Smart Home Landscape 2015 - Sample Report

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Content

1. The rise of Internet of Things developers

2. The role of developers in the Smart Home market

3. The landscape of Smart Home platforms and APIs

4. The profile of Smart Home developers

5. Extra – 8 likely Smart Home platform winners profiled

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ABOUT THE REPORT

Get the full report for more data and insights

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9TH EDITION DEVELOPER ECONOMICS

3,150+ IOT DEVELOPERS SURVEYED

1,000+ SMART HOME DEVELOPERS

140+ COUNTRIES COVERED

40+ SMART HOME PLATFORMS ANALYZED

1.5M SMART HOME DEVELOPERS IN THE WORLD TODAY

1,000+ SMART HOME DEVELOPERS IN OUR SURVEY

Key questions that this report answers: Why are developers key to unlock the Smart Home market?

Who is playing in the Smart Home platform space?

Who’s winning? What are the most promising and most popular Smart Home developer platforms?

Why should home automation incumbents fear a new class of Smart Home ecosystem players?

What are the backgrounds and motivations of Smart Home developers?

Through which channels can I most effectively reach out to Smart Home developers?



TABLE OF CONTENTS

About the authors ............................................................ 3!

About this report ............................................................. 5!

Key insights .................................................................... 6!

The rise of internet of things developers .............................. 8!Developers are migrating to IoT fast ........................................... 8!Great IoT platforms offer more than just technology ................... 9!The window of opportunity for IoT platforms is open ................ 10!Smart Home is the most popular vertical for IoT developers ...... 11!

The role of developers in the Smart Home market ............... 12!Current Smart Home solutions have hit a ceiling ....................... 12!Why developers are key to unlock the Smart Home market ........ 13!

The future Smart Home: challenge for incumbents, opportunity for newcomers ......................................................................... 14!

New touchpoints and user interfaces ...................................... 15!The nature of Smart Home “apps” ........................................ 16!An unsolved challenge: device lifecycle management .............. 17!New business models ............................................................ 17!A shifting value chain ............................................................ 18!Crossing the boundaries of the Smart Home .......................... 19!

Today Smart Home, tomorrow Smart Office ............................. 20!

The landscape of Smart Home platforms and APIs ............. 21!Who’s playing? ......................................................................... 21!Who’s winning? ........................................................................ 25!Creating value by making sense of data ..................................... 26!The IoT value stack predicts platform winners .......................... 26!The role of Smart Home standards ........................................... 28!

The profile of Smart Home developers .............................. 29!Smart Home is the most popular vertical… but not yet professional ............................................................................................... 29!Smart Home is device centric ................................................... 30!Smart Home is more than just consumers ................................. 32!Smart Home developers cross vertical boundaries ...................... 32!How to reach Smart Home developers ...................................... 33!

Conclusion .................................................................... 35!

Methodology .................................................................. 37

8 likely Smart Home winners: Company profiles ................ 39

IoT Report Series | The Smart Home Landscape 2015 | © VisionMobile 2015 | All rights reserved | Report sample Get in touch or purchase the full report at: vmob.me/SmartHome15 5

LIST OF GRAPHS & FIGURES

1. IoT developer interest in 7 IoT markets (targeted verticals, planning to target)

2. 5 examples of how consumer technology invades every industry

3. The 6 types of Smart Home APIs and platforms

4. The Smart Home API and platform landscape 2015 (taxonomy and market map of 40+ platforms)

5. Adoption of 11 Smart Home platforms by Smart Home developers

6. Smart Home platforms in the IoT value stack

7. Developer segment mix of Smart Home developers, compared to other IoT developers

8. Smart Home developers by project type and by involvement in hardware development

9. Smart Home developers by target audience

10. Popularity of 6 other IoT verticals among Smart Home developers

11. Popularity of 12 sources of information for Smart Home developers


ABOUT THE AUTHORS

Stijn Schuermans

Senior Business Analyst

Michael Vakulenko

Strategy Director

Christina Voskoglou

Director of Research and Operations

Stijn is the lead Internet of Things researcher in the VisionMobile team since 2012. He has authored over 20 reports and research notes on mobile and the Internet of Things. He focuses on understanding how technology becomes value-creating innovation, how business models affect market dynamics, and the consequences of this for corporate strategy.

Stijn holds an engineering master degree and an MBA. He has over 10 years’ experience as an engineer, product manager, strategist and business analyst.

You can reach Stijn at: [email protected] @stijnschuermans

Michael has over 18 years’ experience in mobile and telecom starting from working on first experimental 3G systems in Qualcomm. Later on Michael was part of several startups developing products in the areas of wireless, enterprise networking and mobile apps.

At VisionMobile Michael works at the cross section of business models, economics and technology where he leads strategy practice for software-centric business models in mobile, Internet of Things and Connected Car.

You can reach Michael at: [email protected] @mvakulenko

Christina leads the analyst team and oversees all VisionMobile data projects from methodology to analysis and insights generation. She is also behind VisionMobile’s developer segmentation research, as well as the Developer Economics reports and DataBoard subscription services.

Christina has more than 16 years of experience in statistical consulting, BI design and business forecasting. She holds an MSc in Statistics from the London School of Economics (LSE) and a BSc in Economics & Statistics from the University of Bath.

You can reach Christina at: [email protected] @ChristinaVoskog


INTRODUCTION

The Smart Home Landscape 2015 report is part of Developer Economics - the leading research program on software developers and the app economy, tracking developer experiences across platforms, revenues, apps, languages, tools, APIs, segments and regions.

We surveyed 3,150+ IoT developers from 140+ countries in our Q2 2015 Developer Economics survey. The data from this survey, the largest research to date on IoT developers, give us a unique perspective at how the Internet of Things developer ecosystem is evolving. This research report delves into data on the 1,000+ of those developers that are active in Smart Home.

The online survey was translated in 7 languages (Chinese, French, Portuguese, Japanese, Korean, Russian, Spanish) and promoted by more than 70 leading community and media partners within the app development and IoT industry. We corrected for regional bias and segment distribution bias across our outreach channels. For more information about our methodology, please get in touch.

We surveyed 3,150+ IoT developers in our Q2 2015 Developer Economics survey. The data from this survey, the largest research to date on IoT developers, give us a unique perspective at how the Internet of Things developer ecosystem is evolving. This research report delves into data on the 1,000+ of those developers that are active in Smart Home.

The Smart Home is the most popular sector in the Internet of Things. Close to 1.5 million developers are trying their hand at Smart Home technology today. But can Smart Home live up to the hyped promises?

The Smart Home market has not yet reached mainstream buyers.

For consumers, solutions are often too expensive, too complex or simply not useful enough to justify the purchase. The Smart Home Landscape 2015 report explains the critical role that developers will play in creating a mainstream Smart Home market. We profile said Smart Home developers in detail to understand their background and motivation.

Secondly, we show how Smart Home platforms can empower developers. We list who’s playing the platform space, and more interestingly, who’s winning. Our data identifies which platforms are the most popular among Smart Home developers. Most platforms today focus on providing technology, but a few jump out of the mold. We demonstrate how these newcomers form an existential threat to the existing home automation market.

In the following sections, you can get a flavor of what to expect with a few of the key insights from the Smart Home Landscape 2015 report.


SMART HOME DEVELOPERS: FROM HOBBY TO LIVELIHOOD

Close to 1.5 million IoT developers are currently working on Smart Home projects. Smart Home is the most popular IoT vertical in our survey. That’s a lot of innovation potential!

Unfortunately, very few Smart Home developers are building market-ready products.

Out of all Smart Home developers, 70% are involved in the Internet of Things as a hobby or a side project. Only 30% are doing IoT in a professional capacity. More than a third of Smart Home developers (36%) are Hobbyists, primarily interested in building solutions for themselves. Another third (32%) are Explorers who are learning the ins and outs of IoT. For Hobbyists in particular, Smart Home is an attractive choice: over half of all IoT Hobbyists chooses Smart Home.

Read in the report how platforms can empower more developers to create viable businesses.


A FULL-BLOWN TRANSFORMATION OF THE SMART HOME MARKET IS UNDERWAY

“There is nothing in a caterpillar that tells you it’s going to be a butterfly.” R. Buckminster Fuller

Some say that hundreds of millions of homes will become connected in the next few years. But today’s Smart Home solutions appeal to early adopters, not to mainstream buyers. Like a caterpillar, the Smart Home is about to undergo a full-blown transformation. When the Smart Home finally does take off, it will look nothing like today’s market.

For incumbents, these changes represent a tough innovation challenge. They’ll have to overhaul the way they do things, and in some cases their entire organisational structure, while protecting their current business at the same time. This is never an easy endeavour, and many companies fail to make such transition. Newcomers on the other hand don’t have to play by existing rules, and are free to capture the opportunity.

For example, the current revenue models in the Smart Home are simple: sell devices and installation services, or at best charge a monthly fee for monitoring services. Surely there is room for innovation here, and indeed several new types of business models are emerging.

Amazon is pioneering such a model. Its Amazon Dash buttons turn devices into a new surface for e-commerce, a potentially very lucrative way to increase the lifetime value of customers and generate recurring revenue. Berg has taken this idea a step further, and embedded the buy button directly in the device. With e-commerce as the major revenue stream, vendors will have the option to provide the device itself at cost or even for free, just like Amazon positioned the

Kindle devices in the ebook market. This can spell serious trouble for competing companies who make profits from selling hardware.

technologies.


CREATING VALUE BY MAKING SENSE OF DATA

The Nest Learning Thermostat has taken the thermostat market by storm. Not only has it bypassed many of its competitors, but Nest has launched a new wave of innovation and growth in the market as a whole. “Smart” programmable thermostats are not new. What makes the Nest thermostat so different?

Most thermostats use only one data point: temperature. Nest earns the label “Smart” by pulling in and combining data from many different sources, from presence detection to working together with electricity companies that automatically adjust the Nest during peak times on the electricity grid. In general, the value of IoT products doesn’t come from the technology or the internet or the things. Value is created by making sense of data, turning it into knowledge about the environment and meaningful action.

Data mashups, rather than devices, are the most powerful value drivers in IoT. Smart Home developers, however, are still focused on devices. 36% of Smart Home developers is working primarily on engineering new devices, compared to 24% of other IoT developers. Only 24% of Smart Home developers are working on data mashups, relative to 34% of other IoT developers. Moving beyond devices to data mashups will be an important step to providing more value for mainstream audiences.




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distilling market noise into market sense

Date post:	14-Apr-2017
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Smart Home Landscape 2015 - Sample Report

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