ANDREA CARUGATIASSOCIATE-DEAN FOR DIGITALIZATION

ECOSYSTEMS AND BUSINESS MODELS FOR THE SMART HOME MARKET

ANDREA CARUGATI, ASSOCIATE DEANAARHUS BSS

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HTTP://MGMT.AU.DK/SMART-HOME/

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324-07-2019

SMART HOME?

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DEVICE TYPES

24-07-2019

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A CROWDED SPACE

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MARKET GROWTH

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WHAT TO BUY: DEVICE OWNED

24-07-2019

23,1027,80

22,60

73,80

16,30 16,3017,50

25,50 23,70

72,90

19,8024,00

16,60

25,40 24,70

77,80

14,7018,60

35,8032,70

18,50

70,50

13,90

5,40

0,00

10,00

20,00

30,00

40,00

50,00

60,00

70,00

80,00

90,00

Control/Connectivity Comfort/Lighting Security Home Entertainment Energy Management Smart Appliances

Total Denmark Norway Germany

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DEVICE PLANNED TO BUY

24-07-2019

7,00

18,2020,60

14,30

21,40

10,00

5,60

19,50

23,60

15,80

23,20

12,10

7,50

20,3019,20

15,80

24,60

13,20

9,60

20,00

24,60

15,80

22,40

7,80

0,00

5,00

10,00

15,00

20,00

25,00

30,00

Control/Connectivity Comfort/Lighting Security Home Entertainment Energy Management Smart Appliances

Total Denmark Norway Germany

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OWNER – CROSS-SEGMENT USE

24-07-2019

Cross-SegmentIntention

Trust in Companies

FacilitatingConditions

Enjoyment

EffortExpectancy

Performance Expectancy

Perceived Value for

Personalization

Price Value

Cross-Segment

Use

Disposition to Value Privacy

Habit(single smart

device)

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Users want a integrated ecosystempersonalized to their interests and needs

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DEVICES VS ECOSYSTEMS

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ECOSYSTEMS? Technology ecosystems are product platforms defined by core components

made by the platform owner and complemented by applications made by

autonomous companies in the periphery.

The value of an ecosystem is larger than the sum of the parts.

Ecosystems create customer dependencies.

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WHO HAS THE POWER IN YOUR ECOSYSTEM?

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Google, Amazon, Samsung, Apple

Netatmo, Nest, Philips HueFitbit, IKEA, Denfoss, Velux

FIBARO, Bticino,

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PHILIPS HUE PRICES AND COMPETITION

”Who would have thought thatwe could charge 70 dollars for a bulb?” CEO, Philips, 2014

”We do not collect customerdata. We focus on making the best lamps. We will let othersmonetize data. … IKEA cannotupgrade the lamps. CEO, Signify, 2018

Hue launched in Apple Stores (exclusively)

Launch of developer

docs/portal

Philips Hue Android app

available

New Philips Hue app (2.0)

Hue bridge 2 with HomeKit

support

New Hue Lux bulb

Friends of Hue partnership

program

200+ third party apps

Hue works with Amazon Echo

Hue outdoor lights

Hue Sync and Entertainment

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APPROACHING THE MATURITY STAGE

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IF YOU WERE HUE OR FITBIT

SHOULD YOU WORRY?

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Google, Amazon, Samsung, Apple

Netatmo, Nest, Philips HueFitbit, IKEA, Denfoss, Velux

FIBARO, Bticino,

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HTTP://MGMT.AU.DK/SMART-HOME/ … JOIN US

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ANDREA CARUGATIASSOCIATE-DEAN FOR DIGITALIZATION

THANK YOU--

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