The Internet of Things (IoT) presents a rapidly growing opportunity for companies in the technology space. However, the ecosystem of the IoT is complex, fragmented and has many dimensions (products, services, companies, geographies). Claro Partners recently completed a project to understand the Internet of Things landscape as it stands now, and to identify opportunity spaces within it. In this session we will build on this research to argue that the future of the IoT lies in value-added services built across platforms and devices, that create meaningful experiences and enhance people’s lives. We have created an interactive Internet of Things business landscape, mapping 350 initiatives across 100 value propositions. Through this map, we will preview the vast landscape of value propositions across the IoT and the new business models they launch. We will uncover the opportunities that arise when creators look beyond simple track-and-trace applications or remote-control mechanisms and make the leap towards products which offer emotional benefits to users and enable meaningful object-mediated dialogues between people. Keynote presented at 4YFN / Mobile World Congress • Barcelona 25 February 2014

1. Emerging
opportuni-es
for
business
in
the
Internet
of
Things
landscape
Intel&in&the&IoT:&Work&Session&
Aldo de Jong | Co-Founder Claro –*12th,*2013*
Portland,*December*11th** Partners & Startupbootcamp Data & IoT Accelerator
4YFN / Mobile World Congress • Barcelona 25 February 2014

2. Claro
helps
corporaCons
and
startups
to
navigate
disrup-ve
shiBs
in
society
and
business,
delivering
service
design
and
business
innova-on
Mwenge
Sebas-an
Elisabeth
GER
NL
Congo
Some
of
our
team
members
Rich
USA
Megan
UK
Mercè
Spain
Aldo
NL
Mandy
Lebanon
Abby
USA
Jiri
Belgium
Gunes
Turkey
#iot
@claropartners

3. Key takeaways from our
15-month exploration of the IoT"
#iot
@claropartners

4. The
IoT
is
about
the
interac-on
between
Internet,
Things
and
Data
Internet"
Data"
Things"
#iot
@claropartners

5. The
IoT
is
about
the
interac-on
between
Internet,
Things
and
Data
…
and
the
value
this
creates
for
people
and
business
Internet"
Data"
Things"
New
value
for
people
and
business:
CapabiliCes
Services
Experiences
Business
models
…
#iot
@claropartners

6. “Trying
to
determine
the
market
size
of
the
Internet
of
Things
is
like
trying
to
calculate
the
market
for
plas9cs,
circa
1940.
At
that
9me,
it
was
difficult
to
imagine
that
plas9cs
could
be
in
everything.”
-­‐
Michael
Nelson
Professor
of
CommunicaCon,
Culture
&
Technology
at
Georgetown
University
#iot
@claropartners

7. 01
The
Internet
of
Things
is
nascent…
like
the
internet
in
1995,
the
IoT
is
just
geSng
started
1.0
2.0
3.0
Infrastructure
and
core
hardware
Connected
devices
running
on
an
opera-ng
system
Value-­‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Services
Services
Services
Devices
Devices
Devices
Opera-ng
System
Opera-ng
System
Opera-ng
System
Hardware
&
Infrastructure
Hardware
&
Infrastructure
Hardware
&
Infrastructure
Intranets
of
Things
#iot
@claropartners

8. 01
The
Internet
of
Things
is
nascent…
like
the
internet
in
1995,
the
IoT
is
just
geSng
started
1.0
2.0
3.0
Infrastructure
and
core
hardware
Connected
devices
running
on
an
opera-ng
system
Value-­‐added
services
&
apps
built
on
top
of
data
from
connected
devices
Services
Services
Services
Devices
Devices
Devices
Opera-ng
System
Opera-ng
System
Opera-ng
System
Hardware
&
Infrastructure
Hardware
&
Infrastructure
Hardware
&
Infrastructure
Internet
of
Things
#iot
@claropartners

9. #iot
@claropartners

10. The
IoT
emerging
business
landscape
structures
100
value
proposiCons
claropartners.com
Username:
iotlab
Password:
4yfn2014
#iot
@claropartners

11. IoT-­‐enabled
products
&
services
can
deliver
different
experiences
Good
Night
Lamp
Lockitron
Findery
Jawbone
UP
#iot
@claropartners

12. 02
The
IoT
will
be
built
by
many
different
players
with
many
different
roles
Internet-­‐connected
things
and
their
uses
will
be
so
varied
and
present
everywhere
that
the
IoT
won’t
be
the
result
of
one
single
enCty’s
work.
#iot
@claropartners

13. 03
The
real
value
of
the
IoT
will
not
come
from
the
technology
itself,
but
the
services
built
on
top
and
enabled
by
it
Brands
Retailers
Brand
provides
services
Retailer
provides
services
(camera
rented)
Connects
with
other
users
Other
appropriate
services
Peers
and
other
devices
Prints
photos
remotely
Sends
photos
to
friends
Other
service
providers
#iot
@claropartners

14. PC
industry
OperaCng
System
Hardware
&
Infrastructure
TOP
DOWN
Services
Devices
Devices
OperaCng
System
OperaCng
System
Hardware
&
Infrastructure
DEV
DEV
Devices
Internet
of
Things
CORPORATIONS
CORPORATIONS
Services
Mobile
industry
CORPS.
04
A
significant
part
of
the
IoT
will
be
built
from
the
bo]om-­‐
up,
by
entrepreneurship
and
experimenta-on
Services
Hardware
&
Infrastructure
COLLABORATIVE
#iot
@claropartners

15. 05
IoT
creators
face
mul-plied
complexity
briding
the
physical
and
the
digital
PHYSICAL
ELEMENTS
DIGITAL
ELEMENTS
#iot
@claropartners

16. @ClaroPartners
#iotcanvas
#iot
@claropartners

17. Make you fitter!!
Fic-ous
example
@ClaroPartners
#iotcanvas
Prototype!
3D printed PU!
Prototype!
ARM Mbed devkit!
!
Flash memory!
Microcontroller!
GPS+movement
sensors!
LEDS+vibration!
!
TPU rubber!
ABS harness!
!
Bluetooth to
phone!
Mobile data/Wifi
to internet!
Data centre that
runs website and
app (e.g. Amazon)!
Smart phone app
and internet
service set
activity goals!
get feedback on
progress!
Produce and ship
from Foxconn !
Nike stores!
Electronics retailers!
!
!
!
Device $149!
App stores!
Nike+ website!
!
Free app!
Rev. share from
3rd party apps! @claropartners
#iot

18. Explore
IoT
and
data
in
two
hands-­‐on,
crea-ve
workshops
at
4YFN
Mini
IoT-­‐lab
CreaCng
experiences
through
the
Internet
of
Things
with
designers,
developers,
makers
and
strategists
Wed
26
Feb,
09:30
–
11:30h
Workshop
dome
3,
4YFN
-­‐
Montjuic
1
EXPLORE
2
IDEATE
+
PITCH
3
DEVELOP
4
PROTOTYPE
5
PRESENT
#iot
@claropartners

19. Get
involved
with
Startupbootcamp
Data
&
IoT
in
Barcelona
The
leading
European,
mentor-­‐driven,
intensive
accelerator
program
is
coming
to
Barcelona
to
build
a
program
focused
on
Smart
Data
&
Internet
of
Things
in
partnership
with
Claro
Partners.
Shap
e
DEMO
DEMO
DAY
DAY
Refine
idea
Shape
Build
Sell
Refine
idea
Early
adopCon
Beta
launch
Looking
for
startups,
corporate
partners,
mentors
and
accredited
investors:
aldo@startupbootcamp.org
#iot
@claropartners

20. Let’s build the Next Big Thing from Barcelona…
Aldo de Jong, Co-Founder
Claro Partners: aldo@claropartners.com
Startupbootcamp Data & IoT: aldo@startupbootcamp.org