PlumChoice: The New Cardinal Rules of IoT Adoption

The Cardinal Rules
of IoT Adoption
Four Practical Practices that Underpin the Success
of Connected Home Products & Solutions
NEW

Welcome
Karen McPhillips
Vice President, Marketing
PlumChoice, Inc.

 Housekeeping items
 Introduction
 Fireside chat
 Four Cardinal Rules of IoT Adoption
 Summary
 Q&A
Agenda

Housekeeping
 Format for today’s webinar
 Opportunities to ask questions
 Audience surveys
 Webinar recording
Image Source: Hanna-Barbera Productions (http://thejetsons.wikia.com)

Today’s Speaker
Peter Gerstberger
Vice President and General Manager
Zonoff, Inc.

Overview
 B2B2C, White-Label Model –
providing embedded home
automation software, cloud
services, mobile application
development, data analytics and
hardware reference designs
 Experts in wireless mesh networks,
full service technology platforms,
protocol and device agnostic
Zonoff is a leading Consumer IoT Technology and Services Platform
 Key Verticals: Retail, CE-OEM,
Service Provider, Home
Construction, Insurance
 HQ in Malvern, PA with satellite
offices in Seattle, San Francisco
and Germany
© PLUMCHOICE, INC. 2015. ALL RIGHTS RESERVED.6

Home Automation & Smart Security Platform
Solutions
Ecosystem
Add-on
Services
PaaS
Third-Party
Devices
White Label Turn-Key Co-Branded Q116
Home Automation Software
Smart
home
hub
End
Point
Devices
Wiring
Panels
Security
Panel
Cable
Box
New
Cloud Services
Mobile Apps
Home Automation Home Security
Analytics and Data Services (Q116)
Security Sensors Lighting Energy Entry/Exit Home Audio Wearables
Video Store/Retrieve Professional Monitoring
Home Repair/Improvement
(2016)

Poll Question 1
How many smart or
connected devices do
you have in your home?
(Select one answer)
a. 1-3
b. 3-5
c. 5-7
d. 7-10
e. 10+
Image Source: Hanna-Barbera Productions (www.zmescience.com)

9 © PLUMCHOICE, INC. 2015. ALL RIGHTS RESERVED.
Consumers IoT Ecosystem

Traditional selling models need not apply
Image Source: Hampton’s Appliances, New York, 1947, earlytelevision.org

New selling models put customers’ needs first
17
Omni-channel purchase options put the customer in control and
address needs of diverse personal technology environments.
© PLUMCHOICE, INC. 2015. ALL RIGHTS RESERVED.

Personal Technology Envelopes
TABLET
ROUTER
PRINTER
SMART PHONE
UNIVERSAL
REMOTE
CONTROL
Source: PlumChoice 2015

CAMERA
SECURITY
SENSOR
THERMOSTAT
WATER
SENSOR
SMOKE DETECTOR
TABLET
ROUTER
PRINTER
APPLIANCES
SMART PHONE
UNIVERSAL
REMOTE
CONTROL

FITNESS
WEARABLE
SHIRT
CAMERA
SECURITY
SENSOR
THERMOSTAT
WATER
SENSOR
SMOKE DETECTOR
TABLET
ROUTER
PRINTER
APPLIANCES
SMART PHONE
UNIVERSAL
REMOTE
CONTROL
GLUCOMETER AUTO
CROCKPOT
WATCHLIGHT
MUSIC
SYSTEM
ACCELEROMETER
LOCK
HEART
MONITOR

Support Paradigm Transformation
25
 Sales conversion
 Value realization
 Adoption
 Additional purchases

Poll Question 2
What are the biggest risks
to your IoT revenue growth?
(Select all that apply)
a) Sales conversion
b) NFFR
c) Brand/product differentiation
d) Time to market
e) Multi-vendor technology
environment

The New
Support Services
Paradigm

Services
Internet of Services stack
1. Specialty Devices

Services
2. Connectivity - Fog

Services
3. Connectivity - Cloud

Services
4. Control Devices

Services
4. Control Devices
5. Point Control Apps
© PLUMCHOICE, INC. 2015. ALL RIGHTS RESERVED.32 Source: PlumChoice 2014

Services
6. Aggregator Solutions
4. Control Devices

Services
4. Control Devices
7. Cloud/SaaS

Services
4. Control Devices
7. Cloud/SaaS
RETAILERS
35 Source: PlumChoice 2014

Services
DATA
4. Control Devices
7. Cloud/SaaS
RETAILERS

Services
DATA
4. Control Devices
7. Cloud/SaaS
RETAILERS
SECURITY
37 Source: PlumChoice 2014

ServicesSECURITY
DATA
4. Control Devices
7. Cloud/SaaS
RETAILERS
Service complexity compounds as we move up
the stack and/or add more devices
38

ServicesSECURITY
DATA
4. Control Devices
7. Cloud/SaaS
RETAILERS
Services
39

ServicesSECURITY
DATA
4. Control Devices
7. Cloud/SaaS
RETAILERS
Internet of Services
Services
40

Getting started
Four Practical Practices
that Underpin the Success of
Connected Home Products & Solutions

Create and protect revenue:
Lifecycle support services
REMEDIATION
and/or USAGE
SUPPORT
INTERCONNECTION INSTALLATION
& ACTIVATION
CONSIDERATION SELECTIONAWARENESS
BUYER
INCREASED
UTILITY
CUSTOMER
PURCHASE
BUYER CUSTOMER LIFECYCLE EXPERIENCE

 Apps downloads are promising, but sales do not take place
 When sales convert: less than desirable ARPU/Size of Basket
 Poor customer experience
Pain point:
Pre-Purchase/Pre-Sales
43
CUSTOMER
PURCHASE
REMEDIATION
and/or USAGE
SUPPORT
& ACTIVATION
CONSIDERATION
AWARENESS
INCREASED
UTILITY
BUYER
 Too many choices; complexity
 Confusion
 Negative emotion
NOSUPPORT
BrandEnd user
SELECTION

 Apps downloads are promising, but sales do not take place
 When sales convert: less than desirable ARPU/Size of Basket
Pain point mitigated:
Pre-Purchase/Pre-Sales
44
CUSTOMER
PURCHASE
REMEDIATION
and/or USAGE
SUPPORT
& ACTIVATION
CONSIDERATION
AWARENESS
INCREASED
UTILITY
BUYER
 Too many choices; complexity
 Confusion
 Negative emotion
NOSUPPORT
BrandEnd user
SELECTION
NOSUPPORTSUPPORT
 Differentiate and create preference
 Accelerate purchase decision
 Create baskets: convert to sale
 Increase ARPU/Size of Basket
 Establish a positive customer experience
 Simplicity
 Confidence
 Positive emotion

BUYER CUSTOMER JOURNEY
REMEDIATION
and/or USAGE
SUPPORT
& ACTIVATION
INCREASED
UTILITY
CUSTOMER
PURCHASE
Don’t lose the sale after the sale:
Lifecycle support services

Integration as part of Installation & Activation
46
NOSUPPORTSUPPORT
BrandEnd user
REMEDIATION
and/or USAGE
SUPPORT
INTERCONNECTION
INCREASED
UTILITY
PURCHASE
CUSTOMER
 NFFR
 Low adoption rates
 Negative brand association
 Frustration
 Unrealized value
 Working without a net
INSTALLATION
& ACTIVATIONINTERCONNECTION

Integration as part of Installation & Activation
47
 Reduce returns
 Increase adoption
 Build positive customer relationships
 Increase perceived value
 Simplified process
 Confidence
 Time to Value
 Brand has my back
NOSUPPORTSUPPORT
BrandEnd user
REMEDIATION
and/or USAGE
SUPPORT
INTERCONNECTION
INCREASED
UTILITY
PURCHASE
CUSTOMER
 NFFR
 Low adoption rates
 Negative brand association
 Frustration
 Unrealized value
 Working without a net
INSTALLATION
& ACTIVATIONINTERCONNECTION

Pain point:
Ongoing/Advanced Usage Support
48
NOSUPPORT
BrandEnd user
REMEDIATION and/or
USAGE SUPPORT INSTALLATION
& ACTIVATION
CUSTOMER
PURCHASE
INTERCONNECTION
INCREASED
UTILITY
CUSTOMER
NOSUPPORTSUPPORT
 Falling short of customer expectations
 Limiting value exchange
 Minimizing lifetime value
 Lack of influence on customer experience
 Limited use of technology value
 Don’t know who to turn to
 Frustration with interoperability

Ongoing/Advanced Usage Support
49
NOSUPPORT
BrandEnd user
REMEDIATION and/or
USAGE SUPPORT INSTALLATION
& ACTIVATION
CUSTOMER
PURCHASE
INTERCONNECTION
INCREASED
UTILITY
CUSTOMER
 Meet and exceed customer expectations
 Provide ongoing value exchange that nurtures habituation
 Increased perceived value and lifetime value
 Deepen customer relationships
 Ongoing value
 My technology works as I
expect it to
NOSUPPORTSUPPORT
 Falling short of customer expectations
 Limiting value exchange
 Minimizing lifetime value
 Lack of influence on customer experience
 Limited use of technology value
 Don’t know who to turn to
 Frustration with interoperability

 Limited lifetime value
 Missed revenue opportunity
 Missed share-of-mind
Pain point:
Additional purchases
50
 New technology needs
 Complexity and compatibility
questions
 Lack of insight to outdated or
less-than-optimal technology
NOSUPPORT
BrandEnd user
REMEDIATION and/or
USAGE SUPPORT INTERCONNECTION INSTALLATION
& ACTIVATION
INCREASED
UTILITY
PURCHASE
UPSELL/CROSS-SELL

 Limited lifetime value
 Missed revenue opportunity
 Missed share-of-mind
Upsell/Cross-sell
51
 Increase perceived value
 Broader/deeper customer relationships
 Increase revenue
 Greater lifetime value
 Confidence in Personal
Technology Envelope
 Brand met or exceeded my
expectations
NOSUPPORTSUPPORT
BrandEnd user
REMEDIATION and/or
USAGE SUPPORT INTERCONNECTION INSTALLATION
& ACTIVATION
INCREASED
UTILITY
PURCHASE
UPSELL/CROSS-SELL
 New technology needs
 Complexity and compatibility
questions
 Lack of insight to outdated or
less-than-optimal technology

The Cardinal Rules of IoT Adoption
1. Reduce confusion and uncertainty in the buying process:
Evolve your sales model to include expert, easy-to-access,
pre-sales technical guidance
2. Minimize risk of returns: Expand installation services to guide
customers beyond the threshold of initial use
3. Enable adoption through better customer experience:
Transform your support paradigm – help customers be
successful with your product or solution as part of their
existing tech environment
4. Expand Lifetime Value with a services wrapper: Wrap
support services around your customer (not your product)
for ongoing value exchange
NEW

Ground Zero: Pinpoint your pain point in the purchase process.
Bringing a new product to market? Plan to support pre-purchase in addition to
installation, onboarding and activation.
Next Steps:
1. Establish desired customer experience
2. Determine target outcomes
3. Assess execution models: benefits and downsides of changing existing
resources (eg, contact center) and a specialized team
4. If specialized, identify pros and cons to internal and outsourced models
Next Steps
Insource
Support
Outsource
Support
vs
APPLY FOR A PLUMCHOICE WORKSHOP
www.info.plumchoice.com/workshop

The New Cardinal Rules of IoT Adoption
Peter Gerstberger
Vice President and General Manager
Zonoff, Inc.
pgerstberger@zonoff.com
www.linkedin.com/in/gerstberger
Karen McPhillips
Vice President, Marketing
PlumChoice, Inc.
kmcphillips@plumchoice.com
www.linkedin.com/in/kmcphillips
For more information please contact the
presenters, email sales@plumchoice.com or
visit us at www.plumchoice.com
THANK YOU

Convenience, control, and simplicity:
The promise of the IoT.
Deliver on that promise with
Specialized Technical
Support Services.

PlumChoice: The New Cardinal Rules of IoT Adoption

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