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The Future of IOT: Living, Moving and Interacting Scenarios.

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Presentation by Bernardo Campillo Soto (Head of New IoT Business and Innovation ) at IoT Solutions World Congress 2016.

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The Future of IOT: Living, Moving and Interacting Scenarios.

  1. 1. The Future of IOT: Living, Moving and Interacting Scenarios. Bernardo Campillo Soto Head of New IOT Business and Innovation 27.10.2016
  2. 2. Telefónica SA 4 The 4th Industrial Revolution is here…
  3. 3. Telefónica SA 5
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  10. 10. Telefónica SA 16
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  12. 12. Telefónica SA 18
  13. 13. Telefónica SA 19
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  16. 16. Telefónica SA 22
  17. 17. Telefónica SA 23
  18. 18. Telefónica SA 24
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  20. 20. Telefónica SA 26
  21. 21. CCDO IOT 29 Created with Haiku Deck
  22. 22. CCDO IOT 30
  23. 23. CCDO IOT 31
  24. 24. CCDO IOT 32
  25. 25. “We are in charge of creating and making it possible for people to connect with the things that matter to them, enabling and infinite world of possibilities”
  26. 26. Created with Haiku Deck
  27. 27. Home Vehicles Retail Cities Office Worksite Factories Far Away OnLifescenarios Who I love Where I Live How I move What I do Where I work Personal
  28. 28. CCDO IOT 38
  29. 29. Interactions spheres closer to and around the person… Personal What I do Who I love Where I live How I move My City My space My Workplace
  30. 30. CCDO IOT 40
  31. 31. Every IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  32. 32. Every IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  33. 33. LPWA complement existing cellular networks and short range solutions for applications requiring limited data throughput Traditional cellular networks were designed for human communications and have evolved into massive data transmission. Machines may have other network needs. Wide Range (i.e. 10 km) and low-throughput Deep indoor coverage Lower cost connectivity and devices Reduced battery consumption LPWA Value Proposition
  34. 34. Connectivity technologies ecosystem: New technologies for new communication paradigms
  35. 35. Connectivity technologies ecosystem: New technologies for new communication paradigms
  36. 36. LTE for IoT: Application Segmentation NB-IOT is focused on massive applications 29/17Kbps 1Mbps 10Mbps 100Mbps NB-IOT CAT-M CAT 1 CAT 4 MASSIVE SENSORS Gas/Water/Electric Metering, Street lighting, Parking control, Agriculture monitoring, Smoke detectors, Assets tracking, Environment monitoring, Industrial monitoring WEARABLES Personal/Pet trackers, Fitness bands, Patient monitors, Smart Watch, Kids Tracking DATA DEVICES Connected healthcare, InCar hotspot, Video surveillance, Retail Kiosks, Digital signage, Alarm panels ROUTER Routers, IoT Gateways, Network bridges 5$ 6-9$ 15$ 40$
  37. 37. LTE has suffered a fragmentation creating a specific focus on communications between machines LTE 2014 2015 2016 2017 2018 2020- 25 cat3 cat1 cat0 LTE-M NB IOT LTE-A Next. rel 5G mMTC uMTC Ultra reliable massive Next. rel 5G High speed
  38. 38. 56 CONFIDENTIAL
  39. 39. 57 CONFIDENTIAL
  40. 40. 58 CONFIDENTIAL
  41. 41. 59 CONFIDENTIAL
  42. 42. 60 CONFIDENTIAL
  43. 43. IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  44. 44. AMAZON WEB SERVICES and IOT Architecture templates, building blocks and applications
  45. 45. AMAZON WEB SERVICES and IOT One stop shop for application development, deployment and management. Flexible and scalable. Real-time infrastructure adaptation. Pay-As-You-Grow models. FROM CONNECTION TO DATA ROUTING
  46. 46. Source: IOT MEGATRENDS 2016 – Vision Mobile There is a great opportunity and key players are building and leveraging in open approaches for different sectors and IOT scenarios. WHY an IoT OPEN ECOSYSTEM?
  47. 47. IoT developers evolution Developers flood into IoT fast 21% oriented to Smart Home There is a huge developers’ talent market to capture…. Source: IOT MEGATRENDS 2016 – Vision Mobile 1 in 3 developers: HOBBYISTS or EXPLORER 10M 5M 2016 2017 2018 2019 20202015 Already 4.5 million individuals active as IoT developers in 2015 WHY an IoT OPEN ECOSYSTEM?
  48. 48. Industrial IoT Open Ecosystems at a glance Developer Commmunity Business Model 2.350 Active developers 2.760 Apps PAY PER USE • Billing by Amazon: 20% • Billing by Dev: Free 2,5 MM Developers 3.000 Apps 3,8 MM Downloads MONTHLY FEE • No billing by Salesforce 2 MM Developers 3.800 Apps PAY PER USE • Billing by Azure WHY an IoT OPEN ECOSYSTEM?
  49. 49. Telco Open Ecosystems at a glance Developer Commmunity Marketplace Pricing & Business Model Comments 10.000 developers (through Eclipse IDE and Eclipse SmartHome Project) Deutsche Telekom. Partner channels Oriented to partners and cross-vendor ecosystem. Focus on SmartHome. Qivicon brand in Germany and licensed to other operators (e.g. KPN, eww Austria). Partner network of compliant devices providers. AT&T Developer Program AT&T own channels (mainly online) Free: Max 10 devices Pro: 99$ p/year plus a fee per device/month depending on volume and data point usage M2X (development) and Flow (deployment) tools. Telco capabilities: SMS, PoC, call mngmt, webRTC, landline messaging, identity, etc. IoT Starterkit including m2m SIM and hardware. Seamless integration with MS Azure and IBM Bluemix. Partnership with OpenShift (RedHat PaaS). Orange Partner APIs for IoT Orange App Shop Free. Paid modes coming soon. M2M France (managed connectivity), LiveObjects API (MQTT- based) and connection with telco capabilities (SMS, Identity management). HW starter kits (incl. LoRa offer). http://www.pcworld.es/aplicaciones/orange-app-shop-nueva-tienda-de-aplicaciones-moviles https://m2x.att.com/pricing WHY an IoT OPEN ECOSYSTEM?
  50. 50. Understand developers by looking at their goals and motivations Knowing the developers… IoT Developer `s Segments Source: IOT MEGATRENDS 2016 – Vision Mobile Hobbyists Moonlighters building their own IoT solutions to learn and have fun. Explorers Independent developers gaining experience as a side Project to seize on future opportunities. Hunters Experienced developers building an IoT business. Focused on making money from device sales, apps or services. Gun for Hire Seasoned professionals developing IoT solutions on commission. Product Extenders Companies using IoT technology to promote or extended non-IoT products. Optimizers Engineers and system integrators using IoT to increase organizational efficiency and reduce cost. Data Brokers Companies that monetize digital content or data. Gold Seekers IoT startups aiming to hit VC gold. HOW to build an IoT OPEN ECOSYSTEM?
  51. 51. Knowing the developers… Stages of ecosystem evolution and key developers segments Source: “How to kick-star an ecosystem” – Vision Mobile Seeding “give hope to early adopters” Growth “give money to pros” Maturity “reach brands, verticals & media” Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT HOW to build an IoT OPEN ECOSYSTEM?
  52. 52. Knowing the developers and the market: Developer segment mix is an indicator of market maturity Source: IOT MEGATRENDS 2016 – Vision Mobile Professional and SME approach. Closer to B2B proposal. Recreational and exploration approach. Closer to B2C proposal approach. Increased maturity HOW to build an IoT OPEN ECOSYSTEM?
  53. 53. IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  54. 54. IOT Analytics Value added servicesConnectivity All IOT P&S feed a powerful IoT Analytics layer Hardware
  55. 55. How to build a Big Data / IOT Analytics strategy 2. Big Data usages 3. Focus on your own and customers’ needs 4. Our Big Data strategy formulation 1. Understanding our Data: The 4 V’s
  56. 56. 1.- Understanding our Data: The 4 V’s VarietyVolume VelocityVariability
  57. 57. BI Dashboards - Reporting Data Analysis (trends, patterns, alerts) Predictive Analysis Predictive Engines + Machine Learning Prescriptive Analysis Prescriptive Engines + Business Knowledge + Cognitive Computing Descriptive Analysis B A C 2.- Big Data usages Value Difficulty What happened? Why did it happen? What will happen? How to make it happen? Descriptive Diagnostic Prescriptive PredictiveA B C
  58. 58. 3.- Focus on your own and customers’ needs Can we monetize all available data? How could we use data to enhance our processes? How are we going to generate value from data for our proposal to customers? 1 2 3 Starting point: 3 fundamental questions to focus on the Big Data opportunity
  59. 59. 4.- Our Big Data strategy formulation Category Description Monetization Target Customer Big Data as Business Insight Offers insights from our own business analyzing data from devices, connectivity and other sources. Operational efficiency enhancements that enables you to offer new services to our customers. Internal consumption (Operation, Business Units) Big Data as Added Value Adds value to our existing services, proving specific benefits for customers on functionality, ROI, etc. Widen and enhances our P&S’s value proposal with the integration of data analysis. External customers and Business Units Big Data as a New Service Offer access to data sets that can be correlated among them and with other external data sources. Access to and usage of data sets can be commercialized. External customers and Partners 1 2 3
  60. 60. CCDO IOT 89
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  65. 65. CCDO IOT 94 Photo by anotherjesse - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/44124365282@N01 Created with Haiku Deck
  66. 66. CCDO IOT 100
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  76. 76. Bernardo Campillo Soto Head of New IOT Business and Innovation bernardo.campillosoto@telefonica.com bernardone@twitter
  77. 77. Home Vehicles Retail Cities Office Worksite Factories Far Away OnLifescenarios Who I love Where I Live How I move What I do Where I work Personal
  78. 78. The standardization process of NBIOT has been one of the fastest in the history of 3GPP RAN Rel 12 LTE Q1 2015 Cat 0 Rel 13 LTE Q1 2016 LTE-M (LTE-CAT-M1) Rel 13 LTE 20 June 2016 NB-IOT (LTE-NB1- NBIOT) NB-LTE Rel 14 LTE Neul/Huawei Qualcom NB-CIoT NB-IoT 15Q1 16Q1 16Q2 2017 ✓ NB-IOT standard frozen 22 June ✓ Network availability Q1 2017 ✓ Chip/Module samples in Q1 2017 ✓ Device samples availability Q2 2017 Huawei acquire Neul Telefonica invest in Sigfox
  79. 79. 700 Mhz 800 MHz Reuse Existing Assets Low Band Narrow Bandwidth (200KHz) 850/ 900 Mhz 200k GSM 200k G/U/L Standalone 200k LTE Guard Band 200k LTE In Band NB-IOT make the use of existing networks to address LPWA market
  80. 80. GSMA Model1. 50 bytes every 2 hours 144 dB 5Wh GSMA Model 3. 50 bytes every day 5Wh 144dB Brick: 3-6dB Concrete: 12-35dB Masonry: 12dB + At a glance Spectrum Throughput DL/UL Years battery 1 Years battery 2 Module cost Latency Penetration/ Reach (link budget) Transport NB-IoT (Single tone, in band) Licensed 29kbps/17kbps 23.9 36.7 9€ 5€ 1.6-9.9s 164dB IP SMS No-IP (?) LTE-M Licensed FD:1/.8Mbps HD: .4/.3Mbps 16 35 10€ 6€ 0.3-4s 155.7dB IP SMS No-IP (?) 2G Licensed 100 kbps 100 kbps 0.47 5 5€-10€ 300ms 144dB IP SMS 3G Licensed 168Mbps/ 22Mbps (HSPA+) 0.36 3.8 15-20€ 150ms 144dB* IP SMS Sigfox Unlicensed 100/600bps 100/600bps 1 11 3€-5€ 2s* 156dB No-IP (Internet API) Over 700bytes per tx LTE-M lasts longer NB-IoT and LTE-M solve the most important connectivity hurdles of present M2M communications.
  81. 81. Each one has a different value proposition
  82. 82. Smart Mobility Smart Cities Smart Retail Smart Energy Smart m2m 3rd layer: e2e approaches to IoT services Smart Home Open Ecosystem Powered by New IoT Business
  83. 83. 152 … ensuring the needed scalability, openness and security levels for existing and future IoT end-to-end solutions Big Data Products and services OSS/BSS/ IT Physical assets IoT framework Applications enablement Managed connectivity and devices Networks Devices Telefonica vision Applications IoT analytics Business Intelligence Machine learning Cognitive computing Managed connectivity Managed devices Data routing Cellular LPWA Others High-end devices Low-end devices PaaS Cloud services Smart cities Industrial solutions Secure monitoring Threat detection PKI Security Internal data 4 3 2 1 SME Long tail Smart mobility Smart retail Smart energy
  84. 84. 153 ‘Thinking Cities’, an enabler to capture and exploit city data collected from sensors and other solution platforms A Big Data Products and services OSS/BSS/ IT Physical assets Applications enablement Telefonica vision Applications PaaS Cloud services Internal data … Lightning Water Parking Waste management Digital signage 4 3 2 1
  85. 85. Devices are an important part in any IoT offer in massive use cases the price is an important part … ✓ NB-IOT promise single-digit module cost in volume that will rival 2G ✓ Optimized chipsets integrate baseband, RF transceiver, PMIC, 20dBm PA + Switch and memory ✓ NB-IOT module cost may be 10-20% lower than comparable Cat M1 module, driven by elimination of discrete PA + Switch, and potential for reduced complexity in baseband memory Source: Telit

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