How today‘s „Generation Kickstarter“ shapes tomorrow‘s customer relation. A journey from NTT Group's holistic Technology Foresight to 16h hardware hack for a cloud connected pet health gadget.

1. Copyright © 2014 NTT DATA Corporation
Katja Friedrich, Thomas Stöcker, Oliver Koeth
NTT DATA Deutschland
Does the Internet of Things make or break your business model?
How today‘s „Generation Kickstarter“ shapes tomorrow‘s
customer relation
www.nttdata.com/de

2. Learn About NTT DATA

5. Workshop Design
Do some work
Win the Arduino
Do some work
Work in three breakout groups to
transform context and inspiration into a
solution of your own
Present
Present your group’s idea in a
stunning 90 sec business slam
presentation
Be inspired
See what can be done with modern
software and hardware architectures
for “a hand full of bucks”
Get context
Get context
Benefits from NTT DATA’s multi-billion
research budget and learn about the
world of tomorrow
Be inspired
Welcome & Learn about NTT DATA
Present

6. Get Context

7. The Foresight Report

8. The NTT DATA Foresight Report - Information Society Trends

9. Technology Foresight aims to map out the impact that technology will have on society
and business in the coming years and outline expected business innovation.

10. Technology Foresight aims to map out the impact that technology will have on society
and business in the coming years and outline expected business innovation.
Focus

11. Things… Everything is a target for sensing
© 2014 NTT DATA Corporation 19
People Things Society Environment
Sensing targets
The spread of sensors will lead to
a sophisticated real-world understanding and prediction.
Everything is a target of sensing

12. Disruptive …
Can Tho Bridge
Monitoring System
…
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 17
NTT DOCOMO Confidential
©2014 NTT DOCOMO, INC. All Rights Reserved.Service Components
Smartphone AppBack end server
Pet Fit Base Station Wireless Network(MNO)
Pet Fit Tag + SIM
Pet Fit service components in Japan.
This service is provided through our M2M platform.
M2M platform
Pet Fit Service
“Tsunagari-Hotto Support”
(always connected) Service
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 29
NTT DOCOMO Confidential
©2014 NTT DOCOMO, INC. All Rights Reserved.
Connected members
Ex1.) My
grandmother
walked a lot today.
Ex.4) What
happened? His
handset doesn’t
remain battery life.
Ex3.) Her handset
was opened and
closed. She is
cheerful.
App users
Ex2.) My
grandfather is
taking a picture.
Let’s call him.
mail messagemail message
mail message mail message
(Service Image)Tsunagari-Hotto Support
Use a handsets as usual! Relieve to send using status!
Communication tool
among family members!
Subscription is free of charge!
©2014 - NTT DOCOMO, INC. All Rights Reserved. CONFIDENTIAL 26
NTT DOCOMO Confidential
©2014 NTT DOCOMO, INC. All Rights Reserved.Ref) Device Spec
Pet Fit Tag 01 Pet Fit Station 01
Size 32x50x17.3mm 76x76x45
Weight (g) 29g 92g
Service for ; - Dog, older than 7 months old
- body weight of the dog : more than 1kg －
3G W-CDMA（800MHz／2GHz） －
Connection Bluetooth Low Energy Bluetooth Low Energy
Battery Lithium-ion polymer battery
（400mAh） －
Battery Charge Unique Port Micro USB
Waterproof IPX4 －

13. Today’s leaders are digital businesses …
Today’s leaders are digital businesses
Wi-Fi
Mobile payments
Mobile apps
Context awareness
Big-Data analytics
! Jim Smith, Male
! Birth date: 09.27.1975
! Tall Soy Latte, Mon-Fri
! Tea + Mocha Frappuccino, Saturday
! Mon-Fri: 150 3rd St., San Francisco
! Sat-Sun: 1050 University Ave, Palo Alto
! Music Downloads: Jazz, R&B
! Game Downloads: Word Puzzles
! Coupon: Venti Soy Latte for price of a grande
! Coupon: Buy one get one free, Sundays

14. Their Design Principles: THINK SMARTER – ACT FASTER – FLEX YOUR BUSINESS
Encourage
experimentation
Accept failure as a
route to great ideas
Give people time
to think
Foster creativity
and playfulness
Embrace cross-
domain interaction

15. IT leaders are responding by rapidly evolving the model they use to manage
the “Business of IT”
IT leaders are responding by rapidly evolving the model they use to manage
the “Business of IT”
5
Relationship
Management
Specifications
Solutions
Development
Service
Support
Staffing and Supplier Management
IT Financial Management
Security and Risk Management
Enterprise Architecture
CoreActivitiesSupportActivities
ValueAdded
Activities
IT Portfolio Management
IT Support – Facilities etc.
Act Faster
■ Experimentation – Start Fast, Fail Early
■ Loosely coupled and faster integration
■ Lower costs of entry
Think Smarter
■ Turn data into insights and action
■ Use Design Thinking to redefine
interactions
■ Incubate internal disrupters
Flex your Business
■ Delivery model that is driven by Consumption
■ Operations that are built to scale up or down
with demand
■ Continuous Improvement
IT Value Chain
+
New

16. focused on streamlining and simplifying the core activities in the IT Value Chain
for a hybrid environment . . .
At NTTi3 our R&D is focused on streamlining and simplifying the core
activities in the IT Value Chain for a hybrid cloud environment . . .
9
Iterative Planning
Plan the transformation of your
organization and applications to take
advantage of cloud and mobile,
develop an enterprise architecture,
understand workload characteristics
and execute a few rapid prototypes
Architect
Develop reference architectures for
using SaaS and custom applications for
the cloud that include standards for
usability, data, security, integration and
systems management. Develop
applications roadmap
Continuous Delivery &
Integration
Rapidly develop and integrate Cloud and
Mobile applications using Agile Methods,
Continuous Delivery, Continuous Integration
and DevOps to deliver Quality @ Speed
Manage & Operate
Deliver service levels and application
upgrades in an environment a hybrid
environment and integrate with other
SaaS services that support other
activities in the IT Value Chain
(ServiceNow etc.)
Are you ready?
Understand what IT-as-a-Service
means to you, explore
opportunities, mitigate risk and
understand how to capture value
from these opportunities
Migrate
Retrofit/rewrite applications for the
Cloud and test and deploy
applications across private, public and
hybrid Clouds. Run Application and
Infrastructure Performance tests for
Cloud Workloads

17. BE Inspired

18. Case Study: PET-COMMERCE.COM The Business Model
Imagine a classic e-commerce
business for pet supplies….

19. Case Study: PET-COMMERCE.COM MEET the Team
Drive traffic to the site,
increase cross- and up-sell,
retain customers, reinitiate
inactive customers
Katja
Marketing Manager
Identify means to increase
differentiation from similar
competitors, find new
products and services for
market expansion
Thomas
Business Consultant
Keep up with the pace of
business, deliver a fast and
highly reliable internet
service
Oliver
Software Engineer

20. Case Study: PET-COMMERCE.COM Idea in BRIEF
E-Commerce focusses on
marketing and sales
activities
The 180° Customer View

21. Case Study: PET-COMMERCE.COM Idea in BRIEF
The 180° Customer View360°
The IoT allows to establish digital /
physical mesh-ups which focus on
the usage segment of the customer
lifecycle and provide lock-in

22. Case Study: PET-COMMERCE.COM The Solution
Service
Consumer ticketing
system to support the
gadget.
Sales
A link from the portal and
the community to products
and offers.
A Portal
A consumer portal to manage and visualise the
data from the gadget. The portal is also the
hub for sales, service and the community.
A Community
A cloud-based consumer community
to allow consumers to share their
experience with the gadget and their
pets.
A Gadget
A connectable device to monitor the
activity and well-being of the pet.

23. Design Options for IoT Solutions
Business
Backend
Device
Cloud
Sensor
GatewaySensor Network
App
Connectable
Device
Connected
Device

24. The Pet Health Gadget Prototyp
Gadget Prototyp
Sourcecode
Arduino Firmware
Sourcecode & Frontend
Driver
CRM System
based on Salesforce.com

25. Design Options for IoT Solutions
Salesforce
Sales / Service Cloud
Python
Driver
Arduino
8h 4h 4h
Prototyping Effort

26. Case Study: PET-COMMERCE.COM MEET the Team AGAIN
Established a long lasting
connection to her customers
and learns more about her
customer every day.
Katja
Marketing Manager
Has strengthened the
competitive position of his
client.
Thomas
Business Consultant
Has evolved from an internal
service provider (and
potential outsourcing target)
to a core product
development partner.
Oliver
Software Engineer

27. DO SOME WORK

28. Innovation is the set of capabilities that
allows the continuous realization of a
desired future by transforming what is
possible into what is valuable for many
Imagine...

29. exerciseare empowered by the cloud and

30. Reimagine healthcare
Genomics
Patient empowerment
Primary care alternatives
Wearables/implants/ingestibles
Social aging
Reimagine healthcare

31. Reimagine Financial Services
Property
Automobiles
Currency
Mutual funds and
retirement plans
Banking and lending
Self driving cars
Asset-light lifestyle
Crowd funding
Micro financing
Electronic currency
They re-imagine financial services

32. PRESENT in 90 SEC

33. Imagine...
Choose CRAFTSMANSHIP over standardization

34. The Results of our 15 Minutes Brainstorming
PredictiveMaintanance
DerEndverbraucherimVersorgungsprozess

35. WIN THE ARDUINO