Discussion around the Internet of Things (IoT) often gets caught up on resolving issues of interoperability, battery life and security. However, in this session we will shift the focus to the enormous potential of valuable services built by designers, developers and users on top of the connections, data and networked objects. We'll outline our vision of how the IoT will develop and grow from the bottom-up and propose that while another appliance manufacturer redesigns the internet-connected fridge (again), networks of people will create new IoT experiences and capabilities themselves, enabled by the power of digital networks, accessible tools, new funding channels and programming fluency. In fact, this ecosystem is already emerging, and we will show the vast landscape of value propositions in the IoT and the new business models they bring with them. We will also look at how services in the IoT can be designed to enable different technological capabilities as well as meet a range of human needs, uncovering the opportunities that arise when designers look beyond simple track-and-trace applications and control mechanisms to products which offer emotional benefits like the Good Night Lamp or Berg's Little Printer. In this presentation we share the emerging business landscape, a dynamic, online tool which show the vastness, variety and scope of the Internet of Things, with a focus on new initiatives and startups. It provides an overview of current activity (350+ initiatives mapped), hotspots and areas of growth across industries, and we use it as a starting point for identification of new opportunity spaces for businesses looking to take a fundamental role in the market. Login-details to the landscape are included in the presentation. We also shared our first draft of the IoT canvas - a tool for anybody that wants to develop an Internet of Things service to think about all the components that need to come together. Please share feedback on the canvas throught twitter at @claropartners #iotcanvas.

1. Designing
new
experiences,
capabili1es
and
business
models
in
the
Internet
of
Things
Aldo de Jong & Megan Ellis, Claro Partners
Webvisions Barcelona, 29th June, 2013

2. @ClaroPartners
#iot
Naviga1ng
disrup1ve
change
Claro
helps
corpora,ons
and
startups
to
navigate
disrup1ve
shiAs
in
society
and
business

3. @ClaroPartners
#iot
We
are
an
interna1onal,
inter-­‐disciplinary
team
• Social
science,
anthropology,
and
design
research
• Service,
interac,on,
and
product
design
• Business
strategy
and
marke,ng
Jiri
Belgium
Aldo
Netherlands
Rich
USA
Megan
UK
Mandy
Lebanon
Elisabeth
Netherlands
Michael
USA
Gunes
Turkey
Abby
USA

4. @ClaroPartners
#iot
Delivering
business
innova1on
and
service
design
in
the
context
of
disrup1ve
shiAs
Access
Services
delivered
through
value
exchange
networks
Small
data
and
personalised
experiences
Internet
connects
everything
Ownership
Services
delivered
by
companies
Big
data
and
aggregated
resources
Internet
connects
everyone
Request our point of view papes on each of these topics at
POV@claropartners.com

5. @ClaroPartners
#iot
“The
Internet
of
Things
is
about
the
internet
expanding
into
the
physical
world”
-­‐
Florian
Michahelles
|
Auto-­‐ID
Labs

6. @ClaroPartners
#iot
Data!
The
IoT
is
an
interac1on
between
the
internet,
things…
and
data
Internet!
Things!

7. @ClaroPartners
#iot
This
could
be
a
wearable
device
that
accumulates
your
fitness
stats
in
an
online
profile…
Or
a
system
that
tracks
your
herd’s
milk
produc,on
over
,me…
Or
a
complex
cloud-­‐based
plaMorm
that
collects
sensor
energy
and
calculates
a
building’s
energy
efficiency…
The
IoT
is
an
interac1on
between
the
internet,
things…
and
data

8. @ClaroPartners
#iot
“Trying
to
determine
the
market
size
of
the
Internet
of
Things
is
like
trying
to
calculate
the
market
for
plas=cs,
circa
1940.
At
that
=me,
it
was
difficult
to
imagine
that
plas=cs
could
be
in
everything.”
-­‐
Michael
Nelson
Professor
of
Communica,on,
Culture
&
Technology
at
Georgetown
University

9. @ClaroPartners
#iot
We
have
created
an
interac,ve
Internet
of
Things
business
landscape
mapping
350
ini,a,ves
across
100
value
proposi,ons

10. @ClaroPartners
#iot
We
think
there
will
be
a
huge
opportunity
in
the
IoT
for
services
built
on
top
of
the
data
flowing
between
devices

11. @ClaroPartners
#iot
In
the
future,
we
predict
that
connec1on
will
be
a
given

12. @ClaroPartners
#iot
…and
if
everything
is
connected
by
default,
the
focus
turns
to
crea,ng
services
built
on
top
of
the
connec,ons:
“True
IoT
products
should
be
mul,purpose
and
networked”
Florian
Michahelles
Auto-­‐ID
labs

13. @ClaroPartners
#iot
In
the
IoT,
value-­‐added
services
will
be
built
across
plaMorms
and
devices
1.0
Infrastructure
and
core
hardware
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
2.0
Connected
devices
running
on
an
opera1ng
system
3.0
Value-­‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Intranet
of
Things

14. @ClaroPartners
#iot
Internet
of
Things
In
the
IoT,
value-­‐added
services
will
be
built
across
plaMorms
and
devices
1.0
Infrastructure
and
core
hardware
Opera1ng
System
Devices
Services
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
2.0
Connected
devices
running
on
an
opera1ng
system
3.0
Value-­‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Hardware
&
Infrastructure
Opera1ng
System
Devices
Services
Hardware
&
Infrastructure

15. @ClaroPartners
#iot
“The
product
enables
a
bi-­‐direc=onal
conversa=on
between
manufacturer
and
consumer”
-­‐
Vlad
Trifa
EVRYTHNG
“If
products
are
traceable
all
the
=me,
then
leasing
makes
more
sense
than
ownership
as
a
business
model”
-­‐
Rob
van
Kranenburg
Internet
of
Things
Council

16. @ClaroPartners
#iot
These
interconnected
objects
will
enable
new
services,
business
models
and
value
exchange
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

17. @ClaroPartners
#iot
Makers,
developers
and
startups
will
create
devices
and
services
for
the
Internet
of
Things,
enabled
by
corpora,ons
Hardware
&
Infrastructure
Opera,ng
System
Devices
Services
CORPORATIONS
TOP
DOWN
Hardware
&
Infrastructure
Opera,ng
System
Devices
Services
CORPORATIONS
DEV
Hardware
&
Infrastructure
Opera,ng
System
Devices
Services
COLLABORATIVE
CORPS.
DEV.
PC
industry
Mobile
industry
Internet
of
Things

18. @ClaroPartners
#iot
How
to
develop
an
Internet
of
Things
service?

19. @ClaroPartners
#iot
The
tech
is
under
control.
The
real
issues
for
IoT
creators
is
that
there
are
many
“unknown
unknowns”,
and
it’s
hard
to
understand
how
to
move
from
making
one
device
to
many.
Those
are
things
you
can’t
Google.
-­‐
Scoe
N
Miller,
CEO,
Dragon
Innova,on

20. @ClaroPartners
#iot
DRAFT
There
is
a
wide
variety
of
disciplines
that
IoT
creators
have
to
manage
when
crea,ng
a
IoT
service
–
there
is
mul,plied
complexity
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

21. @ClaroPartners
#iot
DRAFT
Encourage physical activity:
tracking, social interaction
and gamification!
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!
!
!
Nike+
hypothe,cal
Fuelband
example
shows
how
to
use
Claro’s
IoT
canvas
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

22. @ClaroPartners
#iot
DRAFT
Please
share
feedback
on
this
first
drah
of
the
IoT
canvas
by
twee,ng
to
@claropartners
#iotcanvas
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

23. @ClaroPartners
#iot
We
have
developed
the
emerging
business
landscape,
as
well
as
a
clear
perspec,ve,
models
and
tools.
We
can
work
with
you
to
define
your
vision
and
approach
to
the
IoT
…
and
get
hands-­‐on
with
makers
to
make
it
happen!
Tools
for
iden,fying
and
framing
opportuni,es
See
the
landscape
at
claropartners.com
>
client
login
u:
webvisions
p:
iotwebvisions

24. Megan Ellis | Senior Associate
Thank you - let’s continue this conversation:
Aldo de Jong | Co-Founder
Mobile: +34 647 857 922
iot@claroparnters.com
claropartners.com
@ClaroPartners #iot