The real case study written by Profs. Violette Bouveret & Sandrine Macé aims at illustrating how a major insurer could develop its presence in the smart home market and create valuable offerings of smart home IoT devices.
With growth of 109% in revenue between 2019 and 2025 according to Statista, the Smart Home market appears to be very promising. However, this growth needs to be balanced by the low penetration rate in certain countries like France and markets like the insurance industry.
This real case study thus addresses one major issue in the context of a smart service-based IoT device: How can the adoption and use of smart home devices be accelerated?
Based on the empirical results of a POC (proof-of-concept) study led by an insurance company in 2019 and on transcripts from interviews with users, the case published by an Associate Researcher of the ESCP’s IoT (Internet of Things) chair and its Scientific Director can be used in initial training and in undergraduate- and graduate-level marketing courses, as well as in some elective or PhD programs. It leads trainees to analyse users' insights to enhance their understanding of the IoT market and its specificities, and revamp the smart home value proposition by rethinking two main drivers of adoption: New technology acceptance and privacy concerns.