The Apple Watch – part of a well prepared strategy

Publié par le 20 avril 2015
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Apple Watch range

I participated on April the 17th to a Business Breakfast organized by UserAdgents on the theme « SmartWatches: time to market ? ».

Two special guests from Forrester, the research company, and Accor, the hotel operator, shared few data concerning the wearables’ market and the vision of companies preparing for the Apple Watch launch and, more broadly, pursuing their digital transformation.

But the main part of the presentation was dedicated to give a feedback concerning the Apple Watch and the rumbling it is causing to this market. I will not talk about the Apple Watch features and technology, you can find more than I can say on the net. The idea is to discuss the strategic views that were shared during the presentation.

The ship is steering for Fashion and Health

According to UserAdgents, Apple is moving its brand to a new direction: Fashion and luxury. The experience around the Apple Watch when you enter the Apple Store focuses on your personal style and the three product lines (the Sport line which case is in aluminium, the Collection one in steel  and the Edition one with a gold case ) are made to fit your taste and material preferences rather than technological features. We will all recognize the Angela Ahrendts touch … But what about the watch life cycle ? If you are willing to change your iPhone every 2 or 3 years, which may cost you in average between $200 and $500 (depending on the part your telecom operator is willing to sponsor and the plan you subscribe for), how much are you willing to pay for the latest watch edition knowing you have already paid $300, or may be more than $1,000 for the Collection featuring a stainless steel case and bracelet ?


The second thing worth saying is the way Apple is making the market of healthcare explode. With its heart rate sensor, Apple is going to build the biggest Health Big Data, which may revolutionize the industry and the way people will look at their health. Their later announcement of agreement with IBM to make analytics in the health area was to say that Apple’s next step is to save lives. Traditional chinese doctors could say a lot about your health by just taking your wrist in their hands and sensing your heart rate. Apple aims to do the same, but with modern technologies and something more appealing to wear.

Applications need relevance and context

UserAdgents raised the fact that applications that will identify the « Gold information » with relevance in data and time (matching BMWiwith the end-user key micro moments) will win the battle among all the new apps that will emerge for the Apple Watch. The Apple Watch is not made to navigate in apps or on the web, it is an iPhone extension, with the purpose of bringing to you the ONE information you need, and to notify you when something that interest you happens. The stake is not UX anymore, but the interaction mechanisms the app can offer an end-user. It should bring « sense », « service » and « context ». BMWi built an app that gives you one data: the level of your car battery charging level when you get near to your electric vehicle, which is much convenient if you are having a long journey ahead.

Forrester said, according to a survey, 29% of french smartphone users are willing to abandon looking for their smartphone each time they need it. A colleague of mine said that the Apple Watch will have more success among the feminine segment. This is mostly due to the fact that women are always looking inside their bags for something that looks just to be in the bottom of it (I can testify this is the case, and sometimes I even get worried I lost my iPhone somewhere). You add this to the fashion-like branding, QED …

In conclusion, by unifying innovation and fashion, the Apple watch is seen as the natural « cleaner » of the wearables market, especially the connected bracelets. However, questions arise concerning the over-solicitation and overexposure dangers. Imagine you get notified each time you are getting an email or a tweet. As for the iPhone, the success of the Apple Watch will be driven by the diversity of apps and their ability to bring this Gold information, to be worth replacing a traditional watch. For my part, I think that piloting with Siri is the key value of the watch since you can benefit from the Apple Watch proximity to interact with your ecosystem, among which your Homekit devices. The image behind the puzzle is taking shape …

PS – If you are interested in the whole presentation of UserAdgents, here is the link to SlideShare: (for french readers)

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The verizon insights about the IoT

Publié par le 18 mars 2015
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For its « State of the Market » series, verizon choose to launch a 2015 episode around the IoT. If the main advice is « Start small. Think big », the report shares a set of insights for 4 sectors: Energy & utilities, manufacturing, public sector and transportation.

Let’s not get into details per sector, and let us focus on the different concepts and findings around what the landscape of IoT looked and will look like from verizon’s point of view.


IoT ? It’s all about the 3 A’s

Aware - if you don’t sense something, you are out of the scope. The world is full of events and data, you just have to get or launch some.

Autonomous – if you don’t connect to the network, then your sensing is useless. This includes transporting data, storing it somewhere, analyzing it to get the best from it. It’s cool to get motion detection somewhere, it is even better to transform it into a presence pattern and a security service enabler.

Actionable – now that you have data and enhanced analytics, it is time to share it with people and systems to let them control and take decision.


Benefits come for the ability to enrich, to secure and to perform

Marketers used to say « from one-to-many to one-to-one ». Well, this is it. More specifically, companies should transform the IoT capabilities to build a personal experience for customers and citizens. M2M technologies can help it being faster, accessible to young, old, physically challenged too, and available from everywhere (into the car, at the office, in the shopping centers, …)

We are all concerned by security. When you’re a worker on a bridge building site, or a fellow crossing that bridge few years later, or just heating your home with a gas boiler while admiring the new-acquired Munch’s « The scream » poster on your wall (have you ever noticed the bridge in the painting ?), you trust that private and public companies are doing their best to make it safe and enjoyable. IoT contributes into this by collecting and measuring data to ensure regulatory requirements are met, to counter dangerous situations and to prevent acts of vandalism against people and companies assets.

Industries performance is not only a matter of cost-cutting. Standing revenues, consistent profitability and brand-innovation criterias are, at least, of the same importance. IoT can foster:

  • Value proposition by transforming a commodity business into added-value services,
  • Operational efficiency through monitoring facilities and equipments,
  • Innovation through new marketing initiatives (Hackathon, dev communities management) and hiring processes (social networking …)


Few facts and predictions



verizon predicts 1.1 billion smart meters will be installed by 2022.
This number is quite challenging when we know that less than 9% of this volume (94 millions) have been actually shipped worldwide so far.


What if you get your smart devices for free ?

Manufacturers are getting more and more to « servitization », which means delivering an all-inclusive service (device, installation, service, and maintenance).




If you are getting tired from rush hours on highways, you are not alone. Public agents and finance suffer from huge costs related to non-intelligent transportation.



Huge potential, isn’t it ? I will love to hear from you about how you see it happening around you, how you think it will change your living and how you will be part of it.

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Serge Subiron, IJENKO CEO, gives his vision of the IoT at the CEBIT 2015

Publié par le 16 mars 2015
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CEBIT 2015

Serge Subiron Speaker at the CEBIT 2015

 Serge Subiron will share his insights on the Status and     perspectives of the Internet of Things within the home.




Time and location : 

Hall 8, Expert Stage

18 Mar. 2015, 11:00 AM – 11:45 AM

Members of the roundtable

Serge Subiron
Chief Executive Officer, IJENKO
Serge has 25 years of experience in the telecom, internet and mobile industry, developing new sales territories and managing business units for international groups such as Alcatel Lucent, Nortel, Cisco,…

Thomas Ahlers
Since May 2012, Thomas Ahlers is Vice President Consulting of Freudenberg IT. After studying Mechanical Engineering at the University of Hanover, he started his career at SAP Consulting in 1999. During nine years he held several positions, including three years at the Center of Expertise for Automotive and High Tech in Shanghai (China). Thomas Ahlers joined Freudenberg IT in 2008 as Director of the Chinese headquater. He was responsible for Consulting, Hosting and Infrastructure Services.

Dr. Jesse Jijun Luo
Dr. Jesse Jijun Luo serves as the VP of Solution Management and Marketing Department located in Europe. In this role, he gets strategy alignment with key carrier & industrial customers, works cross all Huawei product lines, and develops End to End solution according to the demand from customer and market. His team also supports the other markets globally besides WEU.

Eduardo Pinheiro
Co-Founder and CEO,
Eduardo is joining technology with business since his youth. With a computer science and business management background, started to work in his University’s computer science research center, was developer in the first Portuguese Linux distribution and created his first company in 2002 in Information Systems area. After creating two more companies in the subsequent years, 2 years ago, during a visit to Silicon Valley, together with his current co-founder decided to found Muzzley, an IoT platform for the smart home (app+cloud) that creates seamless interactions between the user and his/her home by applying machine learning to connected devices.


To attend and register

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