a guide to succeeding in the internet of things

A guide to succeeding in the Internet of Things

Claro Partners | 2014 FIRST EDITION

A GUIDE TO SUCCEEDING IN THE INTERNET OF THINGS | CLARO PARTNERS 2

Despite the hype, we believe that the Internet of Things doesn’t exist yet.

Instead of one integrated ecosystem, we have many separate “intranets of things”.

A GUIDE TO SUCCEEDING IN THE INTERNET OF THINGS | CLARO PARTNERS


Today, connected devices are often solutions looking for a problem. There is a race to put a sensor on everything, before asking what real benefit it provides.



The vision for the Internet of Things still lacks clear user experience and business models.

The IoT won’t be fully realised until it better fits into the ways we work, play and live our lives.


The Internet of Things presents an enormous opportunity for business, but currently few companies know how to find their role in it.

We have developed this guide to help you break through the hype of the IoT, by addressing real user needs and creating viable business models.



This guide is divided into four exercises. Follow them in sequence - even if you already have a concept in mind - as the exercises will help you to refine, develop or rethink it.

Do the exercises on your own or in teams; just print out the materials and follow the instructions.

Define the challenge Identify a user-centric

challenge to solve

1 Ideate the solution

Create a solution that provides new value

to the user

2 Develop the offer

Map out the ecosystem and interactions of your

product and service

3 Plan for production

Identify resources needed and conduct

gap analysis

4


Define the challenge Identify a user-centric

challenge to solve

1


Do create an offer that meets real human needs.

KEEP IN MIND

Don’t create an offer that makes the technology its focus.


With this exercise, you will explore real user needs and then define a challenge to solve with an IoT product or service.

Choose a context to explore – from the list provided, or one of your own. Print the Human Needs Framework sheet and write your chosen context in the middle. Use the questions as prompts to brainstorm different challenges people face when meeting their needs in this context. Write each challenge on a post-it and stick it onto the sheet. Choose a challenge to design for and circle it. Print the Challenge Definition sheet and write the challenge you’ve chosen to tackle on it.

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List of possible contexts: •  Ageing population •  Work-life balance •  Urban life •  Health & wellbeing •  Local communities

INSTRUCTIONS

Estimated time for this step: 30 mins

•  Education •  Sustainability •  Shopping •  Tourism •  Family


Need: BELONGING In this context, how do people feel like they belong?

What challenges do they face in trying to do this?

Need: DISCOVERY In this context, what do people want to discover? What challenges do they face in trying to do this?

Need: CONTROL In this context, what do people want to control?

What challenges do they face in trying to do this?

Need: ACHIEVEMENT In this context, what do people want to achieve? What challenges do they face in trying to do this?

Chosen context:

HUMAN NEEDS FRAMEWORK

Example contexts: Ageing population, work-life

balance, urban life, health and wellbeing, local communities,

education, sustainability, shopping, tourism


Challenge to solve with an IoT-enabled concept:

CHALLENGE DEFINITION


Ideate the solution Create a solution that provides

new value to the user

2


KEEP IN MIND

Do reimagine entirely new capabilities and value that an IoT service can deliver.

Don’t simply use new technology to enhance or improve existing solutions.


INSTRUCTIONS

With this exercise, you will ideate innovative ways to solve the challenge, taking into account new value that IoT technologies can bring to the user.

Write the challenge you defined in the middle of the Ideas Brainstorm sheet.

Define the person facing the challenge and think about what their life looks like.

Next, with that person in mind, brainstorm solutions that would meet their real needs. Write the solutions on post-it notes of the same colour and stick them on the sheet.

Using a different colour, write down ways in which IoT technology could be used to enable each solution.

Choose one solution to develop further and circle it.

Fill in the Idea Description sheet.


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IDEAS BRAINSTORM

Challenge to solve:

1.   Define the person facing the challenge and think about what their life looks like.

2.  Next, with that person in mind, brainstorm solutions that would meet their real needs. Write the solutions on post-it notes of the same colour and stick them on the sheet.

3.  Using a different colour, write down ways in which IoT technology could be used to enable each solution.


Idea name:

IDEA DESCRIPTION

Value proposition to the user: Briefly describe your idea - explain how it solves the challenge and meets the chosen user need:


Develop the offer Map out the ecosystem and interactions

of your product and service

3


KEEP IN MIND

Do take advantage of the ecosystem enabled by the IoT to create interconnected services, experiences and business models.

Don’t create an “intranet of things” by designing a product and service that lives in isolation.


INSTRUCTIONS

With this exercise, you will map out your idea and define the interactions, actors, devices and value involved.

Print both the IoT Service Diagram and the IoT Service Diagram Cards. Cut out the cards. On the IoT Service Diagram sheet (or a larger sheet of paper if you need), map out your idea using the cards. Draw the flow of different types of data and value between them. Use the questions on the sheet to explore the full potential of the idea.

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EXERCISE 4

Example



EXERCISE 4

Example

This is an example of how a Service Diagram could look. We’ve imagined what the interactions and value exchanges might look like for the Nike Fuelband.

EXAMPLE


IOT SERVICE DIAGRAM

Consider: • Will the device just provide information to the user

or will it act on that information?

• What are the specific inputs/outputs of the service?(eg. sight, sounds, touch, taste, smell, temperature)

• Could the device learn through its use over time andadapt its behaviour accordingly?

• Could the service use existing devices,data streams or interfaces?


IOT SERVICE DIAGRAM CARDS


Plan for production Identify resources needed and

conduct gap analysis

4


KEEP IN MIND

Do map out all the elements you’ll need to successfully develop and deliver your IoT offer.

Don’t underestimate the complexity of bringing to life an offer that spans both the physical and digital.


INSTRUCTIONS

With this exercise, you will identify the processes and resources needed (in your company or from outside) to bring your product and service to life.

Print the IoT Canvas on a large piece of paper.

Write the offer’s value proposition to the end user in the box at the top.

Using the questions in each box as prompts, fill out the rest of the canvas with details of your product and service idea.

In the same boxes, also write down which resources, capabilities and processes you have, and which you’d need to acquire (gap analysis).

Note: this is an iterative process; move from one area to another and revisit the document over time to develop an integrated plan with as much detail as you need.

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IOT CANVAS

If you’d like to know how we can help your company to define its role and thrive in the Internet of Things, please get in touch.

Claro Partners works with global companies to help them develop their strategy within diverse market opportunities emerging from disruptive shifts in society and technology. The Internet of Things is one of these market opportunities.

Download a copy of this guide from our website: www.claropartners.com/project/internet-of-things

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