A people-centred approach to Data and the Internet of Things Abby Margolis, Claro Partners
About Claro!
Claro helps corpora,ons and startups to navigate disrup've shi,s in society and business, delivering service design and business innova'on
Jiri Belgium
Aldo Netherlands
Rich USA
Megan UK
Mandy Lebanon
Elisabeth Netherlands
Sebas'an Germany
Gunes Turkey
Abby USA
New social context Millennials
New technology context Data-‐driven experiences
New business context Collabora,ve consump,on/produc,on
Disrup've shi,s are the big and fundamental changes in society and business that set up a whole new context for how we work, live, play and create value.
Internet of Things
Disrup've Shi,s New Opportunity Spaces
Claro helps navigate these shi,s and to iden'fy new opportuni'es
Personal Data
Economy
Top-‐down innova,on
Ownership
Company delivered services
Internet connects everyone
Consumers as data widget
Bo;om-‐up innova,on
Access
Network delivered services
Internet connects everything
Data enabled & conscious
consumer
• Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals
• Address five common misconceptions in the data conversation that don’t apply to personal data
• Introduce principles to promote a people-centred approach
• Apply principles to the IoT
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A people-centred approach to Data and the Internet of Things
Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
OLD DATA EXPERIENCES NEW DATA EXPERIENCES
Not just more data but new data experiences
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.
Six month, global consortium investigating personal data experiences
Tokyo - Data as Currency
London - City Navigation
São Paulo Data as Opportunity
New York City - Smart Citizens
Berlin - Digital Privacy
San Francisco - Quantified Self Movement
We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.
We call this the Personal data economy
We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience
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
Five misconceptions about personal data
MISCONCEPTION #1
Personal data is the new oil
REALITY:
My personal data is most valuable to me!
MISCONCEPTION #2
Personal data is all about privacy
REALITY:
People want to benefit from their data - not hide it away - but they need control, trust and transparency
MISCONCEPTION #3
The value of personal data is in its sale
REALITY:
The personal data economy is an experience economy
MISCONCEPTION #4
Personal data is for data scientists
REALITY:
Personal data empowers people
MISCONCEPTION #5
Personal data is big data
REALITY:
The personal data economy is small data
Data-centric view
People-centric view
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
These principles take on even more importance in the next evolution of the Internet…
…the Internet of Things
New value for people: Capabili,es Services Experiences Business models …
The Internet of Things is more than connec,ng things to the internet, it is about solving how data can create new value for people
Internet!
Things!
Data!
Social
Predictions
Identity
Access Management
Recommendation / Discovery
Data Interfaces
Self-tracking
Crowd Data
Internet of Things
Others
Internet of Things Internet of Things
The Internet of Things represented a small, but growing part of the Personal Data Economy business landscape:
But it has exploded into a landscape of over 100 value proposi'ons.
What are opportunities to create people-centric offerings in the Internet of Things?
Internet of People and Things?
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
Let’s apply the principles
1. Start with people, not the data or technology A lot of the technology already exists, but the full vision of the IoT will remain a mere concept if it does not have relevancy for people
Developed B2B Sector
Enabling Technologies
Emerging IoT Consumer Sector
2. Enable people to do new things
Peers and other devices
Other service providers
Retailers Brands
Brand provides services
Retailer provides services (camera
rented)
Other appropriate services
Connects with other users
Prints photos remotely
Sends photos to friends
The real value of the IoT and data comes from the services and the new interac,ons it creates
3. Iden'fy unmet func'onal and emo'onal needs Address a full range of human needs
3. Iden'fy unmet func'onal and emo'onal needs Address a full range of human needs
Good Night Lamp
Jawbone UP Lockitron
Findery
4. Allow people to collaborate with you The IoT will not be created or owned by a single en,ty; it is born from collabora,on
Hardware & Infrastructure
Opera,ng System
Devices
Services
CORP
S.
DEV.
Internet of Things
Today: Intranets of Things Tomorrow: Internet of Things
APP APP ? New user experiences
?
5. Design the whole user experience
App App App
App
App App
App App
Connected devices Interconnected devices
Most of solu,ons today exist in silos
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
Thank you Abby Margolis | Research Director Abby.margolis @claropartners.com +34 674 061 648 (m) abbymargolis (skype)
@claropartners