#iot%@claropartners%
Strategy%challenge:%What%role%to%play%in%the%emerging%Internet%of%Things?!!Aldo de Jong | Co-Founder Claro Partners & Data+IoT Accelerator!
ESADE Innovation Forum • Barcelona • November, 2013!
#iot%@claropartners%
Share%your%thoughts?%
@claropartners%#iot%@esade%
#iot%@claropartners%
Claro%helps%corpora6ons%and%startups%to%navigate%disrup8ve%shi:s%in%society%and%business,%delivering%service%design%and%business%innova8on%
Jiri%
Belgium%Aldo%
Netherlands%Rich%
USA%Megan%
UK%Mandy%
Lebanon%Elisabeth%
Netherlands%Michael%
USA%Gunes%
Turkey%Abby%
USA%
#iot%@claropartners%
What%is%business%innova6on?%
FRAME%THE%PROBLEM%
Understanding%user%challenges%
CREATE%
IMPLEMENT%
EXPLORE%MARKET%
EXPLORE%CUSTOMER%
VALIDATE% PROTOTYPE%
New%offers%and%experiences%
Value%crea6on%for%users%
Frame%the%situa8on%
Understand%user%and%business%needs%
Define%the%value%proposi8on%
Create%the%userHcentred%business%model%
Deliver%the%customer%experience%
#iot%@claropartners%
MBAs,%clients%and%tradi6onal%consultants,%are%dominated%by%business%thinking%
! Breaks%things%down%! Exhaus6ve%analysis%and%priori6es%! Customer%validated%! Linear,%defined%approach%! Priori6ses%to%close%! Circumvents%constraints%! Minimises%risks%through%thorough%analysis%
BUSINESS%THINKING%
MANAGEMENT'CONSULTANCIES'
Poten8al%clashes:%
Not%userWcentered,%revenue%focused%No%real%new,%relevant%ideas%Only%works%for%tech%push%Generates%copy%cats,%incremental%innova6on%
#iot%@claropartners%
Design%agencies%offer%a%different%approach%%
! Builds%things%up%! Lateral%associa6ons,%intui6on,%stories%! User%inspired%! Itera6ve,%frequent%adapta6ons%! Keeps%op6ons%“alive”%! Integrates%constraints%! Embraces%risks%and%fails%early%through%prototypes/tests%
DESIGN%THINKING%
DESIGN'AGENCIES'
Poten8al%clashes:%
%Rejec6ng%quan6ta6ve%approaches%%%Too%crea6ve,%not%concrete,%%No%realis6c%business%model%
Doesn’t%consider%ecoWsystem%issues%%
#iot%@claropartners%
Claro%combines%two%tradi6onally%opposed%schools%of%thought%
! Builds%things%up%! Lateral%associa6ons,%intui6on,%stories%! User%inspired%! Itera6ve,%frequent%adapta6ons%! Keeps%op6ons%“alive”%! Integrates%constraints%! Embraces%risks%and%fails%early%through%prototypes/tests%
BUSINESS%THINKING% DESIGN%THINKING%
! Breaks%things%down%! Exhaus6ve%analysis%and%priori6es%! Customer%validated%! Linear,%defined%approach%! Priori6ses%to%close%! Circumvents%constraints%! Minimises%risks%through%thorough%analysis%
#iot%@claropartners%
…%to%deliver%an%integrated%business%innova6on%flow%
FRAME%THE%PROBLEM%
CREATE%
IMPLEMENT%
EXPLORE%MARKET%
EXPLORE%CUSTOMER%
VALIDATE% PROTOTYPE%
BUSINESS%THINKING% DESIGN%THINKING%
#iot%@claropartners%
…%to%deliver%an%integrated%business%innova6on%flow%
FRAME%THE%PROBLEM%
Understanding%the%%business%situa6on%
Understanding%user%challenges%
CREATE%
IMPLEMENT%
EXPLORE%MARKET%
EXPLORE%CUSTOMER%
VALIDATE% PROTOTYPE%
New%user%centredWbusiness%models%
New%offers%and%experiences%
Launch%of%new%services%or%products%in%the%
market%
Value%crea6on%for%users%
BUSINESS%THINKING% DESIGN%THINKING%
Frame%the%situa8on%
Understand%user%and%business%needs%
Define%the%value%proposi8on%
Create%the%userHcentred%business%model%
Deliver%the%customer%experience%
#iot%@claropartners%
Strategy%challenge:%What%role%to%play%in%the%
emerging%Internet%of%Things?!
#iot%@claropartners%
5 key takeaways from our 10-month exploration of the IoT"
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We%interviewed%leading%IoT%experts%and%industry%leaders%and%innovators%
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“The'Internet'of'Things'is'about'the'internet'expanding'into'the'physical'world”'%W%Florian%Michahelles%|%AutoWID%Labs%
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The%IoT%is%an%interac8on%between%the%internet,%things…%and%data%
Data"
Internet"
Things"
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“Trying'to'determine'the'market'size'of'the'Internet'of'Things'is'like'trying'to'calculate'the'market'for'plasHcs,'circa'1940.'At'that'Hme,'it'was'difficult'to'imagine'that'plasHcs'could'be'in'everything.”'%W%Michael%Nelson%Professor%of%Communica6on,%Culture%&%Technology%%at%Georgetown%University%
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The%IoT%emerging%business%landscape%structures%100%value%proposi6ons%
Request%login%at%[email protected]%
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The%Internet%of%Things%is%nascent…%like%the%internet%in%1995,%the%IoT%is%just%gehng%started%01%
1.0%
Infrastructure%and%
core%hardware%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
2.0%
Connected%devices%
running%on%an%
opera8ng%system%%
3.0%
ValueHadded%services%&%
apps%built%on%top%of%data%
from%connected%devices%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
Intranets%of%Things'
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Internet%of%Things'
The%Internet%of%Things%is%nascent…%like%the%internet%in%1995,%the%IoT%is%just%gehng%started%01%
1.0%
Infrastructure%and%
core%hardware%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
2.0%
Connected%devices%
running%on%an%
opera8ng%system%%
3.0%
ValueHadded%services%&%
apps%built%on%top%of%data%
from%connected%devices%
Hardware%&%Infrastructure%
Opera8ng%System%
Devices%
Services%
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The%IoT%will%be%built%by%many%different%players%with%many%different%roles%02%
InternetWconnected%things%and%their%uses%will%be%so%varied%and%present%everywhere%that%the%IoT%won’t%be%the%result%of%one%single%en6ty’s%work.%
#iot%@claropartners%
The%real%value%of%the%IoT%will%not%come%from%the%technology%itself,%
but%the%services%built%on%top%and%enabled%by%it%03%
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%
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Hardware%&%Infrastructure%
Opera6ng%System%
Devices%
Services%
COLLABORATIVE%
CORPS.%
DEV%
Internet%of%Things%
A%significant%part%of%the%IoT%will%be%built%from%the%bo]omHup,%
by%entrepreneurship%and%experimenta8on%04%
Hardware%&%Infrastructure%
Opera6ng%System%
Devices%
Services%
CORPORATIONS%
TOP%DOWN%
PC%industry%
Hardware%&%Infrastructure%
Opera6ng%System%
Devices%
Services%CORPORATIONS%
DEV%
Mobile%industry%
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IoT%creators%face%mul8plied%complexity%briding%the%physical%and%%the%digital%
05%
PHYSICAL%ELEMENTS% DIGITAL%ELEMENTS%
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@ClaroPartners%#iotcanvas%%
#iot%@claropartners%
Smart phone app and internet service set activity goals!get feedback on progress!Data centre that
runs website and app (e.g. Amazon)!
Bluetooth to phone!Mobile data/Wifi to internet!
Prototype!ARM Mbed devkit!!Flash memory!Microcontroller !GPS+movement sensors!LEDS+vibration!!
Prototype!3D printed PU!!TPU rubber!ABS harness!
Produce and ship from Foxconn !
Nike stores!Electronics retailers!!
App stores!Nike+ website!!
Free app!Rev. share from 3rd party apps!!!
Device $149!!!
Make you fitter!!Fic8ous%example%%
@ClaroPartners%#iotcanvas%%
#iot%@claropartners%
Helping%IoT%creators%develop%meaningful%offerings%in%the%Internet%of%Things%
Looking%for%startups,%corporate%partners,%mentors%and%accredited%investors:%[email protected]%
Sha
pe%
Refine%idea%
Shape%
Refine%idea%Build%
Beta%launch%Sell%
Early%adop6on%
DEMO%
DAY%
DEMO%
DAY%
2.%MentorWintensive%accelerator%focused%on%Smart%Data%&%Internet%of%Things%%
1.%IoT%labs%bring%together%designers,%developers,%makers%and%strategists%to%learn,%create%and%prototype%an%Internet%of%Things%offering%–%claropartners.com/iotlab%
EXPLORE%1% IDEATE%+%PITCH%2% DEVELOP%3% PROTOTYPE%4% PRESENT%5%
#iot%@claropartners%
7H9%March"Join strategists, developers and designers all across the world come together in one weekend to explore, create and prototype a service – mentored by Claro Partners, their clients and other professionals"
Send us an email at [email protected] to be notified as soon as registrations open"barcelonaservicejam.org"