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The Smart Home: A Growing Fifth-Play Opportunity for Operators

The Smart Home: A Growing Fifth-Play Opportunity for Operators


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Executive Summary

The global smart home market is growing exponentially, attracting an array of service providers, including technology giants and startups to major media players, device makers, big-box retailers, home improvement companies, utilities and telecom network operator. Government mandates and initiatives in addition to the ongoing technology innovations coupled with increased attention paid to conservation- are the major factors contributing in making smart home a place with a bright future. Focus on sustainability, increasing awareness amongst the consumers with regards to energy consumption and regulatory mandates on energy conservation continue to drive smart home adoption trend globally. While adoption is increasing in countries where governments actively support faster broadband services, especially fiber to the home, the costs associated with new equipment, installation and ongoing maintenance are significant deterrents to home automation.

Key Findings

- Government mandates and initiatives, ongoing technology innovation and the intense attention paid to conservation all contribute to giving the smart home a bright future.

- The smart home is an attractive opportunity for network operators, thanks to their unique billing relationships and network connections into the home.

- Telcos can improve the value proposition of home automation by implementing a multi-play OTT strategy that offers a range of capabilities, such as security, energy and appliance control.

- Partnerships with companies from different industries are key to ensuring the role of operators in smart home functionality.

- The market is at a fork in the road, going either toward an open ecosystem with heterogeneous devices or toward proprietary platforms that control all device access.

Synopsis

The Smart Home: A Growing Fifth-Play Opportunity for Operators,' a Research Report by Pyramid Research, analyzes the smart home strategies of leading network operators in a number of markets across the globe, focusing on their roles in the value chain. It discusses the elements of smart home services, the participants in the ecosystem and a number of smart home strategies available to operators. Attention is paid throughout to the key challenges operators face, including the need for device standardization and interoperability.

The report is organized as follows:

-Introduction: Providing a thorough overview of the smart home market, this section looks at the long-term evolution of the market, the types of services available as well as the main adoption drivers and barriers.

- The smart home ecosystem: This section examines the value chain and the roles of the various types of participants, from broadband providers to device manufacturers, utilities and home security platform providers.

- Telco positioning strategies and marketing opportunities: This section analyzes a number of approaches operators can take to gain competitive advantage in the connected home, including white-labeling, support services, bundling and OTT services.

- Key takeaways: This section whittles down the report into a number of actionable bullet points.

- Case studies: This section analyzes four smart home programs by operators: ATandT's Digital Life platform in the US, Orange's Homelive in France, HKT's Smart Living in Hong Kong and Rogers Communications' Smart Home Monitoring in Canada.

Reasons To Buy

- Identify the broad barriers to adoption as well as challenges specific to telecom operators in the smart home market.

Assess the role and opportunity of operators in the smart home market and how they can gain competitive advantage over the market's many powerful players.

- Gain information on some of the most valuable experiences by operators in the home automation market, placing them in the context of ongoing market developments and the main technological and competitive challenges.

- The Case studies can be leveraged upon by the operators and cable companies to make informed decisions pertaining to partnering, go-to-market strategies and investments in technologies.

Table of contents

Table of exhibits

Executive summary

Section 1: Introduction to smart home services

Smart home: Definition and evolution

Smart home market enablers

Types of smart home services

Types of services: Lighting and appliance control, entertainment systems

Types of services: Energy management, security and access control

Types of services: Home healthcare and external home controls

Smart home market drivers and barriers

Changing market drivers

Barrier to smart home adoption: Global home construction

Barrier to smart home adoption: Consumer cost

Section 2: The smart home ecosystem

Defining the smart home ecosystem

The smart home value chain

Prominent smart home players in the US

The role of fixed and wireless broadband providers

The role of appliance and device manufacturers

The role of utilities

The role of home security platform providers and dealers

2015 Pyramid Research | SAMPLE PAGES | Global Smart Home Report 8

Table of contents (continued)

Section 3: Telco positioning strategies and marketing opportunities

Opportunities across the smart home value chain

Telco positioning strategies

Telco positioning: White-labeling

Telco positioning: Smart home support services

Telco positioning: Bundling services, apps and devices

Telco positioning: Incorporating OTT in strategies

Section 4: Key takeaways

Section 5: Case studies

Case study: AT&T, USA

Case study: Orange, France

Case study: HKT, Hong Kong

Case study: Rogers Communications, Canada

Appendix

Companies mentioned

Exhibit 1: Stages of smart home services

Exhibit 2: Industry trends facilitating smart home market development

Exhibit 3: Types of smart home services

Exhibit 4: Controlling the smart home

Exhibit 5: Energy management

Exhibit 6: Components of security management

Exhibit 7: The growing trend of e-health

Exhibit 8: Range of external home control

Exhibit 9: Issues affecting smart home adoption

Exhibit 10: Size of top global construction markets

Exhibit 11: Additional costs often determine adoption of smart home technology

Exhibit 12: Key elements of smart home control

Exhibit 13: Types of players in the smart home value chain

Exhibit 14: US smart home platform contenders

Exhibit 15: Number of networked devices globally, 20142019

Exhibit 16: Elements involved in smart home connectivity

Exhibit 17: Smart metering projects in Asia-Pacific, Europe and the US

Exhibit 18: Market shares of home security services by type of monitoring

Exhibit 19: Important functions that network operators provide in smart home systems

Exhibit 20: Global IP traffic per month, 2014-2019

Exhibit 21: White-labeling eliminates in-house production and expenses

Exhibit 22: Elements of telco service offerings

Exhibit 23: Value chain of operator bundling

Exhibit 24: How smart home deployments can use OTT services

Exhibit 25: Smart metering network components

Exhibit 26: Device interconnectivity depends on diverse broadband and sensor networks

Exhibit 27: Integrated approaches to creating compelling smart home services

Exhibit 28: Digital Life has allowed AT&T to introduce a range of services for the smart home

Exhibit 29: AT&T Digital Life platform services

Exhibit 30: AT&T smart home services timeline

Exhibit 31: The Homelive platform devices and appliances

Exhibit 32: Components of the Orange Homelive platform

Exhibit 33: Orange France home services timeline

Exhibit 34: HKT Smart Living's range of smart home features

Exhibit 35: HKT's smart home content & services on various PCCW platforms

Exhibit 36: HKT smart home services timeline

Exhibit 37: Features of Rogers' smart home monitoring platform

Exhibit 38: Rogers' survey of Canadian smart home preferences

Exhibit 39: Rogers Smart Home Monitoring services timeline

Exhibit 1: Stages of smart home services

Exhibit 2: Industry trends facilitating smart home market development

Exhibit 3: Types of smart home services

Exhibit 4: Controlling the smart home

Exhibit 5: Energy management

Exhibit 6: Components of security management

Exhibit 7: The growing trend of e-health

Exhibit 8: Range of external home control

Exhibit 9: Issues affecting smart home adoption

Exhibit 10: Size of top global construction markets

Exhibit 11: Additional costs often determine adoption of smart home technology

Exhibit 12: Key elements of smart home control

Exhibit 13: Types of players in the smart home value chain

Exhibit 14: US smart home platform contenders

Exhibit 15: Number of networked devices globally, 20142019

Exhibit 16: Elements involved in smart home connectivity

Exhibit 17: Smart metering projects in Asia-Pacific, Europe and the US

Exhibit 18: Market shares of home security services by type of monitoring

Exhibit 19: Important functions that network operators provide in smart home systems

Exhibit 20: Global IP traffic per month, 2014-2019

Exhibit 21: White-labeling eliminates in-house production and expenses

Exhibit 22: Elements of telco service offerings

Exhibit 23: Value chain of operator bundling

Exhibit 24: How smart home deployments can use OTT services

Exhibit 25: Smart metering network components

Exhibit 26: Device interconnectivity depends on diverse broadband and sensor networks

Exhibit 27: Integrated approaches to creating compelling smart home services

Exhibit 28: Digital Life has allowed AT&T to introduce a range of services for the smart home

Exhibit 29: AT&T Digital Life platform services

Exhibit 30: AT&T smart home services timeline

Exhibit 31: The Homelive platform devices and appliances

Exhibit 32: Components of the Orange Homelive platform

Exhibit 33: Orange France home services timeline

Exhibit 34: HKT Smart Living's range of smart home features

Exhibit 35: HKT's smart home content & services on various PCCW platforms

Exhibit 36: HKT smart home services timeline

Exhibit 37: Features of Rogers' smart home monitoring platform

Exhibit 38: Rogers' survey of Canadian smart home preferences

Exhibit 39: Rogers Smart Home Monitoring services timeline

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ADT

AlertMe

Allstate

Apple

AT&T

British Gas

CGI

Cisco

Cypress Systems

Denon

Deutsche Telekom

du

Eneco

eSmartHealth

FrontPoint Security

General Electric

Google

Honeywell

Hong Kong Telecom (HKT)

Icontrol Networks

LG Electronics

Lowe's

Lutron

m2ocity

Microsoft

MiOS

Mobilicity

Moov

Netatmo

Now TV

Orange

Panasonic

PCCW

Philips

Qualcomm

Quby

Quivicon

Rogers Communications

Samsung

Schlage

Schneider Electric

Sonos

Spotify

Staples

Telefonica

uHub

Veolia Water

Verisure

Whirlpool

Xanboo

Yetu

Zonoff

Smart homes, connected homes, home networks, home networking, home automation, smart house, smart home services, smart home monitoring services, home security, ZigBee, Z-wave, Wi-Fi, wifi, Bluetooth, mobile networks, AT&T, Rogers Communications, Hong Kong Telecom, HKT, Orange France, system integration, billing, hubs, smart home platforms, sensors, home platforms, appliances, devices, energy monitoring, fifth play, bundling, multiplay strategy, OTT, HEM, smartphone apps, TR-69, smart meter deployments, energy conservation, energy management, security management, telcos, telecommunications operators, mobile network operators, MNOs, tech support, white-label devices and hardware, smart home software, smart home connectivity, platform standards, device standards, network standards


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