Quby企業-Strategic Roadmapping-Smart Living(Thermostat)-Quby

HEALTHY PEOPLE EQUALS ENERGIZED SOCIETY

ENERGIZING PEOPLE

08-

DESIGN ROADMAPPING - ID4337 Industrial Design Engineering MSC Strategic Product Design Dr. ir. Lianne Simonse Prof. ir. Deborah Nas

Yue Wu 4330102 Emil Jansen 4510410 WenHui Huang 4595785 Charlotte van Diest 4216296

CONTENT 1. INTRODUCTION 2. ANALYSIS

2.1 Asignment

2.2 Analysis-Internal 2.2.1 History

2.2.2 Company Structure

2.2.3 Company Identity

2.3 Competitors

2.4 Time Pacing Strategy 3. TREND RESEARCH

3.1 General Trend Research

3.2 Trend Analysis for Quby 3.2.1 Opportunity 3.2.2 Competition 3.2.3 Challenges

4 6 6 7 7 8 8 8 10

12 12 14 14 15 15

4. TECHNOLOGY SCOUTING

4.1 Technology

4.1.1 Short & Mid term Innovation

4.1.2 Long term Innovation

4.2 Providers for Technologies

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5. VISION

20

6. ROADMAP

6.1 Roadmap 1: Strategical

6.2 Roadmap 2: Tactical/ Technological

6.3 Elaborated Story of tactical roadmap

22

7. CONCLUSION REFERENCE

28 30

APPENDIX

32

16 17 18 18

23 24 26

INTRODUCTION

Quby is a dutch company which created the smart thermostat ‘Toon’, a product which is now exclusively for the Netherlands energy utility Eneco. Quby’s aim is to become the market leader of smart thermostats in Europe. Currently, they have installed over 200.000 thermostats in the Netherlands. Their goal is to sell 1 million devices by the end of 2017, throughout Western Europe. This shortterm goal is very concrete yet ambitious.

The strategy and direction of the company after reaching this objective is still vague/unknown. In order to gain fresh insights into the possibilities of the future, they are cooperating with the TU Delft master students from SPD of the faculty Industrial Design Engineering. As project group, we will research the future possibilities for Quby thinking shortterm, mid-term with 2020 in mind and long-term.

The future of Quby will be explored using methods and tools from the literature.

The principle of the existing business model to operate as white label company, stays untouched, with the main focus of creating customer relations and develop value adding services. The remaining 4

requirements from Quby are used to delimit the scope.

During the process the viability, desirability and feasibility of innovations will be kept in mind (strategic design, p10), are the solutions going to contribute to the company’s future objectives? Are they desired by the targeted customer and is it technological feasible? (fig. 1) The final delivery will be a roadmap of how Toon, enabled by a modular design, can grow into a family of products, services and value propositions. The focus will not only be on the energy domain, but also outside this area. This report can be used as textual argumentation/explanation of the choices made within our project group.

Figure 1: Main aspects for product innovation

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ANALYSIS

This chapter is divided into four sub categories, which provide analysis about the assignment, Quby, the competitive environment and the time pacing strategy. The guidelines for the roadmap activities are taken into account as well as the provided literature.

2.1 Assignment Before the start of the roadmapping activities, the assignment is examined thoroughly. The starting requirements derived from the assignment description (fig. 2).

Currently the Toon product can considered to be 5 ‘products’ combined into one central product (fig. 3).

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Figure 2: Starting requirements

Figure 3: Components of Toon

2.2 Analysis - internal In this part of the analysis Quby, as a company, is analysed with the final intention to determine the future timeline of the roadmap. Decisions are made about intermediate points and the end point of the roadmap in association to time horizons.

The time pacing strategy of incremental and radical innovations are determined at the end of this chapter.

Quby already gives some insights in the future they are planning to head (fig. 4). [1] Figure 4: Quby's current planning

2.2.1 History In this part, the historical innovation launches of Quby over time are analysed. ‘’Since 2013 we have consistently rolled out new innovations each quarter. We are also always looking at how to connect our platform to local needs and situations.’’ [1] The most important innovations are summed up in figure 5. In addition to the figure;

-2004, Started the company, Home Automation Europe -2012, Renamed to Quby -Toon introduction in 2012(Brand: Eneco/ Manufacturer: Quby), add new functionalities, including remote control of the thermostat.

Besides all the innovations each quarter, Quby shifts focus almost every year. Starting with ‘comfort control’ and ‘energy insight’ in 2012, the focus hereafter are shown in figure 5.

The time interval in between new products or collaborations is approximately one year.

Figure 5: Important innovations mapped on timeline

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2.2.2 Company structure The organisations involved in the system of Quby are: energy utilities, 3rd parties and end-customers. Quby works as a white label company and provides the energy utilities with the platform solution (Toon, Boxx). The energy utilities offer the product with a fitting service to the customer. The product is ‘free’ when the customer signs a multiple year contract, creating long-lasting relationships. The 3rd parties involved are Philips with the Philips Hue and Fibaro with the smart plug and smoke detector. These companies sell the products, which are compatible with Toon/Boxx, under their own brand name. Using the energy utility as marketing channel.

Figure 6: Quby’s system architecture

The energy utilities take responsibility to serve end-customers and collect using data and feedback for Quby. Based on this data, Quby can improve the Toon. The cash flows in the system are displayed in figure 6.

2.2.3 Company identity Quby is a company with a clear mission and vision, focussed on the huge changes which are taking place within the energy sector. Quby suggests that the future of energy is not in supply, but in service. The solution they oppose their clients (energy utilities) is to engage the customer with the right information, insight and tools. In order to create a long lasting relationship, earn trust and offer something of value.

Quby provides a platform to help their customers evolve and future-proof their business. [1]

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2.3 Competitors The market Quby competes in is rapidly innovating and evolving. Especially the home automation industry contains large competitors, considered: Nest, Tado, Ecobee, Honeywell, Anna. The most relevant competitors are mapped on a timeline (fig. 7).

Websites [2-7] were consulted.

figure 7: The most relevant competitors mapped on a timeline

Important aspects derived from the timeline above; • Nest sets the innovation pace in the industry with big annual developments such as new products, product generations, and expanding businesses.

• Launching a new product expanding the main business, takes at least a year.

• Expanding businesses to other countries is a time consuming task, due to the fact that product requirements and environments can differ.

• Competitors are focussing on expanding their product line with devices which are house related, thus on comforting the customer's life through devices for in- and outside the house. We derived an interesting conclusions from this analysis, namely that there are no companies yet which made the shift from smart home to smart life.

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2.4 Time pacing strategy This chapter defines the years of the future timeline. It formulates the strategy for future innovations, and new introduction points are mapped on the timeline. The theory of ‘Seeing in multiple horizons: Connecting futures to strategy’ from Curry and Hodgson (2008) has been applied while determining the future time pacing strategy.

Figure 8: Time pacing - source of rhythm

Figure 8 provides information about the elements which play a role in determining the pace of a rhythm in the market according to Knahl, Le Minh and Tran Minh (2016). The suppliers will play an important role in our case, because the hardware part is going to be outsourced. The capabilities of the outsourcing companies will be investigated. Partnerships will be key in accomplishing the target goals. The customers will be taken into account through analyzing societal trends to gain insight in the needs, in the next chapter.

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Figure 9: Framework time pacing strategy

We chose to implement the timeline on relatively short notice (2017-2020), because the environment Quby competes in is rapidly changing. Decisions need to be made quickly in order to stay ahead of the innovating competition. The framework above explains the basic time pacing strategy. Each year there will be a new product introduction and there will be shifts in focus between the transitions.

This is a strategy derived from Quby’s past (fig. 5). The development within

the three horizons are complementing towards the final vision statement. This means each section (horizon) contains its own scope, which will be all in line with the vision. Although the tempo is relatively fast, predictability is an important factor to give people a sense of control in otherwise chaotic markets. People gain focus, efficiency and confidence about the tasks at hand, which in return enhances the performance (Eisenhardt and Brown, 1998).

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TRENDS During the trend research, the societal and technological trends were investigated and ordered to gain insight in market needs, customer behaviour, opportunities and threats. The paper Creative Trend Research from Simonse, Snelders & Stoimenova (2016) has been consulted. Elements of the creative trend research are used, which combines visual and textual signals scanned in the areas of interest, blending visual and statistical trends, as well as global and local trends.

Today, we live in a ‘’Transformation economy’’. Customers will therefore choose a product or service not only according to how closely it matches their likes and interests (product preference), but also on the basis of how it will transform them, their lives or their ways of thinking (political, social and moral inclinations) (Mermini, 2009).

3.1 General Trend research The starting point of the roadmap is trend analysis which is necessary for domain definition and vision generation. In this project, trends are analyzed in terms of three aspects: • What are the social context issues of Northwest Europe in next 10-15 years. (Circle 1) • What services are desired by customers from energy utility companies. (Circle 2) • What services would most likely be provided by energy utility companies. (Circle 3) The first two aspects are mentioned in the article written by Evans (2011). Social context issues may sometimes be the driver of customers’ desires because customers may expect some services to solve the issues associated with their lives. We added the third aspects because the service desired by customers should be within the capabilities of energy utility companies otherwise companies can’t fulfill their needs.

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Figure 10: trends are analyzed in terms of three aspects

Table 1: Prioritization of trends

In order to guarantee the convincingness of this research, all the information relate to “social context issues” was gained from specific website [8] considering “Future’s prediction of European society” while the content about customers’ expectations was retrieved from reports released by Accenture [18]. When the two kind of researches were done, the social context issues were clustered in terms of customers’ expectation in order to figure out what kinds of social context issues could be tackled by energy utility companies when fulfilling the needs of customers.

Subsequently, the most important trends were ranked in the table above which was mentioned in Strategic issue management (Ansoff, 1980). Through this table above, we can see the priority of fulfillment for customers’ needs, the potential opportunities and challenges that Quby will face in the future. The top 3 trends were considered as the trends which are worth to be pursued by Quby.

According to the table 1, it is obvious that healthcare trend is top 1 direction which is worth to pursue. Another four directions can possibly be achieved when pursuing the direction of healthcare, but their level of priority and urgency is different in each time period. Sustainability and entertainment may not be as important as the other directions for the short and mid term. But, in long term, they can add value to Quby’s services and products. In our opinion, health care service is a service category, but behavior and servitization is the way Quby should deliver their services. So in next couple of chapters, healthcare will be the main focus.

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3.2 Trend analysis for Quby

Figure 11: Trend analysis for Quby

In chapter 3.1, we already decided that healthcare service will be our main focus.

However, we still need to know (1) Why this is a good opportunity for Quby? (2) How does Quby outperform the current players in those realms? (3) What are the challenges for Quby when pursuing this direction?

3.2.1 Opportunity According to the research conducted by United Nations Department of Economic and Social Affairs (UN-DESA) on March 2016 [10], the global smart home health care is expected to grow by 38% in the next six years (2016-2022) due to growing demand for advanced Healthy Lifestyle Assistant System, 14

and growing aging population. On the other hand, if Quby choose aging population as the target group, it will kill two birds with one stone.

Firstly, Quby can avoid the competition with other powerful competitors who mainly aims the young or middle-aged person. Secondly, healthcare services are mainly desired by aging population, the number of which will rise tremendously in the next couple of years.

Additionally, Quby’s partner Eneco could transform themselves from home energizing to people energizing through which Eneco can deliver more profitable services in the future. Health care is one of the “people energizing services”, so this direction may be supported by Eneco which enhances Quby’s determination to develop the service.

3.2.2 Competition There already have been some important players in smart home health care realm, such as Apple healthkit. However, most of them just focus on basic physical health care such as stress relaxing, meal monitoring, or sleep improvement. Few of them are really dedicating to monitor or therapy users’ health conditions on medical level which are needed by aging population. Even if some companies are working on this, they are either very small or aiming a very niche market. So Quby still has chance to differentiate themselves from their potential competitors through introducing medical level services to their users. (fig. 12) Figure 12: Competition for Quby [10] [11]

3.2.3 Challenges Developing medical level services will enhance Quby’s competitiveness in the future.

However this is also a big challenge due to Quby’s internal weakness (Eg: Scarce resource, compared to great competitors) or external threat (Eg: Behind the competition, New technology acceptance of aging population). Hence it is necessary to figure out what kinds of challenges Quby will face and also what the incentives are behind the challenges. We have listed the challenges Quby will face when pursuing their goal and the incentives behind those challenges.

(1) Quby has current partners with medical expertise at Philips, but in the technology scouting part we will investigate if this is sufficient. It might be inevitable to cooperate with new partners with relevant expertise.

We will advise Quby which partnerships and collaborations are necessary to accomplish the goals.

(2) Quby’s expertise lies in software develop-

ment, however healthcare service requires sensors or other hardware.

(3) Quby needs to process huge volume of health related data generated by end users, however, data analytics is highly professional and should be outsourced to third parties which are able to translate the data to actionable suggestions for the user.

(4) Elderly people may have difficulties to adopt new technologies. So it might be challenging for Quby to convince elderly to adopt their new services and devices.

For this list it is clear that most of the challenges are attributed to Quby’s scarce resources. One of the solutions is establishing partnerships with other powerful companies in order to supplement Quby’s weakness.

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TECHNOLOGY SCOUTING In order to launch new products and services in the future, the corresponding technologies have to be scouted. From chapter 3 we know that Quby has the opportunity to be a medical service provider, but they need to get technologies from new partners to achieve their goal. In this chapter, we will analyze: (1) What kind of technologies will be needed for healthcare service innovation in short, mid and long term?

(2) Who are the providers for those technologies and why?

4.1 Technology for healthcare services innovation According to Brenner (1996), new technologies might require years to develop and its potential consequence may occur years later. However, Quby can not wait for so long for its short or mid term innovation. For Quby’s mid to long term innovation, the information of pre-commercialized technologies might be useful because Quby has enough time to monitor the development of the technology. These technologies should be considered a couple of years ahead of the launch.

Figure 13: Signal intensity over time

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Hence for short and mid term innovation, we may need relatively mature technologies which have been semi-commercialized and proven to work out. The technological solutions are derived from the websites [16][17]. These websites are perfect sources for finding pre-commercialized solutions within the ‘medium signals’ area. (fig. 13)

4.1.1 Short & Mid term innovation Internet of things According to Chouffani (2014) [19], Internet of things has already been used to supplement patient physical treatment through remote monitoring, communication and keep track of patient’s behavior, however it is not widely accepted by patients and medical service providers due to issues like: data overload, privacy, etc. But these issues are expected to be addressed as the rise of big data management and analytic capabilities. So Internet of things will be a promising technology in remote healthcare assistance service.

Big data According to the report from Grand view Research on 2015 [20], remote healthcare is and will always be based on the data gathered by sensors and other relevant devices. Service providers firstly analyze the data through their own algorithm and then provide users corresponding services.

Nowadays, bracelet and wristband are most widely used device for data gathering, will still be focal point in the next 7 years. (Fig. 14)

Figure 14: Bracelet future

Self service Medical analysis (Physical) According to Tomita et al.(2015); “Self service medical analysis technologies” is predicted to dominate the smart home healthcare industry from 2017 to 2022 owing to increasing technological advancement in the medical device to infuse higher accuracy, easier usage by individuals without professional assistance and companies’ rising autonomous data processing capabilities. This technology will enable wide range of functions, from insulin/glucose monitoring to respiratory therapy, from diet monitoring to healthy life guidance, etc. Hence this technology allows elderly users with chronic disease keep track of their physical health and live independently.

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4.1.2 Long term innovation Artificial intelligence Artificial intelligence covers wide range of fancy technologies. The facial recognition is a booming AI technology, it has already been utilized to diagnose people’s health status in laboratories of some big companies since 2015. However, this technology has not been commercialized yet because its maturity still takes 2-3 years. So it is wise to use this technology in 2018-2019. [16][17] And the maturity of facial recognition pave the way for further development of other technologies which can not only recognize user's health condition via their behavior but also give corresponding reactions back to users. The reacting environment will be one of those fancy technologies.

Self service Medical analysis (Mental) Physical health is always followed by mental health. However, most of the technologies we can find are for maintaining physical health. Mental health is more likely ignored compared to physical health in traditional healthcare service, not to mention in the digital medical service. Interesting is that there are still some companies and laboratories dedicated to develop mental health analysis technologies. [16][17]Their technologies are based on various principles, one of them is “breath monitoring”.

4.2 Providers for technologies Internet of things The vital step for “internet of things“ is data gathering by a device. At 4.1, we have mentioned that the device will be a bracelet and a Chinese company named XiaoMi is chosen to provide the bracelet. This has two reasons; the bracelet provided by XiaoMi is very cheap which is more likely to be accepted by users who don’t have bracelet yet. And once partnership has been established, XiaoMi might be able to develop more hardware solutions for Quby in the future. [12] 18

Big data analytics In the third chapter we have mentioned that analyzing medical data will be a very challenging job for Quby due to its highly professionalism. So Quby should outsource this job to a new partner with strong medical expertise. Philips seems to be a good option due to its powerful medical segment. However, another challenge arises at the same time; how to convince such a huge company to cooperate with Quby. Perhaps Quby’s powerful software capability is the answer. Philips can outsource some of their software development projects to Quby and provide Quby big data analytics service as exchange.

Self Service medical analysis Because all the medical analysis have to be based on data analytic, so Philips will be one of the technology providers who aid Quby analyze medical data. However, Philips can not possess all the expertise even if it is a big company. Hence it is necessary for Quby to find some other partners with specific expertise. Then another two providers will involve in. One is Scanadu, a blood tracker company while another is Spire who can monitor users’ mental health condition through their breath. [13][14] Artificial intelligence Philips is always dedicating to develop various artificial intelligence technologies and experimenting the application of their technologies in laboratory. So it is easy to imagine that Philips has huge amounts pre-commercialized technologies which could be utilized for radical innovation in the future.

Technology scouting enables us to easily imagine the innovation Quby could possibly achieve in short, mid and long term. This may leads to Quby’s vision statements which remind Quby’s goal in each stage. In Chapter 5, we will elaborate how did we create our vision based on the result of Chapter 3 and 4.

VISION

A vision is described in literature as: ‘’Educated prediction of people’s future attitudes and behaviours in a specific area of life, and the motives and concerns that fuel those behaviours.’’ (Strategic Design, p.25) We would like to focus on the quality of human well being by offering smart solutions to increase health in an entertaining way. With the research, trends and technology scouting in mind, we have created a vision statement with multiple scopes (fig. 15).

Figure 15: Future horizons

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We created a vision concept (Saaskilahti & Takala 2010) (fig. 16) which is a concept outside the research and development time frame. This concept elaborates on Quby’s strength of offering real time data. It displays data about the energy/hydration rate and mood over time. Moreover, it gives suggestions when and what to eat and incorporates activity suggestions. This futuristic solution can be seen as the objective to create motivational targets for Quby to aim at. The body values are measured by wearables.

Figure 16: Vision concept

Vision Eneco ‘’The future of energy is not in supply but in service’’ [1] In the future, companies operating in the market of energy supply will have to make a shift to offering services. We would like to advice Eneco to focus on energizing people as well as the home/devices people possess. This way, Quby and Eneco have aligned visions and strategy. We think Eneco is the right company to launch the health product solutions. They have the network to reach a lot of potential clients and better their lives. In the next chapter, we will clarify what the products combined with the app can do for the users.

Vision proposal for Eneco ‘Eneco, energizing your life’

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ROADMAP

This chapter of the report is about the actual roadmap we made. All the previous research and ideation is combined into two roadmaps; a tactical and a strategical one. The tactical one has all the details in it and can be used for internal communication. While the strategical one is more a clear vision for the future and can be used for external/stakeholder communication. The appendix contains the strategical roadmap in A3 size.

In this chapter we will elaborate on the choices made. During this phase, we used the design-driven approach opposed by Kerr & Phaal (2015). Which consists of framing, structuring, depicting relationship and articulating a direction. The basic framework for a technology roadmap is taken from: Phaal, Farrukh & Probert (2004). (fig. 17) The products/solutions we oppose are separate modules to gain strategic flexibility.

(Sanchez, 2004) In this system, the Toon and personal app are the common components which every user should own. The modules can be added in order to receive more specific advice from the app. (fig. 18)

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Figure 17: Framework technology roadmap

Common Components

Varying Components (Expandable modules) Figure 18: Expandable modules

HEAlTHY SOCIETY INCREASE QUALITY OF LIFE smart living healthy life

expanding businesses

2017 Business model

New key partners in eu with 3rd parties

2020

2018-2019 New revenue stream through renting

New partnerships with 3rd parties

creating long lasting relationships

New value proposition ‘’health’’

New activity; focus on health (Human energy)

55+ customer segment

New cost structure

Toon as life enhancing product

smart joyful life physical and mental

servitization Market Trend

Health entertainment

Strategic shift in focus Energy for homes to energy for people

MODULAR DESIGN Modular smart thermostat which can control different heating systems

Product & Service

increase full potential users

20% 5-10%

SERVITIZATION Renting system- renting devices means a different revenue stream

Strategic shift in focus physical well being to mental as well

PHYSICAL HEALTh (General) MENTAL HEALTH

Energy control of people.

Bracelet is connected to app: food suggestions based on measured body values and lifestyle

Take into account mental state of consumer. Determines Mood: suggests light colour/saturation, music, food, and activity. If user get worse, it can help he/she make a appointment with psychologist.

Devices: Spire and face recognition

FOOD ADVICE App Automaticly suggests what ingredients/diner to eat.

Collaborate with WHO, sharing healthy food database.

2019

2.0

3.0

“Social relationships—both quantity and quality—affect mental health, health behavior, physical health, and mortality risk.” (J Health Soc Behav, 2011)

PHYSICAL HEALTh (specific) Blood health tracker, scanadu device When the vitals of the consumer will be unusual or a disease is detected, the hospital can help by providing advice, help or making an appointment.

SOCIAL PLATFORM Social platform to create community living a healthy life together.

Collaboration WORLD HEALTH ORGANIZATION

Vision statement

In 2025 Toon should enhance the life of the users by creating a healthy lifestyle. Toon as lifestyle product family. Moudular system which is extendable with modules of choices, focusing on physical as well as mental health.

expanding businesses

start 2016

1st horizon 2017

create long lasting relationships by an unique value proposition

business model

kp ka

vp

cr

kr cs

cs

kp ka

New key partners in eu with 3rd parties

vp

cr

kr

Marketing and business

collaboration

Ne w

ch

cs

rs

rs

fo (

55+ customer segment

New cost structure

Healthy lifestyle

Aging population Gamification

entertainment behaviour

Personalization (Customer centricity)

servitization

consumers

New revenue stream through renting

ch

Health

market trends and needs

cs

Strategic shift in Energy for homes to ener

M

Shift main focus to service Current focus

target 30-55 years elderly 55+ years

Shift focus to 55+ as we

kids 8-15 years energy utilities engie, eneco

Energy utility in EU country

technical philips, fibaro

Xiaomi Scanadu blood health tracking spire philips (urine analysis) World health organisation (data)

other

countries events

product/ service

product portfolio

ifa

EUw

ces

ces

ifa

toon

Modular toon

philips hue smart plug smoke detector

Modular smart thermostat which can control different heating systems

ces

EUw

la

pe b

toon as compatible product in different european countries

increase full potential users

goals

service

20%

5-10%

Renting system

service systems

kp ka Shift focus to service around the hardware

vp

kr new cost structure for the client; monthly fee

cs

cs

cr ch

Renting devices means a different revenue stream

rs

artificial intelligence

technological trends technology and resources

Self service medical ana

medical analysis

Connected devices

Internet of things

Optimize user experience

big data

technological development r&D

Scanadu, blood tracker companies

Hardware

Xiaomi (bracelet company)

outsourcing

software

Spire company, urine analysis (Philips)

Connect modular extension 1.0 data to Toon Development app 1.0

in-house

1

Con

Ap

2 Beta

resources &Capabilities

Graphical designers

experts

Dieticians/doctors

$

Quby software developers

3

Quby financial strategists

1

Quby customer relation

1/2

smart joyful life physical and mental

smart living healthy life

2018

focus rgy for people

ew partnerships with 3rd parties

2nd horizon 2019

Strategic shift in focus physical well being to mental as well

kp ka

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cr

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New activity; ocus on health (Human energy)

cs

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3rd horizon 2020 kp ka

New value proposition ‘’health’’

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e; physical

Toon as life enhancing product

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4th horizon 2025 creating long lasting relationships

Vision statement

In 2025 Toon should enhance the life of the users by creating a healthy lifestyle. Toon as lifestyle product family. Modular system which is extendable with modules of choice, focussing on physical as well as mental health.

ch rs

Healthy lifestyle; mental Platform thinking Socialization and sharing behavior

Multitask/efficient time use

ell

healthy society increase quality of life

Hospitals (marketing)

Healthy life equals happy life ifa

EUw

aunch modular extension 1.0

ces

ifa

ces

EUw

modular extensions 2.0

Mi Band Bracelet

ifa

modular extensions 3.0

Spire

Scanadu measures heart rate&ecg, blood pressure, temperature, respiratory rate, oximetry

calories, sleep, activity, heart beat rate

detects emotion by breath

Blood health tracker

Energy control of people.

Bracelet is Connected to ersonal app: food suggestions based on measured body values and lifestyle

Urine analysis

cholesterol, glucose, Inflammation, Triglycerides

Complete body analysis

increase specific physical well being of consumers

increase general physical well being of consumers

increase mental well being of consumers

Personal app 1.0

Personal app 2.0

Personal app 3.0

automaticly suggests what ingredients/diner to eat

compatible with newest measurement modules

takes into account mental state of consumer

Facial recognition

Aligns family needs

determines mood; suggests light colour/saturation, music, food and activity

Facial recognition

alysis (physical)

Cloud computing

nnect modules 2.0 to Toon

1

Connect modules 3.0 to Toon

Beta

Beta

Psychologists

1 App launch 3.0

App launch 2.0

increase social interaction between customers

Social platform Social interaction where people can express their feelings and share their problems with other people has a beneficial outcome on human health

Reacting environment

Self service medical analysis (mental)

pp launch 1.0

EUw

6.3 Elaborated Story of tactical roadmap The purpose of this part is to elaborate every single item appearing on the tactical roadmap in order to state clear the whole story of our roadmap. The brief texts on the visual may not be enough for fully answering the questions like (1) Why Quby should launch the service at certain time? (2) Why should Quby choose 55-65 as target group? (3) Why Quby choose to collaborate with certain partners instead of someone else? etc. Hence the explanation below will supplement the brief texts and tell the logic behind those texts. We used the appendix to elaborate more on the choices made.

2017 Goal In 2017 we want to expand the business to other European countries and to increase the full potential users.

Business model The revenue stream of Quby will change because of renting the extra features to the customer through a monthly fee. So Quby needs to invest in this features and rent them out through Eneco/Engie. The cost structure will change, so Quby has to invest more, but over time gain that back through the renting system. The customer will not pay the third parties features anymore and the link with the products is only through Quby.

The feedback on the products will also go through Quby instead of right away to the third parties, this also because of the renting system.

Product Modular boiler heating system Service Renting system Expanding to other EU countries R&D preparation for 2018 (For further information see Appendix)

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Figure 19: Quby's 2017 business model

2018 Goal Increase general physical well being of customers.

Business model We want to expand the business model by collaborating with new key partners like XiaoMi, Philips healthcare and start-ups like Scanadu and Spire. This modules will also be rented through Quby via Eneco/ Engie, so Quby first invests in the products and then gain the invests back through the renting system. Then the key activity will change for Quby, because the focus shifts from energy for the home to energy for people and with this change there will come a new value proposition ‘Health’. By changing the focus on health, Quby starts to make a different relationship with their customers by helping them stay healthy.

Target group 55+ segment Product Mi Band bracelet (Basic health tracker) Service Personal chef app 1.0 Collaboration Xiaomi Philips World Health Organization Hospital Event (For further information see Appendix)

Figure 20: Quby's 2018 & 2019 business model

Figure 21: Quby's 2020 business model

2019

2020

Goal Increase specific physical well being of customers.

Goal Increase mental well being of customers and increase social interaction between customers.

Business model In 2019 the business model will stay the same as in 2018. The business will only be expanded by new products that measure more detailed values of the body of customers.

Product Scanadu (Specific physical health tracker) Service Personal chef app 2.0 Remote hospital service Collaboration Hospital (For further information see Appendix)

Business model In 2020 the revenue stream will not change. All the products will be provided to the customer through Quby.

But the value proposition will change because there will be a shift from only focussing on the physical health to also focus on the mental health. In this year, the relationship with the customer will be long lasting through the use of the renting system and the new products which help them with making their life more healthy and happy.

Product Urine analysis (Specific health tracker) Spire (Mental health tracker) Service Personal chef app 3.0 Facial recongnition Social platform Privacy (For further information see Appendix)

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Conclusion

To create a roadmap for Quby there was a lot of research conducted beforehand on the company, competitors, trends and on the technology of the future. By combining these elements visions were created for the future. We would like to advice Quby and Eneco both to emphasize the focus on the user. A strategic shift within organisations will be necessary. ‘Energizing people’ through providing healthy lifestyle solutions.

After fomulating these relatively radical changes, fitting products and their implementations were formulated. The roadmap is detailed for the near future, 2017-2020, because the environment Quby competes in is rapidly changing and Quby should react fast. Besides that, Quby has a great opportunity area to take advantage of.

For the far future, 2025, a vision statement was created with complementing vision concept to help Quby further along the way; In 2025 Toon should enhance the life of the users by creating a healthy lifestyle. Toon as lifestyle product family. A modular system which is extendable with modules of choice, focussing on physical as well as mental health. The vision is that a healthy lifestyle increases the quality of life and creates a happy society.

A healthy life equals a happy life.

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[5] http://www.wareable.com/smart-home/ nest-vs-honeywell-smart-thermostat-system-118 [6] http://www.cleanbreak.ca/2016/04/05/ heres-the-buzz-on-ecobee-the-smart-thermostat-crowding-out-the-nest/ [7] https://www.ecobee.com [8] http://www.pharmacytimes.com/publications/issue/2016/january2016/the-agingpopulation-the-increasing-effects-on-healthcare [9] http://www.prnewswire.com/news-releases/global-smart-home-healthcaremarket-forecast-to-2022---increasingd e m a n d - f o r- m h e a l t h - - p e r s o n a l i ze d healthcare-technologies---research-andmarkets-582200051.html [10] http://www.digitaltrends.com/mobile/ best-medical-apps/ [ 1 1 ] h t t p : / / w w w. p c m a g . c o m / a r t i cle2/0,2817,2476623,00.asp [12] http://www.mi.com/en/ [13] https://www.scanadu.com/ [14] https://www.spire.io/ [15] http://www.smart-homes.nl/Ervaren/ Beurs-Domotica.aspx?lang=en-US [16] https://www.indiegogo.com/ [17] https://www.kickstarter.com/ Report [18]https://www.accenture.com/_acnmedia/Accenture/next-gen/insight-unlocking-value-of-digital-customer/PDF/ Accenture-2014-The-New-Energy-Customer-Architecting-for-the-Future.pdf [19] http://internetofthingsagenda.techtarget.com/feature/Can-we-expect-the-Internet-of-Things-in-healthcare [20]http://www.grandviewresearch.com/ industry-analysis/wearable-medical-devices-market

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Appendix

Tactical Roadmap Explanation

2017 Products Modular boiler heating system If the boiler system is made modular, the Toon system can be adjusted to every system. That way, Toon can be sold to more household and countries, with the goal to earn more money with the same system.

vice Eneco provides so the other features can easily be made into a renting service as well. But Eneco has to be on board because Quby will use their customer stream to rent the products.

In 2017 Quby needs to start colBy making the features a renting laborating with XiaoMi, Scanadu system we respond to the serviti- and Spire. zation trend and customers will be served of their needs.

At the same time Quby should start making the personal app 1.0.

Expanding to other EU countries After the agreements with the By making a modular boiler heat- companies are done, the personal ing system Quby can sell their app 1.0 should be linked to the smart thermostat to other Euro- data from the Toon. In June, Quby pean countries. In every country should launch a Beta version of Quby should collaborate with a the personal app 1.0. With the big local energy utility company input of the Beta version the app and gain advantage from their should be optimized and then customer network. With this launched in 2018. tactical approach Quby can sell their Toon in other countries. All these steps are prepared for Because the name ‘Toon’ is not the launch in 2018. The R&D defrom Quby, they have to change partment should start on the prothe name every time and that is ject as soon as possible. also the part were the big energy utility comes in to give the device credibility.

Services Renting system Right now the Toon is not used in all its efficiency. Only 5-10% of the customers are making use of all the features Toon provides, the smoke detector (65 euro), Fibaro smart plug (58 euro) and the Philips Hue light (complete set of 3 coloured lights, 175 euro). If Quby wants to make more customers use all of the features, they should rent out the system instead of selling. All the features are very expensive and right now the customers do not like to buy them, just for a small bit of extra energy savings. If Quby rents out all the features the market segment of total users will expand to 20% and this way Quby will at- R&D preparation for 2018 tract more customers. The Toon is At the moment Quby only foalready a subscription based ser- cusses on 30 - 55 years old and

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they need to start focussing on the 55+ years segments as well.

This due to the fact that the new products will also focus on the age group of 55 - 65 years.

2018 Target group With our new products we want to focus on the target group of 30 - 65 years. We want to extent the existing target group with 55+ years to focus on the aging population trend and this is the group who needs more help by keeping track of their health.

But for our new products we only focus on expanding to the 65 years maximum. This because people older than 65 years will not easily accept/adopt our new products.

The group of 30 - 65 years is interested in staying healthy and keep track on their vitals. This is also the group who already owns a smartwatch/smartphone and know how to handle them. This group will easily accept changes and is interested in the connecting environment.

By targeting this age group our products will also grow with them and help them with their health on a later stage of life when they need more medical attention.

Products Mi Band Bracelet We want to increase the general well being of the customers through measuring their basic vitals and connecting them with an food advising app. People are more aware of their well being everyday and they want to be more healthy. True the bracelet people can measure their most basic values and with this information they can already change their life into a healthy one through food advice from the app.

The bracelet will respond to the aging population by making the people more aware of their health and providing them the help they need to gain a healthy life. When people are getting older they also need more medical attention and through this feature, Quby offers them this attention and help. So

the bracelet also helps by gaining a healthy lifestyle which is a popular trend right now. The bracelet is also very personal and changed to the personal taste of the customer, so acting on the personalization trend.

By giving the customer the control over the measurements they are not wasting time by going to a doctor or medical specialist and by giving the customer goals the bracelet is also playing on the gamification trend which was mentioned in trend analysis part of Chapter 3.

Services Personal chef app A personal chef app helps the customer to make more healthy and well made choices. The app gives advice on expert level (doctors/dieticians), and the customer can immediately get the most optimal help for gaining the right nutrition to stay healthy.

The personal chef app gives the customer awareness of the environment by providing recipes just enough for the chosen amount of people, so there will be less food waste than before. Customer will be more aware of how much they need and will not make too much food. The app can be made personal by entering personal data and helping the customer were needed.

By giving the customer goals, the app is kind of a game the customer should try to achieve the best version of themselves. By providing recipes the customer does not have to think about what to make and this gives them more time for other things, so making cooking more efficient. The app helps to gain and maintain a healthy lifestyle, so helping people to become older, healthier and happier.

Collaboration Xiaomi XiaoMi is an ambitious company who expect to expand their market globally. Currently they have achieved the goal in their mobile

phone segment and their bracelets are popular in the Asian world.

However, they want to expand their business to Europe and Quby can grab this opportunity by collaborating with XiaoMi. The Mi bands are relatively cheap and XiaoMi wants to provide their customers with the best products for a comfortable life. Their vision and that from Quby connect, that is why the collaboration would be perfect.

Philips Eneco already has a collaboration with Philips. Philips also focusses on healthcare and this way the blood health tracking and the urine analysis can be linked to Philips.

World Health Organization WHO is a non-profit organization which is dedicated to build a better, healthier future for people all over the world. Working through offices in more than 150 countries, WHO staff works side by side with governments and other partners to ensure the highest attainable level of health for all people. WHO has the database about healthy diet and food advice for people, thus Quby can use this database from WHO. Thus using big data to provide a optimized food advice for users.

Hospitals There will be a link with the hospital through marketing. The hospitals are expected to advise the products/services of Quby to their clients.

Events Home automation and smart living event 2018 We want Quby shift their product line from smart energy to smart living and launch the product in 2018, so this event is a good channel to expose their latest product.

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2019 Products Scanadu We want to increase the physical well being of the customers through measuring more difficult and interesting vitals and updating the personal chef app. By measuring more difficult vitals like temperature, respiratory rate, cholesterol or glucose inflammation, Quby can give the customer even more specific advice on being more healthy or even to live longer. With this measurements, habits can be improved and diseases can be detected faster or even be remedied.

Customer can become more healthy and aware of what happens to their body. By first launching the bracelet, Quby has a year to further develop the techniques for the more difficult measures and creating a nice product to use. There are already a lot of devices that can measure vitals in the body, but by combining the most usable products Quby can create a good overall view of the bodies main vitals. In 2019 Quby can launch the product at the IFA show.

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Services Personal chef app 2.0 By creating more measurable vitals the personal chef app has to be updated so it can give a more accurate advice of recipes or food intake to stay or become healthy. This version of the app is also linked to hospitals besides the doctors and dieticians.

Remote hospital service When the vitals of the customer will be unusual or a disease is detected, the hospital can help by providing advice, help or making an appointment.

Through this service the customer can be helped quickly and efficient. Also hospitals can gather data about the past measurements of the customers and give them a prediction about diseases or help when they need it.

Collaboration Hospital The hospitals will be used as a channel for the marketing of the products. These institutions can recommend the use of Quby’s innovation in order to increase the health

of the society. By connecting the measurements to the hospitals, customer can get fast response on their health and how to improve it. Hospitals can also recommend treatment on discovered diseases or on unusual measurements.

This way customer can be helped quickly and properly.

2020 Products Urine analysis By 2020, we want to increase the mental well being of the customers and also create a complete scan of the body.

By analysing the urine of the customers, Quby can provide another complete measure of the well being with which Quby can create an advice that could improve people’s lifestyle. Through all the measurements done, Quby is the first to create a complete overview of the customer’s body and well being. By giving advice, disease can be detected in an early stage or even remedied.

2020 is chosen for this technique because the analysis is not totally reliable yet, it has to be further developed and in 2020 it will be ready for the customer to be used at home.

Spire The world is speeding up so fast and people are supposed to be the best they can ever be. This creates tension for people to be better than other and this is way a lot of students or young adults get a depression or breakdown.

By measuring their well being through breath, Quby can change the mindset of the customer and could prevent breakdowns or depressions.

By 2020 the world would even ask more of people and this is the right time to introduce Spire to help customer gain happiness in their homes. By this time, the techniques of

measuring the breath will be there and Quby can use this in their product line. At the moment, the techniques are not ready for the market yet, thus by 2020 the techniques are ready for the customer to use it themselves.

Services Personal chef app 3.0 By measuring the physical state of mind the personal chef app should anticipate on that, so it can advise the customer of food to take while making them more happy and healthy.

This version of the app is the complete advising app of food intake which increases the well being of the mind and body of the customer. Also with this version psychologist will be linked to the data. Customer then also can get advice from them and be helped in the best way possible.

Facial recognition By adding a facial recognition service through the camera of users’ smartphone, Quby can also measure users’ state of mind and helping them through changing the surrounding features in their house such as the colour of the lights or by playing music in a special mood. This way the customers’ day could turn better by their own home surrounding. By using this technology, Quby can gain advantage towards their competitors.

Social platform Social interaction where people can express their feelings and share their problems with other people has a beneficial outcome on human health.

Good social support might also help coping with stress and major life changes like a divorce, redundancy, moving house etc. It is known that lonely people more often suffer from cardiovascular problems, stress and depression.

Knowing that we are valued by others is an important psychological factor in helping us to forget the negative aspects of our lives, and thinking more positively about our environment. Friends and family can also reduce stress by saying things which boost a confidence and giving moral encouragement. The social platform gives the users the option to share and socialize through the app and it creates platform thinking through sharing.

Privacy Our innovations are very privacy concerning and every action of the customer will be optional. We want the customer to have the opportunity to decide if they want their personal data or advice to be shared.

So every connection can be declined or accepted. Besides that Quby will not share or sell any information to third parties, the data will stay within the company.

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