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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