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“Smart” $h*t
and the Internet of Things
communal
Makes
decisions
Senses
Interacts
Adapts
Remembers
What makes a
thing Smart?
What makes a smart thing
successful?
Viability and sustainability
Market
Matrix
First-World Gimmick
Magic elixir/Comical factor
PLEASURE
NO NATURAL OCCURRENCE
Value proposition
- Makes you look cool and
‘techie’
- Satisfies gadget addiction
- Blackmail motivation
Customer Segments
- Excessive disposable income
- Tech’ obsessed
- Controlled by status
- Limited willpower/too lazy for
alternatives
The gimmick
business model
Revenue streams
- One-off hardware sales
- Recurring pro’ services
- Future: selling “big data”
Cost/price structure
- Hardware cost+markup (Usually
doesn’t cover SW dev’)
Accelerometer
Haptic
feedback
Bluetooth
Microcontroller
Value proposition
- “Increase energy levels”
- “Improves wellness”
- ‘Fitness Coach’
- Discreet stylish wearable,
especially for formal
workouts
Customer Segments
- White collar pseudo-fitness-fanatic
- Hypochondriac?
- Obese/Anorexic?
The ‘Smart’ belt
Value proposition
“Interact with your pets from
anywhere”
Create hours of cat videos
Customer Segments
Crazy cat ladies?
The ‘Smart’ Pet
sitter
Wi-Fi
HD Video
Audio I/O
Laser + servo
Value proposition
- Track liquid calories/diet
- ‘Goal coach’
Customer Segments
- Diabetes suffer?
- Obese/Anorexic?
The ‘Smart’ cup
LED Display
Bluetooth
Microcontroller
Liquid
Sensor
Value proposition
“Syncs with your smartphone”
Customer Segments
???
Bluetooth
Pregnancy test
Bluetooth
PH sensor-thingy?
Value proposition
Keeps your feet at a perfect
temperature
Customer Segments
Those who don’t like socks?
Heating
Element
Bluetooth
Microcontroller
Temperature
Sensor
The ‘Smart’ insole
1. A Smart “thing” is only as smart as the prescriptive value
it provides to the ecosystem it belongs
What can we conclude?
2. Data is like earth, it’s the foundation of everything, and with
energy and effort you might find gold, but most the time it’s
just dirt
3. B2C IoT gadgets miraculously work with the gimmick
model… (HOwever have a bigger sustainable strategy... OR focus on the US
market...)
Thanks!

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'Smart' junk and the Internet of Things

  • 1. “Smart” $h*t and the Internet of Things
  • 3. What makes a smart thing successful? Viability and sustainability
  • 4. Market Matrix First-World Gimmick Magic elixir/Comical factor PLEASURE NO NATURAL OCCURRENCE
  • 5. Value proposition - Makes you look cool and ‘techie’ - Satisfies gadget addiction - Blackmail motivation Customer Segments - Excessive disposable income - Tech’ obsessed - Controlled by status - Limited willpower/too lazy for alternatives The gimmick business model Revenue streams - One-off hardware sales - Recurring pro’ services - Future: selling “big data” Cost/price structure - Hardware cost+markup (Usually doesn’t cover SW dev’)
  • 6. Accelerometer Haptic feedback Bluetooth Microcontroller Value proposition - “Increase energy levels” - “Improves wellness” - ‘Fitness Coach’ - Discreet stylish wearable, especially for formal workouts Customer Segments - White collar pseudo-fitness-fanatic - Hypochondriac? - Obese/Anorexic? The ‘Smart’ belt
  • 7. Value proposition “Interact with your pets from anywhere” Create hours of cat videos Customer Segments Crazy cat ladies? The ‘Smart’ Pet sitter Wi-Fi HD Video Audio I/O Laser + servo
  • 8. Value proposition - Track liquid calories/diet - ‘Goal coach’ Customer Segments - Diabetes suffer? - Obese/Anorexic? The ‘Smart’ cup LED Display Bluetooth Microcontroller Liquid Sensor
  • 9. Value proposition “Syncs with your smartphone” Customer Segments ??? Bluetooth Pregnancy test Bluetooth PH sensor-thingy?
  • 10. Value proposition Keeps your feet at a perfect temperature Customer Segments Those who don’t like socks? Heating Element Bluetooth Microcontroller Temperature Sensor The ‘Smart’ insole
  • 11. 1. A Smart “thing” is only as smart as the prescriptive value it provides to the ecosystem it belongs What can we conclude? 2. Data is like earth, it’s the foundation of everything, and with energy and effort you might find gold, but most the time it’s just dirt 3. B2C IoT gadgets miraculously work with the gimmick model… (HOwever have a bigger sustainable strategy... OR focus on the US market...)