bringing iot ideas to life: start from the user ... not the api! - api days 2014 presentation
DESCRIPTION
Bringing IoT ideas to life: start from the user ... not the API! - API days 2014 in Barcelona. Presentation by Aldo de Jong, co-founder Claro Partners and Startupbootcamp Data & IoT. The login details to the PREVIEW version of the interactive emerging business landscapes that were presented at the conference are: Personal Data Economy landscape claropartners.com > client login uname: Claro-guest-pde pword: pdepreview IoT landscape claropartners.com > client login uname: Claro-guest-iot pword: iotpreview Contact us at [email protected] to discuss ways to get full access.TRANSCRIPT
@ClaroPartners #iot
Bringing IoT ideas to life: start from the user Mediterranean API days, Barcelona May 2014 Aldo de Jong, co-founder Claro Partners and Startupbootcamp Data & IoT
…not the API!
@ClaroPartners #iot
About Claro!
@ClaroPartners #iot
Claro helps corpora,ons and startups to navigate disrup2ve shi5s in society and business, delivering service design and business innova2on
Jiri Belgium
Aldo Netherlands
Rich USA
Megan UK
Mandy Lebanon
Elisabeth Netherlands
Sebas2an Germany
Gunes Turkey
Abby USA
@ClaroPartners #iot
New social context Millennials
New technology context Data-‐driven experiences
New business context Collabora,ve consump,on/produc,on
Disrup2ve shi5s are the big and fundamental changes in society and business that set up a whole new context for how we work, live, play and create value.
@ClaroPartners #iot
Internet of Things
Disrup2ve Shi5s New Opportunity Spaces
Claro helps navigate these shi5s and to iden2fy new opportuni2es
Personal Data
Economy
Top-‐down innova,on
Ownership
Company delivered services
Internet connects everyone
Consumers as data widget
Bo;om-‐up innova,on
Access
Network delivered services
Internet connects everything
Data enabled & conscious
consumer
@ClaroPartners #iot
• Shift in thinking about data, from what is technologically possible to what is of new benefit to individuals
• Address five common misconceptions in the data conversation that don’t apply to personal data
• Introduce principles to promote a people-centred approach
• Apply principles to the IoT
@claropartners
@apidaysMedit
A people-centred approach to Data and the Internet of Things
@ClaroPartners #iot
Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities
@ClaroPartners #iot
Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom
@ClaroPartners #iot
Our research was grounded in the belief that we need to start with the person rather than the data to understand the role of data in their everyday lives.
@ClaroPartners #iot
Six month, global consortium investigating personal data experiences
Tokyo - Data as Currency
London - City Navigation
São Paulo Data as Opportunity
New York City - Smart Citizens
Berlin - Digital Privacy San Francisco -
Quantified Self Movement
@ClaroPartners #iot
We saw a new opportunity emerging… one not built on BIG DATA, but on personal data.
@ClaroPartners #iot
We call this the Personal data economy
@ClaroPartners #iot
We call this the Personal data economy An economy that repositions the value of personal data within the individual’s experience
@ClaroPartners #iot
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access Management
Recommendation / Discovery
Local business review and discovery
game
Local Discovery
(things)
Proximity based social discovery
service
Proximity Based Connections
(aggregated)
Interface to your bank, helping to
make better financial decisions
New Interfaces for Existing Data
(aggregated)
Bracelet for
tracking health behaviours and
indicators
Self-Tracking (Health)
Mobile data based tool for health
predictions
Predictions (For individuals)
Data Enhanced P2P patient
support platform
Crowd- Generated Data
P2P vouching service overlaying social networks
Identity Measurement
Data locker for users
to control access to
their data
Data Lockers
Real-time data aggregation platform for
Internet of Things
Internet of Things Platforms
The Personal Data Economy landscape
@ClaroPartners #iot
Five misconceptions about personal data
@ClaroPartners #iot
MISCONCEPTION #1
Personal data is the new oil
@ClaroPartners #iot
REALITY:
My personal data is most valuable to me!
@ClaroPartners #iot
MISCONCEPTION #2
Personal data is all about privacy
@ClaroPartners #iot
REALITY:
People want to benefit from their data - not hide it away - but they need control, trust and transparency
@ClaroPartners #iot
MISCONCEPTION #3
The value of personal data is in its sale
@ClaroPartners #iot
REALITY:
The personal data economy is an experience economy
@ClaroPartners #iot
MISCONCEPTION #4
Personal data is for data scientists
@ClaroPartners #iot
REALITY:
Personal data empowers people
@ClaroPartners #iot
MISCONCEPTION #5
Personal data is big data
@ClaroPartners #iot
REALITY:
The personal data economy is small data
@ClaroPartners #iot
Data-centric view
People-centric view
@ClaroPartners #iot
1. Start with the person, not the data
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Five key principles to promote a people centric approach to personal data
@ClaroPartners #iot
These principles take on even more importance in the next evolution of the Internet…
…the Internet of Things
@ClaroPartners #iot
New value for people: Capabili,es Services Experiences Business models …
The Internet of Things is more than connec,ng things to the internet, it is about solving how data can create new value for people
Internet!
Things!
Data!
@ClaroPartners #iot
Social
Predictions
Identity
Access Management
Recommendation / Discovery
Data Interfaces
Self-tracking
Crowd Data
Internet of Things
Others
Internet of Things Internet of Things
The Internet of Things represented a small, but growing part of the Personal Data Economy business landscape:
@ClaroPartners #iot
But it has exploded into a landscape of over 100 value proposi2ons.
@ClaroPartners #iot
What are opportunities to create people-centric offerings in the Internet of Things?
Internet of People and Things?
@ClaroPartners #iot
1. Start with the person, not the data (or technology)
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Let’s apply the principles
@ClaroPartners #iot
1. Start with people, not the data or technology A lot of the technology already exists, but the full vision of the IoT will remain a mere concept if it does not have relevancy for people
Developed B2B Sector
Enabling Technologies
Emerging IoT Consumer Sector
@ClaroPartners #iot
2. Enable people to do new things
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
The real value of the IoT and data comes from the services and the new interac,ons it creates
@ClaroPartners #iot
3. Iden2fy unmet func2onal and emo2onal needs Address a full range of human needs
@ClaroPartners #iot
3. Iden2fy unmet func2onal and emo2onal needs Address a full range of human needs
Good Night Lamp
Jawbone UP Lockitron
Findery
@ClaroPartners #iot
4. Allow people to collaborate with you The IoT will not be created or owned by a single en,ty; it is born from collabora,on
Hardware & Infrastructure
Opera,ng System
Devices
Services
CORP
S.
DEV.
Internet of Things
@ClaroPartners #iot
Today: Intranets of Things Tomorrow: Internet of Things
APP APP ? New user experiences
?
5. Design the whole user experience
App App App
App
App App
App App
Connected devices Interconnected devices
Most of solu,ons today exist in silos
@ClaroPartners #iot
1. Start with the person, not the data, or technology
2. Enable people to do new things
3. Identify unmet functional and emotional needs
4. Allow people to collaborate with you
5. Design the whole user experience
Principles for a people-centred approach to Data and the Internet of Things
@ClaroPartners #iot
Choose context and explore needs
EXPLORE 1
Brainstorm solu2ons
IDEATE + PITCH 2
Map Service Diagram
DEVELOP 3
Prototype using IoT Canvas
PROTOTYPE 4
Present concept
PRESENT 5
IoT Labs bring together designers, developers, makers and strategists to learn, create and prototype an Internet of Things offering
Presenta2on with life demo at Claro’s IoT lab in Chicago
@ClaroPartners #iot
Startupbootcamp Data & IoT: Mentor-‐intensive accelerator focused on Smart Data & Internet of Things in Barcelona
Shape Refine idea
Build Beta launch
Sell Early adop,on
10 Teams selected from 500 applica2ons enter
the 3-‐month programme
Demo Day
@ClaroPartners #iot
IoT Labs
Startupbootcamp Data & IoT
Dynamic workshops where designers, developers, makers and strategists create and prototype IoT-‐enabled services
If you’d like to put your startup forward or mentor the startups, write to: [email protected]
A new branch of Startupbootcamp about to be launched in Barcelona, dedicated to IoT and Data
IoT Lab for Social Good at WebVisions, Barcelona 17th – 18th June Sign up on Eventbrite
Let’s make Barcelona a awesome IoT & startup hub together!
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@ClaroPartners #iot
Thank you Aldo de Jong | Co-Founder aldo.dejong @claropartners.com