The Story of the Internet of Things: WebVisions Barcelona, a talk by Sce Pike of Citizen, Inc.

CONFIDENTIAL. ALL RIGHTS RESERVED. ©
The Story of the Internet of Things
What happens when your home remembers you?
!
!
Sce Pike
Chief Experience Oﬃcer at Citizen, Inc
@spike75, @pluscitizen
sce@pluscitizen.com
pluscitizen.com

SCE PIKE 2014 CONFIDENTIAL. ALL RIGHTS RESERVED. ©
“You can't go back home…”
!
Thomas Wolfe
2

But what if you could
take it with you?
!
3

4
How many of you have heard of
Internet of Things (IoT)
or
Internet of Everything (IoE)?

5
Internet of Things
and
Connected Things
are diﬀerent.

6
Where we are today is only at
Connected Things.
!
Where we can go tomorrow is going
to be so much more than just
Connected Things.

The promise of
Internet of Things
is huge.
7

The future is bright…
2017 Revenue Forecast
US $72 Billion for Smart Homes
There will be 9 billion IoT devices by 2018 roughly
equal to the number of smartphones, smart TVs,
tablets, wearable computers, and PCs combined.
9

but this future
will never happen…

… at least not without these:
Tech StandardizationPrivacy ResolutionValue to Users
11

12
USERS

13
think do
Start with users since they will be
the drivers of adoption of IoT.
feel

14
um…
huh…
like
nest?
But the problem is, most people
have not heard of IoT nor value it.
I.. o…
what?

In order to educate users, fulﬁll their needs.
15
Abraham Maslow’s Hierarchy of Needs
from “A Theory of Human Motivation”
Self-actualization
Esteem / Self-Esteem
Belonging / Love
Safety
Survival / Physiological
Morality,
Creativity,
Authenticity,
Problem solving
Conﬁdence,
Respect of/by others
Friendship, Family,
Sexual Intimacy
Security of body, of employment,
of resources, of family, of morality
Food, Water, Air, Shelter, Sleep, Sex
Start here with
shelter, safety,
security

16
“Shelter” also known as habitat, sanctuary, ﬂat,
home, abode, crib, joint…

17
But it’s also…
aloof and passive
has no objectives
just walls and a roof
not an ally

18
What if a home…
could reﬂect the user
reduce mental load
amplify eﬃciency
add value

19
What if a home… knew you

20
Wake. Shower. Hair & makeup.  
Listen to the news. Out the door.
Coﬀee shop. Commute.

21
Pick up kids from school. Playtime.
Evening news and dinner. Bath time.
Story and good nights. Catch up on
email. Lights out.

Sleep in. Coﬀee. Sunday papers.  
Breakfast on the go. Walk to the park.
Cartoons for the kids.

23
Our lives are made up of patterns. Each
one of these tells a unique story.

24
What if our homes were intelligent
enough to pick up on these patterns?

25
And ﬁnd ways to make them better by
oﬄoading the mundane details, so that
we can focus on the things that matter.

26
These patterns or stories are what
should be smart, not just things.

27
The memories of your life, the
relationships you develop with your
home, neighbors, shops, and cities.
These are Smart StoriesTM
which will
elevate what it means to belong.

Elevating the home one step up in the hierarchy
28
Abraham Maslow’s Hierarchy of Needs
from “A Theory of Human Motivation”
28
Self-actualization
Esteem / Self-Esteem
Belonging / Love
Safety
Survival / Physiological
Morality,
Creativity,
Authenticity,
Problem solving
Conﬁdence,
Respect of/by others
Friendship, Family,
Sexual Intimacy
Security of body, of employment,
of resources, of family, of morality
Food, Water, Air, Shelter, Sleep, Sex
Move up
one step

29
This starts at home, but doesn’t  
have to stop there.

In order for the home (or any other platform)
to do this it needs to:
30
AUTOMATE
Planned Patterns
ADAPT
Breaks in Patterns
ANTICIPATE
Learn New Patterns

31
HOME IZ WHERE THE HEART IZ.

32
IOTAS Living ProﬁleTM
captures your
daily routines, preferences, patterns,
and interactions with your
environments. It will travel with you
from your home to your car, work,
retailers, hotel, and to your new home
when you move. It will also power
other IoT solutions.

33
The elephant in the room.

34
PRIVACY

35
Privacy is all the rage

36
“Right to be forgotten”
!
Good idea
or
Bad idea?

37
“Right to be forgotten”
!
Gives a lot of
power to search
engines like Google.

38
Take it down!
Violates privacy
Journalistic,
artistic, or literary
exception
Google gets to decide now

39
Take it down!
Violates privacy
Journalistic,
artistic, or literary
exception
But in the US, you get diﬀerent results

40
Is your privacy really protected
if the likes of Google gets to decide
what is private?

41
Or are we just giving more power to
the Digital Oligarchs?

42
What if we could own and manage
our own data and proﬁles?

43
We are starting anew in the IoT space
and have a chance to try something
diﬀerent.

44
What if we had the capability to
manage our data in exchange for
value?

45
Managing preferences for 9 billion
devices will be beyond our
comprehension.

46
Instead, what if we had an Artiﬁcial
Intelligence that managed it for us?

47
her
AI AGENT
This AI or Privacy Agent would know
you, who you are and your
preferences.

48
Abilities
Goals/Preferences
Prior Knowledge
Observations
Past Experiences
Actions
Environment
her
AI AGENT

49
And thus can act on your behalf and
choose to opt-in or opt-out of data
sharing.

50
Your Privacy Agent would manage
your Living ProﬁleTM
and you can
choose whether or not you want it
deleted, instead of Google.

51
TECH STANDARDIZATION

52
Current IoT Landscape

Insteon
53
KEY TAKE AWAY
Insteon is one of the largest hardware players on the market,
but seems to lack much “smart” insights from the software,
which feels tacked on. The dual-band communication is
interesting, but is difficult to justify for the trade-offs (closed
system, no apparent API/SDK).
PROS
• Largest marketplace of hardware, accessories
and components among current competitors
• Proprietary dual-band communication for
devices use powerlines and RF technology to
optimize consistent communication
• Starter kits available for common use cases
narrow things down for the beginner
CONS
• Clunky control experience on mobile devices
feels rudimentary and not thought out
• Insteon platform doesn’t support third-party
products like philips hue, nest, etc. (although the
inverse is possible)
• Feature set seems to stop at simple automation
(not really smart) and also isn’t open to
development (API/SDK)

Revolv
54
KEY TAKE AWAY
Revolv takes a really interesting approach to home automation
by patching together the big names that are getting all the
attention, but ultimately is still one that seems like only a bridge
until the market evolves further.
PROS
• Minimal setup with multiple radio signals
actually replaces almost all hubs from other
proprietary setups, reducing footprint and wires
• Support for almost all “best-in-class” IoT
products, reducing app fatigue
CONS
• Essentially a way to patch together several
products, but doesn’t gain any intrinsic value
from all devices working together –they don’t
“talk”, they just allow you to control from one
place.
• Expensive to setup, and puts all onus on the
end-user for research, purchase, setup and
maintenance
• Reasonable, but not stellar mobile experience

SmartThings
55
KEY TAKE AWAY
SmartThings seems like one of the strongest players currently in
the DIY market, but still is firmly in the “home automation”, and
not “smart home” arena.
Definitely the one to watch as the buzz wears off and the
developer community matures.
PROS
• The most polished end-to-end experience in the
DIY home automation market available
• Multiple RF signals supported to enable third-
party hardware
• Well-thought out hardware covers many
common use cases
• Polished app experience feels fairly solid
• Strong, open developer community helps keep
the platform sustainable into the future
CONS
• Still depends on the end-user to setup and
maintain
• Expensive hardware will balloon setup costs
• Not currently a really “smart” software solution,
but could gain some aspects from unique use
cases in the developer community

56
Tip of the Iceberg

57
When we provide these things:
Tech StandardizationPrivacy ResolutionValue to Users

The story of Internet of Things
will be truly compelling.
58

What if you went back to your
childhood home…
!
59

and it remembered
you
60

your ﬁrst steps
61

your ﬁrst words62

your ﬁrst dog63

and it welcomed
you back home?
64

Thank You!
65
Sce Pike
Chief Experience Oﬃcer at Citizen, Inc
@spike75, @pluscitizen
sce@pluscitizen.com
pluscitizen.com

Appendix
66

Housing starts from NAHB as of 04’14
http://eyeonhousing.org/2014/04/16/housing-starts-reverse-winter-slump/
67

Characteristic of renters from NAHB as of 04’14
http://eyeonhousing.org/2014/04/18/characteristics-of-owners-and-renters/http://eyeonhousing.org/2014/04/18/characteristics-of-owners-and-renters/
68

The Story of the Internet of Things: WebVisions Barcelona, a talk by Sce Pike of Citizen, Inc.

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The Story of the Internet of Things: WebVisions Barcelona, a talk by Sce Pike of Citizen, Inc.