Zorg & Domotica Hugo Velthuijsen Lector New Business & ICT Een kwestie van marktfalen?

Presentatie over: "Zorg & Domotica Hugo Velthuijsen Lector New Business & ICT Een kwestie van marktfalen?"— Transcript van de presentatie:

1 Zorg & Domotica Hugo Velthuijsen Lector New Business & ICT Een kwestie van marktfalen?

2 30-5-2016New Business & ICT2 Domotica Platform Nederland in 2009: “… belofte Domotica al 20 jaar niet ingelost … vooral pilots … te technisch … eilandjes … te duur …” Maar, domotica cruciaal voor speerpunten Hanzehogeschool Groningen: energy transition en healthy ageing / healthy lifestyle Ambitie: duurzame inzet van domotica tbv speerpunten in noordelijke regio Vraag: kunnen de stakeholders in Noord Nederland elkaar versterken om te komen tot duurzaam succesvolle inzet van domotica in de Zorg? Aanleiding

3 30-5-2016New Business & ICT3 Korte inventarisatie itemzorginstellingen Naam zorginstelling NOVO DoelgroepLicht verstandelijk gehandicapten GebruikersOrthopedagogen / begeleiders Scenarios– Dag/nacht ritme – Verwarming – Woon/werkver- keer Sensoren / actoren Bedsensor,tempe- ratuur, verwar- ming, raam/deur contact, mobiel, speaker ArchitectuurExpert systeem PlatformDAP / AVICS Domotica projecten in Noord Nederland

4 30-5-2016New Business & ICT4 Agenda Inleiding + gesprek FinanciënMarkt Techniek & innovatie Mens & organisatie Derk Hugo

5 30-5-2016New Business & ICT5 Domotica += Domotica = electronics in the home

6 30-5-2016New Business & ICT6 Relevance of Domotica for Hanze University Technology solutions for Energy Transition & Healthy Ageing Energy Transition and Healthy Ageing are the two focal points for applied research in the Groningen area RUG, UMCG, and Hanze University collaborate on these topics The Centre of Entrepreneurship addresses valorisation of research output

7 Project IM LVG Partners Stichting NOVO AVICS Hanzehogeschool (penvoerder) Financiering Budget € 250.000 60% door Provincie Groningen ihkv IAG2 programma AVICS levert apparatuur en kennis NOVO levert zorg deskundigheid HG levert kennis & ervaring (lector, docenten) en onderzoekscapaciteit & handjes (studenten) 30-5-2016Lectoraat New Business & ICT Een voorbeeld Looptijd Augustus 2009 – Juli 2011 Basissysteem ontwikkeld Installatie, nul- en effectmetingen vanaf oktober 2010 Ambitie Middels een multidisciplinaire aanpak grip krijgen op al die randvoorwaar- den die van belang zijn om te komen tot een duurzame innovatie in de Zorg

8 Doelgroep Licht verstandelijk gehandicapten  IQ ca 50-85  Behoefte aan rust, orde en regelmaat  Beperkt besef van tijd, tijdsduur, plaats, afstand, risico’s, goed/fout  Moeite met “oorzaak-gevolg”. “als- dan”, in actie komen, plannen, dingen afmaken  Huidige ondersteuning via menselijke interventies: observeren, signaleren en interveniëren  Begeleiding voornamelijk reactief Innovatie: Zoveel mogelijk observeren, signa- leren en interveniëren overnemen door (technische) hulpmiddelen (arbeidsmarkt & kosten Doelstellingen  Bevorderen van de zelfredzaamheid van cliënten (“kwaliteit van leven”)  Begeleiding van reactief naar proactief  Begeleiding van operationeel naar tactisch  Verlaging van het aantal incidenten en escalaties

9 Techniek Hosted Domotica Server Database Woon Ambulante Team Zorgverlener Rapportage Script Editor LVG’er Expert Systeem Alarm Server Werk

10 Gebruikers  Gebruikers zijn: ■Orthopedagogen: gebruiken het systeem voor ontwikkelen effectieve interventies ■Begeleiders: gebruiken het systeem om een deel van hun taken naar te delegeren  Interactieve, exploratieve en iteratieve ontwikkel-methodiek om gebruikers- acceptatie te realiseren  Intellectueel eigendom is gezamenlijk ontwikkelde kennis over effectieve interventies: co-creatie  Systeem kan ingezet worden voor andere zorginstellingen, ander type cliënten, andere scenario’s Juridisch/ethische aspecten cliënten  Systeem betekent inbreuk op de privacy  Is dat erg?  Belang cliënt: ■Recht op privacy, maar ook ■Recht op goede zorg  Belang zorgaanbieder: goede, betaalbare zorg  Maatregelen: ■Duidelijke afspraken met cliënten ■Zorgvuldig informatiemanagement: onderzoek en operatie ■Uit-knop  Aansprakelijkheid  Medisch Ethische Toetsings Commissie Gebruikers

11 Toegepaste disciplines  ICT  Sensor technologie  Human technology  Gezondheidsstudies  Rechten  Financieel-economisch management  Marketing & Communicatie  International Business Multidisciplinariteit

12 30-5-2016New Business & ICT12 Explanations for lack of success: Too much technology driven Not sustainable after pilot phase Too much “island thinking” Not user friendly enough Not extensible enough Too expensive Domotica does not fulfill its promise After 20 year of projects and pilots market reach is limited Source: Statements by Domotica Plaform Nederland

13 30-5-2016New Business & ICT13 Different sectors are convergeing in the home… … but they are not CONVERGEING! Commu- nication Security Audio Video Gaming Comfort Energy & Sustain- ability Lighting Health care It is better to have a reasonable market share in a very large market than market dominance in a very small market! Different players in different sectors see the home as their future market of growth Some of these players are world players (Sony, Philips, Microsoft, Google, etc.) Most larger players aim for dominant market shares (of their perceived market) Few players aim at transsectoral innovation

14 30-5-2016New Business & ICT14 Scenarios in the home Advancement of domotica in the home as a sequence of life time decisions Example of a family lifecycle Triple play (phone, TV, Internet) Babyfoon Energy conservation Audio & video to multiple rooms Gaming Security system Upgraded energy conservation system Remote health care Home assistance People will make stand alone decisions on buying domotica- style products and services at different times Each decision stands at its own at that time, but is influenced by the installed base At different times, people may have different decision criteria (cost, quality, reliability, ease of use, comfort) and fall within different market segments Each time one solution competes with numerous other solutions Low incremental costs as well as ease of use will usually be deciding factors if a new product is bought and which new product is bought The Domotica market is a composite of different markets

15 30-5-2016New Business & ICT15 Gateway Infrastructuur hub Sony PS2 WiFI RG PConTV modem PLC RG HR-e ketel WiFi RG Smart meter GPRS netwerk Smart meter ? ? Box Cat5 RG PConTV Essent Oxxio Google Powermeter PCTV Thermo- staat PC TV display Koala Zorg op Afstand Etc. Sector specific solutions “Island thinking”: vertical integration naTVvariousna Camera/ TV application specific equipment company

16 Advantages Integrated solutions Easy to install No overhead for potential future additions; lower one-off costs Optimized design for single application 30-5-2016New Business & ICT16 Vertical integration Advantageous for one-offs; disadvantageous for multiple solutions Disadvantages Difficult to integrate with different solutions Higher overall costs due to duplication of a single function by different solutions Potential design drawbacks for additional solutions

17 30-5-2016New Business & ICT17 Need for generic solutions Horizontal integration Gateway Infrastructuur hub PC TV display Generic infrastructure Generic gateway Generic contolling device other application specific equipment

18 30-5-2016New Business & ICT18 New PMC’s with sustainable business models Macro-economic developments (technological) innovations & standardisation Laws and regulations Vacuum in development Gap between macro-economcs and technology e.g., ICT Innovation Platform Domotica & Smart Living (IIP-DSL) Stimulation packages

19 30-5-2016New Business & ICT19 Typically, closed, dedicated solutions are cheaper and therefore more attractive to potential buyers Generic infrastructures have low perceived consumer added value Different possible solutions: –Someone with deep pockets (the government?) invests in a common infrastructure (without applications; thus no real business case) –Someone develops an open platform and application(s) with sufficiently high volume and economies of scale to create a ‘de facto’ standard (like the Iphone example), –Someone develops a truely incremental model –Others? Business model consequences Cost comparisons

20 30-5-2016New Business & ICT20 Open innovation model Example Apple Iphone Iphone is a great product with good basic applications An open applications programming interface (API) for adding numerous other applications 1 distribution platform > 70,000 applications, developed by ‘everybody’ Caveat: there is always more creativity outside the company than inside! Can this model work for Domotica?

21 30-5-2016New Business & ICT21 Pilots –New Domotica applications built as pilot / proof of concept –One-off investments are part of development costs (i.e. negligable) –Usually no attention for sustainable business case Property development –Domotica applications and infrastructure as part of the development of a new building or area –Investment as part of the property investment (i.e. negligable) –In the Netherlands, the number of newly built houses is approx only 1% of all existing households Top-down enforcement –Domotica applications made obligatory –Bypass “normal” market dynamics –Available as option to e.g. totalitarian governments, health insurance, etc. Others? Workable business models What has worked so far?

22 30-5-2016New Business & ICT22 Delen van ervaringen Uitwisselen scenario’s Uitwisselen sensoren / actoren Investeren in standaard open platformen Investeren in standaard architectuur Mogelijkheden voor samenwerking