Bringing IoT ideas to life: start from the user ... not the API! - API days 2014 in Barcelona. Presentation by Aldo de Jong, co-founder Claro Partners and Startupbootcamp Data & IoT. The login details to the PREVIEW version of the interactive emerging business landscapes that were presented at the conference are: Personal Data Economy landscape claropartners.com > client login uname: Claro-guest-pde pword: pdepreview IoT landscape claropartners.com > client login uname: Claro-guest-iot pword: iotpreview Contact us at landscapes@claropartners.com to discuss ways to get full access.

1. @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!

2. @ClaroPartners
#iot
About Claro!

3. @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

4. @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.

5. @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

6. @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

7. @ClaroPartners
#iot
Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities

8. @ClaroPartners
#iot
Businesses are
collecting and
stockpiling personal
data, convinced that
bigger is better; this is
resulting in a
big data boom

9. @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.

10. @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

11. @ClaroPartners
#iot
We saw a new opportunity emerging…
one not built on BIG DATA,
but on personal data.

12. @ClaroPartners
#iot
We call this the Personal data economy

13. @ClaroPartners
#iot
We call this the Personal data economy
An economy that repositions the value of
personal data within the individual’s
experience

14. @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

15. @ClaroPartners
#iot
Five misconceptions about personal data

16. @ClaroPartners
#iot
MISCONCEPTION #1
Personal data is
the new oil

17. @ClaroPartners
#iot
REALITY:
My personal data is
most valuable to me!

18. @ClaroPartners
#iot
MISCONCEPTION #2
Personal data
is all about privacy

19. @ClaroPartners
#iot
REALITY:
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency

20. @ClaroPartners
#iot
MISCONCEPTION #3
The value of
personal data is
in its sale

21. @ClaroPartners
#iot
REALITY:
The personal data
economy is an
experience economy

22. @ClaroPartners
#iot
MISCONCEPTION #4
Personal data is
for data scientists

23. @ClaroPartners
#iot
REALITY:
Personal data
empowers people

24. @ClaroPartners
#iot
MISCONCEPTION #5
Personal data
is big data

25. @ClaroPartners
#iot
REALITY:
The personal data
economy is small data

26. @ClaroPartners
#iot
Data-centric
view
People-centric
view

27. @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

28. @ClaroPartners
#iot
These principles take on even more importance
in the next evolution of the Internet…
…the Internet of Things

29. @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!

30. @ClaroPartners
#iot
Social
Predictions
Identity
Access
Management
Recommendation / Discovery
Data Interfaces
Self-tracking
Crowd Data
Internet of Things
Others
Internet of ThingsInternet of Things
The
Internet
of
Things
represented
a
small,
but
growing
part
of
the
Personal
Data
Economy
business
landscape:

31. @ClaroPartners
#iot
But
it
has
exploded
into
a
landscape
of
over
100
value
proposi2ons.

32. @ClaroPartners
#iot
What are opportunities to create people-
centric offerings in the Internet of
Things?
Internet of People
and Things?

33. @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

34. @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

35. @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

36. @ClaroPartners
#iot
3.
Iden2fy
unmet
func2onal
and
emo2onal
needs
Address
a
full
range
of
human
needs

37. @ClaroPartners
#iot
3.
Iden2fy
unmet
func2onal
and
emo2onal
needs
Address
a
full
range
of
human
needs
Good
Night
Lamp
Jawbone
UP
Lockitron
Findery

38. @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
CORPS.
DEV.
Internet
of
Things

39. @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

40. @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

41. @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

42. @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

43. @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

44. @ClaroPartners
#iot
Thank you
Aldo de Jong | Co-Founder
aldo.dejong @claropartners.com