Contrairement à tout ce qu’on a pu lire ou entendre, le rachat de NEST par Google pour $3.2 milliards n’est pas un pari sur l’internet des objets, c’est une transaction clairement ancrée dans l’économie réelle. Décryptage.
Annoncé le 14 janvier dernier, soit quelques jours après la clôture du salon CES de Las Vegas, le rachat de la startup Californienne NEST par Google a depuis fait couler beaucoup d’encre numérique.
La presse – dont c’est le métier – n’a pas tardé à relayer l’information et à la commenter. Il faut dire que ce n’est pas tous les jours que Google fait une acquisition à plus de $3.2 milliards en cash !
Pour ma part, n’étant pas convaincu par les premières explications trop faciles et trop évidentes (sans parler de celles carrément simplistes) je me suis laissé le délai de la réflexion, et à ce jour je pense apercevoir le début d’une réponse plausible. Je vous explique tout ça dans la suite.
Forget everything you’ve read about why Google buying NEST is all about the Internet of Things. No. This acquisition, for a mere $3.2bn in cash, is clearly rooted in the real economy. And here is why.
Forget everything you’ve read about why Google buying NEST is all about the Internet of Things. No, it’s not. This acquisition, for a mere $3.2bn in cash, is clearly rooted in the real economy. And here is why.
Announced on January 14th, just a few days after the end of the CES in Las Vegas, the acquisition of NEST by Google had people talking a lot.
The press was fast to spread and comment the news. It’s not so common that Google makes a $3.2bn acquisition.
But I wasn’t really convinced by anything I’ve read, most of these articles provided explanations that were too obvious and too easy – not to mention some of them being very simplistic. So I allowed myself some time to think about, and now I think I have a pretty decent explanation.
Google confirms the huge potential of the Internet of Things? No.
Though it’s true that this acquisition will allow Google to fully enter into the IoT industry, and to give them a voice and a seat in these working groups and consortia where they are not present today, this is not enough to explain such an acquisition by a bet on the future.
Considering the price of $3.2bn – and leaving aside the future integration, marketing and operation costs – to be break even NEST would have to sell a $250 thermostat to half of the 132 million US homes, which with their current ratios would translate into about $16bn of revenue and $3.3bn of margin. This is unlikely. It won’t happen in the short term or in the mid term.
Also, we should not forget that unlike an iPod or an iPhone, a NEST thermostat sells on an equipment market and not a replacement market: nobody is going to upgrade its domestic thermostat every 24 or 36 months. Moreover, one cannot consume or purchase additional content or services from a NEST thermostat. At least not yet, but you will see later in the article that NEST has some app store envy for it’s signature device.
Google enters the house? No.
Another very common yet very unconvincing theory: By acquiring NEST, Google finds a way to enter the home and will be able to know and learn everything about the lifestyle and consumption habits of its inhabitants.
Not only this is not possible because of the NEST Privacy Policies, but it is unclear how these data could tell more about our tastes and habits that this Android phone that lives in our pocket and follows us everywhere.
Of course, we could imagine some interesting scenarios by merging data from our agenda, from the weather forecasts and our home thermostat, all delivered via Google Now on your Android phone. OK, this could be interesting, but not THAT interesting.
There’s nothing really groundbreaking in here, and ultimately there is nothing in there as lucrative as Google’s current advertising business. The ad business is his real cash cow: some say it represents 120% of Google’s revenue and more than 60% margin, all other activities today being experiments and cost centers.
Home automation has been a topic for decades, even before the Internet. So why would 2014 be the year of home automation? Or may be 2015? May be it’s just the same way that some repeat every new year that it’s going to be “the year of mobile”.
Google strengthens its patents portfolio? No.
Another explanation we can read in the press: NEST has certainly applied for a large collection of patents and Google would like add them to its portfolio, in order to avoid potential legal and commercial issues in the future. May be.
But think about: Would Google pay $3.2bn just to acquire IP? One could argue that they’re a similar case with Motorola’s acquisition. Until now (1), the real benefits from this massive $12bn acquisition are that Motorola’s patent portfolio have created a shield allowing Google to develop Android without fearing trials or being slowed down by Patent Trolls.
We end up running in circles and scratching our heads: But why did Google buy NEST? That’s the plan, if any?
Beyond the design of the object, the excessive care and quality of the manufacturing and “Out of the Box experience” which is very Apple-ish, the rest of the big picture has much more in common with a pure engineering project a la Google.
If Apple had acquired NEST, they would have probably just offered the device shelf in their Apple Stores, while Google by contrast knows exactly what to do with NEST. And this changes everything.
Introducing the NEST Energy Services…
After doing some deep searches, I ended up finding interesting information, and in particular I heard about the NEST Energy Services, an offering that augments the NEST thermostats value proposition in a very logical way.
From there, we start to envision the big picture, and we understand that the ultimate purpose of the NEST thermostat is not to provide more comfort and help a home owner to save on his energy bills. No, once again, the real value of this smart connected thermostat is elsewhere.
What is the goal? The objective is to better control and regulate energy consumption.
The goal is to control and regulate the energy consumption not in a house, but on the scale of a city, a state or a country. It’s all about avoiding energy shortage and expensive prices during consumption peaks. During these peaks, the price of a kW can vary from 1 to 100, and it costs to both the homeowner, and the energy provider, because it’s a regulated market and the maximum price an energy utility can charge a consumer is capped (the difference in price is then supported by the energy supplier).
The NEST thermostat is the node sensor in every home that will enable energy suppliers to master of the Smart Grid without having to make deep investments and infrastructure changes.
Lately, Google has also acquired more than half a dozen of robotics companies, including Boston Dynamics that is funded by ARPA military research funds and does really incredible things, and also another company called Deepmind, specialized in AI and very discreet about their research and what they really do. Oddly, all this has generated much less conversation than the acquisition of NEST. I suppose that this is a sign that the Internet of Things topic is on a peak of hype right now, may be it’s a CES effect.
Taking a step back and looking at this big picture, it still makes sense. It is consistent with what Google has accustomed us to: the use of technology in sometimes unexpected ways to solve common everyday life questions and problems, and to simplify recurring human tasks: From the driverless cars, to Google Maps, to domestic robots, to Google Flu trends or smart contact lenses, the keywords are simplification, automation and optimization.
La dernière campagne en date pour Burberry, nommée “World of Kisses”, a été réalisée avec le concours de Google. Cette campagne permet à un internaute d’envoyer un tendre baiser à l’élu(e) de son coeur par voie électronique. C’est joliment réalisé, c’est léger et ça respecte les codes du domaine.
Mais pourquoi avec le concours de Google, me demanderez vous ? Et bien parce qu’entre autres, cette campagne utilise certaines APIs de Google+, en vous permettant par exemple de sélectionner la ou le destinataire de votre message enflammé parmi vos amis et contacts dans Google+. Okay. Admettons.
Au delà de ça, on reste un peu sur sa faim, car d’un point de vue expérientiel, il ne se passe pas beaucoup plus de choses que quand on envoie une carte d’anniversaire à tante Jeannine via Dromadaire.com. C’est un peu décevant.
Je vous laisse tout de même apprécier le trailer de la campagne, où la patte de Google est indéniable tant les codes des vidéos de pub de la marque qui sont devenus célèbres depuis le film “Parisian Love” y sont présents : les gens n’utilisent pas des iPhones mais des Android, on utilise le moteur de recherche Google, et bien entendu depuis un navigateur Chrome. Forcément.
Enfin, vous pouvez tenter l’expérience par vous même : Branchez votre webcam et capturez votre baiser. C’est sans Flash, mais on ne sait pas si on doit s’en réjouir ou pas. A priori mon Mac n’apprécie que moyennement et passe en mode “PNC aux portes, décollage imminent”. Si c’était supposé être une vitrine technologique, c’est un peu loupé :)