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Family Ecosystem Forum 2007
Ecosystem Review
Slide 2CABA IHA-RC 2007 Family Forum
Outline
• Who is Zanthus?
• Connected Home Ecosystem Overview
• State of the Connected Home Study – Key Findings
Slide 3CABA IHA-RC 2007 Family Forum
• Automotive
• Digital entertainment
• Digital kitchen
• Home PC networking
• Telecommunications and Internet
• Video gaming
Zanthus has a long-term relationship conducting research on behalf of the Internet Home Alliance Research Council (IHA-RC), now part of CABA (Continental Automated Buildings Association).
Slide 4CABA IHA-RC 2007 Family Forum
Outline
• Who is Zanthus?
• Connected Home Ecosystem Overview
• State of the Connected Home – Key Findings
Slide 5CABA IHA-RC 2007 Family Forum
A market taxonomy provides a common reference, encourages comprehensive analysis, reveals opportunities
A market taxonomy is a conceptual framework used for analyzing business opportunities. It should:
• Provide a common language or series of reference points.
• This facilitates communication with consumers and other members, and can lead to shared business strategies.
• Help ensure that complete information is analyzed.
• It should be broad enough to cover the entire marketplace, while providing a convenient way to divide the market.
• Provide a unique perspective on the market, revealing opportunities previously hidden.
Slide 6CABA IHA-RC 2007 Family Forum
EcosystemsConnected Home ‘Ecosystems’ map to consumer needs at home and beyond, is platform-independent
Family“Help me take care
of my family”
Career“Help me with
my career”
Entertainment“Entertain me”
Slide 7CABA IHA-RC 2007 Family Forum
EcosystemsEach Ecosystem reveals insights about consumer evolution
Family“Help me take care
of my family”
Career“Help me with
my career”
Entertainment“Entertain me”
Promises the greatest immediate return.
MusicVideo
Gaming
Has the most unmet demand.Home Systems
Family Communications Scheduling
Health & FitnessCommunity
Mobile workers are key.Productivity
CommunicationsSchedulingCommutingWork Skills
Work/Life Balance
Slide 8CABA IHA-RC 2007 Family Forum
EcosystemsZanthus IHA-RC research covers all three ecosystems
Family CareerEntertainmentiPTV Demand (I & II)
Digital Entertainment Needs Assessment
Digital Kitchen
Laundry Time Pilot
Mealtime Pilot
Health & Wellness
Safe Secure & Comfortable
Asset Management
Future of Collaborative Work
Mobile Worker Pilot
SMB Needs
State of the Connected Home 2003
State of the Connected Home 2005
Home Networking
Digital Youth
Senior Living
Custom Mobile Advertising
Slide 9CABA IHA-RC 2007 Family Forum
Outline
• Who is Zanthus?
• Connected Home Ecosystem Overview
• State of the Connected Home – Key Findings
Slide 10CABA IHA-RC 2007 Family Forum
The features of the connected home exist today; they are not dreams of tomorrow. This home is connected in the sense that normally independent systems are linked into one centrally controlled system, which is called a home network. For example, your PC, television, lighting and heating controls, and home security system can all be linked to a home network.
You can control various parts of your home through your home PC or a variety of mobile devices, including your TV remote control. For example, in a connected home you could turn up the heat using your TV remote control. Or you could see your phone’s caller ID on your TV screen. When you’re away from home, you can control your home network using any device with Internet access, like a cell phone, or by going to a special, secure Web site.
Right now, manufacturers and service providers are developing products and services for the connected home. In general, these are products and services designed to provide entertainment programming, automate common household tasks, and let people communicate with each other more easily.
The connected home will be reliable, easy to control, and easy to upgrade. You will not have to rewire or spend an extravagant amount of money to start setting up a connected home.
In 2005, about one-in-five online consumers considered the connected home concept ‘very appealing’
Slide 11CABA IHA-RC 2007 Family Forum
Career
Family
Q39A-Q39E
Cross-Ecosystem Interests% Very Interested, 6-7 Ratings Among Total HHs (n=1,834)
Mainstream consumers interested in entertainment technology; leading consumers also interested in family, career
Media Entertainment
for the Home
Automate Basic Home Systems
Streamline Routine Tasks
Improve Work Productivity
at Home
Improve WorkProductivity
While on the Road
Entertainment
Source: Zanthus IHA State of Connected Home Study, 2005
Total Online HHs (n=612)Primary Market Consumers (n=318)Mass Market Consumers (n=294)
Slide 12CABA IHA-RC 2007 Family Forum
U.S. household ownership of top growing consumer electronics entertainment products
(CEA, April 2007)
Other growth areas:
• Replacement TVs
• Mobile satellite radio
Key drivers of adoption are interest in:
• Time-shifting.
• Ease of control.
• ‘Anywhere’ access.
• Customization.
• Interactivity.
• High-definition content.
MP3 players
HDTV
DVRs
Digital entertainment achieving mass market potential
Mass Market Threshold: 16%
Slide 13CABA IHA-RC 2007 Family Forum
Personal photo (view on computer or TV)
Movies
Recorded music
Internet access
Media Entertainment at Home % Very Interested
(Total Online HHs n=618)
TV programming
Home video/movies Source: Zanthus IHA State of Connected Home Study, 2005
Internet is most desired source of home entertainment
Slide 14CABA IHA-RC 2007 Family Forum
Movies
Radio music programming
TV programming
Recorded music
Audio books
Internet access
Media Entertainment On-the-Go % Very Interested
(Total Online HHs; n=618)
Source: Zanthus IHA State of Connected Home Study, 2005
Internet is near top of list for mobile entertainment
Slide 15CABA IHA-RC 2007 Family Forum
Source: Zanthus IHA State of Connected Home Study, 2005
Online HHs withOnline HHs Likely
to Have
Home Network (n=491) Home Network
Interest
Current Use
Future Use (n=100)
Listen to PC music on a stereo 22% 18% 36%
View PC video on a TV 9% 19% 31%
Access Internet streaming audio via stereo 17% 15% 24%
Consumers want to distribute entertainment via home network (especially audio)
Slide 16CABA IHA-RC 2007 Family Forum
Consumer NeedsCareer Ecosystem Interests
35%
30%
30%
30%
30%
24%
20%
17%
16%
16%32%
34%
35%
40%
45%
0% 20% 40% 60% 80% 100%
Update or develop new work skills
Communicate with family and/or friends
Remotely access business email
Remotely access electronic files on your
network/computer
Get directions while driving
QC53_1_15; Letters denote statistically significant differences among markets.
Career Ecosystem InterestsTop-5 Responses, % Very Interested, 6-7 Ratings
Total Online HHs (n=604)Primary Market Consumers (n=296)Mass Market Consumers (n=308)
Updating skills, communication, access are key career interests
Slide 17CABA IHA-RC 2007 Family Forum
Top growth areas (CEA):
• Network routers or hubs
• Replacement phones (including web-enabled cell phones)
• Mobile GPS devices
Networking & portability spur sales of top career products
Slide 18CABA IHA-RC 2007 Family Forum
Routine Tasks (Top-2 Box; % Very Interested)
QY42-QY43Q
Streamlining routine tasks appeals to leading consumers
Cleaning (general)
Running car maintenance diagnostics
Drying clothes
Communicating with other HH members
Paying household bills
Washing clothes
Total Online HHs (n=612)Primary Market (n=318)Mass Market (n=294)
Slide 19CABA IHA-RC 2007 Family Forum
Indoor Lighting
Outdoor Lighting
Heat/ventilation/air conditioning
Home energy consumption
Home Automation% Very Interested
Total Online HHs (n=612)Primary Market Consumers (n=318)Mass Market Consumers (n=294)
Source: Zanthus IHA State of Connected Home Study, 2005
Home energy automation and monitoring are appealing to leading-edge consumers
Slide 20CABA IHA-RC 2007 Family Forum
Source: The Diffusion Group (2004), and Zanthus.
0%
20%
40%
60%
80%
100%
2001 2002 2003 2004 2005 2006
Broadband HH (% HH) Networked HH (% HH) Multi-PC HH (% HH)
A critical mass of consumers is poised to take advantage of connected home technologies.
Among online households:•About 55% have broadband
•53% have multiple PCs
•28% have a home network
Key Technologies Among All U.S. Households
Mass market threshold is 16-17% of all households
Connected home foundation reached critical mass in 2005
Slide 21CABA IHA-RC 2007 Family Forum
Hype Curve
Adoption Curve
Adoption Curve
Time
Innovators
EarlyAdopters
Moore’sChasm
EarlyMajority
LateMajority
Laggards
However, foundational technologies not enough – further convergence of networks, devices, content is needed
Questions?
Carole WiedmeyerZanthus115 S.W. Ash St., Suite 610Portland, OR 97204971.404.0275www.zanthus.com