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Family Ecosystem Forum 2007 Ecosystem Review

Family Ecosystem Forum 2007 Ecosystem Review. Outline Who is Zanthus? Connected Home Ecosystem Overview State of the Connected Home Study – Key Findings.

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Family Ecosystem Forum 2007 Ecosystem Review

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  1. Family Ecosystem Forum 2007Ecosystem Review

  2. Outline • Who is Zanthus? • Connected Home Ecosystem Overview • State of the Connected Home Study – Key Findings CABA IHA-RC 2007 Family Forum

  3. Zanthus has a long-term relationship conducting research on behalf of the Internet Home Alliance Research Council (IHA-RC), now part of CABA (Continental Automated Buildings Association). • Automotive • Digital entertainment • Digital kitchen • Home PC networking • Telecommunications and Internet • Video gaming CABA IHA-RC 2007 Family Forum

  4. Outline • Who is Zanthus? • Connected Home Ecosystem Overview • State of the Connected Home – Key Findings CABA IHA-RC 2007 Family Forum

  5. A market taxonomy provides a common reference, encourages comprehensive analysis, reveals opportunities • A market taxonomy is a conceptual framework used for analyzing business opportunities. It should: • Provide a common language or series of reference points. • This facilitates communication with consumers and other members, and can lead to shared business strategies. • Help ensure that complete information is analyzed. • It should be broad enough to cover the entire marketplace, while providing a convenient way to divide the market. • Provide a unique perspective on the market, revealingopportunities previously hidden. CABA IHA-RC 2007 Family Forum

  6. Ecosystems Connected Home ‘Ecosystems’ map to consumer needs at home and beyond, is platform-independent Family “Help me take care of my family” Career “Help me with my career” Entertainment “Entertain me” CABA IHA-RC 2007 Family Forum

  7. Ecosystems Each Ecosystem reveals insights about consumer evolution Family “Help me take care of my family” Career “Help me with my career” Entertainment “Entertain me” Mobile workers are key. Productivity Communications Scheduling Commuting Work Skills Work/Life Balance Promises the greatest immediate return. Music Video Gaming Has the most unmet demand. Home Systems Family Communications Scheduling Health & Fitness Community CABA IHA-RC 2007 Family Forum

  8. Ecosystems Zanthus IHA-RC research covers all three ecosystems State of the Connected Home 2003 State of the Connected Home 2005 Home Networking Digital Youth Senior Living Custom Mobile Advertising Entertainment Family Career iPTV Demand (I & II) Digital Entertainment Needs Assessment Digital Kitchen Laundry Time Pilot Mealtime Pilot Health & Wellness Safe Secure & Comfortable Asset Management Future of Collaborative Work Mobile Worker Pilot SMB Needs CABA IHA-RC 2007 Family Forum

  9. Outline • Who is Zanthus? • Connected Home Ecosystem Overview • State of the Connected Home – Key Findings CABA IHA-RC 2007 Family Forum

  10. In 2005, about one-in-five online consumers considered the connected home concept ‘very appealing’ • The features of the connected home exist today; they are not dreams of tomorrow. This home is connected in the sense that normally independent systems are linked into one centrally controlled system, which is called a home network. For example, your PC, television, lighting and heating controls, and home security system can all be linked to a home network. • You can control various parts of your home through your home PC or a variety of mobile devices, including your TV remote control. For example, in a connected home you could turn up the heat using your TV remote control. Or you could see your phone’s caller ID on your TV screen. When you’re away from home, you can control your home network using any device with Internet access, like a cell phone, or by going to a special, secure Web site. • Right now, manufacturers and service providers are developing products and services for the connected home. In general, these are products and services designed to provide entertainment programming, automate common household tasks, and let people communicate with each other more easily. • The connected home will be reliable, easy to control, and easy to upgrade. You will not have to rewire or spend an extravagant amount of money to start setting up a connected home. CABA IHA-RC 2007 Family Forum

  11. Mainstream consumers interested in entertainment technology; leading consumers also interested in family, career Cross-Ecosystem Interests % Very Interested, 6-7 Ratings Among Total HHs (n=1,834) Media Entertainment for the Home Entertainment Streamline Routine Tasks Family Automate Basic Home Systems Improve Work Productivity While on the Road Source: Zanthus IHA State of Connected Home Study, 2005 Career Total Online HHs (n=612) Improve Work Productivity at Home Primary Market Consumers (n=318) Mass Market Consumers (n=294) Q39A-Q39E CABA IHA-RC 2007 Family Forum

  12. Digital entertainment achieving mass market potential U.S. household ownership of top growing consumer electronics entertainment products (CEA, April 2007) • Other growth areas: • Replacement TVs • Mobile satellite radio • Key drivers of adoption are interest in: • Time-shifting. • Ease of control. • ‘Anywhere’ access. • Customization. • Interactivity. • High-definition content. MP3 players DVRs Mass Market Threshold: 16% HDTV CABA IHA-RC 2007 Family Forum

  13. Internet is most desired source of home entertainment Media Entertainment at Home % Very Interested (Total Online HHs n=618) Internet access Movies TV programming Recorded music Personal photo (view on computer or TV) Source: Zanthus IHA State of Connected Home Study, 2005 Home video/movies CABA IHA-RC 2007 Family Forum

  14. Internet is near top of list for mobile entertainment Media Entertainment On-the-Go % Very Interested (Total Online HHs; n=618) Recorded music Internet access Radio music programming Movies TV programming Source: Zanthus IHA State of Connected Home Study, 2005 Audio books CABA IHA-RC 2007 Family Forum

  15. Consumers want to distribute entertainment via home network (especially audio) Source: Zanthus IHA State of Connected Home Study, 2005 CABA IHA-RC 2007 Family Forum

  16. Consumer NeedsCareer Ecosystem Interests Updating skills, communication, access are key career interests Career Ecosystem Interests Top-5 Responses, % Very Interested, 6-7 Ratings Update or develop new work skills Communicate with family and/or friends Remotely access business email Remotely access electronic files on your network/computer Get directions while driving Total Online HHs (n=604) Primary Market Consumers (n=296) Mass Market Consumers (n=308) QC53_1_15; Letters denote statistically significant differences among markets. CABA IHA-RC 2007 Family Forum

  17. Networking & portability spur sales of top career products • Top growth areas (CEA): • Network routers or hubs • Replacement phones (including web-enabled cell phones) • Mobile GPS devices CABA IHA-RC 2007 Family Forum

  18. Streamlining routine tasks appeals to leading consumers Routine Tasks (Top-2 Box; % Very Interested) Paying household bills Running car maintenance diagnostics Cleaning (general) Drying clothes Communicating with other HH members Total Online HHs (n=612) Primary Market (n=318) Washing clothes Mass Market (n=294) QY42-QY43Q CABA IHA-RC 2007 Family Forum

  19. Home energy automation and monitoring are appealing to leading-edge consumers Home Automation % Very Interested Home energy consumption Heat/ventilation/ air conditioning Outdoor Lighting Total Online HHs (n=612) Primary Market Consumers (n=318) Mass Market Consumers (n=294) Indoor Lighting Source: Zanthus IHA State of Connected Home Study, 2005 CABA IHA-RC 2007 Family Forum

  20. Connected home foundation reached critical mass in 2005 • A critical mass of consumers is poised to take advantage of connected home technologies. • Among online households: • About 55% have broadband • 53% have multiple PCs • 28% have a home network Key Technologies Among All U.S. Households Mass market threshold is 16-17% of all households Source: The Diffusion Group (2004), and Zanthus. CABA IHA-RC 2007 Family Forum

  21. Adoption Curve Hype Curve Adoption Curve Early Majority Late Majority Moore’s Chasm Laggards Early Adopters Innovators Time However, foundational technologies not enough – further convergence of networks, devices, content is needed CABA IHA-RC 2007 Family Forum

  22. Questions?Carole Wiedmeyer Zanthus115 S.W. Ash St., Suite 610Portland, OR 97204971.404.0275www.zanthus.com

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