The adoption of innovative IoT technology in smart cities seems to go slower than the utopian predictions of the last decade. This might be because the traditional business-to-government model is no longer sufficient to bear the investment cost and get these systems operational. Multi-sided business models can offer a possible solution, but require a different approach from governments as well as suppliers, as illustrated by recent Verhaert cases.

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TEMP-0010-DOT-F-VerhaertPresentation
Multi-Sided Business Models in Smart Cities
Frederik Aldelhof
Business Development Manager – Smart City, Home & Mobility
frederik.aldelhof@verhaert.com
19/06/2019

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THIS WAS SUPPOSED TO BE THE FUTURE

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IoT, A HISTORY
• 1982 – Carnegie Mellon Coke
Machine
• 1999 – “Internet of Things” in
RFID presentation at P&G
• 2009 – “The Internet of
Things” is born - Cisco
Systems

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IoT, A HISTORY
“We need to empower computers
with their own means of gathering
information, so they can see, hear
and smell the world for themselves,
in all its random glory.
RFID and sensor technology enable
computers to observe, identify and
understand the world without the
limitations of human-entered data.”
(Kevin Ashton)
• 1982 – Carnegie Mellon Coke
Machine
• 1999 – “Internet of Things” in
RFID presentation at P&G
• 2009 – “The Internet of
Things” is born - Cisco
Systems

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IoT, A HISTORY
• 1982 – Carnegie Mellon Coke
Machine
• 1999 – “Internet of Things” in
RFID presentation at P&G
• 2009 – “The Internet of
Things” is born - Cisco
Systems

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HISTORY OF THE FUTURE OF IOT
Source: Arup (2011)

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HISTORY OF THE FUTURE OF IOT
Source: Cisco (2012)

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FUTURE OF IOT
Source: Libelium (2013)

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SO WHERE ARE ALL THE SMART CITY IOT APPLICATIONS?
• Smart Lighting
• Local Air Quality
Monitoring
• Smart Grids
• Local Noise Monitoring
• Smart Parking Sensors
& Systems
• Smart Sewages
• Smart Trash Cans
• Bicycle sharing &
tracking
• Smart traffic lights
• Smart flower beds

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HAS ANYTHING CHANGED?
2009
IoT will make our cities
smarter, healthier, more
pleasant and more
efficient.
2019
IoT will make our cities
smarter, healthier, more
pleasant and more
efficient, BUT PRIVACY
and SECURITY…
“I haven’t heard anything new for
the last 10 years”
“Companies are sick of doing pilots”
“Is anyone actually making money
in Smart Cities? “

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WHY? A NON-SCIENTIFIC 20/80 APPROACH
• Evolving technology
& Standards
• Legacy IT systems
• Political cycles
• Technology Push…
SLOW
ADOPTION
TECHNOLOGICAL
INNOVATION
TAKES TIME
Verhaert

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WELL-KNOWN DRIVERS SLOW DOWN ADOPTION
Slow
Adoption
Limited
budgets
Regulation
& Policy
Missing
Competences

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REGULATION
Slow
Adoption
Limited
budgets
Regulation
& Policy
Missing
Competences

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Slow
Adoption
Limited
budgets
Regulation
& Policy
Missing
Competences
MISSING COMPETENCES IN TECHNOLOGY & INNOVATION
MANAGEMENT
Technology
Understanding
& Application
Innovation
Management

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Slow
Adoption
Limited
budgets
Regulation
& Policy
Missing
Competences
“…many cities simply don't have pockets
deep enough to pay for needed
improvements, enhancements and
expanded services that citizens demand
and growing populations require.”
(Smart Cities Council)
LIMITED BUDGETS ARE A MAIN BARRIER

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IT’S NOT JUST A LACK OF MEANS
Limited
Added
Value
Limited
budgets
Limited
Scale
Shared
Respons-
ability

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MULTI-SIDED BUSINESS MODELS (PLATFORMS) OFFER A WAY
TO SMART CITY IoT GROWTH
Source: MIT Sloan (2014)

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“SNELLERDOORVLAANDEREN.BE”
• A Great Technology!
Smarter Navigation
Less time wasted in congestion
User Data
• Costs for the Government:
• App Development
• Data Aggregation
• Back-end development
• Running costs
• App Marketing
• But also
• Not 100% matching with long term
policy goals
• Expensive
•  Limited added value
• Founded in 2008
• Acquired by Google
in 2013 ($1,15bn)
• Crowdsourcing of
Information ->
Value for users
• Free app
• Advertizing
• Data exchange
services with
governments to
improve services
and strengthen ties
with stakeholders
• Network effects
– AKA The Waze Case

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MULTI-SIDED BUSINESS MODELS (PLATFORMS)
OFFER A WAY TO SMART CITY IoT GROWTH
Multi-sided
Platform
Government
Industry
Citizens
Citizens
Industry

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BIG TECH IS MOVING, ARE YOU?

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IMPLEMENTING NEW BUSINESS MODELS REQUIRES A NEW
APPROACH
GOVERNMENT INDUSTRY
**50-70% of alliances fail
***75% dissatisfied with their own innovation
capabilities
*85% find experimenting is important, 56% is
satisfied with current efforts
28% is satisfied with how Innovation is
structurally imbedded
74% find clear methods to measure and
manage innovation important, 3% is satisfied
* Verhaert survey - The Netherlands, 2018
** Zineldin&Dodourova, 2005
*** Verhaert survey, 2018 Innovation Day

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IMPLEMENT A STRUCTURAL MIX
A lively innovation ecosystem needs different ingredients
EXPERIMENT
INDUSTRY R&D
INNOVATIVE
GOVERNMENT,
JOINT R&D

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TAKE OWNERSHIP OF INNOVATION
A systematic approach to breakthrough innovation

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START WITH A VISION
An innovation roadmap guides the process

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DE SLIMME WAAKPAAL
TEN ALLE TIJDEN WETEN WAT ER MET JE FIETS GEBEURT +
DE POLITIE HELPEN DE DIEF OP HETERDAAD TE BETRAPPEN
Slimme waakpaal Slimme waakzone Slimme waakpoortjes

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UTRECHT – SMART BICYCLE STORAGE
IDEA & NEED ANALYSIS CONCEPT DEVELOPMENT DEPLOY & SCALE
SYSTEM STRESS TESTINGTEST SET UP
CHEAP BIKES
ROADMAP SAFETY &
ENFORCEMENT
TECH SCOUTING &
USE CASE DESIGN
BASIC NFRASTRUCTURE VIA
ALLIANCES?
COMMERCIAL APPLICATIONS
RELEASE TO MARKET PARTIES
(MANDATORY PRIVACY
PRINCIPLE)
CORE APPLICATIONS OWNED BY
CITY? EG BIKE ID, TAGS,
ALARMING THEFT…

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UTRECHT – SMART BICYCLE STORAGE

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CITIES  ‘Bouwen aan Morgen’
• See yourself as a service provider
• Remain ‘Headstrong’ to solve your
problems
• Take ownership of your innovation
process
• Remember that you are free to
choose a solution/technology, just
not the supplier

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SUPPLIERS
“The need to tailor solutions
to each city’s context,
combined with the
unwieldiness of dealing with
multiple stakeholders and
agencies, has made it
challenging for many
providers to crack the smart
city market and do so in a
profitable way.” (HBR - 2018)

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SUPPLIERS  ‘OPEN INNOVATION’
Business
Opportunity
Strategies of the
partners
Discuss Assets
Value Proposition
(for the whole
ecosystem)
Business Model
Joint VISION Ecosystem
PURPOSE

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SUPPLIERS  ‘OPEN INNOVATION’

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CASE – SARWS

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CASE – SARWS
Insurance
Life style
Telematics
& Agriculture
Car Safety
Weather
& Disaster service

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SUPPLIERS  MASTER OPEN INNOVATION
• Envision a Future Together
• Build an Ecosystem
• Develop a Healthy (Multisided) Business Model
• Consider the assistance of an Innovation Service Provider

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One group, five brands
Our services are marketed through 5 brands each
addressing specific missions in product development.
INTEGRATED PRODUCT DEVELOPMENT
ON-SITE
PRODUCT
DEVELOPMENT
DIGITAL
PRODUCT
DEVELOPMENT
OPTICAL
PRODUCT
DEVELOPMENT

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CONFIDENTIAL
SEE YOU IN 2029