Presented at WebVisions Chicago 2013
Discussion around the Internet of Things (IoT) often gets caught up on resolving issues of interoperability, battery life and security. However, in this session we will shift the focus to the enormous potential of valuable services built by designers, developers and users on top of the connections, data and networked objects. We'll outline our vision of how the IoT will develop and grow from the bottom-up and propose that while another appliance manufacturer redesigns the internet-connected fridge (again), networks of people will create new IoT experiences and capabilities themselves, enabled by the power of digital networks, accessible tools, new funding channels and programming fluency.
In fact, this ecosystem is already emerging, and we will show the vast landscape of value propositions in the IoT and the new business models they bring with them. We will also look at how services in the IoT can be designed to enable different technological capabilities as well as meet a range of human needs, uncovering the opportunities that arise when designers look beyond simple track-and-trace applications and control mechanisms to products which offer emotional benefits like the Good Night Lamp or Berg's Little Printer.
In the presentation we are sharing our perspective based on emerging business research and interviews with experts and IoT creators.
Our perspective is summarised in the following key points:
1. The Internet of Things is nascent… like the internet in 1995, the IoT is just getting started. Actually it's mostly a collection of non-connected Intranets of Things
2. The IoT will be built by many different players with many different roles
3. The real value of the IoT will not come from the technology itself, but the services built on top and enabled by it
4. A significant part of the IoT will evolve from the bottom-up, by entrepreneurship
5. IoT-enabled services are complex because they have both physical and digital elements and need to deliver an experience that bridges the two
To conclude:
•The big value of the Internet of Things isn’t in the connection of devices, but in the services for people that are built on top of those connections
•To create those products and services will require a broad mix of expertise
•Many of the Internet of Things products and services will be built by makers, hackers, entrepreneurs
In the talk we also introduce a couple of tools that help IoT creators discover opportunities and create and prototype IoT offerings.
They are:
IoT emerging business landscape
The interactive IoT landscape mapping 400+ startups and initiatives, structured across 10 business and consumer facing verticals and 5 types of enablers. The IoT landscape shows the vastness, variety, and scope of the Internet of Things and is a key tool to identification of new opportunity spaces.
IoT canvas
The IoT canvas helps IoT creators navigate the multiplied complexity
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
Internet of Things: Opportunities for designing new experiences, capabilities and business models (IoT)
1. Designing
new
experiences,
capabili1es
and
business
models
in
the
Internet
of
Things
Aldo de Jong | Co-Founder Claro Partners
WebVisions, 27th September, 2013
3. @ClaroPartners
#iot
Naviga1ng
disrup1ve
change
Claro
helps
corpora3ons
and
startups
to
navigate
disrup1ve
shiDs
in
society
and
business
4. @ClaroPartners
#iot
We
are
an
interna1onal,
inter-‐disciplinary
team
• Social
science,
anthropology,
and
design
research
• Service,
interac3on,
and
product
design
• Business
strategy
and
marke3ng
Jiri
Belgium
Aldo
Netherlands
Rich
USA
Megan
UK
Mandy
Lebanon
Elisabeth
Netherlands
Michael
USA
Gunes
Turkey
Abby
USA
5. @ClaroPartners
#iot
Delivering
business
innova1on
and
service
design
in
the
context
of
disrup1ve
shiDs
Access
Services
delivered
through
value
exchange
networks
Small
data
and
personalised
experiences
Internet
connects
everything
Ownership
Services
delivered
by
companies
Big
data
and
aggregated
resources
Internet
connects
everyone
Request our point of view papes on each of these topics at
POV@claropartners.com
6. @ClaroPartners
#iot
“The
Internet
of
Things
is
about
the
internet
expanding
into
the
physical
world”
-‐
Florian
Michahelles
|
Auto-‐ID
Labs
7. @ClaroPartners
#iot
Data!
The
IoT
is
an
interac1on
between
the
internet,
things…
and
data
Internet!
Things!
8. @ClaroPartners
#iot
“Trying
to
determine
the
market
size
of
the
Internet
of
Things
is
like
trying
to
calculate
the
market
for
plas=cs,
circa
1940.
At
that
=me,
it
was
difficult
to
imagine
that
plas=cs
could
be
in
everything.”
-‐
Michael
Nelson
Professor
of
Communica3on,
Culture
&
Technology
at
Georgetown
University
14. @ClaroPartners
#iot
The
Internet
of
Things
is
nascent…
like
the
internet
in
1995,
the
IoT
is
just
geYng
started
01
1.0
Infrastructure
and
core
hardware
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
2.0
Connected
devices
running
on
an
opera1ng
system
3.0
Value-‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Intranets
of
Things
15. @ClaroPartners
#iot
Internet
of
Things
The
Internet
of
Things
is
nascent…
like
the
internet
in
1995,
the
IoT
is
just
geYng
started
01
1.0
Infrastructure
and
core
hardware
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
2.0
Connected
devices
running
on
an
opera1ng
system
3.0
Value-‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
16. @ClaroPartners
#iot
The
IoT
will
be
built
by
many
different
players
with
many
different
roles
02
Internet-‐connected
things
and
their
uses
will
be
so
varied
and
present
everywhere
that
the
IoT
won’t
be
the
result
of
one
single
en3ty’s
work.
17. @ClaroPartners
#iot
The
real
value
of
the
IoT
will
not
come
from
the
technology
itself,
but
the
services
built
on
top
and
enabled
by
it
03
Peers
and
other
devices
Other
service
providers
Retailers
Brands
Brand
provides
services
Retailer
provides
services
(camera
rented)
Other
appropriate
services
Connects
with
other
users
Prints
photos
remotely
Sends
photos
to
friends
18. @ClaroPartners
#iot
Hardware
&
Infrastructure
Opera3ng
System
Devices
Services
COLLABORATIVE
CORPS.
DEV.
Internet
of
Things
A
significant
part
of
the
IoT
will
evolve
from
the
bo[om-‐up,
by
people
like
you…
04
Hardware
&
Infrastructure
Opera3ng
System
Devices
Services
CORPORATIONS
TOP
DOWN
PC
industry
Hardware
&
Infrastructure
Opera3ng
System
Devices
Services
CORPORATIONS
DEV
Mobile
industry
19. @ClaroPartners
#iot
IoT-‐enabled
services
are
complex
because
they
have
both
physical
and
digital
elements
and
need
to
deliver
an
experience
that
bridges
the
two
05
PHYSICAL
ELEMENTS
DIGITAL
ELEMENTS
21. @ClaroPartners
#iot
The
tech
is
under
control.
The
real
issues
for
IoT
creators
is
that
there
are
many
“unknown
unknowns”,
and
it’s
hard
to
understand
how
to
move
from
making
one
device
to
many.
Those
are
things
you
can’t
Google.
-‐
Scoa
N
Miller,
CEO,
Dragon
Innova3on
22. @ClaroPartners
#iot
The
IoT
canvas
helps
IoT
creators
navigate
the
mul3plied
complexity
of
the
IoT
23. Smart phone app
and internet
service set
activity goals!
get feedback on
progress!Data centre that
runs website and
app (e.g. Amazon)!
Bluetooth to
phone!
Mobile data/Wifi
to internet!
Prototype!
ARM Mbed devkit!
!
Flash memory!
Microcontroller!
GPS+movement
sensors!
LEDS+vibration!
!
Prototype!
3D printed PU!
!
TPU rubber!
ABS harness!
Produce and ship
from Foxconn !
Nike stores!
Electronics retailers!
!
App stores!
Nike+ website!
!
Free app!
Rev. share from
3rd party apps!
Device $149!
!
!
Make you fitter!!
@ClaroPartners
#iotcanvas
24. @ClaroPartners
#iot
What
role
will
you
play
in
the
Internet
of
Things?
1. Learn
about
Internet
of
Things
claropartners.com
>
login
username:
iotlab
Password:
webvisions2013
2. Join
a
IoT
lab
>
this
weekend!
3. Get
involved
in
our
Data_IoT
accelerator:
Looking
for
mentors,
investors
and
corporate
partners
and..
startup
teams!
Let’s
con1nue
the
conversa1on!
Aldo
de
Jong
Mobile:
+34
647
857
922
aldo@claropartners.com