KTN SH&BA. SMART HOME BREAKTHROUGH Assuring trust in Smart Home Systems for Consumers. Industry Perspective. the Knowledge Transfer Network

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1 SH&BA Smart Home & Buildings Association KTN the Knowledge Transfer Network SMART HOME BREAKTHROUGH Assuring trust in Smart Home Systems for Consumers Industry Perspective Bernd Grohmann Vorstand / Executive Vice President eq-3 AG eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 1

2 ELV / eq-3 Group Overview Leading manufacturer in Smart Home & Energy Efficiency One of the largest online & catalogue electronics retailer Strong Media Competence from publishing ELV Journal since 1978 Founded in 1978 by Professor Heinz-G. Redeker 100% privately owned since start Continuously profitable Over employees today Strong & growing OEM business with DAX30 / international customers One of the largest Electronic Online Retailer in Germany Product catalogue with 960+ pages > in print every year > products > 96% next day shipment Plus: Conrad Elektronik is among the largest customers of the ELV / eq-3 Group Leader in Innovation Over 30 years in Home Control Widest product portfolio available Many Industry Firsts e.g. in Home Control, Energy Management, Weather Stations First with IPv6 in every device Rich portfolio of Intellectual Property Market leader in Smart Home Market leader in Whole Home Solutions with over 29% of the installed base (Berg Insight, 2015) Combination of Retail + OEM Biz - RWE SmartHome - Deutsche Telekom Qivicon - Bosch Volume, cost, price leader for Electronic Radiator Thermostats Development in Germany Manufacturing in South China R&D Team with over 90 engineers in Leer, Germany Manufacturing in China since 1991 Wholly owned factory in Zhuhai since 2008 Mature quality organization ISO 9001, ISO 14000, VDE, VdS, TÜV GS, UL eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London Seite 2

3 The Smart Home Market Berg Insight confirms eq-3 as the market leader in Europe (again) Smart Homes and Home Automation (Januar 2015) Installed Base EU27+2 eq-3 Whole Home Solutions > % market share in Europe Wireless Home Control Devices > 14 million > 17 million at EOY2015 Homes with eq-3 Smart Home > > at EOY2015 devices and solutions eq-3 seizes a leading position in the European Smart Home market (Berg Insight, 2015) eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 3

4 Smart Home? What area do we really mean? Smart Meter? Smart Grid Smart Home Home Networking Home Control Internet of Things Home Energy Home Audio TV & Video eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 4

5 Home Control has a huge market potential... Global total potential market size Number of home control devices RoW APAC Europe North America - 1,0 2,0 3,0 4,0 5,0 6,0 Billions units but why didn t it really take off in the last 20 years? Source: Staff research + OnWorld, 2008 eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 5

6 Myth #3: It s simple to create standards in industry groups ILLUSTRATIVE Standards Group Smart Home Opportunity Marketing prior to Solution Creation Design by Committee Politics Lack of focus Lack of Leadership Lack of Experience Divergence of Consultant s personal from OEM s interests Driving consensus by accepting multiple alternatives as options Technical decisions are made before requirements are clear Complex solutions provide more niche business opportunities for startup companies Risk from essential & non-essential patents Interoperability no longer key objective Confusing & growing number of versions and stack profiles eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 6

7 Wireless Standards for Smart Home? The number of contenders is growing faster than the market... WLAN.a b g n ILLUSTRATIVE ULP WLAN + WiFi Direct DSPs DPRS DMAP I-WLAN DECT ULE DECT Bluetooth AFH PAP GAP HDR CAT-iq Bluetooth ULP Bluetooth Smart Bluetooth 4.1 FSK KNX RF IO-Homecontrol Wireless M-Bus WiBree enocean ANT Wavenis FS20 Z-Wave Wireless Hart Z-Wave Alliance HomeMatic cosip HomeMatic/IP IEEE GHz 868 / 915 MHz ISA IEEE TG4g (FSK / OFDM) ZigBee RF4CE SP100 ZigBee Building Automation ZigBee (ZigBee 2004) ZigBee 2006 ZigBee 2007 ZigBee HAN ZigBee Pro Light Link UWB 15.4b PSSS 15.4a COBI MAC IEEE MAC IEEE UWB (26 modes) CSS ZigBee Smart Energy loWPAN eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 7 IP

8 Myth #7 Multi protocol platforms solve the standards riddle as part of a permanent solution (?) User Interfaces Applications Install & Configure? UPnP? Qivicon Eclipse Smart Home Mozaic Apple Homekit Google Brillo Smart Things Alljoin / Allshare OIC eebus UPnP? UPnP? ZigBee Z-Wave Bluetooth Smart / BLE WLAN DECT ULE Enocean Thread Homematic IP... UPnP? Install & Configure? eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 8

9 Market leading smart home platform Available since > 9 years More than 80 types of devices Over 5 million devices shipped We simplify home control First with Security in devices (AES-128) Integration via TCP/IP Open XMLRPC interface for developers + system integration Free software for central unit HM-OCCU-SDK is available on GitHub Open Multiple independent implementations of protocol stack for devices + gateways Product range in 2009 eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 9

10 RWE Smart Home eq-3 is the provider of the devices and the communication technology platform 18 device types for a broad range of use cases IPv6 in all devices Very easy to install, setup, and operate Best-in-Class end-to-end security and available since more than four years eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 10

11 What is the killer application in SmartHome in Europe? Example: Energy use of private households in Germany 9% Consumer Electronics including Communications 1% Lighting 5% Appliances 12% Hot Water Heating 487 TWH 73% Usage based, room-by-room control of temperature typically saves 20-30% and more Security? (!) But not the old alarm panel... Lighting? Integrate the lamp and the light switch (in its existing design / style) eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 11

12 The consumer perspective? increase comfort, lifestyle, prestige save costs help the environment and buy from a brand I trust eq-3 AG, AG 2015 // Vertraulich // Smart Home // Breakthrough MAX! Sales-Kick-Off // Industry Perspective // 19-November 2015 // London Seite 12

13 Heating Control via Smart Phones & the Internet EUR 29,95 (Retail) eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 13

14 eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 14

15 Smart Home Security An industry viewpoint We cannot do this against the (educated) consumer And neither against the viewpoints of retailers and large partners... Security: Add-On? Option? After thought? The Ease-of-Use of the entire system must not be compromised (!) What do we really mean by security? Security of the Cloud and SmartPhone communication - Standard Problem Standard IT Technologies Security of the wireless communication in the home - Authentication + Encryption upon regular use? Security of install procedure? Security of the consumer s data - Different perspectives in different countries Sicherheit : Product safety as part of Security - And it is an issue today (!) eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 15

16 Myth #7: I m safe by relying on my manufacturer s CE mark for regulatory compliance Smoke Detector - Sensitivity Test Level in dbµv Manufacturer Type Serial Number Orientation Rotation Date of measurement Air speed Temperature in test tunnel Remarks xxx Zero degree = Clockwise September 12, ,20 m / s 24.3 C xxx Position of the LED Measurement -1- Angle 0 Sensitivity in db /m 0, , , , , , , ,1519 m max : m min 2,7524 Permitted Maximum: 1,6 eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 16

17 How can a device manufacturer cope with the market situation? Seven certain ways to make your Smart Home solution fail We ll develop the product and it will then simply start to sell Smart Meter & Energy Management will be the driver for Smart Home adoption Analyze the Standards and then simply pick the winner Security and data privacy are not that important to the customer What is successful in the US, will also win in Europe Today s SmartHome products are suitable to excite mass market consumers I m safe by relying on my manufacturer s CE mark for regulatory compliance eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 17

18 Thank You! Bernd Grohmann eq-3 AG, 2015 // Smart Home Breakthrough // Industry Perspective // 19-November 2015 // London 18