the iot market analysis using a need-capability-matrix · the iot market analysis using ... ring...

The IoT Market Analysis Using

A Need-Capability-Matrix

Yuan Wang

Arrow Electronics

Arrow at a Glance

Founded: 1935

Ticker Symbol: ARW (New York Stock Exchange)

Web Site: www.arrow.com

2014 Sales: $22.7 billion

Employees: 16,500

Locations: Global network of more than 470 locations in 55 countries and territories

Corporate Headquarters: Englewood, Colorado

Customers: 115,000

Suppliers: 12,000

Fortune 500 Rank: 131

Arrow Suppliers

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http://www.ti.com/

http://www.altera.com/

http://3m.com/interconnects

http://parts.arrow.com/manufacturer/Analog+Devices

http://www.bourns.com/

http://www.linear.com/

http://www.microsemi.com/

http://www.onsemi.com/

http://techgage.com/wp-content/uploads/2014/02/Samsung-Logo.jpg

http://www.spansion.com/

http://www.molex.com/

Questions for the IoT Technologies

What is the current capability of the existing IoT technologies?

Have the IoT technologies been applied to satisfy every aspect of our needs?

What could be the next step of the IoT future development?

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Outlines

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1. IoT Market Segmentation Review

2. Porter’s 4 Capabilities of Smart Connected Things

3. Maslow’s Hierarchy of 8 Human Needs

4. IoT Market Analysis using a Unique Need-Capability-Matrix

5. Future of the IoT Development


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– The IoT Landscape from

Goldman Sachs Global

Investment Research:

• Wearables

• Connected Cars

• Connected Homes

• Connected Cities

• Industrial Internet

• Transportation

• Oil & Gas

• Healthcare

• ……


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– Industrial Classification from United Nation Statistics Division:

• A – agriculture, forestry and fishing

• B – mining and quarrying

• C – manufacturing

• D – electricity, gas, stream and air conditioning supply

• E – water supply; sewerage, waste management and remediation activities

• F – construction

• G – wholesale and retail trade; repair of motor vehicles and motorcycles

• H – transportation and storage

• I – accommodation and food service activities

• J – information and communication

• K – financial and insurance activities

• L – real estate activities

• M – professional, scientific and technical

activities

• N – administrative and support service

activities

• O – public administration and defense;

compulsory social security

• P – education

• Q – human health and social work activities

• R – arts, entertainment and recreation

• S – other service activities

• T – activities of households as employers;

undifferentiated goods- and services-

producing activities of households for own use

• U – activities of extraterritorial organizations

and bodies


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– IoT Market Segments for Investigation

Connected Planet

Industrial Internet

Connected Cities

Connected Homes

Connected Cars

Wearables

• Satellite

• Aerospace

• Healthcare Mining

• Transportation Energy

• Manufacturing Water Process

• Government Financial Services

• Retail Education

• Hospitality Information

• Appliances

• Utilities

• Buildings


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– New

Technology

Stack for

Smart

Connected

Things


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Autonomy

Optimization

Control

Monitoring

• Sensors and external data sources enable the comprehensive monitoring;

• Monitoring also enables alerts and notifications of changes.

• Software embedded in the product or in the product cloud enables control of product function, and personalization of the user experience.

• Monitoring and control capabilities enable algorithms that optimize product operation and use.

• Combining monitoring, control and optimization allows: • Autonomous product

operation; • Self-coordination of

operation with other products and systems;

• Autonomous product enhancement and personalization;

• Self-diagnosis and service.

3. Maslow’s Hierarchy of 8 Human Needs

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Transcen

Self-actual

Aesthetic

Cognitive

Esteem

Love & belonging

Safety

Biological and physiological

Transcendence – help others to achieve self-actualization.

Realize personal potential, self-fulfillment, …

Appreciate and search for beauty, balance, form, sensory stimulation…

Knowledge, curiosity, understanding, meaning, …

Self-respect, achievement, attention, recognition, reputation.

Romantic, family, friends, study/work, fans/customers, pet, …

Security of environment, resources, financial situation, employment, …

Air, food, drink, shelter, warmth, sleep, sex, excretion,…

4. IoT Market Analysis using a Need-Capability-Matrix

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4.1. Construct a Need-Capability-Matrix, used as a comparison metrics.

Capability / Needs

Biological & physiological

Safety Love & belonging

Esteem Cognitive

Aesthetic

Self-actualization

Transcendence

Monitoring

Control

Optimization

Autonomy

4. IoT Market Analysis using a Need-Capability-Matrix

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4.2. Choose IoT application (products and solutions) resources

• From publically known companies active on AllSeen Alliance, Open

Interconnect Consortium, IoT Consortium…

• Targeting end consumers or customers;

• Involving smart, connected hardware designs;

• Total 247 IoT applications for this analysis, covering from small startups’

products to large enterprises’ solutions.

4.3. Map IoT application resources into the Need-Capability-Matrix

• Map each IoT product / solution into one matrix space, depending on its major characteristics.

• Some mixed characteristic examples:

• Clothes / Shoes vs. Health / Wellbeing – Hexoskin Biometric Shirt

• Resources’ Safety vs. Food & Drink – GE Predictivity for Food Safety Assurance

4.3. Map IoT applications into the Need-Capability-Matrix

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4.3.1. Biological & Physiological Needs vs. Capabilities

Capability / Bio & phy

Air / oxygen

Food & Drink

Clothes / shoes

Shelter Warmth Sleep Sex Excretion

Monitoring

Control

Optimization

Autonomy


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4.3.1. Biological & Physiological Needs vs. Capabilities

Air/Oxyen

Food & Drink

Clothes & Shoes

Shelter

Warmth

Sleep

Sex

Excretion


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4.3.2. Safety Needs vs. Capabilities

Capability / Safety needs

Environment’s security

Resources’ security

Financial security

Employment security

Health / wellbeing

Emotional security

Morality security

Monitoring

Control

Optimization

Autonomy


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4.3.2. Safety Needs vs. Capabilities

Environment's Security

Resources' Security

Financial Security

Employment's Security

Health / wellbeing

Emotional Security

Morality Security


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4.3.3. Love & Belonging Needs vs. Capabilities

Capability / love & belonging

Romantic attachment

Family Friendship / social

Study / work

Fans / customers

Religious community

Pet

Monitoring

Control

Optimization

Autonomy


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4.3.3. Love & Belonging Needs vs. Capabilities

Romantic Attachment

Family

Friendship / Social

Study / Work

Fans / Customers

Religious Community

Pet


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4.3.4. Esteem Needs vs. Capabilities

Capability / Esteem needs

From others: status, fame, prestige

From others: recognition, attention

Self-respect: strength, competence, mastery

Self-respect: self-confidence

Self-respect: freedom and independence

Monitoring

Control

Optimization

Autonomy


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4.3.4. Esteem Needs vs. Capabilities

From Others: fame, prestige

From Others: recognition..

Self-respect: competence, mastery

Self-respect: confidence

Self-respect: freedom..


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4.3.5. Cognitive / Aesthetic / Self-Actualization / Transcendence Needs

vs. Capabilities

Capability / Needs

Cognitive Needs

Aesthetic Needs

Self-actualization Needs

Transcendence Needs

Monitoring

Control

Optimization

Autonomy


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4.3.5. Cognitive / Aesthetic / Self-Actualization / Transcendence Needs

vs. Capabilities

Cognitive Needs

Aesthetic Needs

Self-Actualization

Transcendence


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4.3.6. Human Needs vs. Capabilities

Aerospace

Water Process

Energy

Mining

Manufacturing

Transportation

Healthcare

Information

Education

Financial Services

Retail

Government

Buildings

Utilities

Appliances

Cars

Wearables

Biological Safety Love&Belong Esteem Cognitive Aesthetic Self-actual Transcendence

Monitoring

Control

Optimization

Autonomy

4.4. Need-Capability-Matrix Mapping Outcomes

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– Wearables

• Wearables play well to satisfy human’s all levels of needs, however, their capabilities only remain at the monitoring and control level.

– Cars

• Cars mainly target on our safety needs, gradually consider the cognitive and aesthetic needs, and start to address the esteem needs with autonomous cars.

– Connected Homes

• Appliances – biggest player in the biological needs, major player in the safety and aesthetic needs, some presence in the love & belonging and cognitive needs; also, the autonomy capability is reached to meet our biological and safety needs somehow.

• Utilities & Buildings – some applications meet the biological and safety needs, and the aesthetic need is lightly touched on.


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– Connected Cities

• Government – a few applications address the safety needs, and just

reach the optimization level.

• Retail – some applications target the safety, cognitive, and aesthetic

needs, and just attain the optimization function.

• Financial Services – fairly play in the safety and esteem needs, the

optimization capability has been achieved.

• Education – only play the monitoring role for the safety needs, and gain

the optimization level for the esteem and cognitive needs.

• Information – achieve the optimization level for the love & belong, and

cognitive needs.


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– Industrial Internet

• Healthcare – cover the safety, love & belonging, esteem, and cognitive

needs; nearly all perform at the optimization level.

• Transportation – big player in the safety needs, small role in the esteem

needs with the optimization and cognitive needs with the autonomy.

• Manufacturing – meet the safety needs; touch on the optimization level.

• Mining & Water Process – address the esteem needs with the

optimization functionality.

• Energy – play in the safety needs at the optimization level, and in the

esteem and cognitive needs with the autonomy capability.

– Connected Planet

• Aerospace – start to meet the cognitive needs at the control level.


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– Biological & Physiological Needs

• Put more thoughts into the food & drink, clothes & shoes, and sleep needs,

especially focus on enhancing with the autonomy capabilities;

• Start to look into human sexual and excretion needs.

– Safety Needs

• Work on protecting the environment, resources and health, with the

autonomy capability;

• Start to address the employment, emotional, and morality security.

– Love & Belonging Needs

• Enhance the romantic attachment, family, friendship / social, pet

relationships with the optimization and autonomy capabilities;

• Realize the autonomy for the study / work, fan / customer relationships.

• Start to target the religious communities.


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– Esteem Needs

• Start to develop applications to enhance the esteem, such as fame, prestige

and recognition, and to improve self-respect confidence, freedom…

– Cognitive and Aesthetic Needs

• Work on satisfying the cognitive needs, with the autonomy capability;

• Explore how to meet the aesthetic needs, with the optimization and

autonomy capabilities.

– Self-Actualization & Transcendence Needs

• Start to think about how to satisfy these needs with IoT applications.

Questions?

www.arrow.com

[email protected]

http://www.arrow.com/

mailto:[email protected]

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