Laurie Orlov's blog

This week is CES 2022 -- new and current entrants seek markets and partnerships.  Perhaps you aren't paying attention -- but once per year, innovations from around the world are presented at CES for comment, media attention, and most of all, seeking interest about what's new (or even just envisioned).  This year it is a hybrid event -- with some folks in person, some watching online and others lurking among the press releases. Next week's blog post will detail 10 products/services from CES 2022 that will likely make a difference for older adults.  But this week, here is advice for startups and new entrants when thinking about reaching an older adult audience.  It is extracted from the Technology for Aging 2022 Market Overview, to be posted following CES, and including 30 offerings that were not in the 2021 version. The advice: 

So much happened in 2021 that should benefit older adults.   It should be more feasible to purchase hearing aids ‘over the counter’ without an exam (offered for many years in Japan, but whatever...) and at a price point that is more reasonable for largely uninsured devices.  Honor bought Home Instead – which should result in more technology used in the home care industry -- and soon, hopefully, for an industry suffering from  a severe labor shortage. LifeStation (never a first mover) became the latest to introduce a PERS watch, which should be the non-stigmatizing form factor for Personal Emergency Response devices. Big tech revealed growing interest in older adults and investors saw the potential in firms like Papa, which provides (reimbursed) varied assistance to older adults. Lowe’s prioritized helping older adults and partnered with AARP, which should help older adults benefit from smart homes.  And maybe the big deal starts now -- the oldest baby boomers turn 76, which should trigger even more investment in 2022 and beyond. Here are the four December posts:

For tech and older adults, the year 2021 was pivotal. It was the year of age-tech gaining AARP visibility as AgeTech. It was a year in which hearables moved into the mainstream of hearing assistance, and lower cost over-the-counter hearing aids became more likely. It was a year in which wearables for older adults began to make sense – as predicted in 2020, replacing the PERS pendant with a wrist-worn wearable. It was a year in which radar-based fall detection became a non-wearable alternative within the smart home.  Radar, in fact, may join motion sensors, AI, cameras, and voice first technologies as no longer separate and disconnected, but instead part of an integrated smart home infrastructure. Imagine the home as a ‘participating caregiver’ with an in-home team of technologies that help enable older adults’ desire to age in place.  Imagine “Family on Demand” as a form of insurance-reimbursed services. And imagine what might happen in 2022.  Let's imagine it together -- starting next week. The blogs:

2021 – even less travel than previous – so for many, it was the best of times. Not just for Zoom, the company, but for many who wished to spend more time thinking and less time in airports. That meant it was still feasible to write monthly blog posts, publish client white papers and complete interview-intensive research reports.  It was feasible to consider topics such as AI and machine learning, Home Care technology, the role of big tech companies and older adults, barriers to tech adoption, broadband access, predictive analytics, voice first, and the role of tech in Villages. And that was in addition to doing a CES 2021 blog post about ten and with too many companies, posting a second one. Likely this coming CES 2022 will have two blog posts, not to mention more press releases. 2021was a year of research about wearables and smart homes – plus a fully updated Market Overview. Here are the summaries of those reports – in case you missed them:

Within five years, predictive, proactive and adaptive smart home solutions that support health and wellbeing, comfort and safety, and engagement and entertainment will emerge to meet the needs of older adults, including subscription-based services that are integrated with wearables. Remote configuration and updates will be standard, and health insurers will be interested in smart home technology as a deterrent to hospitalization. With the addition of predictive analytics and machine learning, the home can become a participating caregiver for the oldest and frailest. What are a few of the trends that will make that feasible?

Tech for an aging population – niche or not.  November is done. But recent announcements about tech and older adults make one wonder about the category. Should it be special, unique, with well-designed hardware by well-meaning and enthusiastic engineers? That sounds good – but is it?  The oldest baby boomer turns 76 in January 2022.  That sounds old.  Does that place baby boomers squarely in the ‘I had a grandmother who fell down’ design target?  The PERS industry, maybe a cash cow for persistent resellers, has actually not grown in the past four years – market sizing numbers have been stable at around $1.5 billion. But consider other trends -- the older population has grown, the Apple Watch was introduced and fall detection apps are available from Best Buy and FallCall, Philips Lifeline withdrew, Amazon has partnered with Vayyar (radar-based fall detection) in Alexa Together. What was once a sizable niche may actually be a hanging-on, but low growth market for the foreseeable future.  Blog posts from November:

Age-Tech is in.  Perhaps you have seen the Age-Tech term pop up since early 2020, led in the US by by AARP’s CEO Jo Ann Jenkins.  Now it is all around – it characterizes AARP’s recently convened AgeTech Collaborative to ‘accelerate and scale new solutions for the 50+ market.’  AgeTech has its own Market Map as developed by Keren Etkin, Gerontechnologist.   And more recently, a young San Francisco investor, Scott Rupp, offered up the Age-Tech economic outlook from Dominic Endicott of 4Gen investment in the UK, an ‘Age-Tech expert,’ describing what the Age-Tech market is today. 

Smart home technologies are not part of the home care solution set.  Despite the labor shortage that is impacting the home care industry, technology in the home, especially smart home technology, is not part of the home care solution set. Yet with appropriate use of sensors, cameras, and voice interactions, families and home care providers could improve the wellbeing of older adults, many of whom are alone at home for long stretches of time. What is needed and will emerge over the next five years? Moving forward, there will be multi-tiered offerings customized remotely, adjusted as a person becomes frail.  Smart home technology will be used by home care companies to help compensate for labor shortages, warning of in-home issues during those times when the care recipient is alone.  What will be available?

What is a Smart Home? Should it be Connected? Gartner Research defines the Connected Home as: “Networked to enable the interconnection and interoperability of multiple devices, services and apps, ranging from communications and entertainment to healthcare, security and home automation. These services and apps are delivered over multiple interlinked and integrated devices, sensors, tools and platforms. Connected, real-time, smart and contextual experiences are provided for the household inhabitants, and individuals are enabled to control and monitor the home remotely as well as within it.”

Smart home, plugged in but not connected. Consider the Boston Consulting Group’s 2018 market sizing and landscape nicely visualized as a swarm of categories. What you saw there is the reality of market fragmentation, filled with multiple product types that do not play well together. Or MarketandMarket’s 2021 structure of the smart home market, noting that integrators play a key role in linking products together into a useful home environment, noting in the report that it is a "tedious task to link systems developed by different manufacturers or vendors; this could result in limited functionalities and unreliable services apart from incompatibility issues." At the bottom of the report’s stack are the DIY (Home Depot) categories that include thermostats, locks, and lighting. Migrating up the stack, the work of integrators and service providers begins with managed smart home systems up to luxury home systems.