消费者IoT商务:成熟市场上产品策略

摘要：

智慧家庭市场正在成熟，45% 的美国连网家庭拥有至少一台主要的智慧家庭设备。客户群正在向更主流的受众群体转变，新的竞争对手不断进入市场，而品类领导者则不断突破创新和增值的界限，以保持竞争优势。

随着市场的成熟，企业领导者必须调整其产品策略、商业模式和行销讯息。

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关键问题：

• 1.目前智慧家庭市场的成长领域有哪些？
• 2.最常见的商业模式有哪些？哪些模式利润最高？
• 3.取得和留住客户的最佳方式是什么？
• 4.随着市场的成熟，产品行销与销售策略如何改变？
• 5.解决方案提供者如何拥抱人工智慧？
• 6.未来三年，哪些决定性因素会影响竞争格局？
• 7.公司对包括 Matter 在内的业界标准措施有何看法？
• 8.消费者物联网企业在短期到中期面临的最大课题是什么？应对这些课题的最佳策略是什么？

本报告调查了 100 多位互联家居和消费者物联网领域的高管，了解他们对市场、不断变化的业务战略、关键成功指标以及市场面临的主要课题的看法。报告还包含调查结果、产品基准测试和市场成长预测。

目录

调查手法·定义

摘要整理

• 商务预测:2025 vs. 2024 vs. 2023
  • 2025 年前景光明的推动因素
  • 前景充满课题的原因
• 互联家居企业的关键绩效指标 (KPI)
  • 连网装置占比
  • 活跃客户的互动频率
  • 智慧产品基准测试
• 拥有策略产业伙伴的公司占比
• 产业伙伴关係如何使您的业务受益？
• 十大最具影响力的行销管道
• 不同连网装置的使用者参与推动因素
• 标准采用情况
• 内部使用人工智慧的公司比例
• 消费者人工智慧使用率
• 物联网市场的演变

企业概要与提供内容

• 公司及产品简介
• 采用的商业模式
• 提供的连网消费产品类型
• 服务的企业客户类型

收益模式和流通管道

• 连网消费产品和服务采用的收入模式
• 对获利能力影响最大的商业模式
• 连网家庭服务提供的服务
• 付费服务订阅的采用情况
• 付费服务的12个月留存率（使用者黏性率）
• 基础级智慧产品与传统产品的价格对比
• 其他与智慧捆绑销售的产品产品
• 互联消费解决方案的销售管道
• 智慧家庭产品与传统产品的退货率对比
• 最具影响力的行销管道
• 商业策略伙伴关係
• 影响供应商选择的关键因素

使用者体验评估

• 互联消费性产品成功的关键绩效指标 (KPI)
• "活跃客户" 的互动频率
• 使用者与连网装置互动的推动因素
• 智慧产品连网的平均百分比
• 确保产品在线的有效方法
• 设备设定与安装辅助服务

资料策略与人工智慧

• 基于使用者产生资料的产品和服务
• 用户对基于用户资料洞察的付费意愿
• 在组织中使用人工智慧
• 在消费性产品和服务中使用人工智慧
• 运算业务策略与储存技术

互通性和生态系统

• 家庭自动化标准演进：从 X10 到 Matter
• 支援的家庭自动化标准
• 智慧家庭产品之间互通性的课题
• 符合 Matter 标准的产品的采用情况
• “Matter 在智慧家庭生态系统中取得成功的关键因素是什么？”
• 对科技巨头的态度

商务预测:2025年以后

• 业务预测：2025 年 vs. 2024 年 vs. 2023 年
• 推动 2025 年正向前景的因素
• 消极前景背后的原因
• 未来的业务课题
• 互联产品业务的目标
• “您认为在智慧家庭市场取得成功最重要的竞争优势是什么？”
• 互联家居市场成长预测：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