@home
juan ernesto rodriguez
august 2008 - rev 7
May 13, 2008
2
spacedefinition
is
relax, lounge, peace
is-not
accessible
open living
all becomes one - blend of social & private space
uncluttered “hide the stuff”
off-the kitchen
small biz
self employed - space reflects my business not my home
security
remote office
workspace for family - shared environment
individual light/space
tele-commuters & no cube @ corp
productivity
studio/work space
shop
private space for adults - shared computing
reduce effort “efficiency”
garage factory
scalable
bedroom
private space for teens - my stuff
source: 2008 Kensington Home Research with Matter
May 13, 2008
3
globaltrends
snap-shot
peek ahead
it’s all digital
entertain/connect >> commerce
ce device explosion
ultra-portability
content consumption
what tv? consumption shifts
tech attitude shift
crave mobility - smartphone
connected laptops rule earth
structured wiring
where do we shop
ww urban migration
instant access, access anywhere, ubiquitous quality
qty 25 ’05 vs. 9.7 ’90, my-private-gadget
video blog, youtube, tubesock, pc my new stereo
productive vs. fun & pampered
1st 44% lap & 20% desk, 75% on WWW, Top5=70%
retail 70%, online 40%
www 7 out-of 10 apps, upgrade to larger flagship flat-panels
netbooks: sub 13 in, 3 lbs, 5hrs battery
video blogging, internet radio, HD internet-tv
270M out of 1.35B cell ’09, 53% 1st buyers, dolby
communication, security, entertainment, env controls
50% WWP by 2012, mix urban segments, carbon footprint
source: CEA 2008 International CE Ownership; WSJ 7/29/2008 on Smartphones
May 13, 2008
4
nas/personal hdd
tippingpoint
digital cameras
device proliferate & functionality converge
iptv
vudu/aTV/roku
50% own 11 discrete devices
device usage mobile >> portable >> stationary
• 90% mobile phone, 80% laptops, 70% desktops
dvr/tivo
dvd
all digital content via amazon, bitTorrent, itunes, netflix
game console x2
• iTunes circa Jan 2001 & since sold 5 Billion Songs + 50,000 Movies/Day
dvr/tivo
netbooks
sub $250
vcr / dvd
smartphone x2
32% own
game console
all-in-one x1
vcr / dvd
laptop x1
laptop x3
53% share
game console
mp3 x1
mp3 x4
10% dock
vcr
cell phone x1
cell phone x2
cell phone x3
70% photo
desktop pc x1
desktop pc x1
desktop pc x2
desktop pc x2
47% share
80s
90s 9.7/hh
‘00 - ‘05
‘05 - ‘10
25/hh
source: CEA 2008 International CE Ownership; Kensington 2008 Consumer Research
May 13, 2008
5
Google Android
apps, 5.1 Dolby,
pro, casual
smartphone dominance
Apple 3G,
apps $1M/day
cloud mobileMe
RIM goes
mainstream
with Pearl
source: CEA 2008 International CE Ownership; Wired Magazine “Android” July 2008; WW Market Share of Laptops DisplaySearch
May 13, 2008
5-10% Internet
90% TV
3 windows
“consume thru
multiple screes” - IBM
contentconsumption
k
complementary content
linear tv
video on demand
internet
interactive
home networks
media + data
“video quality
is king” - VentureBeat
40%
device manufacturers
source: Connections 2008 Conference by Park Associates & CEA ; WSJ 7/22/2008 on “Comcast Unit Cuts Web Deals”
May 13, 2008
60%
social
49%
sanctuary
30%
temporary
permanent
68%
source: Kensington 2008 Consumer Research
May 13, 2008
85%
8
8
social
usage:
60% monolithic
40% cloud
ownership:
70-80% iPod
30-40% SmartPhone
temporary
permanent
mobile/stationary
laptop
smartphone
40/60
90/10
sanctuary
source: Kensington 2008 Consumer Research
May 13, 2008
9
9
today
growth
2008 - 2009
ushouseholdtam
devices are becoming ubiquitous & omnipresent, YOY +6%
accessories enhance the device experience, YOY 8-12%
personal story behind each accessory, 335M units 2008
13.2M
20% 1st
14.6M
44% 1st
DeskTop
72% DeskTop 47% LapTop
14%
32M
86M WWW 69M BB
25%
58M
17%
39M
LapTop
43%
99M
48.5M
27.5M
114M HH
5-8M
smartphone
MP3s
netbooks
HH 18% to 23%
HH 43% to 46%
new
231M adults
source: CEA 2008 report on US HouseHolds; SMPhone and MP3s units estimated as function of HH% (+10% YOY); Netbooks Gartner July 2008
May 13, 2008
Video Consumption Hrs/Month
US May 2008 Nielsen Report
consumerbimodality
TV: 127:15
TimeShift:
5:50
Internet:
2:19
Mobile:
3:15
search
anytime
anywhere
thru
multiple
“windows”
remain
passive
in livingroom via
set-top
box
source: IBM “The end of TV as we know it ; Nielsen “Three Screen Report” - May 2008
May 13, 2008
11
extremeattributes
everywherehome
one-of-eachtakelittle
multipurposeright-tool
cloudmonolith
right-spotfuzzyboundary
express-personalityspecial-feature
laptopall-in-one
smartphonesipod
mobilephonegps
gendersplit
<$200>$400
12
extreme attributes = a tool to understand the breadth of customer needs
May 13, 2008
12
“invisible
wall
between
my work
and life”
sergio 33
engaged
sw consultant
works @ flat
travels 2
clients
“I love
technology
but don’t
want to
see it”
May 13, 2008
“i
want
the
theater
experience
13
@homeopportunity
NEW DEVICE
smart
@home
paint with
fingers
and print
for
parents
dock to share
video
side-table
alarm and
radio
speaker
phone
and
charge
14
May 13, 2008
14
@homeopportunity
3windows
@home
immerse in
movie
share
video
download
local casting shared and immersive in the living room
31%
19%
19%
15
May 13, 2008
15
@homeopportunity
going beyond “fitting in”
4spaces
@home
private-anywhere fun
create-with-gestures
environment-controls
out-of-sight ensure-healthy&-neat conserve-energy
home-friendly materials
16
May 13, 2008
16
+
sumofallparts
aggregators
1 smart device debuts @home
3 windows for content consumption
4 unique usage models @home
“simplicity is the differentiator”
May 13, 2008
thank you...
May 13, 2008
predictioncaution
May 13, 2008
19
smshomexperience
eliminate
“head-to-head
competitive features”
simple: remove
frustrations, confusion,
complexity, time-waste,
clutter, cost
“over design”
reduce
May 13, 2008
raise
“eliminate
compromise”
smart: new experience,
link to my everyday
space, quick-to-learn,
share-it with friends
“generate immersive
experience”
create
20
targetextremes
NOVICE
PRO
vs.
May 13, 2008
21
channelsavvy
May 13, 2008
22
usbroadband-users
aggregators
30-35 million
data networks
1-2 million
entertainment networks
souce: park associates
source: Connections 2008 Conference by Park Associates & CEA
May 13, 2008
tv 2.0
*power shift to consumer
end2endcycle
premium
user generated
tag content
link to ads
services to users
➌ 1* to n
interact
im
chat
➋ n to 1
content
aggregators
“virtual server”
enhance content
consumption experiece
vod
search
t/p shift
t-commerce
role of
navigation device
interact
consume
video ≠ music
review/share
➊ 1 to n
back-end
infrastructure
services
source: Connections 2008 Conference by Park Associates & CEA
May 13, 2008
role of
social networks
communicate
linear tv
the challenge
“how 2 monetize”
playersconverge
aggregators
players come together for 1st time
partnerships are formed
architecture & standards
the quest - “simple solutions”
the
content owners
14%
32M
25%
58M
device manufacturers
May 13, 2008
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May 13, 2008
May 13, 2008
business-modelchange
aggregators
400+
channels
“can’t find
what I want
to watch”
1m+
channels
“where
do i
start?”
30million users, 2hours/night, 10minutes/video
May 13, 2008
beyondtechnology
aggregators
key to success = monetize content
monetize = link content 2 ads
link = metadata tagged content
targeted = viewer consumes
“think partnerships if you want to be in the game”
- george schweitzer, president of marketing group
May 13, 2008
May 13, 2008
Permanent
wireless speakers, wash-mouse
surge protector, power
dock
Sanctuary
Social
webcam, KB sets, wrls mice
slimdevices, mini dinovo
harmony, gaming controllers
coolpad, mouse
cush-top, pocket-top,
wash-mouse
Temporary
32
May 13, 2008
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