SYDNEY, AUSTRALIA – The Internet of Things at home (IoT @ Home) market is set to skyrocket as it climbs a technology adoption s-curve much like the Internet and smartphones did before it, according to a new study by emerging technology analyst firm Telsyte.
The Telsyte Australian IoT @ Home Market Study forecasts spending on IoT home products and services in Australia to grow almost eleven-fold in the next four years from $289 million in 2015 to $3.2 billion in 2019.
Telsyte believes a number of factors will drive market growth including the arrival of new products and services, but importantly the market is set to naturally evolve as Internet connectivity is baked into many existing products and services.
Telsyte estimates that by 2019, the average household will have 24 Internet-connected devices, up from nine in 2015.
Telsyte research indicates the IoT boom @ Home will be evolutionary at first as vendors will quickly move to integrate connectivity into existing products and services including whitegoods, gardening, security and energy management.
“While long mooted, the Internet-enabled ‘whitegood’ will finally become the norm, as most manufacturers — aided by the lower cost of micro-processing — build wireless Internet connectivity into most of their products,” Telsyte senior analyst Steven Noble says.
“Consumers will find themselves buying IoT-enabled devices by default,” Noble says.
Telsyte measures the IoT @ home market as five key segments:
|Expected market size in 2019|
|Smart lifestyle (appliances, gardening)||$1.2B|
|Smart home services (installation, management, cloud services)||$812M|
|Smart security (security alarms, cameras, sensors, smart locks)||$416M|
|Smart energy (sensors, outlets, light bulbs)||$658M|
|Smart hubs (dedicated hubs)||$64M|
Staking their claim on this emerging market will be vendors from every point in the value chain, including:
Manufacturers: Samsung, for example, has committed to connecting 90 per cent of its new products to the Internet by 2017 and all of them by 2020. Furthermore, companies not traditionally in the technology market ranging from Ikea to Breville are starting to unveil their IoT plans.
Retailers: Telstra is just one of the brands that has already added a Connected Home section its local e-commerce Web sites, while Target in the US is experimenting with IoT demonstration homes in its stores. Retailers will be critical to the rise of the IoT @ home as they will expose consumers to new product experiences.
ISPs: For ISPs, smart home automation is an opportunity to create high-value bundles. Telsyte research shows that Australians that bundle VoIP with their broadband plans anticipate budgeting seven times as much for a smart home system, compared to broadband non-bundlers. However over the longer term, ISPs will face increasing competition from Over The Top (OTT) cloud service providers such as Google and Apple and will seek to partner with multinational service providers.
Cloud software providers: Services like Google’s new US$10 per month Nest camera monitoring solution will disrupt traditional smart home service providers — increasing adoption of smart home services while lowering unit prices.
Utilities: Utilities are expanding their product mix to include energy-saving devices and services that are controllable via the Internet.
Electricians and security consultants: Currently, 34 per cent of Australians prefer to have a specialist consultant install their system. While plug-and-play IoT devices and wireless smart home systems will be the norm, specialists will still play an important role in the installation of high-end equipment such as smart locks for keyless entry.
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About the Telsyte Australian IoT @ Home Market Study 2015
The Telsyte Australian IoT @ Home Market Study is an annual publication reporting on smart home automation industry and consumer trends. The 2015 report continues the year-on-year analysis with key market data, including market sizing and forecasts as well as vendor strategy and direction.
The Telsyte Australian IoT @ Home Market 2015 is a comprehensive 72-page report available to subscribing organisations and includes:
Market sizing and forecasts.
Consumer attitudes and technology adoption trends.
Analysis of industry structure transformation.
Telsyte delivers strategic insights and advisory services to businesses that are producing, or are impacted by, disruptive technologies. Telsyte publishes studies into emerging consumer and business markets and provides custom research and advisory services. Telsyte is a wholly-owned independent business unit of UXC Limited. UXC is an ASX-listed Australian IT services company and the largest Australian-owned ICT consultancy firm with over 2,500 customer organisations in the private and public sectors across Australasia. www.telsyte.com.au
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