The Internet of Things (IoT) presents a rapidly growing opportunity for companies in the technology space. However, the ecosystem of the IoT is complex, fragmented and has many dimensions (products, services, companies, geographies). Claro Partners recently completed a project to understand the Internet of Things landscape as it stands now, and to identify opportunity spaces within it. In this session we will build on this research to argue that the future of the IoT lies in value-added services built across platforms and devices, that create meaningful experiences and enhance people’s lives. We have created an interactive Internet of Things business landscape, mapping 350 initiatives across 100 value propositions. Through this map, we will preview the vast landscape of value propositions across the IoT and the new business models they launch. We will uncover the opportunities that arise when creators look beyond simple track-and-trace applications or remote-control mechanisms and make the leap towards products which offer emotional benefits to users and enable meaningful object-mediated dialogues between people. Presented at Big Data Week conference in Barcelona May 2014 at CCCB Panel moderated by Aldo de Jong, Claro Partners & Startupbootcamp Data & IoT, BCN - @claropartners with: Ferran Gascon Burgada, Agroptima @agroptima Angel Garcia, Founding Partner, Lanta Digital Ventures @angelgarciabcn Lars Stalling, User Driven Service Innovation, Telefonica Digital @larsst The panel covered the following questions after an introduction: What will it take for the IoT to take off? how we can help IoT startups to be successful? what can enablers do to help IoT startups?

1. The$Internet$of$Things$$.$how$will$it$take$off?!
!
Aldo de Jong | Co-Founder Claro Partners & Startupbootcamp Data & IoT Accelerator!
Panel • Big Data Week • Barcelona 8 May 2014!
Intel&in&the&IoT:&Work&Session&
Portland,*December*11th**–*12th,*2013*

2. #iot%@claropartners%
IoT$Entrepreneurship$panel$
Ferran%Gascon%Burgada,%Agrop7ma%@agrop7ma%
Angel%Garcia,%%Founding%Partner,%Lanta%Digital%Ventures%@angelgarciabcn%
Lars%Stalling,%User%Driven%Service%Innova7on,%Telefonica%Digital%@larsst%
%
moderator:%
Aldo%de%Jong,%Claro%Partners%&%Startupbootcamp%Data%&%IoT,%BCN%I%@claropartners%%
%
%
%

3. #iot%@claropartners%
Aldo$
NL%
Rich$
USA%
Megan$
UK%
Elisabeth$
NL%
Mwenge$
Congo%
Mercè$
Spain%
Some%of%our%team%members%
Sebas@an$
GER%
Jiri$
Belgium%
Mandy$
Lebanon%
Gunes$
Turkey%
Abby$
USA%
Claro%helps%corpora7ons%
and%startups%to%navigate%
disrup@ve$shiEs$in%
society%and%business,%
delivering%service$design%
and%business$innova@on$

4. #iot%@claropartners%
Key takeaways from our
15-month exploration of the IoT"

5. #iot%@claropartners%
The$IoT$is$about$the$interac@on$between$Internet,$Things$and$Data$$
$
Internet"
Things"
Data"

6. #iot%@claropartners%
The$IoT$is$about$the$interac@on$between$Internet,$Things$and$Data$$
…$and$the$value$this$creates$for$people$and$business$
New$value$for$people$
and$business:$
Capabili7es%
Services%
Experiences%
Business%models%%
…%
Internet"
Things"
Data"

7. #iot%@claropartners%
“Trying(to(determine(the(market(size(of(the(Internet(
of(Things(is(like(trying(to(calculate(the(market(for(
plas9cs,(circa(1940.(At(that(9me,(it(was(difficult(to(
imagine(that(plas9cs(could(be(in(everything.”(
%
I%Michael%Nelson%
Professor%of%Communica7on,%Culture%&%Technology%%
at%Georgetown%University%

8. #iot%@claropartners%
The$Internet$of$Things$is$nascent…%
like%the%internet%in%1995,%the%IoT%is%just%geXng%started%01$
1.0$
Infrastructure$and$
core$hardware$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$
2.0$
Connected$
devices$running$
on$an$opera@ng$
system$$
3.0$
Value.added$services$&$
apps$built$on$top$of$
data$from$connected$
devices$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$
Intranets$of$Things(

9. #iot%@claropartners%
Internet$of$Things(
The$Internet$of$Things$is$nascent…%
like%the%internet%in%1995,%the%IoT%is%just%geXng%started%01$
1.0$
Infrastructure$and$
core$hardware$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$
2.0$
Connected$
devices$running$
on$an$opera@ng$
system$$
3.0$
Value.added$services$&$
apps$built$on$top$of$
data$from$connected$
devices$
Hardware$&$Infrastructure$
Opera@ng$System$
Devices$
Services$

10. #iot%@claropartners%

11. #iot%@claropartners%
The%IoT%emerging%business$landscape$structures%100%value%proposi7ons%
claropartners.com$
Username:%Claro.guest.iot$
Password:%iotpreview$

12. #iot%@claropartners%
IoT.enabled$products$&$services$can$deliver$different$experiences$
Good$Night$Lamp$
Lockitron$
Findery$
Jawbone$UP$

13. #iot%@claropartners%
The$IoT$will$be$built$by$many$different$players$with$many$different$
roles%02$
InternetIconnected%
things%and%their%uses%
will%be%so%varied%and%
present%everywhere%
that%the%IoT%won’t%be%
the%result%of%one%single%
en7ty’s%work.%

14. #iot%@claropartners%
The$real$value$of$the$IoT$will$not$come$from$the$technology$
itself,$but$the$services$built$on$top$and$enabled$by$it$03$
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%

15. #iot%@claropartners%
Hardware%&%Infrastructure%
Opera7ng%System%
Devices%
Services%
COLLABORATIVE$
CORPS.$DEV$
Internet$of$Things$
A$significant$part$of$the$IoT$will$be$built$from$the$bo]om.
up,$by$entrepreneurship$and$experimenta@on$04$
Hardware%&%Infrastructure%
Opera7ng%System%
Devices%
Services%
CORPORATIONS$
TOP$DOWN$
PC$industry$
Hardware%&%Infrastructure%
Opera7ng%System%
Devices%
Services%
CORPORATIONS$DEV$
Mobile$industry$

16. #iot%@claropartners%
IoT$creators$face$mul@plied$complexity$briding$the$physical$and$$the$
digital$05$
PHYSICAL$ELEMENTS$ DIGITAL$ELEMENTS$

17. #iot%@claropartners%
@ClaroPartners$#iotcanvas$$

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

19. #iot%@claropartners%
Explore$IoT$and$data$in$two$hands.on,$crea@ve$workshops$at$4YFN$
IoT.lab$
Crea7ng%experiences%through%the%Internet%of%Things%
with%designers,%developers,%makers%and%strategists%%
June%17I18,%Barcelona%in%collabora7on%with%
WebVisions%
EXPLORE$1$ IDEATE$+$PITCH$2$ DEVELOP$3$ PROTOTYPE$4$ PRESENT$5$

20. #iot%@claropartners%
Get$involved$with$Startupbootcamp$Data$&$IoT$in$Barcelona$
%%
Looking%for%startups,%corporate%partners,%mentors%and%accredited%investors:%
aldo@startupbootcamp.org%
Shap
e$
Refine%
idea%
Shape$
Refine%idea%
Build$
Beta%launch%
Sell$
Early%adop7on%
DEMO$
DAY$
DEMO$
DAY$
The%leading%European,%mentorIdriven,%intensive%accelerator%program%is%coming%to%Barcelona%to%build%
a%program%focused%on%Smart%Data%&%Internet%of%Things%%in%partnership%with%Claro%Partners.%%

21. #iot%@claropartners%
Ques@ons$for$the$panel$
What%will%it%take%for%the%IoT%to%take%off?%
how%we%can%help%IoT%startups%to%be%successful?%
what%can%enablers%do%to%help%IoT%startups?%
%
%

22. Let’s build the Next Big Thing from Barcelona…
Aldo de Jong, Co-Founder!
Claro Partners: aldo@claropartners.com!
Startupbootcamp Data & IoT: aldo@startupbootcamp.org!