“Smart” $h*t

and the Internet of Things

communal

Makesdecisions

SensesInteracts

Adapts Remembers

What makes a thing Smart?

What makes a smart thing successful?

Viability and sustainability

MarketMatrix

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 SegmentsCrazy cat ladies?

The ‘Smart’ Pet sitter

Wi-Fi

HD VideoAudio 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

LiquidSensor

Value proposition“Syncs with your smartphone”

Customer Segments???

Bluetooth Pregnancy test

Bluetooth

PH sensor-thingy?

Value propositionKeeps your feet at a perfect temperature

Customer SegmentsThose who don’t like socks?

HeatingElement

Bluetooth

Microcontroller

TemperatureSensor

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!