Value-Adding Factors for Connected Entrances in the Smart Building Market
Abstract: The building industry, like many others, are currently experiencing the effects of the digitalization, and the increased spread of smart buildings is a result of this. Much research has been done on smart buildings and their predecessors intelligent buildings, but there is limited research available on how entrance systems should be designed for smart buildings, especially regarding their connected functionality. Therefore, this thesis aims to determine the critical value-adding factors of connected entrances for smart buildings and based on these factors, give recommendations on how Assa Abloy should design an attractive value proposition of connected entrances for this market. To answer these questions, a market analysis was carried out by performing a qualitative interview study with stakeholders in the smart building and entrances markets. The interviews followed an explorative approach, and the results of the interviews were coded for overarching themes before being analyzed using the Value Proposition Canvas and the Diffusion of Innovations theory. Twelve (12) critical value-adding factors were identified in the following areas: data provisioning and access, remote control, improved service, IT security, sustained product support, and sustainable pricing models. Based on these factors, a recommendation for an attractive value proposition was presented based on the nine (9) following areas: physical product, service offering, communication solution, remote control & automation, data offering, value co-creation, digital access, software, and pricing. Furthermore, it was concluded that to reach the smart building market successfully, innovative property owners should be the target group for the connected entrances offering.
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