消費者IoT商務:成熟市場上產品策略

摘要：

智慧家庭市場正在成熟，45% 的美國連網家庭擁有至少一台主要的智慧家庭設備。客戶群正在向更主流的受眾群體轉變，新的競爭對手不斷進入市場，而品類領導者則不斷突破創新和增值的界限，以保持競爭優勢。

隨著市場的成熟，企業領導者必須調整其產品策略、商業模式和行銷訊息。

樣品view

關鍵問題：

• 1.目前智慧家庭市場的成長領域有哪些？
• 2.最常見的商業模式有哪些？哪些模式利潤最高？
• 3.取得和留住客戶的最佳方式是什麼？
• 4.隨著市場的成熟，產品行銷與銷售策略如何改變？
• 5.解決方案提供者如何擁抱人工智慧？
• 6.未來三年，哪些決定性因素會影響競爭格局？
• 7.公司對包括 Matter 在內的業界標準措施有何看法？
• 8.消費者物聯網企業在短期到中期面臨的最大課題是什麼？應對這些課題的最佳策略是什麼？

本報告調查了 100 多位互聯家居和消費者物聯網領域的高管，了解他們對市場、不斷變化的業務戰略、關鍵成功指標以及市場面臨的主要課題的看法。報告還包含調查結果、產品基準測試和市場成長預測。

目錄

調查手法·定義

摘要整理

• 商務預測:2025 vs. 2024 vs. 2023
  • 2025 年前景光明的推動因素
  • 前景充滿課題的原因
• 互聯家居企業的關鍵績效指標 (KPI)
  • 連網裝置佔比
  • 活躍客戶的互動頻率
  • 智慧產品基準測試
• 擁有策略產業夥伴的公司佔比
• 產業夥伴關係如何使您的業務受益？
• 十大最具影響力的行銷管道
• 不同連網裝置的使用者參與推動因素
• 標準採用情況
• 內部使用人工智慧的公司比例
• 消費者人工智慧使用率
• 物聯網市場的演變

企業概要與提供內容

• 公司及產品簡介
• 採用的商業模式
• 提供的連網消費產品類型
• 服務的企業客戶類型

收益模式和流通管道

• 連網消費產品和服務採用的收入模式
• 對獲利能力影響最大的商業模式
• 連網家庭服務提供的服務
• 付費服務訂閱的採用情況
• 付費服務的12個月留存率（使用者黏性率）
• 基礎級智慧產品與傳統產品的價格對比
• 其他與智慧捆綁銷售的產品產品
• 互聯消費解決方案的銷售管道
• 智慧家庭產品與傳統產品的退貨率對比
• 最具影響力的行銷管道
• 商業策略夥伴關係
• 影響供應商選擇的關鍵因素

使用者體驗評估

• 互聯消費性產品成功的關鍵績效指標 (KPI)
• "活躍客戶" 的互動頻率
• 使用者與連網裝置互動的推動因素
• 智慧產品連網的平均百分比
• 確保產品在線的有效方法
• 設備設定與安裝輔助服務

資料策略與人工智慧

• 基於使用者產生資料的產品和服務
• 用戶對基於用戶資料洞察的付費意願
• 在組織中使用人工智慧
• 在消費性產品和服務中使用人工智慧
• 運算業務策略與儲存技術

互通性和生態系統

• 家庭自動化標準演進：從 X10 到 Matter
• 支援的家庭自動化標準
• 智慧家庭產品之間互通性的課題
• 符合 Matter 標準的產品的採用情況
• “Matter 在智慧家庭生態系統中取得成功的關鍵因素是什麼？”
• 對科技巨頭的態度

商務預測:2025年以後

• 業務預測：2025 年 vs. 2024 年 vs. 2023 年
• 推動 2025 年正向前景的因素
• 消極前景背後的原因
• 未來的業務課題
• 互聯產品業務的目標
• “您認為在智慧家庭市場取得成功最重要的競爭優勢是什麼？”
• 互聯家居市場成長預測：2025-2028

SYNOPSIS:

The smart home market is maturing, with 45% of US internet households owning at least one core smart home device. The customer base is shifting to a more mass-market profile, new competitors continue to enter the market, and category leaders continue to push the envelope of innovation and value to keep their competitive edge.

As the market matures, business leaders must adapt their product strategy, business models, and marketing messages for success.

This research surveys more than 100 executives across the connected home and consumer IoT landscape to better understand their view of the market, changing business strategies, key metrics for success, and top challenges facing the market.

SAMPLE VIEW

Key questions addressed:

• 1. Where is the growth in the smart home market today?
• 2. What business models are most common, and which are most profitable?
• 3. What are the best ways to acquire and retain customers?
• 4. How is product marketing and merchandising changing as the market matures?
• 5. How are solution providers incorporating AI?
• 6. What will be the defining forces shaping the competitive landscape in the next three years?
• 7. What are companies' outlook on industry standards efforts, including Matter?
• 8. What are the greatest challenges facing consumer IoT businesses in the short and medium term, and what are the best strategies to tackle those challenges?

ANALYST INSIGHT:

"Great product development is at the core of many consumer IoT businesses, but marketing, merchandising, pricing models, logistics, and other operational factors will become ever more important to staking out a lead position in the market - and a profitable one." - Jennifer Kent, VP, Research, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Business Respondent Profile
• Business Markets
• Connected Consumer Product Units Sold
• Annual Revenue in 2024
• Respondents' Position
• Respondent's Functional Roles

Executive Summary

• Business Expectation for 2025 vs. 2024 vs. 2023
  • Drivers of Positive 2025 Outlook
  • Reasons for Challenged Outlook
• Connected Home Business KPIs
  • % of Units Connected to Internet
  • Engagement Frequency for an "Active" Customer
  • Smart Product Benchmarks
• % of Businesses with Strategic Industry Partners
• How are industry partnerships most beneficial to your business?
• Top 10 Most Impactful Marketing Channels
• Drivers for User Engagement with Connected Devices
• Matter Standard Adoption
• % Using AI Internally
• % Using Consumer-Facing AI
• IoT Market Evolution

Business Profile and Offerings

• Company Product Profile
• Business Models Employed
• Type of Connected Consumer Product Offered
• Types of Business Customers Served

Revenue Models & Channels

• Revenue Models Employed for Connected Consumer Products and Services
• Business Model Most Impacting Profitability
• Services Offered in Connected Home Services
• Paid Service Subscription Adoption
• Paid Service Subscription Retain for 12 Months
• Price of Basic-Tier Smart Products Compared to Traditional Products
• Products Bundle with Smart Products
• Sales Channels of Connected Consumer Solution
• Return Rate of Smart Home Products Compared to Traditional Products
• Most Impactful Marketing Channel
• Business Strategic Partnership
• "In a few words tell us how industry partnerships are most beneficial to your business."
• Important Factors Influencing Vendor Selection

Evaluating the User Experience

• Metrics Indicative of Successful Connected Consumer Products
• Engagement Frequency for an "Active" Customer
• Drivers for User Engagement with Connected Devices
• Average Percentage of Smart Product Units Connected to the Internet
• Effective Methods to Ensure Product Connecting Online
• Services Offered to Help Device Set-up and Installation

Data Strategies & AI

• Products & Services Guided from User Generated Data
• Willingness to Pay Money for Insights Derived from User Data
• AI Usage in Organization
• AI Usage in Consumer Product and Service
• Business Strategy to Computing and Storage Technology

Interoperability & Ecosystems

• Home Automation Standards, X10 to Matter
• Home Automation Standards Supported
• Challenges to Smart Home Interoperability
• Matter Standard Product Adoption
• "What factors do you believe will be most critical to Matter's success in the smart home ecosystem?"
• Attitudes Towards Tech Giants

Business Outlook: 2025 and Beyond

• Business Expectation for 2025 vs. 2024 vs. 2023
• Drivers of Positive 2025 Outlook
• Reasons for Challenged Outlook
• Business Challenges in the Future
• Goals for Connected Product Business in 2025
• "What competitive advantages do you see as most critical for success in the smart home market?"
• Connected Home Market Growth Outlook: 2025-2028