1. Strategy%challenge:%
What%role%to%play%in%the%emerging%Internet%of%Things?!
!
Aldo de Jong | Co-Founder Claro Partners & Data+IoT Accelerator!
ESADE Innovation Forum • Barcelona • November, 2013!
#iot%@claropartners%

2. Share%your%thoughts?%
@claropartners%
#iot%@esade%
#iot%@claropartners%

3. Claro%helps%corpora6ons%
and%startups%to%navigate%
disrup8ve%shi:s%in%
society%and%business,%
delivering%service%design%
and%business%innova8on%
Elisabeth%
Netherlands%
Michael%
USA%
Aldo%
Netherlands%
Rich%
USA%
Megan%
UK%
Mandy%
Lebanon%
Abby%
USA%
Jiri%
Belgium%
Gunes%
Turkey%
#iot%@claropartners%

4. What%is%business%innova6on?%
Understandin
FRAME%THE%
g%user%
Frame%the%situa8on%
PROBLEM%
challenges%
EXPLORE%
EXPLORE%
Understand%user%and%business%needs%
MARKET%
CUSTOMER%
New%offers%
Define%the%value%proposi8on%
and%
CREATE%
experiences%
Create%the%userHcentred%business%model%
VALIDATE%
PROTOTYPE%
Value%
Deliver%the%customer%experience%
IMPLEMENT% crea6on%for%
users%
#iot%@claropartners%

5. MBAs,%clients%and%tradi6onal%consultants,%are%dominated%by%business%thinking%
BUSINESS%THINKING%
!
!
!
!
!
!
!
Breaks%things%down%
Exhaus6ve%analysis%and%priori6es%
Customer%validated%
Linear,%defined%approach%
Priori6ses%to%close%
Circumvents%constraints%
Minimises%risks%through%thorough%
analysis%
MANAGEMENT'CONSULTANCIES'
Poten8al%clashes:%
Not%userWcentered,%revenue%focused%
No%real%new,%relevant%ideas%
Only%works%for%tech%push%
Generates%copy%cats,%incremental%
innova6on%
#iot%@claropartners%

6. Design%agencies%offer%a%different%approach%%
DESIGN%THINKING%
!
!
!
!
!
!
!
Poten8al%clashes:%
%Rejec6ng%quan6ta6ve%approaches%
%%Too%crea6ve,%not%concrete,%%
No%realis6c%business%model%
Doesn’t%consider%ecoWsystem%issues%%
Builds%things%up%
Lateral%associa6ons,%intui6on,%stories%
User%inspired%
Itera6ve,%frequent%adapta6ons%
Keeps%op6ons%“alive”%
Integrates%constraints%
Embraces%risks%and%fails%early%through%
prototypes/tests%
DESIGN'AGENCIES'
#iot%@claropartners%

7. Claro%combines%two%tradi6onally%opposed%schools%of%thought%
BUSINESS%THINKING%
!
!
!
!
!
!
!
Breaks%things%down%
Exhaus6ve%analysis%and%priori6es%
Customer%validated%
Linear,%defined%approach%
Priori6ses%to%close%
Circumvents%constraints%
Minimises%risks%through%thorough%
analysis%
DESIGN%THINKING%
!
!
!
!
!
!
!
Builds%things%up%
Lateral%associa6ons,%intui6on,%stories%
User%inspired%
Itera6ve,%frequent%adapta6ons%
Keeps%op6ons%“alive”%
Integrates%constraints%
Embraces%risks%and%fails%early%through%
prototypes/tests%
#iot%@claropartners%

8. …%to%deliver%an%integrated%business%innova6on%flow%
BUSINESS%THINKING%
DESIGN%THINKING%
FRAME%THE%
PROBLEM%
EXPLORE%
MARKET%
EXPLORE%
CUSTOMER%
CREATE%
VALIDATE%
PROTOTYPE%
IMPLEMENT%
#iot%@claropartners%

9. …%to%deliver%an%integrated%business%innova6on%flow%
BUSINESS%THINKING%
DESIGN%THINKING%
Understanding%the%%
business%situa6on%
FRAME%THE%
Understanding%user%
Frame%the%situa8on%
challenges%
PROBLEM%
EXPLORE%
EXPLORE%
Understand%user%and%business%needs%
MARKET%
CUSTOMER%
New%user%centredW
business%models%
New%offers%and%
Define%the%value%proposi8on%
CREATE%
experiences%
VALIDATE%
PROTOTYPE%
Create%the%userHcentred%business%model%
Launch%of%new%services%
or%products%in%the%
market%
Value%crea6on%for%
IMPLEMENT%
Deliver%the%customer%experience%
users%
#iot%@claropartners%

10. Strategy%challenge:%
What%role%to%play%in%the%
emerging%Internet%of%Things?!
#iot%@claropartners%

11. 5 key takeaways from our
10-month exploration of the IoT"
#iot%@claropartners%

12. We%interviewed%leading%IoT%experts%and%industry%leaders%and%innovators%
%
%
#iot%@claropartners%

13. “The'Internet'of'Things'is'about'the'internet'
expanding'into'the'physical'world”'
%
W%Florian%Michahelles%|%AutoWID%Labs%
#iot%@claropartners%

14. The%IoT%is%an%interac8on%between%the%internet,%things…%and%data%
Internet"
Data"
Things"
#iot%@claropartners%

15. “Trying'to'determine'the'market'size'of'the'Internet'
of'Things'is'like'trying'to'calculate'the'market'for'
plasHcs,'circa'1940.'At'that'Hme,'it'was'difficult'to'
imagine'that'plasHcs'could'be'in'everything.”'
%
W%Michael%Nelson%
Professor%of%Communica6on,%Culture%&%Technology%%
at%Georgetown%University%
#iot%@claropartners%

16. #iot%@claropartners%

17. The%IoT%emerging%business%landscape%structures%100%value%proposi6ons%
Request%login%at%
iot@claropartners.com%
#iot%@claropartners%

18. 01%
The%Internet%of%Things%is%nascent…%
like%the%internet%in%1995,%the%IoT%is%just%gehng%started%
1.0%
2.0%
3.0%
Infrastructure%and%
core%hardware%
Connected%devices%
running%on%an%
opera8ng%system%%
ValueHadded%services%&%
apps%built%on%top%of%data%
from%connected%devices%
Services%
Services%
Services%
Devices%
Devices%
Devices%
Opera8ng%System%
Opera8ng%System%
Opera8ng%System%
Hardware%&%Infrastructure%
Hardware%&%Infrastructure%
Hardware%&%Infrastructure%
Intranets%of%Things'
#iot%@claropartners%

19. 01%
The%Internet%of%Things%is%nascent…%
like%the%internet%in%1995,%the%IoT%is%just%gehng%started%
1.0%
2.0%
3.0%
Infrastructure%and%
core%hardware%
Connected%devices%
running%on%an%
opera8ng%system%%
ValueHadded%services%&%
apps%built%on%top%of%data%
from%connected%devices%
Services%
Services%
Services%
Devices%
Devices%
Devices%
Opera8ng%System%
Opera8ng%System%
Opera8ng%System%
Hardware%&%Infrastructure%
Hardware%&%Infrastructure%
Hardware%&%Infrastructure%
Internet%of%Things'
#iot%@claropartners%

20. 02%
The%IoT%will%be%built%by%many%different%players%with%many%different%roles%
InternetWconnected%
things%and%their%uses%
will%be%so%varied%and%
present%everywhere%
that%the%IoT%won’t%be%
the%result%of%one%single%
en6ty’s%work.%
#iot%@claropartners%

21. 03%
The%real%value%of%the%IoT%will%not%come%from%the%technology%itself,%
but%the%services%built%on%top%and%enabled%by%it%
Brands%
Retailers%
Brand%provides%
services%
Retailer%provides%
services%(camera%
rented)%
Connects%with%
other%users%
Other%
appropriate%
services%
Peers%and%other%
devices%
Prints%photos%
remotely%
Sends%photos%
to%friends%
Other%service%
providers%
#iot%@claropartners%

22. Mobile%industry%
Devices%
Opera6ng%System%
Hardware%&%Infrastructure%
TOP%DOWN%
Services%
Devices%
Devices%
Opera6ng%System%
Opera6ng%System%
Hardware%&%Infrastructure%
DEV%
DEV%
CORPORATIONS%
Services%
Internet%of%Things%
CORPORATIONS%
PC%industry%
CORPS.%
04%
A%significant%part%of%the%IoT%will%be%built%from%the%bo]omHup,%
by%entrepreneurship%and%experimenta8on%
Services%
Hardware%&%Infrastructure%
COLLABORATIVE%
#iot%@claropartners%

23. 05%
IoT%creators%face%mul8plied%complexity%briding%the%physical%and%%the%digital%
PHYSICAL%ELEMENTS%
DIGITAL%ELEMENTS%
#iot%@claropartners%

24. @ClaroPartners%#iotcanvas%%
#iot%@claropartners%

25. Make you fitter!!
Fic8ous%example%%
@ClaroPartners%#iotcanvas%%
Prototype!
3D printed PU!
Prototype!
ARM Mbed devkit!
!
Flash memory!
Microcontroller!
GPS+movement
sensors!
LEDS+vibration!
!
TPU rubber!
ABS harness!
!
Bluetooth to
phone!
Mobile data/Wifi
to internet!
Data centre that
runs website and
app (e.g. Amazon)!
Smart phone app
and internet
service set
activity goals!
get feedback on
progress!
Produce and ship
from Foxconn !
Nike stores!
Electronics retailers!
!
!
!
Device $149!
App stores!
Nike+ website!
!
Free app!
Rev. share from
#iot%@claropartners%
3rd party apps!

26. Helping%IoT%creators%develop%meaningful%offerings%in%the%Internet%of%Things%
1.%IoT%labs%bring%together%designers,%developers,%makers%and%strategists%to%learn,%create%and%
prototype%an%Internet%of%Things%offering%–%claropartners.com/iotlab%
1% EXPLORE%
2% IDEATE%+%PITCH%
3% DEVELOP%
4% PROTOTYPE%
5% PRESENT%
2.%MentorWintensive%accelerator%focused%on%Smart%Data%&%Internet%of%Things%%
Sha
pe%
Refine%
idea%
DEMO%
DEMO%
DAY%
DAY%
Shape%
Refine%idea%
Build%
Beta%launch%
Sell%
Early%adop6on%
Looking%for%startups,%corporate%partners,%mentors%and%accredited%investors:%iot@claropartners.com%
#iot%@claropartners%

27. 7H9%March"
Join strategists, developers and designers all
across the world come together in one weekend
to explore, create and prototype a service –
mentored by Claro Partners, their clients and
other professionals"
Send us an email at jam@claropartners.com
to be notified as soon as registrations open"
barcelonaservicejam.org"
#iot%@claropartners%