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Designing	
  new	
  experiences,	
  capabili1es	
  and	
  
business	
  models	
  in	
  the	
  Internet	
  of	
  Things	
  
Aldo de Jong | Co-Founder Claro Partners	
WebVisions, 27th September, 2013
Share	
  your	
  thoughts!	
  
@claropartners	
  
#iot	
  #WVChi	
  
 @ClaroPartners	
  #iot	
  	
  
Naviga1ng	
  disrup1ve	
  change	
  
Claro	
  helps	
  
corpora3ons	
  and	
  
startups	
  to	
  navigate	
  
disrup1ve	
  shiDs	
  in	
  
society	
  and	
  business	
  
 @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	
  
 @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
 @ClaroPartners	
  #iot	
  	
  
“The	
  Internet	
  of	
  Things	
  is	
  about	
  the	
  internet	
  
expanding	
  into	
  the	
  physical	
  world”	
  
	
  
-­‐	
  Florian	
  Michahelles	
  |	
  Auto-­‐ID	
  Labs	
  
 @ClaroPartners	
  #iot	
  	
  
Data!
The	
  IoT	
  is	
  an	
  interac1on	
  between	
  the	
  internet,	
  things…	
  and	
  data	
  
Internet!
Things!
 @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	
  
 @ClaroPartners	
  #iot	
  	
  
 @ClaroPartners	
  #iot	
  	
  
The	
  IoT	
  emerging	
  business	
  landscape	
  structures	
  100	
  value	
  proposi3ons	
  
 @ClaroPartners	
  #iot	
  	
  
We	
  think	
  there	
  will	
  be	
  a	
  huge	
  opportunity	
  
in	
  the	
  IoT	
  for	
  services	
  built	
  on	
  top	
  of	
  the	
  
data	
  flowing	
  between	
  devices	
  
 @ClaroPartners	
  #iot	
  	
  
In	
  the	
  future,	
  we	
  predict	
  that	
  connec1on	
  will	
  be	
  a	
  given	
  
 @ClaroPartners	
  #iot	
  	
  
Five key takeaways
from our research!
 @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	
  
 @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	
  
 @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.	
  
 @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	
  
 @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	
  
 @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	
  
 @ClaroPartners	
  #iot	
  	
  
How	
  to	
  develop	
  an	
  Internet	
  of	
  Things	
  service?	
  
 @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	
  
 @ClaroPartners	
  #iot	
  	
  
The	
  IoT	
  canvas	
  helps	
  IoT	
  creators	
  navigate	
  the	
  mul3plied	
  complexity	
  of	
  the	
  IoT	
  
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	
  	
  
 @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	
  

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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
  • 2. Share  your  thoughts!   @claropartners   #iot  #WVChi  
  • 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  
  • 10.  @ClaroPartners  #iot     The  IoT  emerging  business  landscape  structures  100  value  proposi3ons  
  • 11.  @ClaroPartners  #iot     We  think  there  will  be  a  huge  opportunity   in  the  IoT  for  services  built  on  top  of  the   data  flowing  between  devices  
  • 12.  @ClaroPartners  #iot     In  the  future,  we  predict  that  connec1on  will  be  a  given  
  • 13.  @ClaroPartners  #iot     Five key takeaways from our research!
  • 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  
  • 20.  @ClaroPartners  #iot     How  to  develop  an  Internet  of  Things  service?  
  • 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