. IDC & Kurt Salmon
Pa
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35
Afternoon Interactive Session
A sustainable business
model for a Market
Observatory in the AAL field

36. Page 36 | IDC & Kurt Salmon
Interactive Session (2): A sustainable business model
3 breakout groups – structured brainstorming
5 minutes individual brainstorming
 compile post-its on the key role of the AAL Market Observatory and the most
appropriate sustainabile business model
 1 topic per post-it, max 3 post-it
 Attach post-its to the poster in the centre of the table
Group discussion:
 select the type of Observatory most interesting in your group opinion
 Discuss the main characteristics of the observatory
 Compile 1 table on the suggested development strategy
Identify a rapporteur to report to the plenary
Final Output: suggested development strategy and potential
business model

37. Page 37 | IDC & Kurt Salmon
Interactive session 2 Template – Individual
Brainstorming
KEY ROLE OF THE MARKET
OBSERVATORY
TYPE OF SUSTAINABLE BUSINESS MODEL
Reference source for market
intelligence, data and
information
Platform for communication and
interaction of the AAL
community
Match-making researchers and
potential entrepreneurs with
potential investors and sources
of funding
Carrying out communication and
advertising campaigns to
promote the AAL solutions and
market
Other

38. Page 38 | IDC & Kurt Salmon
Interactive session 2 Template – Group
Brainstorming
MISSION / VALUE
PROPOSITION
OFFERING
BUSINESS MODEL
APPROACH (who, when,
how)
ROLE OF STAKEHOLDERS

39. Page 39 | IDC & Kurt Salmon
AND NOW IT IS YOUR TURN ...
GOOD WORK!

40. Page 40 | IDC & Kurt Salmon
Analysis of the offering of a sample of online portals in
the AAL market
Website/community/entity
Name
Type Funding Main activities/ services
EBN European Business and
Innovation Centre Network
Online platform, business
network
?
Business services, networking,
events
The Eco-Innovation Observatory
Open online observatory,
EC project
EC funding
Analytical tool, databases, data
export, scoreboard
Cluster Observatory Open online observatory ?
Analytical tool, databases, data
export, reports, scoreboard
European Audiovisual
Observatory
Open online observatory,
EU project
EU funding, online marketplace
Analytical tool, databases, data
export, scoreboard, reports
CSO Centro Servizi Ortofrutticoli Online observatory Members fees, sponsorships
Market observatory,
marketing/business services
Digital Entrepreneurship Monitor
Open online observatory,
EC project
EC funding Policy project, analytical tool
European Information
Technology Observatory
Online platform, online
store
Online marketplace Research, publishing
Grand Coalition Pledge Tracker
Open online observatory,
EC project
EC funding
Policy project, initiatives
monitoring

41. Page 41 | IDC & Kurt Salmon
Analysis of the offering of a sample of online portals outside of the AAL
market
Website/community/entity
Name
Type Funding Main activities/ services
Network for the market uptake
of ICT for Ageing Well
Online community, EC
project
EU funding until 2014/new BM
Databases, handbook, events
information, periodic newsletter
ALIP Assisted Living Innovation
Platform
Open platform for
knowledge sharing
Government funding
Knowledge sharing, events,
content repository
ICAA International Council on
Active Aging
Online/offline community
subscriptions, fees,
advertising, sponsorship,
partnerships
Research, advertising,
online/offline events, publishing
American Health Care
Association
Online platform,
association
Not-for-profit, subscriptions,
online marketplace
Research, advocacy, publishing,
events
Global Age Watch Index 2013
by Help Age International
Open online observatory
Not-for-profit, donations,
partnerships
Analytical tool, databases,
reports, data export, blogs
UNECE Active Ageing Index Open online observatory ?
Analytical tool, databases, data
exports
European Connected Health
Alliance
Network of partnerships Members fees, EC funding
Partnerships, leadership
support, marketing activities
GET Project Delivering Growth
to eHealth business
Business network
EC funding until the project
completion/new BM
Business support to SMEs,
funding, internationalization
AGE Platform Europe
Online platform, EC
project
EC funding Policy project, dissemination