E commerce sebagai implementasi dari
The Product Shift
Chapter 7
Enrich Connected Products through
Mobile Moments
1
Content
1.Future Home
2.Typical VS Connected
Products
3. Mobile moments add
service to connected
Products
4. Variety of product
Categories
5. The three moments
that matter most
6. Case study
7. Summary
2
1. Future Home
3
Future home
Have you ever
dreamed of
living in wired
houses?
Source: https://www.youtube.com/watch?v=CPH1sAY8Vhg
4
Future home
Let’s watch a
video
Source: https://www.youtube.com/watch?
v=CPH1sAY8Vhg
5
2. Typical VS Connected
products
6
Typical thermostat
ree
e
w
y
e
h
r
T
e
.
ussiinngg. They w e half
f
n
o
c
e
r
u
e
f
n
heeyy wwere co hey didnn’’tt hhaavve half
T
“
h
T
“
ivvee.. TThey did r a moddeerrnn
s
n
e
p
x
e
i
s
y
l
n
iinnccrreeddiibbly expeu wouldd eexxppeecctt ffoor a moso they
, so they
yoou woul
d
s
e
e
t
r
c
u
e
t
n
,
a
y
n
e
d
f
o
s
e
e
c
m wweerree connectr”
tthhee featuorne of tthheem
tthhiinngg.. NNone of ’t talk to eeaacchh ootthheer” dell -to
n
-- Tonnyy FFaadell -ddiiddn’t talk
-- To
7
Typical thermostat
Energy consuming
Hard to set up
properly
Poorly designed
Not connected
8
Nest Thermostat
The Nest Learning Thermostat (or Nest
Thermostat) is a smart
thermostat developed by Nest Labs and
designed by Tony Fadell, Ben Filson,
and Fred Bould.
It is an electronic, programmable, and selflearning Wi-Fi enabled thermostat that
optimizes heating and cooling of homes
and businesses to conserve energy.
https://en.wikipedia.org/wiki/Nest_Learning_Thermostat
9
Nest Thermostat
Turns itself
down when
you’re away.
Proven Energy
Savings. Can pay
for itself in 2 years
or less.
Remote
temperature
sensing.
Control it
from anywhere.
10
Nest Thermostat
Wi-Fi connected
Motion sensors
Know when you’re home,
differentiate human and animals.
Mobile-enhanced
With digital display.
Nest
thermostat
Set up and Control
through a mobile app
Keep score of how much
energy used, saved.
Like a smart phone
Help to save energy in a more
intelligent way.
Flexibility
Can change those settings any
time.
11
Nest Thermostat
10 times the price of a typical
thermostat, but it’s selling like
Amazon, Best Buy, and Lowe’s
To date, The Nest Thermostat has
saved consumer 1.5billion kilowatt
$249
1.5 B
82
ore
Sc
mad. No 1 selling thermostat at
Net Promoter Score is an
astounding 82, indicating
overwhelming customer
satisfaction.
Nest Thermostat
hours of energy.
12
Nest Thermostat
Keep getting better.
Nest collects data from customers’
thermostats and uses the resulting insights
to design, and then download,
improvements.
25 free product updates since the product
launched.
Cooperate with other partners to build
more and better apps that combine
thermostat data with weather and energy
cost data.
13
3. Mobile moments add services to
connected Products
14
Mobile moments add services to connected Products
Engage through
knobs and buttons
Disconnected from the
system that could give
them intelligence
Dumb
2
3
Don’t learn, don’t
capture and store data.
4
1
5
Don’t connect with the
universe of services that
enhance their value.
6
Don’t help company
understand how
people use them.
Commodities
Commodities
15
Mobile moments add service to connected Products
Added
value
Make the product smarter by connecting to
services over the Internet from the
Company.
Adding services from other developers who
might want to interact with it.
Create value from the data they provide.
Can charge
more money,
create new
selling
opportunities.
Win
competitors
16
4. Variety of product Categories
17
You’d be amazed at What Products are now connected
18
What do all these devices have in
common?
Add value
APIs
Application
Programming
Interfaces
Every imaginable type of
electrical device is
becoming available in a
connected fomat.
Connected
Connect to services
Companies can generate
Turned into platforms,
from the companies allowing others develop to
and improve future
that created them create additional services for
products
them
More
valuable
products
19
Connected product Categories
Type of
Product
How do mobile moments enhance the products?
Notable examples
Phone adjunct
devices
Make mobile functions easier to access through a
display, camera, and/or voice control.
Google Glass; Pebble (watch)
Samsung Galaxy Gear smart watch
Fitness
wearable
Collect data through sensors, then offer real-time
feedback to athletes as they perform or later on
after the performance.
Fitbit; Heapsylon socks and anklet; Nike+ FuelBand; Whistle Activity
Monitor ( for dogs)
Medical and
safety wearable
and connected
devices
Use health or biometric data to enhance care or
detect emergencies through either standalone
devices or devices connected as phone attachments;
detect or record unsafe conditions or improve
decision-making in those decisions.
AliveCor Heart Moniter(ECG); CellScope Oto (Otoscope); Evian Smart
Drop; Jawbone Up (Monitors sleep quality); Motorola Connected Law
Enforcement Officer; Netatmo (Sun exposure monitor); Pixie Scientific
Smart Diapers, Proteus Digital Health (ingestible sensor); SecuraFone
Health (Skin patch); SoundWorld Solutions Personal Sound Amplifier
Connected
consumer
products
Use Wi-Fi, Bluetooth, or cellular networks to
transmit data collected from sensors; improve
consumer control of devices and create new mobile
moments.
AT&T Digital Life (home security); Connected cars; Cable and satellite
TV set-top boxes; Lively (activity monitors for the elderly); Nest Learning
Thermostat; Nest Protect (smoke and CO alarm); Philips Avent Smart
Baby Monitor; Philips Hue(Lighting); Samsung Refrigerators, Whirlpool
Refrigerators.
Connected
industrial
products
Relay performance information to field service
GE jet engines, turbines, and locomotives; Harvard Engineering street
teams to optimize maintenance efficiency and avoid lights; Maersk Line shipping containers
20
breakdowns.
5. The three moments that matter
most
21
The three moments that matter most
Identifying the customer’s
larger goal
Identifying the
mobile moments
Target
Target
Saving
Saving energy,
energy, Losing
Losing
weight,
weight, Cooking,
Cooking, or
or
conducting
conducting law
law enforcement
enforcement
activities.
activities.
Where
Where such
such aa product
product can
can do
do
those
those goals.
goals.
22
The three moments that matter most
• Don’t just aim for easy setup- aim to delight
and show off the product’s capabilities.
Set up
• Apps enable customers to explore the new,
exciting capabilities of these mobile-
In use
enhanced devices.
• Help customers know when it’s time to
Maintenance get a new product or upgrade or ware out.
and upgrades
23
6. Case study
24
Withings and a Host of Developer Create Mobile
Wellness Moments
3 Things all wrapped up together ：
Sleek and Modern.
Software and systems work with it.
Withings
Make partners easy to connect to
this system.
25
Three ways Mobile- Enhanced Products pay off
Extend the value of
It’s expensive to build connected products
But you can make money in new ways
your products with
services.
Generate revenue from
the data your gather.
Attract partners to make your
product more valuable.
26
How Philips develops products with Engagement Built In
Understand core
customer needs
Though Market research,
ethnographic research, and social cocreation sites…
Understand key mobile
moments and their associated
context
27
HomeCooker neXt
The cooker send notifications or texts to the home
cook when the pot needs attention- a stir, more salt,
or the carrots.
If the cook fails to respond, the cooker turns down
the temperature to avoid burning.
Philips also work with partners to offer recipes,
nutrition planning, and cooking lessons.
For these mobile-enhanced products they must continue
enhancing the products with regular updates based on
what they learn from customer usage data.
HomeCooker neXt
from Philips
28
What product teams do in the Mobile Mind Shift
The pace of development
Product
managers
Software
developers
Hardware
designers
Track to solve the customer’s
larger problems
Build the applications and the
technology platform
Work on the look an
function of the product
29
Leafnut
Wireless control and monitoring systems of street
and outdoor lighting
Managed wirelessly by
laptop or desktop
computer from
anywhere.
Uses WiMAC Central
Management System
(CMS) technology, so
nodes can be
commissioned, assigned
to a dimming profile and
report back in a matter of
minutes.
1.
2.
3.
4.
5.
6.
Energy saving
Carbon reduction
Ease of installation
Robust system
Scalable
Integrates with Asset
Management System
(AMS)
7. On site training
8. Accessibility and
Control
9. After Sale support
10.Future proofed.
30
7. Summary
31
Summary
- Even the most traditional commodities can be transferred to add more value for
customers in the mobile moments.
- You need to answer some following question before making your products?
• Does it add value for customers? By what?
• Is it easy to use? Can it help customers deal with problems?
• Are there any room to improve? Are there any way for you to track customers use
to provide them services at the right time, etc.
- Entrepreneurs should understand well the advantage and disadvantage of Mobile
moment to innovate new products or add more value on exiting products to meet
the need of customers and help their own companies earn more profit. The more
value your products can add for customers, the more profit your company can
make.
32
Chapter 7
Enrich Connected Products through
Mobile Moments
1
Content
1.Future Home
2.Typical VS Connected
Products
3. Mobile moments add
service to connected
Products
4. Variety of product
Categories
5. The three moments
that matter most
6. Case study
7. Summary
2
1. Future Home
3
Future home
Have you ever
dreamed of
living in wired
houses?
Source: https://www.youtube.com/watch?v=CPH1sAY8Vhg
4
Future home
Let’s watch a
video
Source: https://www.youtube.com/watch?
v=CPH1sAY8Vhg
5
2. Typical VS Connected
products
6
Typical thermostat
ree
e
w
y
e
h
r
T
e
.
ussiinngg. They w e half
f
n
o
c
e
r
u
e
f
n
heeyy wwere co hey didnn’’tt hhaavve half
T
“
h
T
“
ivvee.. TThey did r a moddeerrnn
s
n
e
p
x
e
i
s
y
l
n
iinnccrreeddiibbly expeu wouldd eexxppeecctt ffoor a moso they
, so they
yoou woul
d
s
e
e
t
r
c
u
e
t
n
,
a
y
n
e
d
f
o
s
e
e
c
m wweerree connectr”
tthhee featuorne of tthheem
tthhiinngg.. NNone of ’t talk to eeaacchh ootthheer” dell -to
n
-- Tonnyy FFaadell -ddiiddn’t talk
-- To
7
Typical thermostat
Energy consuming
Hard to set up
properly
Poorly designed
Not connected
8
Nest Thermostat
The Nest Learning Thermostat (or Nest
Thermostat) is a smart
thermostat developed by Nest Labs and
designed by Tony Fadell, Ben Filson,
and Fred Bould.
It is an electronic, programmable, and selflearning Wi-Fi enabled thermostat that
optimizes heating and cooling of homes
and businesses to conserve energy.
https://en.wikipedia.org/wiki/Nest_Learning_Thermostat
9
Nest Thermostat
Turns itself
down when
you’re away.
Proven Energy
Savings. Can pay
for itself in 2 years
or less.
Remote
temperature
sensing.
Control it
from anywhere.
10
Nest Thermostat
Wi-Fi connected
Motion sensors
Know when you’re home,
differentiate human and animals.
Mobile-enhanced
With digital display.
Nest
thermostat
Set up and Control
through a mobile app
Keep score of how much
energy used, saved.
Like a smart phone
Help to save energy in a more
intelligent way.
Flexibility
Can change those settings any
time.
11
Nest Thermostat
10 times the price of a typical
thermostat, but it’s selling like
Amazon, Best Buy, and Lowe’s
To date, The Nest Thermostat has
saved consumer 1.5billion kilowatt
$249
1.5 B
82
ore
Sc
mad. No 1 selling thermostat at
Net Promoter Score is an
astounding 82, indicating
overwhelming customer
satisfaction.
Nest Thermostat
hours of energy.
12
Nest Thermostat
Keep getting better.
Nest collects data from customers’
thermostats and uses the resulting insights
to design, and then download,
improvements.
25 free product updates since the product
launched.
Cooperate with other partners to build
more and better apps that combine
thermostat data with weather and energy
cost data.
13
3. Mobile moments add services to
connected Products
14
Mobile moments add services to connected Products
Engage through
knobs and buttons
Disconnected from the
system that could give
them intelligence
Dumb
2
3
Don’t learn, don’t
capture and store data.
4
1
5
Don’t connect with the
universe of services that
enhance their value.
6
Don’t help company
understand how
people use them.
Commodities
Commodities
15
Mobile moments add service to connected Products
Added
value
Make the product smarter by connecting to
services over the Internet from the
Company.
Adding services from other developers who
might want to interact with it.
Create value from the data they provide.
Can charge
more money,
create new
selling
opportunities.
Win
competitors
16
4. Variety of product Categories
17
You’d be amazed at What Products are now connected
18
What do all these devices have in
common?
Add value
APIs
Application
Programming
Interfaces
Every imaginable type of
electrical device is
becoming available in a
connected fomat.
Connected
Connect to services
Companies can generate
Turned into platforms,
from the companies allowing others develop to
and improve future
that created them create additional services for
products
them
More
valuable
products
19
Connected product Categories
Type of
Product
How do mobile moments enhance the products?
Notable examples
Phone adjunct
devices
Make mobile functions easier to access through a
display, camera, and/or voice control.
Google Glass; Pebble (watch)
Samsung Galaxy Gear smart watch
Fitness
wearable
Collect data through sensors, then offer real-time
feedback to athletes as they perform or later on
after the performance.
Fitbit; Heapsylon socks and anklet; Nike+ FuelBand; Whistle Activity
Monitor ( for dogs)
Medical and
safety wearable
and connected
devices
Use health or biometric data to enhance care or
detect emergencies through either standalone
devices or devices connected as phone attachments;
detect or record unsafe conditions or improve
decision-making in those decisions.
AliveCor Heart Moniter(ECG); CellScope Oto (Otoscope); Evian Smart
Drop; Jawbone Up (Monitors sleep quality); Motorola Connected Law
Enforcement Officer; Netatmo (Sun exposure monitor); Pixie Scientific
Smart Diapers, Proteus Digital Health (ingestible sensor); SecuraFone
Health (Skin patch); SoundWorld Solutions Personal Sound Amplifier
Connected
consumer
products
Use Wi-Fi, Bluetooth, or cellular networks to
transmit data collected from sensors; improve
consumer control of devices and create new mobile
moments.
AT&T Digital Life (home security); Connected cars; Cable and satellite
TV set-top boxes; Lively (activity monitors for the elderly); Nest Learning
Thermostat; Nest Protect (smoke and CO alarm); Philips Avent Smart
Baby Monitor; Philips Hue(Lighting); Samsung Refrigerators, Whirlpool
Refrigerators.
Connected
industrial
products
Relay performance information to field service
GE jet engines, turbines, and locomotives; Harvard Engineering street
teams to optimize maintenance efficiency and avoid lights; Maersk Line shipping containers
20
breakdowns.
5. The three moments that matter
most
21
The three moments that matter most
Identifying the customer’s
larger goal
Identifying the
mobile moments
Target
Target
Saving
Saving energy,
energy, Losing
Losing
weight,
weight, Cooking,
Cooking, or
or
conducting
conducting law
law enforcement
enforcement
activities.
activities.
Where
Where such
such aa product
product can
can do
do
those
those goals.
goals.
22
The three moments that matter most
• Don’t just aim for easy setup- aim to delight
and show off the product’s capabilities.
Set up
• Apps enable customers to explore the new,
exciting capabilities of these mobile-
In use
enhanced devices.
• Help customers know when it’s time to
Maintenance get a new product or upgrade or ware out.
and upgrades
23
6. Case study
24
Withings and a Host of Developer Create Mobile
Wellness Moments
3 Things all wrapped up together ：
Sleek and Modern.
Software and systems work with it.
Withings
Make partners easy to connect to
this system.
25
Three ways Mobile- Enhanced Products pay off
Extend the value of
It’s expensive to build connected products
But you can make money in new ways
your products with
services.
Generate revenue from
the data your gather.
Attract partners to make your
product more valuable.
26
How Philips develops products with Engagement Built In
Understand core
customer needs
Though Market research,
ethnographic research, and social cocreation sites…
Understand key mobile
moments and their associated
context
27
HomeCooker neXt
The cooker send notifications or texts to the home
cook when the pot needs attention- a stir, more salt,
or the carrots.
If the cook fails to respond, the cooker turns down
the temperature to avoid burning.
Philips also work with partners to offer recipes,
nutrition planning, and cooking lessons.
For these mobile-enhanced products they must continue
enhancing the products with regular updates based on
what they learn from customer usage data.
HomeCooker neXt
from Philips
28
What product teams do in the Mobile Mind Shift
The pace of development
Product
managers
Software
developers
Hardware
designers
Track to solve the customer’s
larger problems
Build the applications and the
technology platform
Work on the look an
function of the product
29
Leafnut
Wireless control and monitoring systems of street
and outdoor lighting
Managed wirelessly by
laptop or desktop
computer from
anywhere.
Uses WiMAC Central
Management System
(CMS) technology, so
nodes can be
commissioned, assigned
to a dimming profile and
report back in a matter of
minutes.
1.
2.
3.
4.
5.
6.
Energy saving
Carbon reduction
Ease of installation
Robust system
Scalable
Integrates with Asset
Management System
(AMS)
7. On site training
8. Accessibility and
Control
9. After Sale support
10.Future proofed.
30
7. Summary
31
Summary
- Even the most traditional commodities can be transferred to add more value for
customers in the mobile moments.
- You need to answer some following question before making your products?
• Does it add value for customers? By what?
• Is it easy to use? Can it help customers deal with problems?
• Are there any room to improve? Are there any way for you to track customers use
to provide them services at the right time, etc.
- Entrepreneurs should understand well the advantage and disadvantage of Mobile
moment to innovate new products or add more value on exiting products to meet
the need of customers and help their own companies earn more profit. The more
value your products can add for customers, the more profit your company can
make.
32