Hidden Forcesof Startups: Industry and Market

Daniel KrausHERE MapsBerlin, Germany

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I. Key Trends: The key market forces shaping opportunity

II. Big Companies: Ways to collaborate at a global scale

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Key Trends

1968:3.5 billion people lived on Planet Earth

2015:3.9 billion people lived in cities

Source: World Urbanization Prospects, UN Population Division

Urbanization is Accelerating

2050: 6.3 billion people (68% of proj. population) will live in cities

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The Smartphone Revolution

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Source: BI Intelligence, HERE Analysis, Libelium.com, Global Forecast.

• IoT is expected to generate over €800B in revenue and connect over 30 billion devices by 2020

• Some of this will be new business, but much will come from transforming existing businesses

Internet of Things: Everything Connected

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eInexpensive

micro-computingVast mobility

optionsCheap sensors

Cloud computing 3D Printing / local manufacturing

These trends deliver information capture and usage at people’s fingertips at a scale never before imaginable…

The Emergent Human Data Ecosystem

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Data capture and usage is everywhere…

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23 billion connected devices

2.5 quintillion bytes of data / day

90% of all data ever capturedwas created in the last 2 years

50x increase in available location data by 2020 thanks to the Internet of Things

Source: IBM 2015

Big Data today, by the numbers…

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Personalization Urbanization Economic Upward Shift

True IoT New Interfaces Humanized Machines

Information like Electricity Local Logistics Smart Cities

New Transportation …… ……

Key Trends for 2020

The Fabric of the Smart City

Responding to the needs of urbanizing citizens and

companies, and providing the resources, infrastructure,

and services to optimize quality of life.

I. CITIES AND PEOPLE

The Mobility Ecosystem

Enabling autonomy of movement, increasing quality of life and respecting the value of time.

III. MOVEMENT

The Engine for the Society

New service platforms that support connected machines,

enabling autonomy of non-creative tasks and increased

personalized choice.

II. SUPPORTING MACHINES

3 Key Areas of Trending Opportunity

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• Crowdsourced sensorsEverything is connected and producing data

• Timeshare for everythingUniversal tracking means universal rentability, further fading the notion of asset ownership

• Feedback enabling predictionMost situations identifiable and measurable in real-time, and (relatively) predictable

• Visualization becomes commonPeople able to explore around them, and cities able to “what-if” scenarios

The Fabric of the Smart City

Opportunity #1: Cities and People

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• Search for everything Both physical and digital

• Asset delivery becomes instant On-demand and on-location

• Assets-only transportationAutomated item transportation

•Machines maintain machinesAt all levels of automation

Opportunity #2: Supporting Machines

The Engine for Society

• Virtual presence Communication technologies, such as VR, extend people’s influence without physical movement

• Electric shared vehiclesAutonomous, rechargeable shared personal transport

• Inter-modal transportDynamic, intermodal options flourish in urban centers

• Passive autonomous vehicles usageDrivers become information consumers

Opportunity #3: Movement

The Mobility Ecosystem

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Collaborating with Big Companies

Global Market Evolution: Rise of the Platform

FUTURE VALUE REALIZATION

Static product or service delivery (2007)

Manual Delivery

Product or Service

Automatic Delivery

Transition to on-demand services (2015)

On-demand Availability

Fresher data and services

Configurable & customized

Transformation to Contributory & Predictive

platforms (2020)

Modular Content+Service

Contribution

Accessible, Open Platform

Large-Scale Analytics and

Prediction

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Example: HERE HD Live Map enabling highly-automated driving

Large, Deep Teams for Industrial Solutions

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• Identify the big upcoming problems before your customers recognize them• Qualify your market value in concrete examples and tangible opportunities

1. Understand market change better than anyone

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• Build a clear mapping of points of market stack-strengths and weaknesses• Understand the key content and technology blockers to accelerated growth

2. Understand the market’s current technology stacks

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• Focus on commercial value of your solution, and quantify the value, not the “disruption”• Understand and sell the entire solution value framework – not a use case

3. Provide solutions to a stack-level problem

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• Explore ignored “corner” areas with intense needs for research or user iteration• Understand and provide access to profitable new directions and customers

4. Understand key future market revenue drivers

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• Be able to draw a clear line from delivered product value back to your offering• Understand that increasing life quality is at the heart of success

5. Understand all B2B is really B2B2C

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“We help people by…..”

Ensure your business plan enables you to complete this sentence:

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Thank you!

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