IoT : Accelerating the adoption of smart home devices
Référence :
M2123(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Résumé
In the insurance industry, IoT is a great opportunity to generate new revenues and change business models. However, IoT adoption in insurance as a percentage of total business remains in the early stages.
This real case study 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.
Based on the empirical results of a POC (proof-of-concept) study led by an insurance company (named Home Insurance in the case) in 2019 and on transcripts from interviews with users, trainees analyze users' insights to better understand two drivers of adoption: New technology acceptance and privacy concerns.
Trainees make recommendations for the design and revamping of the smart home offering, with the aim of accelerating smart home IoT adoption.
This real case study 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.
Based on the empirical results of a POC (proof-of-concept) study led by an insurance company (named Home Insurance in the case) in 2019 and on transcripts from interviews with users, trainees analyze users' insights to better understand two drivers of adoption: New technology acceptance and privacy concerns.
Trainees make recommendations for the design and revamping of the smart home offering, with the aim of accelerating smart home IoT adoption.
Objectifs pédagogiques
- Enhancing trainees' understanding of a high-tech market - the Internet of Things, IoT- and its specificities.
- Commenting on and interpreting major findings from two different types of studies, quantitative and qualitative research.
- Analyzing customer needs in the IoT high-tech context.
- Applying one of the most widely applied models of user acceptance and usage of technology, the Technology Acceptance Model (TAM, Davis 1989), to understand the adoption of technological products, i.e. smart devices.
- Understanding the reasons why customers would consent to share personal data.
- Applying the Theory of Justice (Rawls, 1971) and discovering the main dimensions of the privacy concerns accelerating or impeding the adoption of data-based devices.
- Making recommendations to revamp an offering in line with the main findings emerging from the studies.
- Commenting on and interpreting major findings from two different types of studies, quantitative and qualitative research.
- Analyzing customer needs in the IoT high-tech context.
- Applying one of the most widely applied models of user acceptance and usage of technology, the Technology Acceptance Model (TAM, Davis 1989), to understand the adoption of technological products, i.e. smart devices.
- Understanding the reasons why customers would consent to share personal data.
- Applying the Theory of Justice (Rawls, 1971) and discovering the main dimensions of the privacy concerns accelerating or impeding the adoption of data-based devices.
- Making recommendations to revamp an offering in line with the main findings emerging from the studies.
Mots-clés
IoT - Smart Home - Digital Innovation - New Technology - Adoption - Consumer Value - Privacy concern
Public
- M1, M2, Engineering School, Specialized master's degrees.
- MBA, Executive MS, executives and managers.
- MBA, Executive MS, executives and managers.
Secteur d'activité
Services financiers et assurances/Financial services & Insurance
Caractéristiques particulières
- PPT 1 : Appendix (10 slides)
- PPT 2 : Case study (52 slides)
- PPT 2 : Case study (52 slides)
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Année de la problématique :
2019
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
22 avec 10 page(s) annexe(s)
Temps d'utilisation :
3h00 (scénario d'animation en 1h30 ou 3h)
Code du secteur d'activité :
66 - Assurance
Note pédagogique :
Oui (22 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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