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Things, & the internet.
Simon Nash
Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet.
A keen futurist with a
passion for emerging
technologies and
digital customer
experience.
snash@hugoandcat.com
Twitter: @simonnash
uk.linkedin.com/in/simonnash
Introduction
I use a connected thing every day
Withings Scales, my weight, health
tracking, and todays weather.
Simon Nash, Hugo & Cat - Things, and the internet.
I’m not
alone.
Simon Nash, Hugo & Cat - Things, and the internet.
Rapid growth in connected home
products and services
Simon Nash, Hugo & Cat - Things, and the internet.
Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet.
Several clients already active
E.ON Smart Hub Sony LifeSpace UX
Analysts
predict a
massive
market for
‘connected
things’ in
2016
Simon Nash, Hugo & Cat - Things, and the internet.
Category 2014 2015 2016 2020
Consumer 2,277 3,023 4,024 13,509
Business:
Cross-Industry
632 815 1,092 4,408
Business:
Vertical-Specific
898 1,065 1,276 2,880
Grand Total 3,807 4,902 6,392 20,797
Table 1: Internet of Things Units Installed
Base by Category (Millions of Units)
Source: Gartner (November 2015)
Simon Nash, Hugo & Cat - Things, and the internet.
How does it make us feel? It makes us feel
clever. For me, that’s the best word. It’s not
nerdy, it’s not technical. It makes you feel, you
know, ‘God, that was clever!’ [...]
It’s a sense of being empowered, that sort of
slightly self-satisfied sense, that, ‘Well, that
was efficient.’
Andrew Brem – Chief Digital Officer, AVIVA
Reduce friction of
(getting something)
Control & Monitor
(environment & activity)
Automation
Personalisation
IoT 1.0
Simon Nash, Hugo & Cat - Things, and the internet.
Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet.
Not just about consumer products
The sexy thing from my
perspective is the data science
side of it.
I love the idea of a Minority
Report style engineer turning up
just long enough to say Hello
before your boiler fails.
Jim Anning, data & analytics, British Gas
Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet.
Huge potential for organisations
Channel shift isn’t
necessarily about moving
enquiries from one platform
to another. With IoT we can
change the narrative,
developing the capability to
intervene and respond
automatically.
I’m not
alone.
Still more potential for industry,
where IoT is building on the
foundations of SCADA
technologies that have been
established since the 1970s.
(Supervisory Control And Data Acquisition)
A smart New York lawyer once said
Everything is a thing, and we are just
connecting the internet to everything.
Simon Nash, Hugo & Cat - Things, and the internet.
IoT is a convergence of existing
technologies & trends...
● DIY sensors & connectivity
● Wi-fi and mesh networks
● Wearable technologies
● Virtual / augmented reality
● Artificial intelligence
● Speech and gesture recognition
● Conversational interfaces
● Data science and analytics
● Personalisation & automation
● Remote monitoring
Simon Nash, Hugo & Cat - Things, and the internet.
And it could be described as evolution
Still fundamentally a
distribution / delivery
innovator, taking
rapid advantage of
new technologies.
Simon Nash, Hugo & Cat - Things, and the internet.
It’s very hard to imagine how things will play out, just as it was in the early
days of the Internet. Who might have predicted the rise of Uber and Airbnb…
What will the next big disruptive business look like?
But we’ve barely scratched the surface
Simon Nash, Hugo & Cat - Things, and the internet.
Connected
Cars offer an
indication of
things to
come
Machine to
Machine
Comms
Features and
Capabilities
Content and
services
Data and
monitoring
Simon Nash, Hugo & Cat - Things, and the internet.
To fully appreciate the potential of IoT we
need to avoid getting stuck on the idea
that an individual interacts with an object.
With IoT, all the world’s a stage. Imagine
scenarios where multiple actors, and
multiple objects are in play. Where the
environment, and everything within it, are
potential participants and contributors.
Simon Nash, Hugo & Cat - Things, and the internet.
In these new scenarios, brands and
technology will not be centre stage
Simon Nash, Hugo & Cat - Things, and the internet.
Technology and advertising play
an increasingly intrusive role in
our daily lives. The big promise
of the internet of things is that it
will enable a more human
experience. Complex
technologies interacting behind
the scenes to simplify and
declutter our lives.
BUT
Battles for
supremacy
threaten
progress
Simon Nash, Hugo & Cat - Things, and the internet.
Many players aim to
achieve dominant
positions in the new IoT
ecosystem, creating
unhelpful complexity.
Authentication & trust are the key
Authentication
technology and
the need to
manage trust
efficiently.
Increasing
expectations of
simplicity and
automation.
Less desire for
human
intervention.
Connected
things working
behind the
scenes using
distributed
networks.
Simon Nash, Hugo & Cat - Things, and the internet.
‘Open’ approaches should be a priority
Common schemas could allow
proprietary technologies to talk
to each other without
convergence on a central O/S or
protocol. By classifying common
actions and objects, proprietary
software should be able to
communicate at a basic level.
Simon Nash, Hugo & Cat - Things, and the internet.
‘Open’ approaches should be a priority
Blockchain could well solve the
authentication riddle and provide
a means of establishing trust in
distributed networks. So called
self-executing smart contracts will
enable processes and
transactions to take place
automatically in the background.
Simon Nash, Hugo & Cat - Things, and the internet.
What does all this mean
on a commercial level?
The progression of economic value
“With transformations,
the customer is the
product! The
individual buyer of the
transformation
essentially says,
‘Change me’.”
Pine & Gilmore ‘The
Experience Economy’
HBR 1999
Simon Nash, Hugo & Cat - Things, and the internet.
Welcome to the “outcome economy” —
where companies create value not just by
selling products and services, but by
delivering solutions that directly produce
quantifiable results.”
Paul Daugherty, WSJ.com
Simon Nash, Hugo & Cat - Things, and the internet.
Time for a
shift in
mindset
Simon Nash, Hugo & Cat - Things, and the internet.
Closer to customers than ever
Predicting needs and customising
services delivers to new meaning to
personalisation. Industries like
Insurance will be able to redefine
their products and the ways in
which they are bought and
consumed. Expect highly
contextual personalisation.
Simon Nash, Hugo & Cat - Things, and the internet.
Closer to customers than ever
Privileged position in personal
spaces combined with
automated billing means fewer
barriers to consumption of a
product or service. Amazon are
embedding their Dash instant
replenishment concept into
products that rely on
consumables.
Simon Nash, Hugo & Cat - Things, and the internet.
Closer to customers than ever
However consumers will expect
that this delivers better value,
savings passed to customer, and
billing tied to more closer to
consumption. This will increase
competitive pressure, force the
creation of more granular
services, and drive down profit
margins.
Simon Nash, Hugo & Cat - Things, and the internet.
Drivers in the US can already install simple device to track their
driving and link their driving performance to insurance savings.
Connected products as services
Connected products can be
updated automatically, and
can therefore carry a
continuous new stream of
services into the home.
Capabilities can be baked
into a product to support
future services & integrations.
The modern hardware business is a trojan horse for software.
Ben Epstein
Simon Nash, Hugo & Cat - Things, and the internet.
Connected products as services
Fewer opportunities for product sales
and upgrade fees, consumers will
expect firmware to automatically
update and be free to install.
Business models will need to
anticipate a huge long tail cost for
maintaining the product/service in
perpetuity.
Nest have just bricked recent home hub purchase Revolv -
customers had invested £200 for ‘lifetime service’.
Simon Nash, Hugo & Cat - Things, and the internet.
Rich sources of data and opportunity
The data captured by trillions of new
connected devices takes us beyond
the realm of big data and into a realm
of massive data. Convergence of
multiple sources of data will unlock
enormous potential for organisations
to exploit data for commercial gain.
Simon Nash, Hugo & Cat - Things, and the internet.
Rich sources of data and opportunity
Consumers are already
concerned by invasions of
privacy and increasingly sensitive
to brands abusing their data. We
can expect significant pushback
from customers and regulators.
And there is a growing call for
consumers to profit from their
own data.
Simon Nash, Hugo & Cat - Things, and the internet.
Connected products will open
up opportunities for
manufacturers and content
owners to partner in delivering
personalised content. This will
enhance relationships and
potentially create new revenue
streams. Many more ‘network
effects’ likely to emerge.
Opportunities for partnership
Simon Nash, Hugo & Cat - Things, and the internet.
Opportunities for partnership
In 2014 we saw Vine users and
the platform itself under fire from
the premier league for supposed
rights abuses i.e. live clips of
goals being shared. Will these
sorts of dispute reach into our
connected homes?
Simon Nash, Hugo & Cat - Things, and the internet.
Complimentary revenue streams
Product manufacturers can create
new revenue streams and extend
relationships beyond the purchase.
All Traffic Solutions transitioned
from selling automated signage to
measuring real-time traffic data
and offering web based services to
traffic managers.
Simon Nash, Hugo & Cat - Things, and the internet.
Complimentary revenue streams
Fridges capable of ordering
groceries are finally here. But as
traditional products take new roles,
they may suffer unintended
consequences. Will the Internet
Fridge meet the same fate as the
Set Top Box? Given away by online
grocers in order to tie customers
into long-term ordering contracts?
Simon Nash, Hugo & Cat - Things, and the internet.
Traditional businesses are ill-equipped to
handle these emerging opportunities.
Agility and adaptability will be critical for
organisations embracing IoT. Partnerships
and new commercial propositions will
leverage new skills and competences.
Infrastructure, technology, and data, will
need to be fundamentally re-designed.
Conclusions Summing up...
A challenge for today not tomorrow
We need to work behind the scenes to deliver value
Business model reinvention the key to success
Network effects will unlock new opportunities
Digital Transformation is a prerequisite
Consider risks as well as rewards

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Things, and the internet.

  • 1. Things, & the internet. Simon Nash
  • 2. Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet. A keen futurist with a passion for emerging technologies and digital customer experience. snash@hugoandcat.com Twitter: @simonnash uk.linkedin.com/in/simonnash Introduction
  • 3. I use a connected thing every day Withings Scales, my weight, health tracking, and todays weather. Simon Nash, Hugo & Cat - Things, and the internet.
  • 4. I’m not alone. Simon Nash, Hugo & Cat - Things, and the internet.
  • 5. Rapid growth in connected home products and services Simon Nash, Hugo & Cat - Things, and the internet.
  • 6. Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet. Several clients already active E.ON Smart Hub Sony LifeSpace UX
  • 7. Analysts predict a massive market for ‘connected things’ in 2016 Simon Nash, Hugo & Cat - Things, and the internet. Category 2014 2015 2016 2020 Consumer 2,277 3,023 4,024 13,509 Business: Cross-Industry 632 815 1,092 4,408 Business: Vertical-Specific 898 1,065 1,276 2,880 Grand Total 3,807 4,902 6,392 20,797 Table 1: Internet of Things Units Installed Base by Category (Millions of Units) Source: Gartner (November 2015)
  • 8. Simon Nash, Hugo & Cat - Things, and the internet. How does it make us feel? It makes us feel clever. For me, that’s the best word. It’s not nerdy, it’s not technical. It makes you feel, you know, ‘God, that was clever!’ [...] It’s a sense of being empowered, that sort of slightly self-satisfied sense, that, ‘Well, that was efficient.’ Andrew Brem – Chief Digital Officer, AVIVA
  • 9. Reduce friction of (getting something) Control & Monitor (environment & activity) Automation Personalisation IoT 1.0 Simon Nash, Hugo & Cat - Things, and the internet.
  • 10. Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet. Not just about consumer products The sexy thing from my perspective is the data science side of it. I love the idea of a Minority Report style engineer turning up just long enough to say Hello before your boiler fails. Jim Anning, data & analytics, British Gas
  • 11. Royal Mail. Service Naming.Simon Nash, Hugo & Cat - Things, and the internet. Huge potential for organisations Channel shift isn’t necessarily about moving enquiries from one platform to another. With IoT we can change the narrative, developing the capability to intervene and respond automatically.
  • 12. I’m not alone. Still more potential for industry, where IoT is building on the foundations of SCADA technologies that have been established since the 1970s. (Supervisory Control And Data Acquisition)
  • 13. A smart New York lawyer once said Everything is a thing, and we are just connecting the internet to everything. Simon Nash, Hugo & Cat - Things, and the internet.
  • 14. IoT is a convergence of existing technologies & trends... ● DIY sensors & connectivity ● Wi-fi and mesh networks ● Wearable technologies ● Virtual / augmented reality ● Artificial intelligence ● Speech and gesture recognition ● Conversational interfaces ● Data science and analytics ● Personalisation & automation ● Remote monitoring Simon Nash, Hugo & Cat - Things, and the internet.
  • 15. And it could be described as evolution Still fundamentally a distribution / delivery innovator, taking rapid advantage of new technologies. Simon Nash, Hugo & Cat - Things, and the internet.
  • 16. It’s very hard to imagine how things will play out, just as it was in the early days of the Internet. Who might have predicted the rise of Uber and Airbnb… What will the next big disruptive business look like? But we’ve barely scratched the surface Simon Nash, Hugo & Cat - Things, and the internet.
  • 18. Machine to Machine Comms Features and Capabilities Content and services Data and monitoring Simon Nash, Hugo & Cat - Things, and the internet.
  • 19. To fully appreciate the potential of IoT we need to avoid getting stuck on the idea that an individual interacts with an object. With IoT, all the world’s a stage. Imagine scenarios where multiple actors, and multiple objects are in play. Where the environment, and everything within it, are potential participants and contributors. Simon Nash, Hugo & Cat - Things, and the internet.
  • 20. In these new scenarios, brands and technology will not be centre stage Simon Nash, Hugo & Cat - Things, and the internet. Technology and advertising play an increasingly intrusive role in our daily lives. The big promise of the internet of things is that it will enable a more human experience. Complex technologies interacting behind the scenes to simplify and declutter our lives.
  • 21. BUT Battles for supremacy threaten progress Simon Nash, Hugo & Cat - Things, and the internet. Many players aim to achieve dominant positions in the new IoT ecosystem, creating unhelpful complexity.
  • 22. Authentication & trust are the key Authentication technology and the need to manage trust efficiently. Increasing expectations of simplicity and automation. Less desire for human intervention. Connected things working behind the scenes using distributed networks. Simon Nash, Hugo & Cat - Things, and the internet.
  • 23. ‘Open’ approaches should be a priority Common schemas could allow proprietary technologies to talk to each other without convergence on a central O/S or protocol. By classifying common actions and objects, proprietary software should be able to communicate at a basic level. Simon Nash, Hugo & Cat - Things, and the internet.
  • 24. ‘Open’ approaches should be a priority Blockchain could well solve the authentication riddle and provide a means of establishing trust in distributed networks. So called self-executing smart contracts will enable processes and transactions to take place automatically in the background. Simon Nash, Hugo & Cat - Things, and the internet.
  • 25. What does all this mean on a commercial level?
  • 26. The progression of economic value “With transformations, the customer is the product! The individual buyer of the transformation essentially says, ‘Change me’.” Pine & Gilmore ‘The Experience Economy’ HBR 1999 Simon Nash, Hugo & Cat - Things, and the internet.
  • 27. Welcome to the “outcome economy” — where companies create value not just by selling products and services, but by delivering solutions that directly produce quantifiable results.” Paul Daugherty, WSJ.com Simon Nash, Hugo & Cat - Things, and the internet.
  • 28. Time for a shift in mindset Simon Nash, Hugo & Cat - Things, and the internet.
  • 29. Closer to customers than ever Predicting needs and customising services delivers to new meaning to personalisation. Industries like Insurance will be able to redefine their products and the ways in which they are bought and consumed. Expect highly contextual personalisation. Simon Nash, Hugo & Cat - Things, and the internet.
  • 30. Closer to customers than ever Privileged position in personal spaces combined with automated billing means fewer barriers to consumption of a product or service. Amazon are embedding their Dash instant replenishment concept into products that rely on consumables. Simon Nash, Hugo & Cat - Things, and the internet.
  • 31. Closer to customers than ever However consumers will expect that this delivers better value, savings passed to customer, and billing tied to more closer to consumption. This will increase competitive pressure, force the creation of more granular services, and drive down profit margins. Simon Nash, Hugo & Cat - Things, and the internet. Drivers in the US can already install simple device to track their driving and link their driving performance to insurance savings.
  • 32. Connected products as services Connected products can be updated automatically, and can therefore carry a continuous new stream of services into the home. Capabilities can be baked into a product to support future services & integrations. The modern hardware business is a trojan horse for software. Ben Epstein Simon Nash, Hugo & Cat - Things, and the internet.
  • 33. Connected products as services Fewer opportunities for product sales and upgrade fees, consumers will expect firmware to automatically update and be free to install. Business models will need to anticipate a huge long tail cost for maintaining the product/service in perpetuity. Nest have just bricked recent home hub purchase Revolv - customers had invested £200 for ‘lifetime service’. Simon Nash, Hugo & Cat - Things, and the internet.
  • 34. Rich sources of data and opportunity The data captured by trillions of new connected devices takes us beyond the realm of big data and into a realm of massive data. Convergence of multiple sources of data will unlock enormous potential for organisations to exploit data for commercial gain. Simon Nash, Hugo & Cat - Things, and the internet.
  • 35. Rich sources of data and opportunity Consumers are already concerned by invasions of privacy and increasingly sensitive to brands abusing their data. We can expect significant pushback from customers and regulators. And there is a growing call for consumers to profit from their own data. Simon Nash, Hugo & Cat - Things, and the internet.
  • 36. Connected products will open up opportunities for manufacturers and content owners to partner in delivering personalised content. This will enhance relationships and potentially create new revenue streams. Many more ‘network effects’ likely to emerge. Opportunities for partnership Simon Nash, Hugo & Cat - Things, and the internet.
  • 37. Opportunities for partnership In 2014 we saw Vine users and the platform itself under fire from the premier league for supposed rights abuses i.e. live clips of goals being shared. Will these sorts of dispute reach into our connected homes? Simon Nash, Hugo & Cat - Things, and the internet.
  • 38. Complimentary revenue streams Product manufacturers can create new revenue streams and extend relationships beyond the purchase. All Traffic Solutions transitioned from selling automated signage to measuring real-time traffic data and offering web based services to traffic managers. Simon Nash, Hugo & Cat - Things, and the internet.
  • 39. Complimentary revenue streams Fridges capable of ordering groceries are finally here. But as traditional products take new roles, they may suffer unintended consequences. Will the Internet Fridge meet the same fate as the Set Top Box? Given away by online grocers in order to tie customers into long-term ordering contracts? Simon Nash, Hugo & Cat - Things, and the internet.
  • 40. Traditional businesses are ill-equipped to handle these emerging opportunities. Agility and adaptability will be critical for organisations embracing IoT. Partnerships and new commercial propositions will leverage new skills and competences. Infrastructure, technology, and data, will need to be fundamentally re-designed.
  • 41. Conclusions Summing up... A challenge for today not tomorrow We need to work behind the scenes to deliver value Business model reinvention the key to success Network effects will unlock new opportunities Digital Transformation is a prerequisite Consider risks as well as rewards

Editor's Notes

  1. Presence – who is here, what rights do they have? (we get super powers!) mbient signals, AI & logic (combination of circumstances IFTT, connecting the dots – this plus this plus this) iii) Voice, gesture, AI and conversational UI – FB messenger (Concierge services, film reference – Her)
  2. Huge public mistrust, a risk for first movers Vast range of new capabilities needed Costly transformation a requirement Brand interactions hidden in the background Unfair competition