24% 24% 28% n = 25. Electrical distributors and wholesalers

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3 Page 3 8% 24% 24% 28% 8% 8% n = 25 Electrical industry Software and IT Architects and electrical trade Energy provider Electrical distributors and wholesalers Consulting and associations

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10 Page 10 Supplier structure of the German market for management consulting 45% 55% n = 22 Single application Complex network

11 Page 11 28% 60% 12% n = 25 Yes Yes but very limited No

12 Page 12 Too expensive 15% n = 13* Stage of technology Offers not suitable 20% 20% Lack of incentive 20% Lack of benefit 46% No infrastructure available 54% *Multiple answers allowed

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15 Page 15 Other 15 Interest in technology 6 n = 25* Prestige-factor 7 Entertainment 9 Fun-factor 16 Security Comfort Energy saving *Multiple answers allowed 49 Scoring-scale (detailed description on slide (51): Very important 3 Points (position 1 in ranking) 3 points Important (position 2 in ranking) 2 points Medium importance (position 3 in ranking) 1 point Just mentioning 0,5 points

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19 Page 19 32% Other 64% Blind or shutter control 36% 68% Alarm equipment 43% n = 25 Light control 57% Yes No Heating control *Multiple answers allowed 71% n = 14*

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21 Page 21 Not intelligent 4% n = 24* Not intuitively 8% Liability 21% Configuration 71% Compatibility 75% *Multiple answers allowed

22 Page 22 26% 74% n = 18 None Other

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24 Page 24 Push-Strategy Three steps: Via distributor Three steps: Via electrical trade Pull-Strategy Three steps: Via wholesaler

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26 Page 26 Push-Strategy Four steps: Via Manufacturer OEM Four steps: Via electrical distributor Pull-Strategy Four steps: Via distributor

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28 Page 28 Other 22% n = 23* Direct sales 9% Wholesaler 35% Internet 35% Electrical trade 74% *Multiple answers allowed

29 Page 29 36% 50% 14% n = 22 Mobile Stationary Combination

30 Page 30 9% 30% 4% 44% n = 23 13% IT-Company System integrator There is not "the one" Electrical industry Smart-Home specialist

31 Page 31 0% Other 13% n = 23* Municipal utilities 9% Online-platform 13% n = % Electrical distributers 39% Yes No Electrical trade *Multiple answers allowed 100%

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34 Page 34 Other 30% n = 20* Other 1% n = 11* App 25% TV 27% Internet 35% Internet 36% Print-media 65% Live presentation 70% Print-Media 64% TV 70% Live presentation 91% *Multiple answers allowed End-user communication Electrical trade and architect communication

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36 Page 36 Other 5% n = 20* Not visible 20% To complicated 25% Not specific 45% Individual value not clear 70% *Multiple answers allowed

37 Page 37 30% Other 33% n = 9* App 11% 70% TV or mobilephone 22% Energy contracts 22% n = 23 Smart-Metering 44% Yes No Useful packages *Multiple answers allowed

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40 Page 40 5% 27% 36% 14% n = 22 18% 0-2 Jahre 2-5 Jahre 5-7 Jahre 7-10 Jahre mehr als 10 Jahre

41 Page 41 Other 8 n = 22* Lerning effect 9 Technological progress 32 Technical simplification 37 Price 40 *Multiple answers allowed Scoring-scale (detailed description on slide 51): Very important 3 Points (position 1 in ranking) 3 points Important (position 2 in ranking) 2 points Medium importance (position 3 in ranking) 1 point Just mentioning 0,5 points

42 Page 42 Healthcare 44% n = 16* Entertainment 50% Energy efficiency 75% Automation 81% Security 88% *Multiple answers allowed

43 Page 43 5% Other 21% n = 19* Show-rooms 32% 95% Electrical trade 32% n = 22 Yes No Friends and acquaitances 95% Drivers for multiplier effect *Multiple answers allowed

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45 Page 45 8% 92% n = 24 Yes No

46 Page 46 Smart-Home is seen very heterogeneous by the end-users because every supplier is just promoting his own system. The overall picture is missing. The value of Smart-Home is not communicated clearly enough. It has to be defined what Smart-Home actually is. There is a GAP between the value and the supply. On the one hand packages are nearly given away while on the other hand there is no assistance with the installation. A sufficient technology is available but the perception of the customers is actually still the problem. The value of Smart-Home has to be perceived by the users and should not be declared by the suppliers. Actually the value of the applications is not as high as the advertising of the suppliers claims. Theoretically the technology is far beyond the perceived value. But many applications do not hit the benefit structure of the end-users.

47 Page 47 Strategic measures Operational measures

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