@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:  aldo@startupbootcamp.org  

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!  

01  

02  

 @ClaroPartners  #iot    

Thank you Aldo de Jong | Co-Founder aldo.dejong @claropartners.com