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PROJECT PRESENTATION

19th January 2012
uBiquitous, secUre inTernet-
of-things with Location and
     contEx-awaReness
        FP7 call: FP7-ICT-2011-7
           Integrated Project
    October 2011  September 2014
                15 M€
          1234 man.months




                                    2
BUTLER Story                                                                                                                               A day in
                                                            SmartHealth                                                                         the life of …
           SmartHome
                                                   Smart Preventive Care:
                                                   Ex: Elder people have their day-to-day
 Smart Shopping-List:                              activities monitored, triggering automatic
 Ex: As you leave home, a shopping list on         responses when needed…
    your mobile is automatically updated…
                                                   Smart Case Sheet:
 Smart Energy Savings:                             Ex: Medical personnel are given
 Ex: As the last person leaves home, the           contextualized information on patient’s
    thermostats in the bedrooms are tuned          conditions …                                         7:30 …
    down…                                          …
 …
                                                                                                         !
                                                                         7:00 …                                                                             16:30 …

                  SmartCity                                                                                  SmartTransport
                                                        13:00…
                                                                                                             !
       Smart Event Management:                                                                                   Smart Navigation:
                                                                                                                 Ex: Traffic information such as the
       Ex: Information about occurring and
                                                                                                                 approaching of an ambulance is
       future events are automatically available
                                                                                                                 broadcasted to vehicles on the route…
       to patrons and citizens
       Smart Parking:                                                                                            Smart Updating:
                                                                                                                 Ex: Your peers (office, clients, family,
       Ex: Parking information and suggestions
                                                                                                                 etc.) are informed of significant
       are made available real-time events.
                                                                                                                 delays…
       …                                                                                                         …


                                                   17:00…        SmartShopping
                                                             Smart Sales/Advertisiment:Ex:
                                                             The shop offers you personalized

Horizontal,                                                  discounts on items outside your list but
                                                             you are likely to buy
                                                                                                                                                Delayed: 20min
                                                             Smart Cross-referencing:Ex:
seamless Scenarios                                           Your wife is informed of the items you
                                                             are buying and their prices…
                                                                                                                                16:50…

                                                             …



                                                                                                                                                                      3
Awareness
Inversely proportional to the degree of knowledge required
from users




                   BUTLER’s concept is one of
                   active, pervasive, continuous,
                   real-time and progressively
                   personal context-awareness



                                                       4
Expectations


               Crimes           Privacy violation       Squandering
 Congestion
                             Stress
                                             Diseases
Latency                                                     inefficiency
               Pollution

 Poverty
                               SmartHealth
                   SmartShopping           SmartTransport

           SmartHome                                         SmartCity




                                                                           5
Today: Domain-centric smart solutions
  SmartHome             SmartHealth            SmartTransport          SmartCity            SmartShopping
- Monitoring and       - Monitoring medicine   - Promoting           - Managing parking     - Managing
controlling            intake                  carpooling            space                  sparkdeals
- Saving Energy        - Personalized          - Minimizing taxi     - Lighting up a city   - Getting advice on
comfortably            diabetes assistance     delays                efficiently            buying goods
- Interacting with     - Providing training    - Avoiding traffic    - Watering             - Retrieving
appliances             tips                    jams                  orchards &             discount
- Finding things       - Monitoring health     - Reporting traffic   gardens                - Buying a second
Easily                 parameters              incidents             - Monitoring Air       hand product
- Consuming media      - Monitoring activity   - Monitoring metro    QUality                - Purchasing with
everywhere             - Visiting a doctor     platforms             - Monitoring           smart carts
- Getting notified     - Enhancing social      - Rewarding Eco-      Electricity/Water      - Purchasing using
- Leaving the home     contacts                driving               - Discovering          self service
safely                 - Protecting falls      - Smart beaconing     emergency routes       - Updating
- Detecting            - Living                - Monitoring          - Charging electric    consumer profiles
emergencies            independently           incoming trains
                                                      !              vehicles               -…
- Preparing trips at   -…                      -…                    - Accessing
home                                                                 locally-wise apps
-…                                                                   -…
BUTLER’s future vision SmartLife
    SmartHome                     SmartHealth                        SmartTransport                      SmartCity                      SmartShopping
- Monitoring and controlling    - Monitoring medicine intake         - Promoting carpooling          - Managing parking space           - Managing sparkdeals
- Saving Energy comfortably     - Personalized diabetes assistance   - Minimizing taxi delays        - Lighting up a city efficiently   - Getting advice on buying goods
- Interacting with appliances   - Providing training tips            - Avoiding traffic jams         - Watering orchards & gardens      - Retrieving discount
- Finding things Easily         - Monitoring health parameters       - Reporting traffic incidents   - Monitoring Air QUality           - Buying a second hand product
- Consuming media everywhere    - Monitoring activity                - Monitoring metro platforms    - Monitoring Electricity/Water     - Purchasing with smart carts
- Getting notified              - Visiting a doctor                  - Rewarding Eco-driving         - Discovering emergency routes     - Purchasing using self service
- Leaving the home safely       - Enhancing social contacts          - Smart beaconing               - Charging electric vehicles       - Updating consumer profiles
- Detecting emergencies         - Protecting falls                   - Monitoring incoming trains    - Accessing locally-wise apps      -…
- Preparing trips at home       - Living independently               -…                              -…
-…                              -…




                                                                            !




                                                                                                                                                                  7
Today: Infrastructure-centric
    Networks
                      Personal Area
                        Network


    Body Area
     Network




                                       Vehicle
                                      Navigation
Local Area
 Network


                                             8
BUTLER’s future vision: User-centric
   Network of Networks
                            Network of
                           Personal Area
                             Networks
   Network of
   Body Area
    Networks




                                            Network of
                                             Vehicles
                                           (Cooperative
Network of                                  Navigation)
                  FUTURE CYBERSPACE:
Local Area
 Networks          Personalized, Global
                  Network of Networks
                                                 9
Challenges

1. Personalized and Dynamic Demands

2. Transparency, Privacy and Security in
   Heterogeneous Systems

3. Collective Behaviour Modelling to Maximize
   Efficiency




                                                10
PROJECT OBJECTIVES
High level objective

      Design and demonstrate prototype of a
   comprehensive, pervasive and effective Context-
    Aware information system, which will operate
     transparently and seamlessly across various
  scenarios towards a unified smartLife environment.




                                                     12
Technical and Technological objectives

• Modelling context and behaviour
   – Contextualized Navigation
   – Contextualized Advertising/Warning
   – Contextualized Crowd Management
• Middleware architecture
   – Service-oriented approach for dynamicity, interoperability
     and modularity
   – Complex event processing
• Security and privacy
   – Contextualized security and privacy

                                                              13
Operational objectives

• Integrate the requirements from 5 use cases: Smart
  Mobility/Transport, Smart Healthcare/Wellness,
  Smart Shopping, Smart Home/Office and Smart City
• Involve users: evaluate novel IoT applications and
  their associated business models from a minimum
  of 10 field trials based on BUTLER architecture.
• Develop and publish an open networked
  architecture integrated with existing business
  platforms


                                                   14
OVERALL WORKFLOW AND MAIN DELIVERABLES
            OF THE PROJECT
D2.1, D2.2, D2.3 - Security, context, behaviour requirements and                                              D5.2 - Final
                                                                            D3.2 - Integrated architecture
                              specifications                                                                       platforms
                                                                               and proofs of concept
        D3.1 - Initial BUTLER architecture and proofs of concept                                                 and field trials


    1           4          8              12           16          20            24            28          32             36
Oct 2011    Jan 2012    May 2012       Sep 2012     Jan 2013     May 2013     Sep 2013      Jan 2014     May 2014      Sep 2014

                                         D1.2 - Refined trial spec.          D4.1, D4.2, D4.3 - Smart          D5.1 - Integrated
D1.1 - Use cases and requirements
                                        D2.4 - Selected technologies      Server/Mobile/Object Platforms          platforms


    Vertical and                    Functional and               Specification and                Integration and
horizontal use-cases                Non Functional               development f1                       testing
                                    Requirements                   Specification and
                                       analysis                    development f2
                                                                       Specification and
                                                                        • Domain specific
                                                                                                             Final field
                                                                       development f3
                                                                          enablers
                                                                        • • Technological
                                                                          Generic enablers                      trials
                                                                             o Security
                                                                            choices
                                                                          • Refined
                                                                             o Localization
                          Smart                                             •Smart Server
                                                                             o Context,
                                                                            specification of
                                                                          • Trials
                                                                              behavior)
                                                                          • •Smart Mobile
                                                                            Integrated
                           Life                                             •Smart Object
                                                                            middleware
                                                                            architecture
                                                                        •• 2nd proofs of
                                                                            Initial                          Integrated
                                                     Vertical              architecture
                                                                            concept                           platforms
                                                                        •
                                                                        • Prototyping of
                                                                           First proofs of
                                                     Scenarios             concept
                                                                          enablers
                                                    Horizontal          • Testing with
                                                                          measurable
                                                    Scenarios             goals
PLANNED SCIENTIFIC ADVANCES
Behavioural modelling and mining

Recognize context-aware intent through external observation
   •   Behavior
   •   Decisions
   •   Typical course of actions
   •   Corresponding events and context
Extract meaningful information from distributed event streams
   • Purposeful and meaningful abstractions for daily life activities
   • Interactions between a few individuals and mass behavior
   • Algorithms and software components for aggregation,
     classification, learning, predicting and anticipating users’
     behavior and activities
   • Metrics to assess quality or trustworthiness of information
Behavioural modelling and mining
                                         events             events


                 1. Model
                                events            Actions
  Profile &
 Preferences




  Context              Intentions             Behavior


                                            3. Anticipate
   Tasks       2. Observe and learn
Behavioural modelling and mining

New event-based modeling abstractions
  • Represent both individual and group behavior
  • Explore feasibility of hybrid models combining statistical and
    relational models, task trees, workflow and markov models,
    dynamic bayesian networks, …
  • Semantic modeling abstractions to describe domain knowledge in
    relevant (patterns of) events

New processing and synthesis techniques
  • Context-aware and semantic event pattern recognition
  • Causality detection to anticipate human behavior
  • Learning and data stream mining based on complex event
    processing techniques (CEP)
Geo-Temporal Contextualization (1/2)

  Aim to develop algorithms for the seamless acquisition of
  geo-temporal information in heterogeneous networks, clearly
  defined as following objectives.

Objectives
   – Identification of the forms of geo-temporal context information
   – Tracking and localize the context information securely
   – Simultaneous localization and mapping through cooperative P2P links,
     with new location-dependent security mechanisms
   – Energy/time-efficient indoor localization within heterogeneous
     networks



                                                                       21
Geo-Temporal Contextualization (2/2)

Workflow
   – Concrete algorithms be developed to enhance acquire geo-temporal
     context with the help of objects, topology, etc…
   – Development of corresponding algorithms on real platforms


Domain Specific Objectives
   – Provide ambient information about metro platforms when the user
     reaches the station entrance, for users located on station platforms.
   – Schedule planner - plan the user departure according to user's
     agenda, traffic conditions and parking availability.




                                                                             22
Contextual networking
   Aim is to develop algorithms to provide contextual information at a macro-
   perspective, focusing on contextualized networking strategies, behavior
   synthesis (crowd management, incentives) and “contextual games” model
   to predict users’ behaviors.

Generic workflow
   – Cooperate with the other tasks and create the use cases for the
      applications and services;
   – Create concrete algorithms to be utilized in such use cases;
   – Algorithms brought forward to the implementation tasks;
   – Results validations by using the prototypes generated in the
      implementation tasks

Domain specific objectives
   – Shopping environment related modelling of consumer groups
   – To be able affect consumer behaviour via context based targeted
     advertising and offers
   – Other objectives: to be further studied
                                                                           23
INTEGRATION AND FIELD TRIALS
Two steps field trials




                         25
Smart
                                           mobile
                                          platform




 Smart
 server              Unifying
platform             BUTLER
                    Architecture
                 Secure, private, trustworthy
                     context capture
               Smart OSGi      Zigbee DPWS


                                                FreeRTOS


                                                             TinyOS
                                                   Contiki
           object/gateway    CoAP
              platform RPL          6LowPAN
                           IEEE 802.15.4
FROM USE CASES TO REQUIREMENTS AND NEW
           BUSINESS MODELS
Eco System of a Business-driven Project

                           Experience                                     Exploitation
Outcomes                                                      Prototype
                             Design                                         Strategy



              Vertical      Horizontal                      Business
             Use Cases      Use Cases                     Requirements
Customer                          Personas + Stories
Experience
              Expert     Customer Insights             Trigger, Needs &
                                                       Barriers
               View      Market Research



Business
                                                                           Business
             [Mega-]
Model                                                                       Model
              Trends
                                                                           Outline
From Vertical Use Cases to Smart Life Concept
                                                                                                 29




SmartMobility       SmartHealth    SmartHome /
                                                   SmartShopping         SmartCity
 / Transport         / Wellness       Office


Horizontal          Horizontal      Horizontal      Horizontal          Horizontal
  UCs                 UCs             UCs             UCs                 UCs




                       Aggregate results from Verticals

             Smart Live Concept: Horizontal Story Line incl. Personas                Customer Insights


                                                                                     Experience Design
                        Business Requirements IoT Butler                             Prototype




                                                                                            29
Human Centric Approach

•   Consistently using human centric design elements for documentation (throughout
    the project)
     – Personas, needs, customer use cases
     – Story telling and visualisation (prototyping) to enhance communication with customers
•   In depth customer insight interviews with selected customers (beginning of 2012)
     – to verify needs from the use cases and story line and extract additional needs
     – also find out about triggers and barriers
•   Market research (e.g. with questionnaires) (end of 2012)
     – to widen customer base
     – to cover different topics like price sensitivity or general acceptance likelihood
•   Map the ecosystem (2013)
     – looking at the customer life cycle and possible business partners or stakeholders
     – to develop the value proposition, exploitation strategy and possible business models
Sample Persona Description

Julia Solo
• Description: Single parent, mother of Carla,
  hardworking business woman,
• Age: 35 years old
• Job position: Julia is working at executive level and
  spends a lot of time at work, she leaves early and
  comes back late.
• Hobbies: soul music
• Characteristics: dynamic, creative, goal oriented
Sample Result of
Customer Insight Interviews
                                                       Barriers
                                                 • Small monthly budget
                                                 • Afraid of technique
                                                 • Wants to appear strong
                                                 • Things can get quickly “to much”.
     Needs                                       • “I didn´t need it in the past, why should
                                                   I need it now?”
 • Stay in contact with family members
 • Customized care                                       Triggers
 • Support and safety in daily life
 • Help and explanation in usage of technique    • Wants to keep up with the younger

 • Trustable service providers, simple service     generations

   packages                                      • Stay in contact with family

 • All services from one supplier                • No stagnating, learn new things
                                                 • Support for her children
GETTING MORE
Connect with BUTLER

• www.iot-butler.eu :
   – Learn about BUTLER
   – Follow progresses
   – Partnerships



• BUTLER on social networks :
   – Twitter: https://twitter.com/#!/IoTBUTLER
   – LinkedIn: http://www.linkedin.com/groups/BUTLER-
     4205902

                                                        34
THANK YOU !

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BUTLER project overview

  • 2. uBiquitous, secUre inTernet- of-things with Location and contEx-awaReness FP7 call: FP7-ICT-2011-7 Integrated Project October 2011  September 2014 15 M€ 1234 man.months 2
  • 3. BUTLER Story A day in SmartHealth the life of … SmartHome Smart Preventive Care: Ex: Elder people have their day-to-day Smart Shopping-List: activities monitored, triggering automatic Ex: As you leave home, a shopping list on responses when needed… your mobile is automatically updated… Smart Case Sheet: Smart Energy Savings: Ex: Medical personnel are given Ex: As the last person leaves home, the contextualized information on patient’s thermostats in the bedrooms are tuned conditions … 7:30 … down… … … ! 7:00 … 16:30 … SmartCity SmartTransport 13:00… ! Smart Event Management: Smart Navigation: Ex: Traffic information such as the Ex: Information about occurring and approaching of an ambulance is future events are automatically available broadcasted to vehicles on the route… to patrons and citizens Smart Parking: Smart Updating: Ex: Your peers (office, clients, family, Ex: Parking information and suggestions etc.) are informed of significant are made available real-time events. delays… … … 17:00… SmartShopping Smart Sales/Advertisiment:Ex: The shop offers you personalized Horizontal, discounts on items outside your list but you are likely to buy Delayed: 20min Smart Cross-referencing:Ex: seamless Scenarios Your wife is informed of the items you are buying and their prices… 16:50… … 3
  • 4. Awareness Inversely proportional to the degree of knowledge required from users BUTLER’s concept is one of active, pervasive, continuous, real-time and progressively personal context-awareness 4
  • 5. Expectations Crimes Privacy violation Squandering Congestion Stress Diseases Latency inefficiency Pollution Poverty SmartHealth SmartShopping SmartTransport SmartHome SmartCity 5
  • 6. Today: Domain-centric smart solutions SmartHome SmartHealth SmartTransport SmartCity SmartShopping - Monitoring and - Monitoring medicine - Promoting - Managing parking - Managing controlling intake carpooling space sparkdeals - Saving Energy - Personalized - Minimizing taxi - Lighting up a city - Getting advice on comfortably diabetes assistance delays efficiently buying goods - Interacting with - Providing training - Avoiding traffic - Watering - Retrieving appliances tips jams orchards & discount - Finding things - Monitoring health - Reporting traffic gardens - Buying a second Easily parameters incidents - Monitoring Air hand product - Consuming media - Monitoring activity - Monitoring metro QUality - Purchasing with everywhere - Visiting a doctor platforms - Monitoring smart carts - Getting notified - Enhancing social - Rewarding Eco- Electricity/Water - Purchasing using - Leaving the home contacts driving - Discovering self service safely - Protecting falls - Smart beaconing emergency routes - Updating - Detecting - Living - Monitoring - Charging electric consumer profiles emergencies independently incoming trains ! vehicles -… - Preparing trips at -… -… - Accessing home locally-wise apps -… -…
  • 7. BUTLER’s future vision SmartLife SmartHome SmartHealth SmartTransport SmartCity SmartShopping - Monitoring and controlling - Monitoring medicine intake - Promoting carpooling - Managing parking space - Managing sparkdeals - Saving Energy comfortably - Personalized diabetes assistance - Minimizing taxi delays - Lighting up a city efficiently - Getting advice on buying goods - Interacting with appliances - Providing training tips - Avoiding traffic jams - Watering orchards & gardens - Retrieving discount - Finding things Easily - Monitoring health parameters - Reporting traffic incidents - Monitoring Air QUality - Buying a second hand product - Consuming media everywhere - Monitoring activity - Monitoring metro platforms - Monitoring Electricity/Water - Purchasing with smart carts - Getting notified - Visiting a doctor - Rewarding Eco-driving - Discovering emergency routes - Purchasing using self service - Leaving the home safely - Enhancing social contacts - Smart beaconing - Charging electric vehicles - Updating consumer profiles - Detecting emergencies - Protecting falls - Monitoring incoming trains - Accessing locally-wise apps -… - Preparing trips at home - Living independently -… -… -… -… ! 7
  • 8. Today: Infrastructure-centric Networks Personal Area Network Body Area Network Vehicle Navigation Local Area Network 8
  • 9. BUTLER’s future vision: User-centric Network of Networks Network of Personal Area Networks Network of Body Area Networks Network of Vehicles (Cooperative Network of Navigation) FUTURE CYBERSPACE: Local Area Networks Personalized, Global Network of Networks 9
  • 10. Challenges 1. Personalized and Dynamic Demands 2. Transparency, Privacy and Security in Heterogeneous Systems 3. Collective Behaviour Modelling to Maximize Efficiency 10
  • 12. High level objective Design and demonstrate prototype of a comprehensive, pervasive and effective Context- Aware information system, which will operate transparently and seamlessly across various scenarios towards a unified smartLife environment. 12
  • 13. Technical and Technological objectives • Modelling context and behaviour – Contextualized Navigation – Contextualized Advertising/Warning – Contextualized Crowd Management • Middleware architecture – Service-oriented approach for dynamicity, interoperability and modularity – Complex event processing • Security and privacy – Contextualized security and privacy 13
  • 14. Operational objectives • Integrate the requirements from 5 use cases: Smart Mobility/Transport, Smart Healthcare/Wellness, Smart Shopping, Smart Home/Office and Smart City • Involve users: evaluate novel IoT applications and their associated business models from a minimum of 10 field trials based on BUTLER architecture. • Develop and publish an open networked architecture integrated with existing business platforms 14
  • 15. OVERALL WORKFLOW AND MAIN DELIVERABLES OF THE PROJECT
  • 16. D2.1, D2.2, D2.3 - Security, context, behaviour requirements and D5.2 - Final D3.2 - Integrated architecture specifications platforms and proofs of concept D3.1 - Initial BUTLER architecture and proofs of concept and field trials 1 4 8 12 16 20 24 28 32 36 Oct 2011 Jan 2012 May 2012 Sep 2012 Jan 2013 May 2013 Sep 2013 Jan 2014 May 2014 Sep 2014 D1.2 - Refined trial spec. D4.1, D4.2, D4.3 - Smart D5.1 - Integrated D1.1 - Use cases and requirements D2.4 - Selected technologies Server/Mobile/Object Platforms platforms Vertical and Functional and Specification and Integration and horizontal use-cases Non Functional development f1 testing Requirements Specification and analysis development f2 Specification and • Domain specific Final field development f3 enablers • • Technological Generic enablers trials o Security choices • Refined o Localization Smart •Smart Server o Context, specification of • Trials behavior) • •Smart Mobile Integrated Life •Smart Object middleware architecture •• 2nd proofs of Initial Integrated Vertical architecture concept platforms • • Prototyping of First proofs of Scenarios concept enablers Horizontal • Testing with measurable Scenarios goals
  • 18. Behavioural modelling and mining Recognize context-aware intent through external observation • Behavior • Decisions • Typical course of actions • Corresponding events and context Extract meaningful information from distributed event streams • Purposeful and meaningful abstractions for daily life activities • Interactions between a few individuals and mass behavior • Algorithms and software components for aggregation, classification, learning, predicting and anticipating users’ behavior and activities • Metrics to assess quality or trustworthiness of information
  • 19. Behavioural modelling and mining events events 1. Model events Actions Profile & Preferences Context Intentions Behavior 3. Anticipate Tasks 2. Observe and learn
  • 20. Behavioural modelling and mining New event-based modeling abstractions • Represent both individual and group behavior • Explore feasibility of hybrid models combining statistical and relational models, task trees, workflow and markov models, dynamic bayesian networks, … • Semantic modeling abstractions to describe domain knowledge in relevant (patterns of) events New processing and synthesis techniques • Context-aware and semantic event pattern recognition • Causality detection to anticipate human behavior • Learning and data stream mining based on complex event processing techniques (CEP)
  • 21. Geo-Temporal Contextualization (1/2) Aim to develop algorithms for the seamless acquisition of geo-temporal information in heterogeneous networks, clearly defined as following objectives. Objectives – Identification of the forms of geo-temporal context information – Tracking and localize the context information securely – Simultaneous localization and mapping through cooperative P2P links, with new location-dependent security mechanisms – Energy/time-efficient indoor localization within heterogeneous networks 21
  • 22. Geo-Temporal Contextualization (2/2) Workflow – Concrete algorithms be developed to enhance acquire geo-temporal context with the help of objects, topology, etc… – Development of corresponding algorithms on real platforms Domain Specific Objectives – Provide ambient information about metro platforms when the user reaches the station entrance, for users located on station platforms. – Schedule planner - plan the user departure according to user's agenda, traffic conditions and parking availability. 22
  • 23. Contextual networking Aim is to develop algorithms to provide contextual information at a macro- perspective, focusing on contextualized networking strategies, behavior synthesis (crowd management, incentives) and “contextual games” model to predict users’ behaviors. Generic workflow – Cooperate with the other tasks and create the use cases for the applications and services; – Create concrete algorithms to be utilized in such use cases; – Algorithms brought forward to the implementation tasks; – Results validations by using the prototypes generated in the implementation tasks Domain specific objectives – Shopping environment related modelling of consumer groups – To be able affect consumer behaviour via context based targeted advertising and offers – Other objectives: to be further studied 23
  • 25. Two steps field trials 25
  • 26. Smart mobile platform Smart server Unifying platform BUTLER Architecture Secure, private, trustworthy context capture Smart OSGi Zigbee DPWS FreeRTOS TinyOS Contiki object/gateway CoAP platform RPL 6LowPAN IEEE 802.15.4
  • 27. FROM USE CASES TO REQUIREMENTS AND NEW BUSINESS MODELS
  • 28. Eco System of a Business-driven Project Experience Exploitation Outcomes Prototype Design Strategy Vertical Horizontal Business Use Cases Use Cases Requirements Customer Personas + Stories Experience Expert Customer Insights Trigger, Needs & Barriers View Market Research Business Business [Mega-] Model Model Trends Outline
  • 29. From Vertical Use Cases to Smart Life Concept 29 SmartMobility SmartHealth SmartHome / SmartShopping SmartCity / Transport / Wellness Office Horizontal Horizontal Horizontal Horizontal Horizontal UCs UCs UCs UCs UCs Aggregate results from Verticals Smart Live Concept: Horizontal Story Line incl. Personas Customer Insights Experience Design Business Requirements IoT Butler Prototype 29
  • 30. Human Centric Approach • Consistently using human centric design elements for documentation (throughout the project) – Personas, needs, customer use cases – Story telling and visualisation (prototyping) to enhance communication with customers • In depth customer insight interviews with selected customers (beginning of 2012) – to verify needs from the use cases and story line and extract additional needs – also find out about triggers and barriers • Market research (e.g. with questionnaires) (end of 2012) – to widen customer base – to cover different topics like price sensitivity or general acceptance likelihood • Map the ecosystem (2013) – looking at the customer life cycle and possible business partners or stakeholders – to develop the value proposition, exploitation strategy and possible business models
  • 31. Sample Persona Description Julia Solo • Description: Single parent, mother of Carla, hardworking business woman, • Age: 35 years old • Job position: Julia is working at executive level and spends a lot of time at work, she leaves early and comes back late. • Hobbies: soul music • Characteristics: dynamic, creative, goal oriented
  • 32. Sample Result of Customer Insight Interviews Barriers • Small monthly budget • Afraid of technique • Wants to appear strong • Things can get quickly “to much”. Needs • “I didn´t need it in the past, why should I need it now?” • Stay in contact with family members • Customized care Triggers • Support and safety in daily life • Help and explanation in usage of technique • Wants to keep up with the younger • Trustable service providers, simple service generations packages • Stay in contact with family • All services from one supplier • No stagnating, learn new things • Support for her children
  • 34. Connect with BUTLER • www.iot-butler.eu : – Learn about BUTLER – Follow progresses – Partnerships • BUTLER on social networks : – Twitter: https://twitter.com/#!/IoTBUTLER – LinkedIn: http://www.linkedin.com/groups/BUTLER- 4205902 34