Innovative Monetization Approaches for Home Security and Automation Organizations

Transcription

1 Innovative Monetization Approaches for Home Security and Automation Organizations April 2016 Innovative Monetization Approaches for Home Security and Automation Organizations

2 Table of Contents Executive summary... 2 Move beyond hardware and support... 3 Add new complementary services... 4 Offer new services beyond traditional home security... 5 Reach new customers through partnerships... 5 Conclusion... 5 About Cisco Jasper... 5 Innovative Monetization Approaches for Home Security and Automation Organizations 1

3 EXECUTIVE SUMMARY Among industries profiting from the Internet of Things, home security and automation is forecast to be one of the fastest growing. Sensors and devices communicating over networks isn t a new concept. Home security and automation professionals have been using these devices for years to trigger events based on environmental factors for years. What is new is the ever-increasing rate at which connected devices are being produced, in part due to dramatic reductions in the cost of device manufacturing, communications and storage, combined with the miniaturization of hardware. But connecting devices is just the first step. The real business value comes from harnessing the data and intelligence from those devices to deliver valuable connected services. It s those services that enable you to offer new experiences to your customers, and generate new sources of revenue for your business. This white paper takes an in-depth look at four innovative approaches by home security and automation companies who are using IoT to expand their service offering and grow their bottom line. Through these examples, you will learn how to: Move beyond hardware and support by adding more profitable and predictable revenue streams via additional subscription services. Add new complementary services, like video surveillance, that enable you to offer new recurring services. Offer new services beyond traditional home security to pivot into new markets. Reach new customers through partnerships with companies in complementary markets. Innovative Monetization Approaches for Home Security and Automation Organizations 2

4 MOVE BEYOND HARDWARE AND SUPPORT Using IoT, home security and automation companies can streamline their operations while adding more profitable, predictable revenue streams via additional subscription services. Telular, a leader in wireless alarm communications and home automation services, embraced this monetization approach within its Telguard business unit. In 2014, Telguard extended its solution offering to include a fully managed mobile (cellular) service for its IMPASSA and PowerSeries DSC panels throughout the United States and Canada. Telguard now provides built-in mobile connectivity into their security panels, a critical value-add to Telguard s customers. This approach saves dealers and distributors the cost and operational overhead of buying their own SIMs; installing, testing and deploying them into the panels; as well as negotiating and managing vendor relationships with different mobile network operators. Benefit to Telguard By managing mobile services in their products, Telguard s new equipment is purchased ready to be installed. With accelerated setup times, Telguard s customers are experiencing faster time to revenue. The customer experience is streamlined and improved with a single web portal and customer support center for both mobile service and Telguard HomeControl activations. Additionally, with mobile connectivity Telguard s customers can offer a richer set of new services that generate recurring monthly revenue (RMR). Telguard benefits from enhanced customer success, and also sees an increase in RMR. Is this approach right for you? This approach saves dealers and distributors the cost and operational overhead of buying their own SIMs. Do you currently offer any type of managed services? Are your customers and prospects asking for mobile connectivity? What would be required to train your current sales team to sell mobile service packages? Do you have the expertise in-house to negotiate and manage partnerships with mobile network operators (MNOs)? Innovative Monetization Approaches for Home Security and Automation Organizations 3

5 With accelerated setup times, Telguard s customers are experiencing faster time to revenue. OPERATIONAL TIP If you re thinking about offering mobile (cellular) connectivity, you ll need to be able to customize the SIM provisioning and device deployment process to match the unique business needs of each customer. Provisioning SIMs across a variety of devices and shipping them to different market segments across potentially different geographies requires you to automatically provision, test and customize the SIMs inside the devices. In the home security and automation industry, the average IoT device requires approximately 13 manual interactions per year 1 : provisioning the SIM state and communication plan. monitoring data usage. changing a rate plan, and more. Performing this manually is highly labor intensive and cannot scale. To do this effectively, you ll need an IoT service platform that enables you to automate provisioning and other operational processes. This will enable you to run the new service at lower costs, while increasing reliability and scaling quickly. 1 Based on data analysis of more than 3,500 companies worldwide across 20+ different verticals that use Cisco Jasper to manage their connected devices. Innovative Monetization Approaches for Home Security and Automation Organizations 4

6 ADD NEW COMPLEMENTARY SERVICES Video surveillance products have come a long way from closed-circuit television (CCTV) delivered over analog lines. Today, they are more like streaming devices than simply recording or displaying video. For example, video surveillance offers new recurring services such as health status checks and reporting. There are dozens of opportunities to transform video surveillance into additional value to your customers. Diebold is a global leader providing integrated self-service delivery and security systems and services. In 2015, Diebold announced its new Site Sentry solution, which provides remote live-video viewing capabilities to enable faster response times. Site Sentry is integrated into Diebold s SecureStat platform and allows every connected camera to act as a monitored alarm point, and therefore provide the capability to verify alarm events. This service can result in priority responses, higher apprehension rates and improved guard service productivity. Benefit to Diebold Site Sentry allows Diebold s customers to maximize the investment and potential of their video surveillance program. With the addition of SecureStat and its value-added services like video monitoring, the electronic security business unit of Diebold has been able to increase its RMR to approximately $7 million in North America alone 2. Is this approach right for you? Some dealers think they are too small for this approach, or believe that integrating systems can be too complicated, or even that there isn t enough RMR to justify the expense. However, an integrated system could be as simple as two separate systems working together to meet customer needs. For example, configuring video surveillance to record only when the security system is armed, or when an alarm is triggered. Diebold has been able to increase its recurring monthly revenue to approximately $7 million in North America alone. Do you have the IT infrastructure and expertise to offer advanced video surveillance (more than CCTV)? Beyond pure video hardware, do you have the IT infrastructure to collect, monitor and report on different types of data surrounding video capture? Do you have the expertise to capitalize on the move away from analog to IP-based video surveillance equipment? Do you have other services and solutions where advanced video surveillance could be easily integrated? 2 Innovative Monetization Approaches for Home Security and Automation Organizations 5

7 There are dozens of opportunities to transform video surveillance into additional value to your customers. OPERATIONAL TIP When you expand to managing a robust home or building automation solution, you will need to consider network connectivity. Invariably this decision comes down to mobile (cellular) vs Wi-Fi. While both have pros and cons, Wi-Fi is not always the best option: Wi-Fi coverage area is limited per access point and is not as broad as mobile, making it a key factor when thinking about global scale. Even when Wi-Fi is selected as the primary connectivity, most companies use mobile as backup. Wi-Fi makes use of unlicensed spectrum, which is prone to interference and jamming issues. And there are security concerns if the Wi-Fi channel is not protected. If unsecured, the data sent by your devices may be visible to others unless they are encrypted, which increases the complexity and cost. Security of your devices may also be compromised if vulnerabilities are detected after the devices are in the field using Wi-Fi. With mobile, these concerns are minimized because the SIM provides an additional layer of security against potential hackers, and the user data is not visible for eavesdropping or sniffing. If you rely on a WAN or Wi-Fi network where you don t have direct visibility or control, it becomes hard to support a single device from thousands of miles away. Setting up a Wi-Fi network often relies on the end user to troubleshoot network issues or an outside tech team to set up and maintain your LAN. Innovative Monetization Approaches for Home Security and Automation Organizations 6

8 OFFER NEW SERVICES BEYOND TRADITIONAL HOME SECURITY Another way to add a new revenue stream is to introduce new consumer services that are adjacent to the traditional home security and automation family. Vivint is a home security vendor with its primary markets in North America selling directly to homeowners. Previously, Vivint sold their standard intrusion alarm security system, which provided a single revenue stream for the basic service. The company-customer relationship was product-centric. Today, however, Vivint is using sensors and other technologies to provide consumers with much more robust capabilities and services. For example, Vivint provides text messages when an alarm is activated. Customers can remotely manage their energy consumption, and virtually answer the doorbell using a mobile application. Additionally, Vivint is offering wholly new services such as online photo management and cloud storage through the acquisition of Storage Monkey. Using IoT, Vivint creates ongoing engagement with their customers, allowing the company to offer new services and tap into new revenue streams. Benefit to Vivint Vivint has real-time insight into how their products and services are being used, and they are continuously connected and engaged with their customers. Vivint has more than 950,000 subscribers, and in Q alone they added 88,406 new subscribers, with an average recurring monthly revenue of $ Is this approach right for you? Using IoT, Vivint creates ongoing engagement with their customers. How much investment are you willing to make with your business development efforts? Do you have the expertise in-house or are you willing to invest in market and consumer research to assess which new services are right for you? Entering wholly new markets may require specific industry expertise for which you may need to hire. 3 Innovative Monetization Approaches for Home Security and Automation Organizations 7

9 Vivint has real-time insight into how their products and services are being used. OPERATIONAL TIP Managing support costs is critically important for companies when dealing with connected device subscriptions. Companies can save valuable time and effort by determining instantly if a particular issue is related to the hardware, the software, or the network. To do so, your support team will need real-time visibility into the device to monitor, diagnose, and fix common network connectivity problems to ensure customer peace of mind. Preventing downtime and quickly solving issues can increase customer satisfaction, ensure service reliability, and keep your expenses down. Ensure that you have infrastructure to provide a snapshot of a device s connectivity history from the past 30 days so you can observe long-term trends. You should be able to access which operator networks the device used, when data sessions occurred, how long they lasted, and whether or not they terminated normally. You will need to highlight unusual events for example, zero-byte sessions might indicate your device is connected but is not sending or receiving any data drawing your attention to potential problems. Innovative Monetization Approaches for Home Security and Automation Organizations 8

10 BUNDLE THROUGH STRATEGIC PARTNERSHIPS IoT allows vendors to move quickly and try new business models, and we expect to see more use cases that capitalize on the built-in connectivity and the valuable data that is now available. For example, third-party content providers could target ads to the consumer based on their location or contracted services. In 2015, Liberty Mutual, a leading insurance company in the United States, partnered with Google Nest, who offers smart smoke and carbon monoxide detectors. Liberty Mutual customers opt in and allow Nest to share some of their data with Liberty Mutual, and, in exchange, they received a free Nest and a reduced insurance premium. Benefit to Nest These strategic partnerships are structured so that everyone benefits: Liberty Mutual has an accurate way to validate fire claims and reduce fraudulent claims, as Nest enables them to verify the exact time of the fire alarm. Policyholders save money on insurance premiums and get a free Nest. Nest monetizes the data they collect and acquires a new stream of customers to market other products. Is this approach right for you? We expect to see more use cases that capitalize on the built-in connectivity and the valuable data that is now available. Do you have the business development and channel marketing expertise to engage in strategic relationships? Do you have, or can you build, a channel program that would support new types of strategic partnerships and models? Have you been able to offer a consistent product so that you can easily fulfill partnership expectations? Are you willing to wait months to start seeing real results through new partnerships? Innovative Monetization Approaches for Home Security and Automation Organizations 9

11 IoT allows vendors to move quickly and try new business models. OPERATIONAL TIP Depending on the partnerships you want to structure, you may need split billing the ability to divide connectivity into multiple streams so that each data stream can be billed to a different partner. If so, you will need that data to be integrated into your ERP and billing systems to develop complex business models allowing you to offload the costs to partners. Innovative Monetization Approaches for Home Security and Automation Organizations 10

12 CONCLUSION With IoT, there are infinite opportunities for business transformation. Create new experiences, get closer to your customers, grow your bottom line the possibilities are endless. As connected devices proliferate, home security and automation leaders understand that the real value of IoT is not in the devices themselves, but in the services they enable and the new, often recurring, sources of revenue those services generate. To learn more information about how IoT services can transform your home security and automation business, contact Cisco Jasper: Request a demo: Visit our website: Speak to a solutions expert: ABOUT CISCO JASPER Cisco Jasper is a global Internet of Things (IoT) platform leader. Cisco Jasper has designed its industry-leading, cloud-based IoT platform to enable companies of all sizes to rapidly and cost-effectively launch, manage and monetize IoT services on a global scale. When companies do this, they become much more than product businesses. They become service businesses, capable of automatically managing their customers entire IoT service lifecycle, delivering increased customer value and unlocking new sources of revenue. Thousands of companies in more than 20 industries, including many of the world s top brands, choose Cisco Jasper to fast-track their IoT services. Cisco Jasper partners with 25+ operators, representing more than 100+ mobile operator networks worldwide. Innovative Monetization Approaches for Home Security and Automation Organizations 11

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