new outlook for the smart connected home in western europe · 2013. 11. 27. · qivicon – the...

Presented by:

Outlook for the Smart Connected

Home in Western Europe

Parks Associates Webcast

Sponsored by:

www.parksassociates.com | © Parks Associates | [email protected] | 972.490.1113 | @ParksAssociates

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Outlook for the Smart Connected Home in Western Europe

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Vassilis Seferidis

Director, European Business

Development

Samsung

3

Jean C. Kiessling

Head of Business Development,

Connected Home

Deutsche Telekom AG

Dick Seger

CEO

Securitas Direct Verisure



Agenda

• Why now?

• Panelist profile

• Adoption of smart home products and services

• U.S. experience

• Consumer perspective

• Manufacturer perspective

• Key success factors

4


Market Drivers and Barriers

Market Barriers

• Lack of Consumer Awareness

• No Concise Value Proposition

• Initial Cost of Systems

• Recurring Fees

• Interoperability

• Integration of New Products

5

Market Drivers

• Adoption of Smart Phones,

Broadband

• Major Players Entering Market

• Growing Ecosystem of Products

• Communication Standards

• Cloud Capabilities


Why Now?

6

60%

62%

64%

66%

68%

70%

72%

74%

76%

78%

80%

2009 2010 2011 2012 2013 2014 2015 2016 2017

Pe

rce

nt

of

Ho

use

ho

lds

Broadband Adoption

North America

Western Europe


Why Now?

7

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

2009 2010 2011 2012 2013 2014 2015 2016 2017

Pe

rce

nt

of

Ho

use

ho

lds

Broadband Adoption

Denmark

Switzerland

Netherlands

United Kingdom

Belgium

Norway

France

Germany

Finland

Austria


Why Now?

8

0

50

100

150

200

250

300

350

400

2010 2011 2012 2013 2014 2015 2016 2017

Smar

t P

ho

ne

Use

rs (

Mill

ion

s)

Smart Phone Users

Western Europe

North America


Connected Product Ownership

9

0%

2%

4%

6%

8%

10%

12%

14%

France (n=652, ±3.84%)

UK (n=653, ±3.84%)

Germany (n=666, ±3.80%)

Belgium (n=653, ±3.84%)

% S

pe

cify

ing

Home Control Product Ownership (Q4/12) "Q7055. Does your primary residence have a thermostat, garage door, lights, flood (humidity) detector, security

camera, or door locks that can be monitored or controlled from a computer or a smartphone?" (Among BB HHs)



Vassilis Seferidis


Development

Samsung

10

Dick Seger

CEO


Jean C. Kiessling


Connected Home

Deutsche Telekom AG



Panelist Profile

1. Should we look at the U.S. market for guidance to understand what to expect

in Europe, what steps to take?

2. Is the consumer in Europe ready to purchase new connected products and

interactive service?

3. Can manufacturers and service providers afford to take a wait-and-see

approach to connected products and the Internet of Things?

11


Presented by:

Adoption of Connected Products and Services

Panelist Perspectives

Sponsored by:


Adoption of Smart Home Products and Services

13

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2011 2012 2013 2014 2015 2016 2017

% o

f B

road

ban

d H

ou

seo

lds

Smart TV Penetration in Western Europe



Vassilis Seferidis


Development

Samsung

14

Smart TVs are now commonplace in Western

Europe. How do you expect this success will

translate into other consumer products?


More Smart Devices @ Home

15


SAMSUNG Convergence for a Smarter Life

16



17

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

Deutsche Telekom estimates that 50% of homes in

Germany will be smart by 2020. What do you

mean by smart and what is driving that estimate?

DIFFERENT INDUSTRIES ENGAGE IN SMART HOME

Energy

Security, Monitoring

Heating, Climate

Trade

Home Appliances

Photovoltaics

Telecommunication

Consumer Electronics

Awning / Sun Shading

Health, AAL

Key Drivers:

Differentiation

Customer Loyalty

Growth

Advanced Remote Maintenance

Cost Efficiency

Customer Demand

Home automation Window / Door

18 June 11, 2013



19

Dick Seger

CEO


What will make the market for interactive service

in Europe take off?

Securitas Direct Group 2013

Securitas Direct Verisure - a short introduction

1.5 million customers

Europe’s leading provider

of full-service safety and

security solutions to

homes and families

6,500 Employees and

a large partners

organisation

12 Countries of which 9

European and 3 in

Latin America

339 Portfolio EBITDA, million €

Net Sales 758 million € Full Year 2012

Owned by Bain

Capital and Hellman

& Friedman


It is a human right to

feel safe and secure

Our vision...

[Movie]


The technology is there

The infrastructure is there

The products get connected

The consumer is ready

Now it is up to us three …

What will make the market take off?


Presented by:

Relevance of the North American Experience


Sponsored by:

www.parksassociates.com | © Parks Associates | [email protected] | 972.490.1113 | @ParksAssociates 24

U.S. Market for Home Controls

Security

Professional

Monitoring

Fee Based

Self Monitoring

Self

Monitoring



25

Dick Seger

CEO


Should we look at the U.S. market for guidance to

understand what to expect in Europe, what steps

to take?


connectbild

The offer

The sales pitch

The go-to-market model

Customer delight

Europe vs. USA



27

Qivicon has taken a different approach than any of

the U.S. telecoms. Please describe your approach

to the market and why it is different than your U.S.

counterparts?

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

OUR APPROACH

Single offerings Product offerings based on the QIVICON platform

Home Appliances

Mood Management

Shadowing Systems

Heating control

http://www.warema.com/

BUSINESS MODEL

QIVICON – the platform for the Smart Home

Partner-Ecosystem Status: >20 Services / HW Partners & > 10 Development Partners

b2c

Relationship

Home Base

•SDK/ •Portal incl. Shop

•Installation Assistant •Backend

End-Customer

Platform

Partner Solution (HW / SW)

Platform

Usage

b2b

Relationship

•Basic Control

29 June 11, 2013



Vassilis Seferidis


Development

Samsung

30

Are there significant differences in the North

American market and the Western European

market?


European & Global Coordination in Key Areas

31

...

Home Network

Current technologies

do not meet all

market requirements

Smart Devices

Common framework

for device abstraction

Data Exchange

Within the home and

with the outside world

Innovation

Enable differentiated

products

Ecosystem

Allow development of

products ecosystems

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=v5VKkbi9m3XXzM&tbnid=QhNewXU8u6rTRM:&ved=0CAUQjRw&url=http://tr069.wordpress.com/2012/11/09/tr-069-certification-by-bbf/&ei=OPO0UduoNeiPiAe90IGgDQ&bvm=bv.47534661,d.aGc&psig=AFQjCNGYo09NyrX3QR-DDOaFxBs-4Rwa1Q&ust=1370899632184287http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cSUSqLQu9AoiqM&tbnid=mniAxnc0ZcQJTM:&ved=0CAUQjRw&url=http://www.realwire.com/releases/HGI-Announces-NTT-as-a-key-auditor-for-its-Largest-Ever-Test-Event&ei=nPO0UYWnBcLPiAeI7oG4DA&bvm=bv.47534661,d.aGc&psig=AFQjCNGdG1lxWbONHObuCXbaJ_Re-M4drg&ust=1370899715361602http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ix-7z-_1SByWOM&tbnid=Hlkdr62LOfeWiM:&ved=0CAUQjRw&url=http://www.osgi.org/Main/LogoPolicy&ei=3fO0UayJOaXliAeBvYHIDQ&bvm=bv.47534661,d.aGc&psig=AFQjCNH6bYuAGdtz-JBvC2_pkr5SV-X5xQ&ust=1370899777430173https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0MheT0NkbmiiiM&tbnid=2VYjKQ4fg6d2xM:&ved=0CAUQjRw&url=https://www.novainfosec.com/2013/01/30/upnp-services-for-one-and-all-as-it-turns-out/&ei=B_S0UeihNYPwiQe_74DYDA&bvm=bv.47534661,d.aGc&psig=AFQjCNEIARdh5aZvzaKjjLFuuxiDk5amzQ&ust=1370899841207600


Presented by:

Consumer Research

Sponsored by:


Consumer Perspective

33

0%

10%

20%

30%

40%

50%

Receive smoke / fire alerts

Receive carbon monoxide / gas leak

alerts

Receive water leak alerts

Receive alerts when doors or windows in

your home are opened

Monitor your home's electricity usage

Have appliances automatically adjust

their settings to minimize electricity

usage

% R

anke

d A

s Top

3 F

eatu

res

UK (n=653, ±3.83%)

France (n=652, ±3.84%)

Germany (n=666, ±3.8%)

Belgium (n=653, ±3.83%)

Top Ranked Connected Home Features (Q4/12)"Q7070. Please rank the three capabilities that you find important to you.

The ability to use a computer, mobile phone, or tablet to..."(Among BB HHs Surveyed in Specified Country)



34

0%

5%

10%

15%

20%

25%

30%

Smoke & Fire

Detector €29.99

Carbon

Monoxide & Gas Leak

Detector €29.99

Emergency

Call-button €19.99

Flood & Water

Leak Detector €39.99

Motion Sensor

€29.99

Door/Window

Sensor €39.99

Appliance

Switch €39.99

Lighting

Control Module €39.99

% R

anke

d A

s To

p 3

Feat

ures

UK (n=653, ±3.83%)

France (n=652, ±3.84%)

Germany (n=666, ±3.8%)

Belgium (n=653, ±3.83%)

Intend to Purchase Home Control Devices (Q4/12)"Q7081. How likely are you to purchase any the following if the product can be monitored and managed from inside

your home or while you were away from home using a computer, mobile phone, or tablet?(Among BB HHs Surveyed in Specified Country)



35

0%

5%

10%

15%

20%

25%

30%

35%

A home security system company

An electric utility company

An independent technical support

company

A broadband service provider

An electronics retailer

A cable/satellite TV company

A mobile phone service provider

% S

peci

fyin

g "I

nter

est"

(i.e

., Ra

ting

6/7

)

UK (n=653, ±3.83%)

France (n=652, ±3.84%)

Germany (n=666, ±3.8%)

Belgium (n=653, ±3.83%)

Preferred Type of Home Monitoring Service Providers (Q4/12)"Q7090. Would you trust the following companies to offer the home monitoring equipment

and services described earlier?"(Among All BB HHs Surveyed in Specified Country)



Vassilis Seferidis


Development

Samsung

36

What categories of connected products are taking

off in Western Europe?


Smart Home Services & Products

37

INTERNET

GATEWAY



38

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

How does connectivity change the consumer

experience?

THE BENEFITS FOR THE END CUSTOMER

Great choice of attractive and innovative solutions

Strong brands

Sensors & actors: everything compatible

Excellent price/performance ratio

Future proof and sustainable

Security - encryption of personal data and storage on servers in Germany

39 June 11, 2013



41

Dick Seger

CEO


How are connected security products being

received in the market?


Consumer perspective so far…


Presented by:

Manufacturer Perspective

Sponsored by:



Individual Products Adding Connectivity

44

Differentiation

• Expand functionality

• Enhance user experience

Operational Efficiency

• Automate warranty administration

• Identify field issues

• Minimize service costs

• Develop consumer insights

Expand Relationship with Consumer

• Meet growing consumer expectations

• Manage touch points

• Create loyalty programs

• Impact sales channels

New Revenue

• New applications

• Sale of consumables, accessories

• Delivery of targeted promotions

• Providing advice, recommendations

Service Fees for Connectivity

• Remote monitoring

• Advanced analytics

• Equipment performance monitoring

• Remote diagnostics

Service Fees for Energy Management

• Advanced control features to limit demand

• Optimize in dynamic pricing environments

• Critical peak programs



Vassilis Seferidis


Development

Samsung

45

What investments is Samsung making in connected

products?


Samsung’s Convergence Offering

46



47

The Qivicon platform has a growing list of OEM

partners. Why are manufacturers using the

Qivicon platform?

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

THE BENEFITS FOR THE PLATFORM PARTNERS

Possibility to differentiate through own products, pricing, communication, sales- and

installation channels

Open, standardized and flexible technical solution

Not limited to Deutsche Telekom or its customers

Lower costs due to economies of scale

Opportunity to shape the market together with other strong partners

Deutsche Telekom as a

competent and reliable partner

driver for international standards

stands for security and privacy

48 June 11, 2013



49

Dick Seger

CEO


How will connectivity impact products and services

in the security industry?


Having lunch or …

being somebody else’s lunch

Manufacturer’s perspective


Presented by:

Key Success Factors

Sponsored by:



Key Success Factors

52

Dick Seger

CEO


What are the key success factors for any player in

this emerging market?


Key success

factors

True benefits

Connected products

Multi service vendor

platform

Quality, data-

integrity and

security

Partner-ships =

foundation smart home


Key Success Factors

54

How will retailers benefit from this shift to

connected products and services?

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

THE BENEFITS FOR RETAIL PARTNERS

First mover in growing market “Connected home”

Additional revenue opportunities to existing business

Collaborate with new partners

Sell multiple consumer propositions of different brands and price ranges based on one platform/technology

Opportunity for retail to extend value chain: e.g. installation @home

Additional opportunity for Retail Partner to sell retail partner branded products (and increase customer retention)

Deutsche Telekom as a reliable partner

55 June 11, 2013


Key Success Factors

57

Dick Seger

CEO


How are you positioning your company in the

connected home market?


People who are crazy

enough to think they can

change the world,

are the ones who do


Presented by:

Questions?

Sponsored by:


Purpose

Strategies for the European Connected Home is a

consumer research study that surveys consumers

throughout Europe on three key connected-home topics:

home controls, tech support, and TV/video services.

Topics

60

KEY BENEFITS

• Profiles of current consumers and future buyers

• Current CE landscape in the home

• Country-to-country comparisons in adoption, attitudes, and preferences

• Key price points and most attractive features for connected home solutions

TV/Video Services

• Key features of multiscreen and

advanced TV services

• Content discovery habit and

monetization strategies

• Segmentation of premium service

subscribers

• Analysis of cord cutters, cord

shavers, and cord “nevers”

• Effective tactics to attract and retain

subscribers for premium video

services

• Adoption and usage of TV

Everywhere and multiscreen services

• Current CE adoption in the home

Consumer Tech Support Services

• Segmentation of likely buyers/subscribers

of premium tech support services

• Top features and preferred sources of

premium tech support services and

warranty services

• Home network: desired applications and

common problems

• Adoption of emerging devices and interest

in tech support for emerging devices

• Current lifecycle of products and

opportunities for tech support

• Consumer process of evaluating a service

offering

• Role of cloud services in application

support and backup services

Home Controls

• Segmentation indentifying home controls

enthusiasts and future buyers/subscribers

• Attitudes and adoption: controls, security,

home management, and connected

appliances

• Impact of connected products on the home

management market

• The most important functionality in a home

controls platform

• Association of connected home services

with specific service providers

• Key price points most attractive to

consumers

• Cultural differences in value propositions

from country to country

© P

AR

KS

AS

SO

CIA

TE

S

HOSTED BY

Advisory Sponsors

Break Sponsors

CONNECTIONS™ Europe offers high-level analysis and consumer research, networking

opportunities, and information on emerging connected home services and technologies.

Submit to Speak at www.CONNECTIONSEurope.com

Conference Topics

1

ACCESS AND ENTERTAINMENT

THE FUTURE for the Set-top Box

TOMORROW’S Challenges in Content

Costs and Licensing

DISCOVERY and Personalization for TV

Services

COMPETING for the OTT Consumer

TV APPS and the New Customer

Experience

MULTISCREEN Services & TV Anywhere

CONSUMER Tech Support in a Multiscreen

Home

HOME CONTROLS AND

MANAGEMENT

EVOLUTION of Connected Appliances

INTEROPERABILITY in the Home

Controls Market

INTEGRATION of Security and Energy into

Service Provider Offerings

ENGAGING Consumers: Connected Home

Business Models

THE ROLE of Cloud-Based Services and Big

Data in Home Management

DEADLINE July 15

Contact us today! 972.490.1113 | [email protected]

http://www.parksassociates.com/events/connections-europe/sponsor-descriptionshttp://www.connectionseurope.com/http://www.connectionseurope.com/http://www.connectionseurope.com/



Vassilis Seferidis


Development

Samsung

62

Jean C. Kiessling


Connected Home

Deutsche Telekom AG

Dick Seger

CEO


© P

AR

KS

AS

SO

CIA

TE

S

Tom Kerber Director of Home Systems and Energy

Parks Associates

15950 N. Dallas Parkway, Suite 575

Dallas, Texas 75248

Office: 972.490.1113

Fax: 972.490.1133

[email protected]

Thank You.

new outlook for the smart connected home in western europe · 2013. 11. 27. · qivicon – the...

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