IoT Breakfast Briefing

Internet of things breakfast briefing
24th November 2016

Somo accelerates mobile transformation
through rapid innovation to create
products and experiences your
customers and employees will love.

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Content

Our IoT experience
Partners:Clients:

What we’re covering today
1. Introduction to smart devices
2. The IoT landscape
3. The impact of the IoT – 5 key themes
COFFEE BREAK
4. IoT factors for implementation success

Introduction to smart devices
Confidential and copyright of Somo Global Ltd. November 16 6

Amazon Alexa
The ecommerce giant is using the Echo
speaker and the personal assistant Alexa to
push the Prime service into all homes and
create a bridge online-offline
-  Order an Uber
-  Get a take away from JustEat
-  Turn off your lights
Google Assistant
Google Assistant is now available on
Google Home and on Pixel phones.
Google was the last to launch its personal
assistant but has significantly more data
about consumer behaviours compared to
its rivals
-  Control your home
-  Backed up by Google Data
-  Rumours of Chromecast connection
Apple and Siri
Apple was the first to launch its voice
assistant Siri integrated in iOS to provide
faster access to apps and features. In 2016
Siri has been extended to Car and TV OS
and has been opened to third party apps
-  Control connected devices directly
through your phone, all in one place,
the ‘Home’ app
The Controllers

Hive
Connected thermostat,
controlled by your
mobile phone or the
Amazon Echo
Nest
Smart security camera,
connected to the
internet, tracks and logs
movements
Philips Hue
Smart lighting,
connected with Siri and
Amazon Echo, control
your lights or set a mood
Amazon Dash
In the last two months,
says Amazon, Dash
button orders have
increased threefold,
and orders are placed
at a rate of more than
two a minute
Nespresso
Connected coffee,
works with the
Nespresso app to make
your coffee when you
want it
The Devices
“A world where everyday objects have network connectivity”

Audi of America
MLS Player Index
Objective
A marketing showcase of the new Audi Player
Index for the MLS.
Solution
Somo built 60 custom 16x16 pixel full colour LED
panels that were robust enough to absorb impact
but flexible enough to be comfortable when
inserted into custom-built, branded soccer jerseys
and sports pinnies. Player information from Opta’s
APIs were delivered real time to players’ jerseys.
Results
The overall effect was instantaneous updates of
content displayed across 2 full teams and a fast,
robust onsite management experience. This is a
great example of Somo reducing the risk of
innovation through experience gained via
experimentation
November 16 9Confidential and copyright of Somo Custom Ltd.

Connected Clothing
Audi MLS Player Index Connected Shirt

"The global industrial sector is undergoing a
fundamental structural change akin to the
industrial revolution.”
Goldman Sachs – The internet of things: The next
mega trend
November 16 12Confidential and copyright of Somo Global Ltd.

At its heart, the IoT is about connecting objects (smart products and devices) to each other over the internet,
allowing for an exchange of data between products, devices and people.
What exactly is the Internet of Things (IoT)?
Internet
Tagged (‘Dumb’) products
Connected (‘Smart’) devices
Consumer applications Business applications

Source: Gartner, July 2016
The journey is just beginning

PCs
Smartphones
Tablets
Internet Of Things
Connected TVs
Wearables
Connected Cars
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014E 2015E 2016E 2017E 2018E
NumberOfDevicesInUseGlobally(In
Thousands)
Source: BI Intelligence Estimates, February 2014
IoT is set to dominate the future digital landscape

US leads the way in all sectors with the exception of Smart Cities where Europe leads
22%
20%
13%
13%
6%
5%
5%
4%
4%
8%
0% 5% 10% 15% 20% 25%
Connected Industry
Smart City
Smart energy / home
Connected car
Smart Agriculture
Connected buildings
Connected health
Smart retail
Smart supply chain
Other
Global share of IoT projects
Growth and investment is coming from multiple sectors

Global installed IoT
devices currently
connected to the
internet in 2016
Global installed IoT
devices predicted to
be connected by 2025
Growth in connected
devices between 2016
and 2025
17.7bn 75.4bn 426%
Source: HIS Technology April 2016 Source: HIS Technology April 2016 Source: HIS Technology April 2016
The number of internet connected devices is growing
exponentially

More devices means exponentially more data
Cats no longer the most important thing on the internet
Cat photos,
selfies, emails
Machine
generated data

The maximum
potential economic
impact per year of the
IoT by 2025
Potential annual
economic impact
directly created in the
home from the IoT
The potential value
driven by the IoT in
home safety and
security per year by
2025
$11T $350bn $20bn
Source: MckInsey, “The Internet of things: Mapping the value
beyond the hype”, June 2015
The rewards for entry are potentially enormous
By 2025, the IoT could drive 11% of the global economy

3%
7%
8%
20%
23%
5%
11%
17%
25%
16%
9%
16%
22%
20%
7%
0%
5%
10%
15%
20%
25%
30%
Already invested to get
network ready
Currently
implementing / piloting
Will begin investment in
next year
Currently assessing costs
and benefits
Haven't considered or
assessed yet
2014
2015
2016 E
November 16 20Copyright and confidential
Investment in IoT is no longer optional
High growth in involvement in IoT technology means businesses must act now to keep up
Source: Forrester Research, “Forrester Business Technographics” July 2015

Data collection, diagnostics and customer-facing applications are getting most attention
47% 45%
26% 25%
14%
10%
0%
10%
20%
30%
40%
50%
Customer
facing mobile
apps
Production and
distribution ops
to track product
flow
Digital sensors in
products that
send diagnostic
data
Digital sensors
placed in
business
locations (shops,
offices)
Wearable tech
that monitors
behaviours
No current use
but plan to by
2020
Ways in which companies are using IoT
How are businesses getting involved?

Lack of consumer
insight creating less
effective marketing
and service offerings
and increasing attrition
Higher production,
logistic and
productivity costs
aligned with lower
levels of efficiency
Disruption and
disintermediation from
new players and other
sectors
The threat of being caught behind
Lack of involvement in the IoT will see businesses losing competitive advantage
Longer and less
informed product
cycles that fail to meet
evolving customer
needs

Customer attitudes and behaviours towards the
internet of things

The average number
of connected devices
owned by UK
households, to rise to
500 by 2022 (Gartner)
UK households that
have a connected
utility meter installed –
leading the US, Japan
and Germany
Of UK internet users
currently use mobile
apps to control
connected devices in
their homes
Don’t really know what
smart tech or the
internet of things is
7 37% 53% 52%
Source: GSMA: The Impact of the Internet of Things,
March 2015
Source: GSMA: The Impact of the Internet of Things,
March 2015
Source: Norton by Symantec, “Mobile armour and the
internet of things”, March 2016
Source: UK internet users, Future, Techmonitor: Are we
thriving or just surviving in a connected world? May,
2015
UK adoption of the IoT is gaining momentum
But awareness remains low among some customers

53.2
49.8
29.3
44.1
35.7 33.3
24.5
31.2
Gen Y Gen X Baby Boomers Average
Customer likelihood of adopting Smart home ecosystems
Affluent Non-Affluent
Source: Capgemini and Efma, “2016 World Insurance Report”, March 2016
Early adopters
Affluence and age to determine early adoption of IoT

Motivations include: energy, cost-saving,
protection and convenience
Barriers include: cost of set up, difficulty of
maintenance and security and privacy concerns
Motivations and barriers
Source: Deloitte Switch on to the connected home, Jul y 2016
Source: Ponemon institute, Privacy and security of connected life, March 2015
Source: Guardian, “Data could be the real draw of the internet of things – but for whom?”, Sept 2015
48% agree
that
connected
products are
too
expensive
42% say the
benefits of
IoT do not
outweigh
their privacy
concerns
82% say that
providers
gave no info
as to how
their data is
handled
20% felt it
would be
too much
effort to
manage
58
47
44
43
42
34
32
31
20
Help me reduce energy bills
Help me perform daily tasks
It would save me time
Home security peace of mind
I like experimenting with tech
Learn about device usage
Help me be more eco friendly
More compatible devices
Learn about personal habits

Customer willingness to share information
from devices with insurers
UK home insurance owners who would share
information for a more accurate premium
0%
20%
40%
60%
80%
UK US India Mexico
Home sensors Wearable technology
Connected cars
Sharing data
Source: Capgemini and Efma, “2016 World Insurance Report”, March 2016 Source: Deloitte, “Insurance distupted – General insurance in a connected world”, July 2015
38%
45%
17%
Yes No Don't know
UK customers are less willing to share data...Unless there’s something in it for them

Key customer purchase considerations of IoT
Service / Convenience
“Is it easy to install and maintain?”
Price
“Will it cost a lot to invest in the IoT?
Will it save me money?”
Value / Utility
“Will it enhance my life? Will it make it easier
to get things done?”
Rational
Rational / Emotional
Emotional
Trust / Privacy
“What is going to happen to my data?
Will I be hacked?”
Customer
purchase
drivers

The impact of the IoT – 5 key themes

What happens next?
6. Velocity of new innovation1. Data is King

Product performance and
efficiency:
Understanding how
products are performing
allows businesses to
behave proactively in
performing diagnostics
and ensuring products
are maintained and
performing optimally
Customer behaviour
insight:
Data around customer
behaviour through their
usage provides
businesses with the
insight required to assist
and improve individual
customer experience
Future product / service
development insight:
Data can be used to
inform future product
development through
an understanding of
both performance and
usage, or, in the case of
finance and insurance,
behavioural insights
Maintain Assist Develop
The IoT will create an explosion of real-time data
Understanding how to leverage it will determine the success of business

Actionable
insights and new
value creation
Insights
Usability
Gap
What does it mean to be a data led company and creating added value, services and personalization?
The data value chain
Advanced
analytics and data
visualisation
Exponential
growth of data
60%
Of marketing professionals in large
companies in UK say large amounts
of data is the key challenge of their
current Big Data solution
Source: eMarketer May 2015
56%
Only 56% of large
companies in UK
have adopted a Big
Data solution
600
trillion
gigabytes
Data generated by
IoT will reach 600 ZB
per year by 2020
Source: eMarketer May 2015Source: Fortune, 2016
1%
Of data taken from
connected devices
is currently being
used for beneficial
purposes
Source: McKinsey, 2015

Actionable
insights and new
value creation
Insights
Usability
Gap
Deep
learning!
What does it mean to be a data led company and creating added value, services and personalization?
AI presents an answer to the challenge of Big Data
Advanced
analytics and data
visualisation
Exponential
growth of data
600
trillion
gigabytes
Data generated by
IoT will reach 600 ZB
per year by 2020
40%
Of companies surveyed are
already using machine learning
to improve sales and marketing
performance
85%
By 2020, 85% of customer
interactions will be
managed without a
human
Source: Gartner 2015Source: MIT Management Review
2016
Source: Fortune, 2016
1%
Of data taken from
connected devices
is currently being
used for beneficial
purposes
Source: McKinsey, 2015

Change creates opportunities for agile disrupters
Ill-preparedness for mobile and big data is bad today, worse tomorrow
Traditional PlayersTech and Mobile Players
Differentiators
• New business models
(subscriptions)
• Mobile user experience
• Customer data to create
better products and new
services and personalised
service
• No legacy tech stack, agility
and mobile-first platforms
Disruption!
Data
Analytics
Firms Global
Tech
Firms
Integrators
Product
Manuf.
Insurance
Telco
Utility
Consumer
Electronics
Retail
Automotive

Consumers are connected everywhere
IoT disintegrates the barriers between domains joining up previously disconnected experiences
Home Commute Commute HomeWorkUser Journey
Smart Home
Connected Car
Smart City
Connected
Workplace
Diagnostics and
maintenance
Automated heating
settings Appliances
Infotainment
Traffic management
Lights
automation
Smart lock
Sleep
monitoring
Video security
Location based
activation
Heat & humidity
control
Value Creation Integration Automation Personalization Control Efficiency
Performance
Monitoring
Connected retailDemand responsive
transport

•  Map the changing customer journey
•  Focus on customer needs and motivations to
unearth usage behaviours
•  Understand how products and services daisy-
chain to create a larger user journey
•  Identify which pain points you can solve in the
spaces you own and the ones you connect to
Products are part of an integrated customer experience
Devices are used in train not independently so products should be developed with customer behaviours
and journeys in mind, not product specifications

3. Your new customer is a fridge

Personal assistants Smart appliances Sensor enabled tools
Smart devices change the point of purchase
$2bn+ in
online
shopping will
be performed
by digital
assistants in
2016
- Voice
prompted
- Automated
reordering
- Measured &
measurable
Machine to machine purchase will soon overtake human action

Remote servicing and upgrade change a company’s relationship with its products and customers
All products continuously improved
The traditional product lifecycle is extended
Traditional
Product
Lifecycle
Diagnostic &
usage data
insight
Remote
product and
service
enhancement
IoT
nurture
loop

Under Armour uses
wearable data to
provide fitness plans
for users, tracking their
progress
Opower recommends
energy improvements
by monitoring your
connected devices
Tesla Easter Egg
upgrades create
surprise and delight
Products are relationship platforms
Data provides insight, insight can help businesses add value to its customers

IoT creates opportunity for businesses to market direct to customers
Products are your new
marketing channel
•  Absolut Vodka, has created a connected
bottle using NFC in the cap
•  It can communicate with third-party apps to
dim the lights or play music from curated
playlists
•  Belief that the product is able to help Absolut
with marketing comms to customers going
forward

5. Every area of your business is affected

Of retailers already
uses the IoT to monitor
their supply chains and
product flow
Increase in
productivity gained on
average by
employees who are
armed with wearable
devices
Of retailers worldwide
believe that IoT will
generate closer
engagement with
customers via their
connected devices
56% 9% 43%
Source: Frost & Sullivan “The Global Future of
Work—The Future of Workplace Technology ”
Source: Tata consultancy Services “Internet of
things 2015”
Source: RSR research “Internet of things in
Retail”
November 16 45
IoT is impacting businesses end to end
From back end services to workplace productivity and customer engagement, IoT can boost efficiency

Opportunities exist in both inward-facing and outward, customer facing areas of business
IoT can improve and optimise all aspects of business
Supply Chain
- Greater visibility around logistics from
factory door to customers’ hands
- Enhanced automation in product
development
Workplace
- Enhanced productivity through the
use of VR / AR and other wearables
- Better performance monitoring and
understanding or environmental
factors
Product / Service design and
development
- Improved collaboration
- Data fuelled product development
cycles – shorter and more targeted
Customer insight
- Insight around customer behaviours and
usage to improve targeted contextual
and relevant marketing and product /
service needs
New revenue streams
- New opportunities to monetise services
- Utilising behaviour data to create
differentiated offerings
Service and maintenance
- Automated prognostics and diagnostic
insight
- More informed customer service and help
functions

8 IoT factors for implementation success

“Connected products won't just be aimed at home life.
They'll also have a major impact on business. And just
like any company that blissfully ignored the Internet at the
turn of the century, the ones that dismiss the Internet of
Things risk getting left behind." — Jared Newman,
writing in Fast Company

Who was there?
Thing makers
-  Device makers
-  Sensor
manufacturers
-  Beacon providers
Consultancies
Analytics/Action Infrastructure
Thing makers
-  Device makers
-  Sensor
manufacturers
-  Beacon
providers
Consultancies
Analytics/Action Infrastructure

1. Educating internal staff
52

Identify
KPIs
Understand
the user
environment
Bring it all
together /
develop
Identify the
available
information
Steps to creating a connected employee
Whether that’s a connected worker or a retail salesperson…
Deploy to
workforce

Improve sales
Improve efficiency
Enhance staff training
Provide more pertinent
customer information
Reduce duplication/rework
Reduce time to decision
Reduce mechanical failures
Increase safety
Providing a value proposition
Helping to ensure that employees are bought into your vision…

Review of the
organisation’s
structure
Create a culture
shift within the
business
Educate staff in
new technologies
Conduct a review
of the skills gap
The IoT demands organisational change

2. Implementing IoT platforms
56

Think IoT will
be disruptive
to industry
72%
Believe it will
be within 5
years
78%
Think their
company is
not ready
88%
Of 700 CEO’s/CSO’s surveyed by the World Economic Forum…
72%
88%
72%
78%
88%

How to approach the IoT
IT
Sales/
Marketing
Operations
IOT

Things
What are the
characteristics of this
machine/person/
space/process?
Insights
Based on our desired
outcome (sales,
maintenance, etc),
what can we do with
that information?
Actions
Feedback to the
Thing, or pass
information on.
A simple view of an IoT solution

The IoT business cycle
Connect
&
Monitor
Analyse
&
Improve
Transfor-
mation
Know…
•  If your assets are operational
•  If your assets are healthy
•  If your assets have been stolen
•  Where your assets are
•  What tools, parts, expertise are
required to resolve an issue
Ability to…
•  Introduce new business
models:
•  Uptime guarantees
•  Device as a service
•  Introduce new product lines
•  Partner with other
companies on insights about
your assets
Know…
•  If your assets are in an optimal
state
•  Exactly when to service your
assets based on their unique
needs

Complexity Legacy
systems
Industry
standards
Scalability
Challenges
Implementing the IoT does not come without its challenges…

3. From product release to product
iteration: the endless product
62

Our product philosophy
Brilliant Basics
Optimize for device
Optimized user journey
Performance driven
Wow Moments Flexible Technology
Flexible methodology
Rapid deployment
Scalable technology
New customer engagement
Innovation
Creative use of technology
November 16Confidential and copyright of Somo Custom Ltd.

INVESTIGATE
INNOVATE
INTEGRATE
ITERATE
End UserBusiness
Mobile
Transformation
Engine
Business
insight
Customer
insight
Market
insight
Ecosystem
insight
Current and future state:
Financials / Product
marketing / Customer
journeys
Internal analytics
External insight
Competitors
Products /
Marketing / CRM
Ecosystem insight
Innovation insight
Potential partners
Strategic Vision
Customer Journey
Product Roadmap
Marketing Roadmap
Quick Wins (<1Month)
Brilliant Basics (1-3Month)
Wow Moments (3+Month)
QW / BB / (WM)
QW /
BB
WM

Our approach to user-centred design
November 16Confidential and copyright of Somo Custom Ltd.

Case study:
Tesla firmware updates
•  Tesla’s high-end Model S will soon be able to
go 0-60 mph in just 2.4 sec, following a
software
enhancement next month
•  The Model S is built on a platform that makes it
ready for full autonomy once capability is
achieved
•  Furthermore, new services such as voice
commands and suspension adjustment are
regularly provided through over-the-air
software upgrades

4. Effective and actionable data
management
67

Useful
Define what data
should be collected
and for what specific
purposes.
Accurate
Data collection needs
to be accurate and
measure the right
things. Bad data leads
to bad decisions.
Actionable
Turning data into
actionable insight is
key. Businesses need
to ensure the key skills
to interpret and react
to insight are in place.
Automated
Establish how much
data interpretation
can be automated.
Investigate whether AI
can help manage
large data sets
automatically.
Key considerations when collecting data
Garbage in = Garbage out

•  IoT platforms collect and store data at
multiple points creating multiple points of
access
•  Devices and platforms are both exposed
•  Security strategies should play a central role
in all stages of IoT strategy development
•  Follow security best practices e.g. unique
identity keys and secure boot process
•  Consider other security testing techniques
such as Ethical Hackers.
Security implications
Data privacy and device protection are very real concerns

Partnerships are the key to IoT success.
Don’t be scared to partner – GE partners
with 260+ companies.

Building a partnership strategy
Added Value
Supplementary
Areas
Overall Platform
Core Areas
•  Integrate with
their platforms
•  Exchange data
•  Growth and visibility
•  Customer
understanding
•  Integration with
grocery and
homewares
•  Increase reach and
distribution
•  Bundle your
offering with
their service
subscriptions
•  Increase reach and
distribution
•  Tap into their existing
customer base
already on
subscription
•  Add services to your
offer
•  Include
complementar
y products in
your bundle
•  Complete product
offering
BenefitsOpportunity

American Family Insurance > home security
•  AmFam partnered with Ring – manufacturer of
Ring Video Doorbell security device – for special
discounts, and also offers a general policy
discount for all customers with home security
devices.
•  Offer includes multiple perks:
•  Ring will reimburse American Family customer
deductibles if their Ring-equipped home is
burglarized
•  AmFam customers will receive a $30 discount off
the $199 Ring Video Doorbell.
•  American Family customers who use smart
home devices may also be eligible for the
company’s Proactive Home Protection discount
(up to five percent) on their homeowners,
renters or condo policies.
•  American Family also subsidizes the cost of a Nest
Protect smoke alarm.
Cross-industry partnerships provide access to
valuable data

As ecosystems develop they will start to overlap, providing new partnership avenues
Cross-domain partnerships present new opportunities

6. Evolving commercial models
75

Added-value
services:
- Installation
- Maintenance
- Product optimisation
Subscription
models:
- Hire purchase
-Bundled goods and
services
Bolt-ons:
- Product upgrades
- Time-limited
unlockable
enhancements
Usage based:
- Tiered pricing
- Customised usage
price plans
From ownership to services and relationships
Connectivity, upgradeability and longevity of smart devices implies consideration of new commercial models
New revenue opportunities Utilising ongoing connectivity

Case study: Tesla in-car purchases
•  Tesla software-locks extra features
through in-car purchases
•  Owners are able to trial some features
for a month and option to purchase
the feature in-car after trial period ends
•  E.g. Model S owners can pay to
upgrade to the full potential of their 75
kWh battery pack

7. Managing channels for good customer
experience
78

A clear web, app and device strategy is required for
successful implementation
Control and
connect
- Remote functionality
- Notifications and alerts
- Summary information
Monitor and
measure
-Data capture and
store
-Trigger alerts /
Actions
Review and
analyse
-Dashboard data visualisation
-Detailed but user friendly
insight
- Clear and actionable

Of consumers don’t really
know what smart tech or
the internet of things is
Said they need to see real
value to spend money on a
smart product, not just
loyalty
Will be lost by UK
consumers due to a lack of
understanding of how
smart tech can save them
money
52% 59% £3.6bn
Source: UK internet users, Future, Techmonitor:
Are we thriving or just surviving in a
connected world? May, 2015
Source: US internet users, Warranty Week Source: Samsung, 2014
Customers won’t invest if they don’t understand the value
Smart devices are still not clearly understood by customers which presents a problem as they are experience driven products

Samsung’s focus on customer stories presents the consumer with clear user benefits
Sell the experience not the product

Education shouldn’t end at the point of purchase
Customer
ownership
Usage
“What benefits do I gain out of using
this connected device day-to-day?”
On-boarding
“How do I install, set up and work
this connected device?”
Ongoing
Relationships
“How do I benefit from my relationship with the
brand?”

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