Things Matter - INTERNET OF THINGS - The user experience of the Internet of Things in Spain
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Things Matter
The user experience of the Internet of Things in Spain
october 2017
INTERNET OF THINGS
In collaboration with Accenture and Ipsos
1
@jmalvpal: with #digitalization,
not adapting is just not an option.
This is not a time of change; it is a
change of era #CIC40
José María Álvarez-Pallete. Chairman & CEO, Telefónica S.A.
2
There are two ways to consider which still arouses intrigue but which It is, then, a path that we are all fo-
connected things. Some see them as for many of us is already a reality that is llowing, and in order to do this it is crucial
just another technological device, a transforming the way companies, public that we know what possibilities, oppor-
game, or perhaps a tool, depending on services and, naturally, millions of people tunities and also needs these things ins-
the type of deployment. I prefer to see around the world work. As I have someti- pire in us all. This study, which I have the
them as a path we are walking along mes heard José María Álvarez Pallete, our pleasure of presenting to you, is also a
together, thousands, millions of people, President, say, “Digital life is real life”. step towards the real knowledge of how
each one with their own personal path, people relate to this new scenario of
according to their personality and with For us at Telefónica, it is another step connected things. What do they think,
their own horizon. in our company history, which began what do they discover, what do they ex-
by facilitating communication between pect? Only by paying attention to their
It’s another step on the path that our so- houses, and many years later between answers and experiences can this new
ciety has followed since the very begin- people constantly on the move; which communication path lead us to a new fu-
ning and the very first invention. Things was initiated by carrying the sound ture that we have the chance of building,
have always said a lot about us, about of our voices and today transmits a that of the Internet of Things of People.
how we live, think and relate to one ano- huge variety of multimedia content.
ther, about what we need and dream of. Communicating with millions of objects
Only now, for the first time, things are and the billions of data that they are able
starting to speak to us in a direct and to generate is just the natural beginning
simple language, and they’re doing it by of our next stage.
connecting to our common activities and
Vicente
devices. It is a path that our customers worldwide
are also following. A path that requires
We are calling this new communication us to adapt to a new era in which data
Muñoz Boza
scenario - which could offer us the most is the key to knowledge and decisions;
accurate picture of our society, more a transformation journey which we are
than we could ever have hoped for - accompanying them on wherever they
the Internet of Things (IoT). It is a term may be. Chief IoT Officer, Telefonica
3
If we take a look at publications specialised The report Things Matter aims to fill this
in technology or in the business world, the gap and to shed light on the reality of the
Internet of Things (IoT) has been a common Internet of Things in Spain. It aspires to
term for some years now. However, the pre- find useful answers so that researchers,
sent moment of connected things requires disseminators, companies and the media
a perspective that is much closer to the way can get a clear vision of the penetration,
that people perceive and experience this new perception and expectations of IoT in Spain.
scenario of connectivity and communication.
What do Spanish people know about IoT?
What is our perception of it?
PURPOSES OF
When and how much do we use IoT devices?
What is the user experience like for us?
What do we value most about IoT?
THE REPORT
What new devices and uses do we want?
What usage trends can we see?
Which activity sectors are the most dynamic in adopting IoT?
Based on this accurate portrait of the reality and opportunities of IoT in the short term.
of IoT in Spain, this first report, Things In its technological role which is transforming
Matter, pursues three main goals: continuously, we see this report as the
result of dynamic research and as constantly
· To give voice to the real experience of the evolving.
users, beyond the figures; The ultimate goal is to be considered a tool
· To draw both general and specific for knowledge, and to carry on providing
conclusions for every one of the usage new answers - as well as new questions - in
environments of IoT (personal, domestic, subsequent editions.
work, industrial, urban and transport uses);
· And, finally, to anticipate the possible needs
4
The dual character of the perspective proposed
for this first report, Things Matter (usage
and perception data, combined with the
user’s personal viewpoint), resulted in the
composition of an interdisciplinary and highly
specialised team.
Thus, ACCENTURE, in its capacity as a leading
company in strategic and technological
consulting, provided its vision on the use,
functionality and benefits of IoT, based on
their knowledge of the market’s technological
and digital tendencies, and in addition the
users’ needs.
The company IPSOS, a leader in market
CREDENTIALS
research, was entrusted with carrying out
the qualitative research through in depth
interviews and direct observations.
Telefónica’s Global Market Research team
was in charge of preparing and developing the
survey model which the quantitative research
was based on.
5
From the very start, the study focused A comprehensive survey was also
on studying and establishing the carried out on the knowledge, interest
relationship that people have with and use of different IoT solutions,
the Internet of Things (IoT) solutions in order for the results to acquire a
and services. It is, therefore, the representative and significant value.
closest possible viewpoint. We have
accompanied our users in their activity
and we have collected their experience
data through direct observations of the
way they use IoT technology, combined
with a series of in depth interviews.
800 surveys The universe of the survey was defined for residents of Spain
METHODOLOGY
aged between 18 and 55 years of age, with Internet access. During the month of August 2017, they were
given self-administered online CAWI (Computer Assisted Web Interviewing) surveys which focused on their
attitudes, uses and perceptions of IoT.
60 in depth interviews and direct observations
in Madrid (Spain) on specific use cases and in direct contact
with IoT technology The interviewees, all of whom were residents in Madrid, were exposed
to IoT technology use. Two types of information were gathered from their experience with connected cars,
smart trackers and connected shops: insights obtained by “immersion” (through direct observation of the
user when they were using the product or service) and the description of the experience as narrated by the
users themselves.
6
1. Current situation. 2. Data and results.
How IoT development is focused The most significant data of
in each area of activity, what the the study is visually highlighted
current solution offer is, what the throughout the document.
current penetration rate is and
what developments are expected
in the short term.
3. Conclusions.
CONTENT Main lessons extracted from
the survey results and from
GUIDE the experiences of the users
interviewed.
4. REAL CASES. 5. Next steps.
User experiences explained in Possible paths and opportunities for
first person. the development of IoT in the short
term.
7
A DAY IN
OUR
LIFE connected
The Internet of Things is already a reality in our day
to day lives. We wanted to bring them all together
in a day of a fictitious user, made up of the real
experiences of many different users. This resource
will provide a clearer idea of the wide range of IoT
solutions and their practical applications.
8
If something characterises the real This means that our user can make more continuous, almost constant and so on). Gradually, IoT solutions
experiences of current IoT use, it’s that better use of their time and have more presence in our day-to-day. So, we can are able to offer new uses and benefits
all participants agree on a main benefit: time to enjoy themselves. see an evolution in the environments which foresee future demand from
it saves time and worry. During the that are connected. In a first stage, it’s users (smart traffic lights, predictive
course of this “connected day” we will Today, IoT has gone from having a the user who asks for specific solutions maintenance, personalised consumption
see that there are routine decisions that sporadic presence for a very specific (localisation, the measurement of suggestions, etc.).
will, little by little, become unnecessary. and functional use, to having a much biorhythms, streamlining procedures,
1 3 5 7 9 11 13 15 17
My wearable has My coffee maker makes me I arrive on time, because In my office the temperature I analyse the carrier routes In the airport, I go straight In the changing room, a Before boarding, my suitcase And in my hotel bedroom,
woken me up! my favourite coffee mixture the traffic lights adapt to is perfect, thanks to my air- to make sure there are no to the shop I’m looking smart mirror suggests warns me that I’ve left it in their Wi-Fi remembers me
and reminds me to order new the traffic and the flow of conditioning system’s smart delivery delays. for, thanks to the internal different options and lets the shop, and I’m in time to and shows me on the screen
capsules. pedestrians. management. department store location me ask for other garments get it. an invitation for my favourite
system. without having to go and cocktail.
get them.
18
When I’m leaving the
house I forget to activate
the alarm, but I can do it
remotely.
19
Before going out to dinner,
I check that my dog is at
my sister’s house.
2 4 6 8 10 -40% 16
I take my dog for a walk With my smartwatch I can I park quickly thanks to the I check the state of the orders I use my company car to
-20%- When I get to my destination,
in the park and he runs locate and book a car-sharing parking app that guides me and make sure the goods I go to the airport and the 50% I rent a car with Wi-Fi quickly
off until I lose sight of vehicle to go to work. to a free space. sent are travelling in optimal oil warning light comes on, and easily, thanks to the
him, but my tracker conditions. sends a notification to the company’s digitalisation.
helps me to find him! garage and suggests dates
and times for me to have it
serviced without waiting. 12 14
When I enter the shop, the Once out of the changing
beacon devices take me to room, I look for a dress I saw
personalised offers. online and I find it thanks to
the RFID on the label.
9
At present, predicting how big the things will have on all areas of our
Internet of Things (IoT) market could society will be significant. While personal
become is something that is still subject communication is limited, in an exchange
to the emergence of new factors at of necessarily subjective information,
HOW IS IOT
any time. The most reliable analysts connected things will provide us with such
estimated at the start of 2017 that by a huge amount of objective data that our
the end of the year, the market would perception of the world will definitely be
PRESENT IN
have grown to $800 billion US dollars transformed. If the human population
(1). While awaiting confirmation of these is estimated at billions, the universe of
OUR LIVES
figures over the coming months, what all objects and tools that can be connected
viewpoints agree on is that IoT’s growth to information networks reaches trillions.
horizon will far exceed that reached by In light of such a colossal increase in
TODAY?
the mobile telephone market. scale, it is easy to understand that growth
forecasts in the IoT market are, today,
These incredibly ambitious expectations more indicative than precise.
are based on the fact that it is considered
that the global impact that the
information generated by connected
(1) Sources: IDC Semi-annual Internet of Things Guide Forecast 2017
10For the purposes of this study, we indicates a strong upward trend for all
consider it a priority to provide a context IoT categories, and that the relative
for our present stage of technological weight of the use of each of them within
adoption. In previous years, in which IoT the market will gradually change.
has been gradually deployed, mainly in
the industrial and technological field, The confluence between the sustained
FIG. 1. YEAR ON YEAR GROWTH 2015-2020 BY IOT USE CASE TYPES
studies have focused primarily on the growth of the IoT solutions market and
business use of the new connectivity their everyday uses on a personal level
solutions which are very much linked to is what drives the need to carry out this
their digital transformation processes. study, with an approach specifically CONNECTED HOME 21%
Nevertheless, in addition to the work focused on user experience.
or corporate environment, we are CONNECTED PERSON 17%
already seeing a continuous presence of
connected things in other aspects of our CONNECTED SHOP 16%
personal lives.
This development is also reflected in CONNECTED TRANSPORT 15%
the data. The areas which stand out for
their economic value within the global CONNECTED INDUSTRY 13%
IoT market are those of the Connected
Industry (41%) and Connected Transport CONNECTED CITY 10%
(22%).
(1) Sources: IDC Semi-annual Internet of Things Guide Forecast 2017
If we assess their potential (year on
year growth between 2015 and 2020,
Fig. 1), the solutions which are growing
the most are those of Connected Home
(21%), Connected Person and Connected
Leisure (17% and 16%, respectively).
This exponential growth by 2020,
11KNOWLEDGE AND USE OF IOT IN SPAIN who mainly associate it with connecti-
vity (40%), convenience and comfort
The ad hoc survey carried out in Spain (30%), security (12%), agility (9%), te- They know the term
IoT and they associate
for this study is in line with these global
growth estimates. The survey shows
chnology (23%) and control (11%). it with connectivity,
convenience, security and
45%
that only 27% of the respondents use PROFILE OF THE IOT USER peace of mind.
the Internet of Things (IoT) and it de-
monstrates that while only 45% recog- The profile analysis of the respondents,
nise the term, a large majority (84%) in which the sociodemographic variables They know specific IoT
84%
are aware of various use cases based on are combined with their attitude use cases, although they
the technology, despite not being fami- towards technology and their level do not always associate
them with the term IoT.
liar with the term. of adoption of IoT (according to the
Everett Rogers classification, Fig. 3),
According to the results, people don’t allows us to confirm that men have a
have a uniform perception of what IoT slightly higher predisposition towards
means. 23% associate it with connecti- IoT use: 86% of innovators are men. FIG. 2. RANKING OF KNOWLEDGE BY IOT USE CASE TYPES
vity, followed by convenience and com- Concurrently, 65% of technological
fort (18%), and then security (12%). laggards are women, while the rest of
the groups are more uniform with regard
CONNECTED HOME 1º
While knowledge of the term IoT is not to gender distribution.
widespread, all the surveyed profiles by CONNECTED INDUSTRY 2º
a large majority (over 70%) are aware of The results of the survey also show that
some IoT uses, whether they associate today, neither age nor attitude towards CONNECTED PERSON 3º
it with the term per se or not. technology are variables that appear
to be significant. People show more CONNECTED TRANSPORT 4º
These percentages are further explained interest depending on what IoT can give
when we view the level of knowledge ac- them or how they can benefit from it, CONNECTED CITY 5º
cording to the respondents’ technologi- which in turn is based on the wide array
cal adoption profile. of applicable use cases in the different
lifestyles. Thus, the main use of devices
CONNECTED SHOP 6º
Therefore, knowledge of the term “In- and applications within the connected
Source: Survey carried out by Telefónica in August 2017
ternet of Things” only exceeds 50% wi- shops is carried out by users that are
thin the innovators and early adopters, regular clothes buyers, while IoT use
12associated to sport is mainly seen in the Connected Transport category,
within sportspeople. are the most well-known (66% and 67%
of the drivers interviewed that belong to
FIGURE 3: DISTRIBUTION OF SURVEY RESPONDENTS ACCORDING TO
As we can see in Fig. 4, the innovators each of these groups, respectively, knew THEIR ATTITUDE TO TECHNOLOGY.
show a far higher use of IoT than the about them).
other profiles, 59% stating that they 36%
use some service or application based Connected Home applications related 22% 20% 19%
on IoT, compared with 14% of the with cameras and/or door or window 3%
laggards. sensors were among the most well-
Innovative Early adopters Early majority Late majority Laggards
known by the laggards (78% of the
MOST RELEVANT USES people in this group knew about them). 77% between 63% between 63% between 59% between 62% between
30 and 53 years 18 and 41 years 18 and 41 years 30 and 53 years 30 and 53 years
The high degree of penetration of A final group of people claim that they 86% male 55% male 52% male 54% male 35% male
mobile phones and the Internet are not interested in incorporating 14% female 45% female 48% female 46% female 65% female
throughout society means that we IoT solutions into their daily life. The
Source: Survey carried out by Telefónica in August 2017
have embraced various IoT uses, and main obstacle is the perception that
that we are more receptive to adopting either these solutions don’t offer them
new technologies in the short term. So, a differential value compared to what
some IoT uses are evolving quickly in they’ve already got (32%) or that
Everett Rogers Classification by attitude to technology:
their awareness and adoption speeds. they distrust what is happening with
personal and domestic data gathered • Innovators: state that they have the latest in technology - tech addicts - as soon as
The IoT uses most well-known by all by IoT solutions (20%). A third group they are available, or even before.
the respondents are the smartwatch in of people would not adopt the use of • Early adopters: state that they like to keep up to date with technology but, unlike the
the Connected Person category (95% of IoT because it presupposes a high price innovators, they buy things when they are in the market but not yet accessible to all.
the respondents were familiar with it) (18%). • Early majority: they don’t mind waiting a little to see with some perspective what is a
and mobile applications to reduce the success and what isn’t before buying it.
time spent looking for a parking space Therefore, the current picture of the • Late majority: they buy technology once it has been proved to be useful and
affordable, and is considered a “must”.
in cities (66% of the drivers interviewed perception and use of IoT in Spain
• Laggards: they only buy technology if it is absolutely necessary.
knew about them). has a configuration that reflects the
penetration of solutions and services
For the early majority and late majority in people’s daily lives. However, the
segments, the applications for hiring values shown indicate that the main
vehicles during short periods, included obstacle for adoption lies mainly in
13the current lack of knowledge about
IoT’s uses and benefits, as well as the FIGURE 4: KNOWLEDGE AND USE OF IOT IN THE GENERAL PUBLIC
lack of widespread recognition that
91%
all connected things are part of the 89%
84% 88%
same technological development called 72%
59% 59%
Internet of things.
43% 46%
31% 28%
30% 27%
14%
3% 22% 20% 36% 19%
Innovative Early adopters Early majority Late majority Laggards
Distribution of groups according They know about IoT uses, although they do
to their interest in technology not always associate them with the term IoT They use IoT They know the term IoT
Source: Survey carried out by Telefónica in August 2017
FIGURE 5: OBSTACLES TO ADOPTING IOT SOLUTIONS
32% I don’t believe they offer a differential value
20% I don’t know what is
done with my data
18% I think it will be expensive
I’d rather wait, it’s
13% going to evolve quickly
It seems
8% complicated
I don’t think it will work
3% with my other devices
Source: Survey carried out by Telefónica in August 2017
14THE SIX
LARGEst IOT
ENVIRONMENTS IoT solutions are very diverse in nature, and many
of them transversally connect different areas of
activity for both people and companies. In order to
develop the research this report is based on, and to
offer useful and easily understandable conclusions,
we have chosen a classification based on the use
environments.
This view, focused on the actual use people make of
connected things, allows us to visualise more clearly
which aspects of our society are feeling the impact, to
a greater or lesser extent, of the Internet of Things.
15The connected vehicle The connected industry
connected car, car rental by the hour, fleet management, energy efficiency,
advanced leasing, vehicle localisation, tracking of the position and status of
remote software update, etc. goods, inventory management, etc.
connected RETAIL
The connected city
localisation in closed spaces and
waste management, smart parking,
department stores, customised in-
smart traffic lights, efficient lighting,
shop offers, smart changing rooms,
etc.
etc.
The connected person The connected home
wearables, object and pet trackers, connected household appliances,
smart footwear, smart clothing, etc. smart meters, remote lighting
control system, etc.
16Each of these wide application uses and environments has particular meaning when we
observe the way in which people add connected things to their lives and activities. In
order to clearly view the way in which IoT is helping to change processes, we think it is
essential to listen to the users in their own words, at the same time as reflecting on the
data and results, so as to achieve greater understanding...
What’s it like driving a connected car?
How does it feel to be interacting with a smart changing
USERS’ room in a children’s clothING STORE?
OPINIONS
What do we think of the smart screens in an airport shop?
What are the benefits of travelling with a connected
suitcase?
What are the advantages of putting a tracker on your pet?
Throughout the various chapters of this report, under the heading “The Voice of the
User”, we have grouped together different verbatim of the people interviewed in
testimonials that summarise their feelings.
17connected transport
The automotive sector has been one of the most active been crucial in transforming the services offered by car
in integrating connected solutions to their vehicles, rental, leasing, fleet management and freight transport
and it has done so in many different ways which companies.
drivers and passengers don’t always see. So, together
with the applications for connected cars, which are Whether we are aware of it or not, IoT technology is
increasingly closer to being a market standard, IoT has already fully integrated into the way the world moves.
18Cars mainly apply the benefits of
THE VOICE OF THE USER
connectivity in two types of service.
On the one hand, everything related
to vehicle telemetry, including,
I love my connected car: I can find the most
efficient route to get to work, and it tells me when
localisation and data on its mechanical I’m not driving smoothly enough. I’m noticing big
THE
savings on petrol. What’s more, I feel safer because
behaviour and performance. This with these alerts, there’s less risk of an accident.
results in greater security for the user,
be it due to the peace of mind choosing
CONNECTED
When I had to buy a car, I wanted one with
the most convenient route provides,
Wi-Fi, a connected car.
Later, I discovered that it made a diagnosis
quick assistance in the event of an of the car! It’s fantastic, especially given
my lack of mechanical knowledge.
accident or being able to carry out
VEHICLE
preventive maintenance on the vehicle. I distribute the orders for my online shop, so I
Furthermore, connected cars offer an spend the whole day in the car in Madrid, and to
top it off I have to be connected to my mobile
increasingly wider range of personalised all the time. I wanted a car that would let me be
infotainment services through the
connected to my business, even though I wasn’t
there in person, so I looked for one with Internet
streaming platforms. built-in. I think it’s the best decision I’ve ever
made. It isn’t just Internet, it’s so much more.
FIGURE 6: KNOWLEDGE OF DIFFERENT IOT USE
CASES IN TRANSPORT (% OF DRIVERS INTERVIEWED
CLAIMING THEY KNOW, ARE INTERESTED IN OR HAVE
USED THE DEFINED APPLICATION)
79% Vehicle localisation
72% Information on the
vehicle’s status
Reducing parking
66% time
Hiring for a limited time (car
65% sharing)
Reducing rental
49% management
No out
Source: Survey carried creo
byque funcione
Telefónica con 2017
in August
mis otros dispositivos
19This corresponds with the fact that 66%
THE VOICE OF THE USER
of the drivers interviewed had heard
about connected cars, though only 5% I no longer worry about leaving my car
actually had one. Unlike other categories
in the street, as the App gives me the
security and peace of mind of knowing
here, awareness and knowledge is very that it is locked and in the same place I
The
left it.
much ahead of experience, so these figu-
res are expected to evolve rapidly, as the
With the push of a button I can call an
online assistant and ask for any type of
automotive fleet is gradually replaced. information, for example hospitals, hotels,
Connected
restaurants, etc. It’s impossible to forget
things!
This distance between the figures of The App helps me not to forget to
Vehicle
interest and use is also transferred to get the car serviced, to avoid queues
in the garage and it even saves me
the most important applications. Among money, because you only go when
the applications that generate the most you need to, when your App tells you
to. With a single finger swipe I can
interest for drivers are those that allow see what condition my car is in - oil,
tyres, water, etc.
drivers to locate their vehicle remotely
(44% of those interviewed recognised From the moment I bought my car I’ve
this, 52% in the case of men) and to
been a novelty among my family and
friends.
obtain information on the state of the I think I was the envy of a brother-in-law
who bought a much more expensive car a
engine (42%), though only 3% admit to few months ago without Internet.
having used them.
The dynamism of this sector by
integrating IoT into its processes
generates new services associated with
the connected car. Some examples
already in operation include “Pay as you
Drive”, which some insurance companies
use to customise their rates according
to driving habits, or automatic fuel
payment or smart pumps to help reduce
the waiting time at petrol stations.
20THE VOICE OF THE USER
Change the way you move around
the city: you can use your connected
car, rental services or a bicycle - now
anything and everything goes.
One of the cases most closely linked to the
development of IoT is that of car sharing
CAR
services. A service of just one thousand
electric cars has been used by 10% of the
drivers interviewed. This elevated degree
SHARING
of adoption in just a short space of time
indicates, primarily, a high level of interest
from users. 80% of those who have tried out
the service are interested in carrying on using
it, while 39% of those who still haven’t used
it have confirmed their interest in doing so.
Secondly, the speed of the adoption of
IoT based solutions can be correlated to
the transparency of the benefits they
offer, surpassing concepts as seemingly
well-rooted as that of driving your own
car. Amongst them, the real-time booking
process management, the localisation, the
opening and closing of the car, the activation
of the service, the payment and even the
reporting of incidences are what stand out
the most.
21With regard to traditional vehicle rental, Regarding Leasing services, they have
it has also transformed its processes leveraged the opportunity to offer
and services using IoT solutions. Among service and maintenance with a higher
the new possibilities, what stand level of proactivity on connectivity.
RENT-A-CAR
out most are the increased flexibility The intelligent processing of the data
in contracting and the reduction sent by the vehicle allows the user to
and simplification of vehicle return delegate decisions about getting the car
procedures (manual check for bumps, serviced, breakdowns and administrative
petrol consumed, kilometres covered, procedures. The most obvious benefits
etc.). are reflected in the ease of use and after
sales costs.
The survey shows that at the present
time, 49% of people know about these
new services: 8% of them have used
them and 39% of those who know
about them but haven’t used them are
prepared to do so.
Security is the other major beneficiary
THE VOICE OF THE USER
of integrating IoT in rental vehicles.
When faced with emergency situations I broke down in my rental car in Formentera
- accidents, breakdowns or thefts - on a secluded track, and thanks to the fact
that the rental car was connected, they came
the vehicle automatically transmits right away, with no problems.
its position (option only available in
exceptional circumstances, due to the The time I save when driving in
privacy policy), which considerably the city is amazing.
reduces assistance time.
22cargo
transportation The growth of electronic commerce has
meant that transport companies, both
This last IoT usage environment brings
us to the following category, that of
those who do home deliveries and long- Connected Industry, which we will look
distance ones, have had to review and at now. In this category, all solutions
update their digital tools. This is where focused on the smart management of
Internet of Things provides solutions commercial fleets takes on particular
of a very varied nature. The ones that relevance.
stand out particularly are those that are
geared towards the constant monitoring
of goods, allowing the end client to
know the exact delivery stage of their
shipment in real time.
23CONNECTED INDUSTRY
The sector with the highest levels of adoption In this environment, the incorporation of
of Internet of Things at global level is that of IoT solutions impacts not only the lives of
Industries, which represents 41% of the world companies, but also the digital transformation
market, and includes two of the following of personal lives. Here, the applications serve a
categories of greatest use (transport, energy dual purpose: that of making production more
and public utilities). This predominance of use efficient and competitive and, at the same
is reflected in these core figures which help time, enabling workers to acquire higher levels
showcase their real impact: around 5,000 ports of security and to develop professional profiles
(1) and more than 55,000 airports (2), almost with greater added value. Connected machines
300 car manufacturing plants (3), 2,700 million don’t just provide information about their use
refrigerated containers and 2,500 connected and status in real time, they are also able to
ships (4), and more than 30,000 mines around carry out self-diagnoses which drives preventive
the world (5). maintenance.
(1) http://ourairports.com/ (2) www.worldportsource.com (3) http://www.acea.be (4) Berg insights (5) www.infomine.com
24THE EVOLUTION
FIGURE 7: RANKING FOR KNOWLEDGE OF
APPLICATIONS AND WORK TOOLS
OF WORK 1 Goods tracking management tool
How much work time is spent managing 2 Fleet optimisation tool
or attending to the machines whose
task is precisely that of reducing our 3 Collaborative management and planning applications
workload? This indicator is continually
evolving and becoming clearer following 4 Smart labels and digital changing rooms
the emergence of IoT; the tools have
to take care of themselves and free Source: Survey carried out by Telefónica in August 2017
time for workers to focus on more
mechanical tasks. THE VOICE OF THE USER
This change of paradigm facilitated CONNECTED It’s great to be able to clock in at the office
COMMERCIAL
without having to get your card out. I’m always
by IoT is also an elimination factor loaded down with samples, and before it was
really awkward. When I get to the office, I control
for the borders between the different
VEHICLES
the orders in my online shop at a glance. The fact
that my transport supplier uses IoT makes my life
industries (digital medicine, precision easier and helps me to sort out possible delays or
farming, smart manufacturing, etc.).
queries with my clients in real time.
Digitalization allows communication In close relation with what we saw in the
between previously watertight sectors chapter on Connected Transport, the
and, in turn, opens the door to the management of commercial fleets made
creation of new markets, as well as new up of connected cars finds in IoT simple
job profiles based on the knowledge and solutions for uses including preventive
use of digital resources. maintenance and alerts to anticipate
repairs, receiving real-time notifications
on the condition of vehicles and
connections to third-party accessories
(browsers, telematic sensors, etc.). It
also permits integration with customer
management systems, facilitating a
higher level of personalized service and
more streamlined procedures.
25MONITORING REAL-TIME
OF GOODS STOCK control
IoT technology allows workers to obtain Stock control has traditionally been a
real-time information such as the tallying task which is manual, tedious
location of products and the variations in and susceptible to constant errors.
their condition due to alterations during Optimizing stock and being aware of
transport, small impacts and sudden its status in real time improves the
changes in temperature. In these types management of the products in the store
of cases, the lorry driver receives an alert and the customer service.
to rearrange the load or to readjust the
cold chain. Systems for Radio Frequency
Identification (RFID) are based on
The most common use of IoT is goods technology allowing objects to be
control among the workers interviewed, detected remotely without the need for
followed by fleet optimization tools. contact. As a result of the increasingly
widespread use of RFID tags, the time
devoted to manual tallying tasks
is minimized. The quantitative and
qualitative measurement of the in-store
stock is thereby streamlined in order to
adjust the orders to the real needs of
each point of sale.
26The use of IoT applied to drones facili- IoT include the management of supply
CONNECTED
tates the monitoring of large-scale faci- networks, crop and farm monitoring, the
lities and reduces the journey times of safety of beaches and mountains and
DRONES
workers at specific times (incidents and even road control.
maintenance). Other uses of drones with
27CONNECTED retail
Digitization has had an impact on consumer enable stores to send personalized offers to
habits, transforming them completely, especially mobile phones when we are inside them, or
when offline and online user experiences are even in the surrounding area. As the IoT devices
compared. Electronic commerce has incorporated are connected to the store’s systems, they
two differential benefits into purchases: remember the customers’ preferences and, when
personalization based on information on previous comparing them with the selection of items on
searches and purchases and the possibility of offer, they can offer specific deals with a high
comparing prices for the same article at different degree of personalization.
points of sale.
The Internet of Things forms an essential part
of this exchange of information between store
and user, leading to better understanding of
what the customer wants and needs, in order to
offer a smart consumer experience. IoT solutions
28Location solutions within an enclosed space,
similarly IoT-based, have an obvious application
within commercial premises. By being able to
identify the areas with the greatest flow of people,
the establishment can rearrange the layout of
its products to provide its customers with a more
convenient and streamlined shopping experience.
LOCATION IN
INTERIORS
FIGURE 8: DEGREE OF ATTRACTION OF THE FOLLOWING ADVANTAGES OF THE
INTEGRATION OF IOT TECHNOLOGY INTO SHOPS AND DEPARTMENT STORES
(% PEOPLE WHO REGARD IT AS ATTRACTIVE)
69% 62 56%
Access to Virtual Automatic
Product Data Reality Checkout
Source: Survey carried out by Telefónica in August 2017
29According to survey data, the Smart
Store concept is yet to be fully
recognised, in comparison with the other
categories examined for this report.
Only 36% of those interviewed had
heard of smart stores and fitting rooms,
interactive screens, digital tags, etc.,
close to the figure for those who were
aware of having visited them (21%).
The difference between knowledge and
experience, an aspect which displays a
large and foreseeable increase in other
categories, has not arisen in the retail
THE SMART
sector yet. The explanation surely lies in
the late incorporation of digital tools in
comparison with other sectors more to
STORE
accustomed to technological innovation
(e.g. vehicles and household appliances). THE VOICE OF THE USER
The previous data makes it even more You walk through a shopping
relevant to know how interested
centre and you receive highly
personalized offers which suit you.
people would be in knowing what the
digital store can offer them -30% of Having a personal digital
shopper makes buying easier
the respondents express themselves and much more fun.
positively- and, within this group, what
kind of functionality would be the most
What I like most about this connected store is that
you can look at yourself in the fitting room mirror
valued. with the clothes on without actually trying them
on, the interactive tags which help you to find
what you’re looking for right away and using the
tablet area to buy clothes online when they don’t
have them in this store but in others.
30If I can, I go to stores that are
connected more often than those that
aren’t, especially those for children.
The children have more fun
and I feel more comfortable
when I’m buying something.
If I could make a wish, I’d like there to be self-
The main responses concern being checkouts in the fitting rooms,
Then I wouldn’t even have to queue!
able to view product information such
as availability, other related products, When I went into the airport store, I saw that they’d
product videos, etc. (69%) and using put up some new screens. It was no longer just
advertising; the messages change language and,
virtual reality in smart mirrors to according to the nationality of the passengers who
are going to board, they personalize everything on
visualize what a garment may look like the screens with information for them.
without having to try it on and matching
THE SMART
it with others (62%). In addition, 56% Aesthetically speaking, they’re very
state they are very supportive of the attractive and can be seen from far away.
It’s a screen which runs across the top of the
possibility of an automatic checkout and
STORE
store, everything is lively, it’s really nice.
paying directly via their mobiles, without
having to stand in the checkout queue.
If I could scan the product and
pay with my mobile directly and
not have to queue...
Other features of the smart store are
valued to a lesser extent, such as being
able to use a smartphone to ask a store
assistant (connected by a headset)
to go to the customer’s location or
resolve a query, ordering a different size
without leaving the fitting room, and
also, specifically for the beauty product
sector, the use of mirrors to evaluate the
state of the skin and suggest the most
suitable product.
31THE CONNECTED CITY
Probably, the field of use of the Internet transport on the one hand, safety on the other...
of Things which has spread most without From this first phase onwards, in the future
users being fully aware of the fact is in cities. Smart City all the information and features will
The Smart City concept has grown in close be connected with each other, facilitating truly
partnership with IoT, which is reflected in the integral management of the urban system, with
considerable variety of applications in use a considerable impact on the way of life in the
today. What we can see today are features city.
which behave like small separate silos;
32Upon the basis of IoT, solutions are being public money. In addition, due to the
developed which optimize the available location and speed data on the trains
urban space, including managing obtained in real time, we can know
the different means of transport exactly how long to wait until the next
for everyday use in an integrated train arrives.
way, reducing traffic congestion and
facilitating parking. Other IoT applications on the
underground include the distribution of
This is a reality which has already been informative posters based on their target
developed, owing to the proliferation audience, the proactive synchronization
of sensors in street lights, traffic lights, and maintenance of lifts, the connected
collaborative applications, public Wi-Fi camera system to improve information
access points, connected cars, etc. These at peak times and heat maps.
facilitate the constant creation of use
TRAFFIC AND
cases such as estimating and managing In the case of buses, it is the vehicle itself
traffic. which acts as an IoT object, sending
data not only on its location and speed,
TRANSPORT
On the underground, owing to the but also on the route, the driver’s profile
collection of flow, date and time data, and even the number of passengers.
Big Data techniques can be used to Lastly, as a result of the GPS system
MANAGEMENT
optimize train timetables and adapt controlled from the switchboard, the bus
their frequency to the volume of people, passengers know the distance and the
which is reflected in a better user approximate time required to reach their
experience and more efficient use of destination.
33As well as complex solutions geared In addition, in the case of spaces
to the smart management of a vast belonging to the City Council’s
amount of data from very diverse Regulated Parking Service, most of
sources, such as traffic in a city, IoT these applications also allow payment
provides applications which can solve in accordance with exactly how long the
very specific and practical problems. car has been parked, leading to savings
One good example is a reduction in the in terms of time and money for the user.
time spent looking for parking spaces,
which not only entails a direct benefit In this regard, the data again reflects
for the driver but also contributes to a considerable difference between
reducing fuel consumption and CO2 knowledge, use and interest.
emissions.
66% of the drivers interviewed know
time-saving
These are applications which send of the existence of applications which
an alert informing the driver where can help them to park in the city. A
there is an available space, based figure very similar to those who declare
parking
on geolocation by mobile and/or that they are interested in using them
sensors located in the parking spaces (63%), although only 9% have actually
themselves. done so until now.
34Other cases of IoT use in cities Connected energy consumption
are geared towards more efficient counters. Invoicing adapted to the
environmental management: needs of customers and their actual
consumption.
Waste Management. Some cities
already apply remote control of the These changes, added to a decrease
status of their rubbish containers, in the demand for fuels and the taxes
breakages of the containers, fire on CO2 emissions, mean that both
detection and even modifications to the companies and governments have to
rubbish collection routes. adapt their current models to the real
CITY
demand of the end users.
Energy management. Adaptation of
the air conditioning (temperature and
SUSTAINABILITY
humidity) to the number of people in
a building, depending on the external
weather or the users’ preferences.
35The digitization of the Public Administration
has a direct effect on the quality of the servi-
ces it provides for its citizens and their quality
of life, with significant improvements in care,
based on personalized information dependent
on location, services for the elderly and people
in need of assistance and the speed of the res-
ponse to emergencies.
CITIZEN PERCEPTION OF THE BENEFITS OF IOT
75% Improve the quality of life of the citizens
73% Improve the quality of the public services
DIGITIZATION
OF THE PUBLIC
53% Minimize the negative impact on
the environment
ADMINISTRATION
Improve the communication
48% with the citizens
Source: IE Foundation
36THE CONNECTED PERSON
Although the interaction of people with However, it is no less true that the data
the Internet of Things occurs, as we reveals that the personal uses which
have seen, on multiple and continuous already exist do so to a very significant
occasions throughout the day, the extent, including devices for measuring
adoption of IoT for individual uses has, sporting performance and locating pets
until now, been greatly affected by and objects. In generic terms, uses of
lifestyles and leisure-related consumer IoT in the personal sphere are one of
trends. It is too early to speak of the categories with the most significant
consciously making the most of the growth (a 17% year-on-year rise).
potential of IoT at a personal level.
37The quintessential wearable is the smartwatch. To a lesser extent, there are other uses, such as
This, as an extension of the features of real-time alerts (for example, between vehicles
the smartphone, provides benefits such as and pedestrians) and smart shoe soles.
comfort, design and usability, but it also makes
it possible to largely dispense with phones and Thus, it was to be expected that 95%
connect to many other kinds of devices with of respondents would be aware of the
lower battery consumption. smartwatch, followed some way behind
by smart clothing (66%) and smart soles
As it is a small format, it facilitates integration (45%). In terms of use and interest, 15% of
with the sensors of any other wearables and, respondents have a smartwatch and 33%
consequently, generates new uses, e.g. the say they are interested in having one. Much
control and monitoring of personal objects such lower is the percentage of use of the two other
as a suitcase. Once connected, we can locate applications mentioned above, although 20%
it, control its weight, incorporate an opening of the respondents say they are interested in
and closing system by means of a fingerprint having them.
and obtain updated information on a trip. A
similar type of device, placed in a pet’s collar,
WEAREABLES
constantly informs the owner of its location.
Finally, one of the most common uses is the
monitoring of the user’s physical fitness, a field
of activity which is covered later in this chapter.
FIGURE 9: AWARENESS OF DIFFERENT USE CASES IN PERSONAL IOT (% OF
RESPONDENTS WHO DECLARE THAT THEY KNOW, ARE INTERESTED IN OR HAVE
USED THE DEFINED APPLICATION)
95% 66% 45%
Smartwatch Smart Smart
clothing sole
Source: Survey carried out by Telefónica in August 2017
38SPORTs Connected
PERFORMANCE Health
As we have seen, the most dynamic sector for Closely related to the previous point,
the adoption of IoT devices and solutions in the exchange of health information, the
the personal sphere is the world of sports. This monitoring of a patients’ state of health and
seems to have optimized the combination the provision of remote medical care are the
of the solutions available in both domestic most significant ways in which the Internet of
and connected health applications in order to Things can contribute to the development of
provide a comprehensive experience. the Connected Health ecosystem.
Most athletes currently have some kind of More specifically, what it facilitates is the
wearable: a smartwatch, sensors incorporated health community’s access to information on
into clothing or a specific tool to identify the patient’s health, enabling it to streamline
their performance. This allows their coaches its service to citizens in the event of need, by
and physical trainers to measure speed, means of the remote monitoring of patients,
distance, movements and acceleration. remote diagnoses and tele-diagnoses and
This data is providing increasing support for even the preventive maintenance of medical
the scheduling of training sessions and the machines.
adoption of associated improvement and
management strategies. Other more innovative solutions in the same
health field include smart pills (which collect
By integrating all the information obtained information on the moment of intake and
via their wearables, medical teams can other physiological data), smart lenses (which
control the physical condition and evolution incorporate sensors allowing monitoring of
of sportspeople with greater accuracy, either glucose levels) and connected ambulances
during training or in a competition. (which have smart glasses with a live
connection to the paramedics of the hospital
they are driving to).
39THE VOICE OF THE USER
Having my connected suitcase makes me feel
really secure. Once my luggage was left on the
ground and it took several days to locate it. Now
we are the ones who go to the airport to tell them
where the suitcase is.
For the moment, my app hasn’t told me anyone’s
opened it, but it gives me a lot of peace of mind
to receive an instant alert informing me whether
someone has opened it without my knowledge and
it lets me lock it remotely. In certain countries
that can save me a lot of trouble.
I only have to look at my app at home when I’ve
finished packing and see if it weighs too much,
with time to react.
As was to be expected, the most rapidly adopted At my last hotel in Las Palmas, they
IoT location applications are trackers, the devices didn’t have a safe and I used my
installed in objects we are most afraid of losing. A suitcase inside the hotel to store my
valuables. It warns me if anyone tries to
Connected
recent and increasingly well-known example is the open it, even while I’m on the beach.
connected suitcase. But what is the real impact of
its use, beyond the technological novelty it entails? Sometimes the geolocation isn’t
Suitcase
totally accurate, as there are still
We delivered a connected suitcase to different only a few models on the market.
user profiles (entrepreneurs, young people, etc.)
and asked them to share their experiences with us I don’t know what would happen if they
opened it at customs without me being
when they returned from their trips. present, I suppose they’d break it and
that would be quite a job.
They stopped me because of my suitcase at
luggage control. At first I had to take out all the
luggage, show them the suitcase and app and tell
them how it worked; what a pain! I hope that all
airports will soon regard it as normal.
If asked, I’d say that I’d also like my suitcase
to inform me of the temperature (in case
there’s a fire), if any liquids or cosmetics
have spilt inside and the state of wear of
the wheels, and it could send me an alert if
I’ve put something in it which is banned at
airports; in short, I’ll come back after three
more trips and I’ll give you a huge list!
40THE VOICE OF THE USER
Since my dog has had the device I’m
much more relaxed, with the confidence
that nothing will happen to her when we
go for a walk.
I let her off the lead in the countryside
with peace of mind; I can always locate
her with the app without having to race
around looking for her.
I share the app with my father, who is the
one who looks after her when I’m away, and
it’s saved him a lot of trouble too. That said,
as we share it, when I take her for a walk
Due to its size and the fact that it is simple to my father can locate me.
install, the tracker is an enormously versatile
device. Most of its users have adopted it as a With the tracker I’m also more relaxed
tool to control their pets’ activity, which opens
Connected
when I leave my dog at the kennels; I know
if they take her out for a walk, if it’s been a
up the possibility of new applications, in which good walk and whether she’s happy.
the constant or regular monitoring of subjects
in movement is crucial (Alzheimer’s patients,
Pet
The design of the tracker makes it very
conflict zones and activities in the open field
convenient to introduce it into any collar.
It doesn’t weigh much or bother my dog.
and mountains, to name just a few examples).
For this first Things Matter report we asked Sometimes the geolocation isn’t absolutely accurate,
especially when I’m in the countryside and it’s
pet owners, especially dog owners, to use a difficult to be located. I’d also like the battery to be a
tracker and we interviewed them to find out bit longer-lasting.
their impressions (see below).
Some improvements which have occurred to me are
as follows: a GPS which indicates the way to reach
my dog, not just where it is, a speedometer, in case
they steal her from me and take her away in a car,
to find out where she is, a device like the one I use
for running, but adapted to dogs, to tell me about
her weight, vital signs and level of hydration and a
feature which tells me when I have to change her
flea collar or give her supplementary vitamins. And,
ideally, it should send me an alert if she falls ill.
41THE CONNECTED HOME
The entrance of the Internet of Things into uses, households have taken the first steps
the domestic sphere has chiefly occurred towards their digital transformation, with an
by means of smart lighting systems, smart increasingly significant increase in use (21%
speakers and buttons which send orders only last year).
to the online supermarket. With these
42The inventory of devices which connect at home, together with the sending of recipe
different elements in the house is growing at suggestions according to the ingredients
a steady rate. It is now possible to diagnose available.
all kinds of incidents in the home in real time,
automatically adjust the air conditioning, Although the development of the ecosystem
lighting and security devices from a distance of devices and services for the connected
and monitor the entrances to the house in a house is still in its initial phase, 78% of
remote manner. respondents know of them. The highest
degree of awareness corresponds to connected
Devices which allow users to fill the pantry at smart household appliances (89%), camera
the chosen time without having to make any systems which send alerts to a mobile when
journeys are also becoming more common. an unexpected opening occurs (86%) and
In this regard, there are already technological applications which allow users to cut off the
developments which make home deliveries water or electricity via the mobile in the event
possible, depending on the user’s presence of leakages (68%).
FIGURE 10: KNOWLEDGE OF DIFFERENT USE CASES FOR IOT IN THE HOME (% OF
RESPONDENTS WHO DECLARE THAT THEY KNOW, ARE INTERESTED IN OR HAVE
USED THE DEFINED APPLICATION)
89% A remote system for turning the house
lights on and off
CONNECTED
88% Connected smart household appliances
86% Cameras and sensors in doors and windows
HOUSE
Smart sensors allowing the water and
68% electricity to be cut of via a mobile
Smart sensors which detect
63% smoke and CO2 levels
No out
Source: Survey carried creo
byque funcione
Telefónica con 2017
in August
mis otros dispositivos
43Particular mention should be given to the administrative information to carry out
smart meter, one of the first and most procedures in a more efficient manner.
widespread IoT applications in the home.
If they are observed together, we can see that
This type of meter enables users to go all these applications generate data on habits
beyond the indiscriminate measurement and preferences which help us to identify the
of consumption and to understand energy needs of homes with greater accuracy. Once
consumption patterns, so that both they and again, real-time information leads to a higher
the supplier companies can optimize them. By level of personalization in the proposals made
means of obtaining information in real time, by public services and in the commercial deals
the smart meter facilitates greater control of supplier companies (insurers, energy, gas,
SMART
of energy savings, improving the quality of etc.).
the service and supplying the necessary
METER
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