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RIOT
2015
SENSING-AS-A-SERVICE:
PREPARE FOR THE NEXT BUSINESS MODEL FOR INTERNET OF THINGS
Dr. Mazlan Abbas
CEO
REDtone IOT Sdn Bhd

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RIOT
2015
THE UNTAPPED OPPORTUNITY
THE IOT MARKET

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2015
BY 2020, HOW MANY DEVICES WILL EXIST?
2020
Gartner
Cisco
Intel
IDC 212 Billion Units
200 Billion Units
50 Billion Units
26 Billion Units
Source:
[1] http://www.gartner.com/newsroom/id/2684616
[2] http://www.intel.com/content/www/us/en/internet-of-things/infographics/guide-to-iot.html
[3] http://share.cisco.com/internet-of-things.html
[4]
http://www.zdnet.com/article/internet-of-things-8-9-trillion-market-in-2020-212-billion-connected-things/

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2015
WHAT WILL BE THE IOT MARKET SIZE
By 2020
- IDC
By 2022
- Cisco
Sources:
[1] http://www.businesswire.com/news/home/20131003005687/en/Internet-Poised-Change-IDC#.VKZdfHTMUuc
[2] http://postscapes.com/internet-of-things-market-size
[3] Gartner Market Databook 2014 & Frost & Sullivan
[4] National IOT Strategic Blueprint
$14.4
Trillion
$8.9 Trillion RMB 5-10
Trillion
China
Market
RM 9.8
Billion
Malaysia
Market
14,720
Jobs
New Jobs in
Malaysia

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2015
10/90 RULE – THE UNCONNECTED THINGS
The Last 100 meter
connectivity
The “last 100 meters” represent > 90% potential number of connections
Today, the devices used in the “last 100 meters” are typically not connected. The wide-area network is
to a larger extent connected e.g. through smartphones, home routers (e.g. ADSL routers) and GSM /
3G / 4G Routers.
Still DisconnectedConnected World

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2015
A COMPLICATED IOT ECOSYSTEM
[Source: Making Sense Of The Internet Of Things]

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2015
IOT VALUE CHAIN
Components
Smart
Objects
Network
Operator
Service
Enabler
System
Integrator
Service
Provider
Distributor /
Reseller
Customer
• Embedde
d Chips
• Modules
• Wireless
Modems
• Sensors
and
cameras
• Routers
and
gateways
• Antennas
and
Cables
• Smart Bins
• Smart
Solar
• Temp
Monitoring
• Fire
Extinguishe
rs
• Meters
• ATM/POS
• Camera/
Security
• Spectrum
Allocation
• Network
Infrastruct
ure
• Backhaul
Infrastruct
ure
• Connectivi
ty
• Availability
& Quality
• Billing
• Customer
Care
• Software
• Infrastruct
ure
• Consulting
• Technolog
y Selection
• Solution
Design
• Wireless
Network
Design
• Interfaces
• Enterprise
System
Integration
• Applicatio
n
Developm
ent
• Security
• Data
Managem
ent
• Hardware
• Installation
• Analysis
• App
Managem
ent
• Access
Control
• Data
Managem
ent
• Quality of
Service
• Packaging
/ Bundling
• Service
Provisionin
g
• Distributes
Products
• Resells
services
• Supply
Chain and
Fullfillment
• Buys
Service
• Users
service
5-10% 15-20% 15-20%30-40% 15-20% ? % ? %
Total Value

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2015
WHY TELCOS HAVE DIFFICULTY
TO EMBRACE IOT
ISSUES AND CHALLENGES

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2015
LEGACY BUSINESS IS STILL CONNECTIVITY
M2M
HIGH
VOLUME
LOW
ARPU
SIM-­‐CARD
BASED
OLD
HABITS
DIE
HARD
LESS
COMPLEX

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2015
LACK OF DOMAIN EXPERTISE
SOLUTIONS,
SELLING
AND
MANAGED
SERVICES
NEED
GO-­‐TO-­‐MARKET
PARNER

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2015
MINDSET BLOCK
FULL
OF
SKEPTISM
LOW
SINGLE
DIGIT
GROWTH
CONTRIBUTION

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2015
STABLE BUSINESS VS. RISKY VENTURES
NEED
TO
WORK
LIKE
STARTUP
IOT
BUSINESS
IS
FLUID
STAKEHOLDERS
EXPECTATIONS

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2015
END-TO-END IOT SERVICE
PROVIDER
THE END GAME

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
END-TO-END IOT SERVICE PROVIDER
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform

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CONNECTIVITY PLAYER
PHASE-1

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network
Platform
Platform
1

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2015
IOT ENABLER PLAYER
PHASE-2

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform
2

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform
IOT
Subsidiary
3

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2015
IOT SOLUTIONS PLAYER
PHASE-3

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform
4

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2015
IOT SERVICE PROVIDER
PHASE-4

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform
5

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2015
s m a r t c i t y
smart transport
s m a r t
a u t o m o t i v e
BUSINESS MODEL -HYBRID
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
Customer
Network Platform
6

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2015
1
2
3
4
5
HowtoEvolvetoaEnd-
to-EndIOTService
Provider
6

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2015
SENSING-AS-A-SERVICE
BUSINESS MODEL
OUR HYPOTHESIS

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2015
WHAT IF – we can create Compound Applications across industries?

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Data Fusion & Compound Applications
Connect
Aggregate
Derive
Actionable
Insights

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2015
All personal items, such as mobile phones,
wrist watches, spectacles, laptops, soft
drinks, food items and household items,
such as televisions, cameras, microwaves,
washing machines, etc
Private business
organization has the right
to take the decision
whether to publish the
sensors attached to those
items to the cloud or not.
Public infrastructure such as
bridges, roads, parks, etc. All
the sensors deployed by the
government will be
published in the cloud
depending on government
policies.
Business entities who deploy
and manage sensors by
themselves by keeping
ownership. They earn by
publishing the sensors and
sensor data they own
through sensor publishers.
Personal and Households
Commercial
Sensor Data
Providers
Organizations
PublicPrivate
[Source: “Sensing as a Service Model for Smart Cities Supported by Internet of Things”, Charith Perera et. al., Transactions on Emerging
Telecommunications Technology, 2014]
CHALLENGES – DATA OWNERSHIP

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2015
MAKING SENSE OF SENSOR
DATA … BUT WHAT DATA?
THE GOLD RUSH

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2015
Wisdom
Knowledge
Information
Data
More
Important
Less
Important
Evaluated understanding
Appreciation of
Answers to questions.
Symbols
Understanding
Answers to
questions
WHO
WHY
HOW
WHAT
WHERE WHEN
VALUE IS CREATED BY MAKING SENSE OF DATA
VALUE PYRAMID

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2015
SENSING-AS-A-SERVICE
NEW BUSINESS MODEL

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2015
URBAN PLANNING USING IOT
Traffic
Pollution
Noise
Environment
Network Coverage

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2015
SMART CITY HUB APPROACH
Smart Parking Smart Waste
Management
Smart Street Light Smart Public
Transportation
Static
Data Storage
Real-Time
Data Storage
Open Data Parking Garbage
Collection
Lighting Public
Transport
Smartphones
Users
Citizen
Reporting
Smart City
Hub
Other Smart
City Hubs
Social Media

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2015
IOT SOLVING SMART CITY ISSUES
1. Who is using the car
park?
2. What is the status of
the car park?
3. When was the car
park used?
4. Where is the location
of empty car park?
5. How far is the car
park?
6. How much are the
parking charges?
7. How congested is the
car park?
8. Why so many cars
prefer a particular
carp park?
9. Why is the carpark so
full/empty?
1. Who is collecting the
garbage?
2. What is the status of
garbage bin?
3. When was the
garbage collected?
4. Where is the location
of full bins?
5. How to plan the route
of the trucks?
6. How many days till the
next collection?
7. How much garbage is
produced in an area?
8. Why is the garbage
truck not picking up
garbage?
9. Why is a particular
area producing more
garbage?
Smart Parking Smart Waste
Management
1. Who triggered the
lights?
2. What is the brightness
of the light?
3. When were the lights
switched on?
4. Where is the location
of faulty light?
5. How bright should the
lights be?
6. How long should the
lights be on?
7. How busy is the road?
8. Why is the electricity
bill increasing?
9. Why is the cost of
maintenance high?
1. Who is driving the
bus?
2. What is the
occupancy?
3. What is the bus
condition?
4. What is the driving
pattern?
5. When is the bus
arriving?
6. Where is the location
of the bus?
7. How to prolong the
bus life?
8. How many busses to
deploy on a route?
9. How best to hire
drivers for the buses?
10. Why is the bus late?
11. Why is bus breaking
down?
Smart Street Light Smart Public
Transportation

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2015
NOISETUBE – POLLUTION DATA USING
SMARTPHONES
Citizens and Communities
concerned with noise
• Measure your daily sound
exposure in dB(A) with your
mobile phone
• Tag noisy sources to inform
the community about them
• Visualize your measurements
on a map and contribute to
the creation of collective,
city-wide noise maps
• Compare your experience
with that of others
Local governments / city
planners
• Improved decision-making
• Get immediate feedback
and opinions from citizens
• Give immediate feedback to
citizens
Researchers
• Get access to and analyze
(anonymized) collective
noise data
Developers
• Extend mobile app in
whichever way you see fit

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2015
The city would pay for access to
the light sensors in order to
decide when to turn on and off
the street lights
Gathering temperature, light,
pressure, humidity and
pollution.
COMMERCIAL IOT SENSOR PROVIDER
A university may want access
to the pollution information for
research purposes for a limited
period
The weather department
would want the temperature
and pressure data
The street town council center
would want the temperature
and humidity data for
planning during rough
weather

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2015
Smart
City
Environmental
Monitoring
Multiple Sensors
Outdoor Parking
Management
Parking sensors
Mobile
Environmental
Monitoring
Sensors installed in
public vehicles
Traffic Intensity
Monitoring
Devices located at
main entrance of city
Guidance to free
parking lots
Panels located at
intersections
Parks and Gardens
Irrigation
Sensors in green zones
• Temperature
• CO
• Noise
• Car Presence
• Ferromagnetic
sensors
• Temperature
• CO
• Noise
• Car Presence
• Measure main traffic parameters
• Traffic volumes
• Road occupancy
• Vehicle speed
• Queue Length
• Taking information retrieved by the
deployed parking sensors in order to
guide drivers towards the available
free parking lots
• Moisture temperature
• Humidity
• Pluviometer (rain gauge)
• Anemometer (wind-speed)

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2015
IOT VALUE CHAIN – WHERE IS THE MONEY?
Device
Provider
Network
Provider
Platform
Provider
Application
Provider
• No. of
devices
• Edge
devices/
sensors
• Gateways
• System
Integration
• ….
• SIM-Cards
• Fixed Line
• Data
Bundled
packages
• Data Speed
• SMS/MMS
• Dedicated
APN
• Fixed IP
• Voice/Data
• …
• No. of
connected
devices
• Data
streams
• Storage
• API Keys
• Email/SMS
APIs
• Support Type
• ….
• No. of
dashboards
• No. of users
• No. of data
sources
• Consulting
• Type sof
Analytics
(Basic/
Advanced)
• ….

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2015
FIND YOUR NICHE AREA
IDENTITY – MORE THAN JUST DEVICE

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2015

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COMPLEXITY OF ECOSYSTEM
[Source: Service Through M2M]

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2015
IMPORTANCE OF IOT ECOSYSTEM
Leverage What Already Exists

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2015
CHOOSE YOUR PATH
SENSING-AS-A-
SERVICE
MNO VS MVNO VS MVNEIDENTIFY PARTNER
IDENTIFY OPEN PLATFORM
IDENTIFY BIZ MODEL
VERTICAL OR HORIZONTAL
MULTi-SIDED MARKET?

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2015
THANK YOU

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2015
ABOUT US
Our History
REDtone IOT Sdn Bhd is wholly owned subsidiary of REDtone International
Berhad, a company that has over 20 years experience in providing
telecommunications services in Malaysia.
Our Company
In November 11, 2014 REDtone IOT Sdn Bhd. was incorporated in Malaysia,
to focus on providing Internet of Things services and solutions. Our
headquarters are in Puchong, Selangor, Malaysia.
Our Vision
Our goal is to enable businesses to monitor its most important assets such as
buildings, machinery, parking lots, electrical appliances, etc using Internet
of Things (IoT).
To transform businesses through connecting, aggregating and deriving
insights via sensors data. We help to build applications rapidly and cost
effectively.