closing the iot gap with specialized tech support...a treadmill, exercise bike, or elliptical with...

Closing the IoT Gap with Specialized Tech Support

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Presented By: Parks Associates

Patrice Samuels Research Analyst

• Consumer IoT expectations and desires

• Challenges being experienced by consumers

• Constraints and challenges of IoT stakeholders

• How support services can help to bridge the gap

between consumers expectations and current

experiences

Agenda

Wynn Grubbs

SVP, Business & Partner Development IoT Ecosystem

Presented By: PlumChoice

Estelle M. Prescott

Vice President, Partner Services

CE Manufacturer Perspective

Channing Lai

Director, Product Management Consumer/SMB Perspective

Karen McPhillips

Vice President, Marketing Retailer Perspective

Audience Poll

www.plumchoice.com www.parksassociates.com

Device penetration in broadband households

6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Electronic door locks

Smart thermostat

Networked security cameras

Automatic lighting controls

Streaming media player

Connected DVR

Connected Blu-ray player

SmartTV

e-Reader

Game console

Tablet/iPad

Smartphone

Home network

Computer

% Owning Specified Device

Adoption of Connected Devices (Q1/14) Among all BB HHs, n=10,000 ± 1.96%


Connected health device adoption

7

0% 5% 10% 15% 20%

A glucometer that works with asmartphone

A pill box with a digital screen fordisplay medication name

A sleep quality monitor

A sports watch with built-inhealth-rate monitor

A GPS watch to track location

A digital weight scale with Wi-Fi orBluetooth

A blood pressure cuff that workswith a smartphone

Digital pedometer/ fitness trackerwith Wi-Fi or Bluetooth

A treadmill, exercise bike, orelliptical with built-in app support

% Specifying Ownership

Q2/2014

Q1/2013

Adoption of Connected Healthcare Devices (2013 - 2014)

Source: fitbit.com

of broadband households reported owning and using one of the connected health devices (Q1/2013)

24%

reports owning and using a device (Q2/2014)

27%


Paths to market for smart home devices

Systems

» More than one product

» Designed for Interoperability

» Hub for local control

» May include professional

monitoring and support

8

Products

» 13% of BB HHs have at least one

product

» 11% of BB HHs have more than

one product

» Approx. 40% acquire products

from retailers


Consumer Needs and Desires

• Value propositions

» Convenience and control

» Peace of mind

» Home safety and security

» Energy management

• Desired features

» Sync devices to home network

» Access content from all devices

» Remotely manage devices

» Device to device communication

» Alerts for unusual events

9


Challenges to the IoT Promise

• Set-up complexities

• Interoperability challenges

• Consumer unfamiliarity

• Functional glitches

• Security and privacy concerns

» 70% of smart home device

owners concerned about

unauthorized access

» Only 30% of consumer concerns

relieved with more control

10

Channing Lai

Director, Product Management

Consumer/SMB Perspective

ONNECTED

12

WIRELESS

VOICE

DESKTOP

LAPTOP

GAMING DEVICE

CLOUD BACKUP

SET TOP BOX

APPLICATIONS

& THE CLOUD

PROTECTION

(i.e. virus, malware,

identity theft)

EMAIL

CONFIGURATION

CONTENT/

DATA SECURITY

TABLET

DATA

ROUTER

PRINTER

CONNECTED HOME:

AUTOMATION, ENERGY

EFFICIENCY, SECURITY

Source: PlumChoice 2014

CONSUMER PERSPECTIVE: SEEKING CONVENIENCE, CONTROL & SIMPLICITY IN THE CONNECTED HOME SEGMENT OF THE IoT

13

HOME ROUTER

INTERNET

CLOUD STORAGE

SMARTPHONE

CONTROL APPS

Wi-Fi

OTA

CONNECTED HOME, CAR, HEALTH AND FITNESS

IP CAMERA

COMPUTER

HUB


ISP CONNECTION

WATER SENSOR

IoT: convenience drives complexity

14

HOME ROUTER

INTERNET

CLOUD STORAGE

SMARTPHONE

CONTROL APPS

Wi-Fi

OTA


IP CAMERA

COMPUTER

HUB


ISP CONNECTION

WATER SENSOR


Comprehensive

Installation Instructions

Need technical assistance? Call 1-866-555-0000

15

HOME ROUTER

INTERNET

CLOUD STORAGE

SMARTPHONE

CONTROL APPS

Wi-Fi

OTA


IP CAMERA

COMPUTER

HUB


ISP CONNECTION

WATER SENSOR


Comprehensive



16

HOME ROUTER

INTERNET

CLOUD STORAGE

SMARTPHONE

CONTROL APPS

Wi-Fi

OTA


IP CAMERA

COMPUTER

HUB


ISP CONNECTION

WATER SENSOR DOOR SENSOR

SMART LOCK

SMART THERMOSTAT SMART WATCH SMART CROCKPOT


Comprehensive



Audience Poll

Estelle M. Prescott

Vice President, Partner Services

CE Manufacturer Perspective


Trading cost for convenience: a customer dilemma

“My Lights Weren’t Working”

19

• I called my hub manufacturer because all the

pieces of my home automation system weren’t

working in synch.

• The hub manufacturer helped me.

• Now the system is up and running again.

• My family and I feel safer coming home in the dark

– I’m now getting the value I expect.

• I called my hub manufacturer because all the

pieces of my home automation system weren’t

working in synch.

• They said their hub wasn’t the problem.

• I called the store where I bought the system; they

couldn’t help me either.

• I paid $100 for a light bulb that doesn’t even work!

• This is not what I expected.


The world of IoT:

Complex for the consumer, complex for the manufacturer

20

Yesterday’s CE world The world of today and tomorrow

Deliver positive brand experience

Innovate and incubate new products

Increase revenue – move product

Stay competitive in evolving market

Support your brand’s products

Enable customers to integrate your products into highly personalized, multi-brand technology environments. Actively engage to drive adoption and usage from installation throughout the lifecycle.


The world of IoT:

Complex for the consumer, complex for the manufacturer

21

Yesterday’s CE world The world of today and tomorrow

Deliver positive brand experience Exchange greater value for positive brand experience

Innovate and incubate new products Innovate and incubate new products not confined to hardware

Increase revenue – move product Increase revenue – move product

Stay competitive in evolving market Stay competitive across a broader landscape in a hyper-dynamic market

Support your brand’s products

Enable customers to integrate your products into highly personalized, multi-brand technology environments. Actively engage to drive adoption and usage from installation throughout the lifecycle.

Karen McPhillips

Vice President, Marketing

Retailer Perspective


Retailer objectives

23

No Fault Found Returns

Long-term Customer Relationships

Repeat Purchase Size of Basket

A month later:

“My tablet is not

synching to my

smartphone–

glad I have tech

support.”

Hours later: “Installing

the app for my new

security camera

should be simple –

where is that number

for tech support?”

Several months

later: “Why can’t

I connect my

son’s new tablet

to the printer?”

POP

SPECIALIZED TECHNICAL SERVICES

YOUR BRAND

HERE

POS

1 3 2

CUSTOMER 1 PEACE Of MIND

CUSTOMER 3 “DO IT YOURSELFER”

CUSTOMER 2 “DO IT YOURSELFER”

A DIY newbie, he

thought about, but

declined the

advanced tech

support offer when

he bought his new

laptop. At home, he

self-installs and

all is well.

Passionate about

DIY, he declined

the advanced

tech support offer

when purchasing

his home security

system.

Weeks later: After

submitting his

online product

registration, he

receives an email

offering advanced

tech support.

POP

= Purchasing options

Installation:

The first critical

step on the road

to adoption


Advanced tech

support was

offered along with

her new internet

bundle. She chose

the bundle to

ensure peace of

mind.

SALE

http://www.plumchoice.com/

http://www.plumchoice.com/

mailto:[email protected]

25


RETAILER/eTAILER

CE MANUFACTURER

ISP

THIRD PARTY

Simplifying complexity by way of a

continuous service experience is paramount to IoT success

WHO?

26


RETAILER/eTAILER

CE MANUFACTURER

ISP

THIRD PARTY

MONETIZE BUNDLE IN

ASSUME THE COST

INVEST



WHO? COST?

27


RETAILER/eTAILER

CE MANUFACTURER

ISP

THIRD PARTY

MONETIZE BUNDLE IN

ASSUME THE COST

INVEST

SIMPLIFY AND SUPPORT PRODUCT USAGE &

INTEROPERABILITY



WHO? COST?

Patrice Samuels Research Analyst

Gaps in IoT Implementation

• Challenges for all stakeholders

» Gaps in implementation of open standards

» Many permutations of home technology

environments

• Consumers will purchase more devices

» Popular devices 12% to 16%

up from 10% to 12%

• Consumers want integrated systems

» 80% prefer integrated systems

to stand alone devices

• Consumers value for support

» 60% report that having professional

tech support is highly valuable

29

Wynn Grubbs

SVP, Business & Partner Development

IoT Ecosystem

The Not So Smart Home, Molly Wood

31

The Not So Smart Home, Molly Wood

32

Keep your receipts

There will be a compounding effect of service delivery complexity.

Services

DA

TA

Internet of Services stack

33

6. Aggregator Solutions

4. Point Control Apps

1. Specialty Devices

3. Connectivity - Cloud

2. Connectivity - Fog

7. Cloud/SaaS

5. Control Devices

SEC

UR

ITY


Hubs

Gateways

Apps

Platforms

Protocol converters

Gateways

Hubs

Thermostats

Crockpots

Lights

Toothbrushes

Retailers

ISPs

Smartphones/Tablets

Application Specific

Cloud Services


Realizing the promise of the IoT

34

Services that optimize the personal technology

environments of consumers and SMBs

Positive brand experience

Product innovation & incubation

Revenue growth

Repeat purchase

Competitive differentiation


Long-term customer relationships

Size of basket

Cost containment

Business Drivers

Pre-sales consultation

Installation

Onsite installation

DIY installation

Configuration/set-up

Onboarding & training

Interconnectivity

Home network management

Data migration

Diagnosis & resolution

Maintenance & updates

Onsite support

Upsell/cross-sell


Realizing the promise of the IoT

35

Services that optimize the personal technology

environments of consumers and SMBs

Service & program definition

Pricing & packaging

Implementation

Launch

Sales

Technical support

Care

Market stimulation

Positive brand experience

Product innovation & incubation

Revenue growth

Repeat purchase

Competitive differentiation


Long-term customer relationships

Size of basket

Cost containment

Specialized Technical

Services

Business Drivers

Pre-sales consultation

Installation

Onsite installation

DIY installation

Configuration/set-up

Onboarding & training

Interconnectivity

Home network management

Data migration

Diagnosis & resolution

Maintenance & updates

Onsite support

Upsell/cross-sell

Delivering convenience, control & simplicity through exceptional

customer experiences that yield deeper, more robust relationships.

The brave new connected world

36

Wynn Grubbs

wgrubbs@

PlumChoice.com

Thank you

Patrice Samuels

patrice.samuels@

ParksAssociates.com

Karen McPhillips

kmcphillips@

PlumChoice.com

Channing Lai

clai@ PlumChoice.com

Estelle M. Prescott

eprescott@

PlumChoice.com

›CONNECTIONS Summit at CES

At CONNECTIONS™ Summit, leading executives share consumer and industry data on trends in CE, home systems, tech support, value-added services, and video.

Event Topics

IoT and Smart Home Devices

Next-Generation Set-Top

Boxes Entertainment Apps and the New Customer Experience

Streaming to the Box: CE and OTT

Consumer Tech Support in a Multiscreen Home

Smart Home Platforms: Interoperability and Connected Devices

Visit CONNECTIONSSummit.com

closing the iot gap with specialized tech support...a treadmill, exercise bike, or elliptical with...

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