3. Claro
 helps
 corpora,ons
 and
Â
startups
 to
 navigate
 disrup've
Â
shi,s
 in
 society
 and
 business,
Â
delivering
 service
 design
 and
Â
business
 innova'on
Â
Jiri
Â
Belgium
Â
Aldo
Â
Netherlands
Â
Rich
Â
USA
Â
Megan
Â
UK
Â
Mandy
Â
Lebanon
Â
Elisabeth
Â
Netherlands
Â
Sebas'an
Â
Germany
Â
Gunes
Â
Turkey
Â
Abby
Â
USA
Â
4. New
 social
 context
Â
Millennials
Â
New
 technology
 context
Â
Data-Ââdriven
 experiences
Â
New
 business
 context
Â
Collabora,ve
 consump,on/produc,on
Â
Disrup've
 shi,s
 are
 the
 big
 and
 fundamental
 changes
 in
 society
 and
Â
business
 that
 set
 up
 a
 whole
 new
 context
 for
 how
 we
 work,
 live,
 play
 and
Â
create
 value.
Â
5. Internet
Â
of
 Things
Â
Disrup've
 Shi,s
 New
 Opportunity
 Spaces
Â
Claro
 helps
 navigate
 these
 shi,s
 and
 to
 iden'fy
 new
 opportuni'es
Â
Personal
Â
Data
Â
Economy
Â
Top-Ââdown
 innova,on
Â
Ownership
Â
Company
 delivered
 services
Â
Internet
 connects
 everyone
Â
Consumers
 as
 data
 widget
Â
Bo;om-Ââup
 innova,on
Â
Access
Â
Network
 delivered
 services
Â
Internet
 connects
 everything
Â
Data
 enabled
 &
 conscious
Â
consumer
Â
6. â˘âŻ Shift in thinking about data, from what is
technologically possible to what is of new beneďŹt to
individuals
â˘âŻ Address ďŹve common misconceptions in the data
conversation that donât apply to personal data
â˘âŻ Introduce principles to promote a people-centred
approach
â˘âŻ Apply principles to the IoT
@claropartners
#WVpdx
A people-centred approach to Data and
the Internet of Things
7. Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities
9. OLD DATA EXPERIENCES NEW DATA EXPERIENCES
Not just more data but new data experiences
10. Our research was grounded in the belief that we
need to start with the person rather than the data
to understand the role of data in their everyday lives.
11. Six month, global consortium investigating personal data experiences
Tokyo -
Data as Currency
London -
City Navigation
SĂŁo Paulo
Data as Opportunity
New York City -
Smart Citizens
Berlin -
Digital Privacy
San Francisco -
QuantiďŹed Self
Movement
12. We saw a new opportunity emergingâŚ
one not built on BIG DATA,
but on personal data.
14. We call this the Personal data economy
An economy that repositions the value of
personal data within the individualâs
experience
15. Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access
Management
Recommendation / Discovery
Local business
review and discovery
game
Local
Discovery
(things)
Proximity based
social discovery
service
Proximity Based
Connections
(aggregated)
Interface to your
bank, helping to
make better financial
decisions
New Interfaces
for Existing Data
(aggregated)
Bracelet for tracking
health behaviours
and indicators
Self-Tracking
(Health)
Mobile data based
tool for health
predictions
Predictions
(For individuals)
Data Enhanced
P2P patient support
platform
Crowd-
Generated Data
P2P vouching
service overlaying
social networks
Identity
Measurement
Data locker for users
to control access to
their data
Data Lockers
Real-time data
aggregation platform
for Internet of Things
Internet of Things
Platforms
The Personal Data Economy landscape
28. 1. Start with the person, not the data
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Five key principles to promote a people centric approach to personal data
29. These principles take on even more importance
in the next evolution of the InternetâŚ
âŚthe Internet of Things
30. New
 value
 for
 people:
Â
Capabili,es
Â
Services
Â
Experiences
Â
Business
 models
Â
Â
âŚ
Â
The
 Internet
 of
 Things
 is
 more
 than
 connec,ng
 things
 to
 the
 internet,
Â
it
 is
 about
 solving
 how
 data
 can
 create
 new
 value
 for
 people
Internet!
Things!
Data!
31. Social
Predictions
Identity
Access
Management
Recommendation / Discovery
Data Interfaces
Self-tracking
Crowd Data
Internet of Things
Others
Internet of ThingsInternet of Things
The
 Internet
 of
 Things
 represented
 a
 small,
 but
 growing
 part
 of
 the
Â
Â
Personal
 Data
 Economy
 business
 landscape:
Â
32. But
 it
 has
 exploded
 into
 a
 landscape
 of
 over
 100
 value
 proposi'ons.
Â
33. What are opportunities to create people-
centric oďŹerings in the Internet of
Things?
Internet of People
and Things?
34. 1. Start with the person, not the data (or technology)
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Letâs apply the principles
35. 1.
 Start
 with
 people,
 not
 the
 data
 or
 technology
Â
A
 lot
 of
 the
 technology
 already
 exists,
 but
 the
 full
 vision
 of
 the
 IoT
 will
 remain
 a
 mere
 concept
 if
 it
Â
does
 not
 have
 relevancy
 for
 people
Â
Developed
Â
B2B
 Sector
Â
Enabling
Â
Technologies
Â
Emerging
 IoT
 Consumer
Â
Sector
Â
Â
36. 2.
 Enable
 people
 to
 do
 new
 things
Â
Â
Peers
 and
 other
Â
devices
Â
Other
 service
Â
providers
Â
Retailers
 Brands
Â
Brand
 provides
Â
services
Â
Retailer
 provides
Â
services
 (camera
Â
rented)
Â
Other
Â
appropriate
Â
services
Â
Connects
 with
Â
other
 users
Â
Prints
 photos
Â
remotely
Â
Sends
 photos
Â
to
 friends
Â
The
 real
 value
 of
 the
 IoT
 and
 data
 comes
 from
 the
 services
 and
 the
 new
 interac,ons
 it
 creates
Â
37. 3.
 Iden'fy
 unmet
 func'onal
 and
 emo'onal
 needs
Â
Address
 a
 full
 range
 of
 human
 needs
Â
38. 3.
 Iden'fy
 unmet
 func'onal
 and
 emo'onal
 needs
Â
Address
 a
 full
 range
 of
 human
 needs
Â
Good
 Night
 Lamp
Â
Jawbone
 UP
Â
Lockitron
Â
Findery
Â
39. 4.
 Allow
 people
 to
 collaborate
 with
 you
Â
The
 IoT
 will
 not
 be
 created
 or
 owned
 by
 a
 single
 en,ty;
 it
 is
 born
 from
 collabora,on
Â
Hardware
 &
 Infrastructure
Â
Opera,ng
 System
Â
Devices
Â
Services
Â
CORPS.
 DEV.
Â
Internet
 of
 Things
Â
40. Today:
 Intranets
 of
 Things
 Tomorrow:
 Internet
 of
 Things
Â
APP
 APP
Â
?
Â
New
 user
 experiences
Â
Â
?
5.
 Design
 the
 whole
 user
 experience
Â
App
Â
App
 App
Â
App
Â
App
Â
App
Â
App
Â
App
Â
Connected
 devices
 Interconnected
 devices
Â
 Most
 of
 solu,ons
 today
 exist
 in
 silos
Â
41. 1. Start with the person, not the data, or technology
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Principles for a people-centred approach to Data and the
Internet of Things
42. Thank you
Abby Margolis | Research Director
Abby.margolis @claropartners.com
+34 674 061 648 (m)
abbymargolis (skype)
@claropartners