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First version of device as a service

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  • Thanks and introductions. In introducing the company, present 3 real world examples of companies you are currently working with and the problems them are looking to solve. ----------------------------------------------------------GUIDELINES-------------------------------------------------------- Turn to AGENDA before starting. DO NOT START THE STORY PREMATURELY. This is NOT an engineering presentation. BUILD SUSPENSE ON EACH SLIDE Change the slide the “relieve” the suspense (with the payoff.) Don’t ever say “the chart shows…” Simply quote the data from a chart to support the story. Your STORY is ON THE SLIDES. Note how the script EXACTLY MATCHES the titles and bullets. They are in resonance. Don’t tell a DIFFERENT story. DON’T SAY ANY MORE THAN IS IN THE SCRIPT. RESIST THE IMPULSE TO “AD LIB” or give just “a little more explanation”. “ #” are “BEATS” -- distinct pauses in delivery for a heartbeat.
  • Most people have become aware of electronic devices – such as bar code scanners – that collect information and send it down a wire to a nearby computer. # What is outside most people’s awareness, however, is the massive effort underway, in thousands of enterprises worldwide, supported by hundreds of entrepreneurial ventures and projects, to connect every conceivable device, appliance or machine to some software application or other, and to do it through the Internet, rather than through a serial cable to a nearby PC. In this new “extended” # or “pervasive” # Internet as it has been called # the software applications, running on servers, might be miles # or continents # removed from the devices with which they interact. # # WE ARE GOING TO TALK TODAY about this future Internet # the EXTENDED INTERNET # and the STAMPEDE to connect devices to it, and some of the reasons behind this stampede. # WE ARE GOING TO touch on “connectivity” -- the focus of nearly ALL entrepreneurial activity to date, and demonstrate how connectivity is the WRONG ISSUE to be focused on from here on out. # WE ARE GOING to demonstrate that the “REAL” issue is COMPLEXITY REDUCTION # and talk about its two components -- INTEGRATION and MANAGEMENT # We ARE GOING to discuss a general-case model for COMPLEXITY REDUCTION and give it a name # WE ARE GOING to introduce you [update you on] Embrace’s Device Brokerage Platform, a complete SOLUTION FOR COMPLEXITY MANAGEMENT through DEVICE INTEGRATION AND MANAGEMENT, and, FINALLY… WE ARE GOING to END UP WITH a little data about Embrace. [CHANGE SLIDE]
  • A good starting place is to pick six (6) unrelated electronic devices and ask the question: “WHAT DO THESE DEVICES HAVE IN COMMON?” # # [CHANGE SLIDE (while question hangs in the air…)]
  • The answer: They are all part of a STAMPEDE … to connect EVERY CONCEIVABLE DEVICE with an electronic heartbeat to the Internet. There is a vast amount of CONNECTIVITY work on hundreds of fronts. SCORES of ventures have been started, LARGE NUMBERS OF STANDARDS have been proposed and adopted, ONE INTERFACE CHIP AFTER ANOTHER has been announced. And on the device front, we are ALL seeing efforts connect cell phones, PDAs, thermostats, vehicles, scanners, toasters, televisions, intravenous pumps, air quality monitors, trains, copiers -- anything you can think of -- to the Internet. BUT WHY? Why is this happening now? Why are companies and investors spending valuable capital IN THESE DIFFICULT ECONOMIC TIMES? Why are there, for example, OVER FORTY STARTUP COMPANIES or ESTABLISHED FIRMS working on INTERNET DEVICE CONNECTIVITY CHIPS?
  • 250+ million devices will be connected by 2003 one for each computer, but 14.3 billion will be “on line” by 2010 Let’s fully contemplate the IMPACT of this forecast: # # By the year Two Thousand and Ten (2010), 95% of all devices connected to the Internet will NOT be COMPUTERS or ROUTERS. # THEY WILL BE: thermostats, toasters, televisions and traffic signals # buildings, barcode readers and baby monitors # IV pumps, pacemakers and pizza ovens # and VIRTUALLY ANYTHING ELSE YOU CAN THINK OF # that can be monitored, maintained, manipulated, or managed remotely # or that can serve as a portal for data to and from the Internet and remote applications. [CHANGE SLIDE]
  • So, if you STEP BACK from the problem a little, you realize that CONNECTIVITY is a SMALL, AND DECREASINGLY SIGNIFICANT portion of the EXTENDED INTERNET LANDSCAPE. # The CRITICAL problems # the COMPLEXITY REDUCTION PROBLEMS to be solved # are DEVICE MANAGEMENT, and DEVICE INTEGRATION. # And of these # there has just been a small amount of highly application-specific activity in DEVICE MANAGEMENT. # # A general case management solution has been lacking, and # A general case integration solution has been lacking. [CHANGE SLIDE]
  • What the Internet requires for its transition to the EXTENDED Internet is a NEW SOFTWARE LAYER whose ENTIRE PURPOSE is to achieve COMPLEXITY REDUCTION # # ORDERS OF MAGNITUDE of complexity reduction. # # This software layer would exist to BROKER ALL INTERACTIONS between SOFTWARE APPLICATIONS and Internet enabled devices. # # It would serve as a complete ECOLOGY for DEVICE INTEGRATION and for DEVICE MANAGEMENT. ## We call this new layer the DEVICE BROKERAGE LAYER. [CHANGE SLIDE IMMEDIATELY]
  • Embrace has spent the last [FOUR] years developing a complete, SOFTWARE PLATFORM that can be used by I.T. managers or other constituents to construct and OPERATE a Device Brokerage Ecology for their applications, enterprise, or markets. -------------------------- FOR NOVICE AUDIENCES, DON’T GO BEYOND HERE----------------------------------- # # The platform allows the creation of device brokerages for any arbitrary set of Web-based software applications # and any digital device # Internet-enabled or not. # It generates unique application and device brokers that provide a NATURAL INTEGRATION of devices into applications. # It provides a complete management brokerage function that permits the AD HOC management of thousands to millions of remote devices. # It includes FIRMWARE for use by device manufacturers, an optional device-Internet adapter to use with non-Internet-ready ,legacy serial devices. [CHANGE SLIDE]
  • It is interesting to note why Embrace, alone has come up with this comprehensive solution to reducing complexity in the extended Internet. # # First, and foremost, the problem is so broad in scope that it takes a COMPLETE, TOP DOWN, SYSTEMS-LEVEL SOLUTION, based upon a very simple MODEL. # # We essentially took a CLEAN SHEET OF PAPER, analyzed the ENTIRE PROBLEM, and created a SYSTEM-LEVEL ARCHITECTURE. That architecture is the NEW SOFTWARE LAYER for the extended internet # the DEVICE BROKERAGE. # # Other people have not taken such a broad view because, frankly, EVERYBODY HAS BEEN FOCUSED ON CONNECTIVITY # and only a few visionaries have even thought about the CHAOS that 14 billion, ad-hoc-connected devices, would bring to the Internet # and to I.T. managers. # # Finally, as all significant advancements in -- and simplifications to technology, we invested heavily in our beliefs. The result, in only a few years, is a SIGNIFICANT BODY of INTELLECTUAL PROPERTY that has resulted in 12 patent filings to date, with the first granted [recently]. # Embrace is in a UNIQUE POSITION with a UNIQUE VISION, and a FULLY-IMPLEMENTED, AVAILABLE solution. [CHANGE SLIDE] [NB: Don’t belabor the details of the slide. The listener can read it later. Move on…]
  • In terms of the MARKET LANDSCAPE, because of our belief in a COMPREHENSIVE SOLUTION, we have tackled a much broader area than anybody else playing in the space. # The device brokerage platform provides a complete, end-to-end solution for device management AND device integration, and the scope of the solution encompasses both devices AND applications. # Companies like Ubicom, Intel, Wind river, and Echelon have been part of the “CONNECTIVITY CROWD”, seeking to implement connectivity, per se. # FusionOne and Openwave also have this focus, but [DESCRIBE WHY THEY ALSO HAVE AN APPLICATION FOCUS.] # BEA and ORACLE are concerned with [DESCRIBE in 10 words their focus.] # Only Axeda and Questra, who are part a tiny fraternity that shows the beginnings of understanding the complexity issues -- at least from the standpoint of device management -- and Sun and IBM -- who have been focused on [DESCRIBE IN 10 or less WORDS] have REACHED THE FRINGES of the CRITICAL SPACE served by EMBRACE. [CHANGE SLIDE] [NB: depending on the audience, you might need to come back to this slide later to correctly describe and position the other players.]
  • So, to SUMMARIZE # A TECTONIC SHIFT in the composition of the Internet will occur as the STAMPEDE to connect devices continues unabated. # With all the focus on connectivity, there has been virtually no thinking about the COMPLEXITY of this BRAVE NEW WORLD, and how to reduce and mange it. # Embrace has given this considerable thought, and has developed a general case, top down solution that adds a new layer to the Internet hierarchy -- one providing on device integration and device management services to significantly reduce complexity, and # We have developed a turnkey platform that implements this model for any vertical market. # # Thank you.
  • This process has occurred several times before. # Years ago, APPLICATION, NETWORKING SOFTWARE (such as existed,) OPERATING SYSTEMS, and PROCESSORS were all SPECIFIC to a particular hardware vendor. If you chose a certain solution, the “rest” of the stack was pre-ordained. # However, in the face of a paradigm shift -- here we have shown the onset of the World Wide Web -- both applications and infrastructure reshaped themselves to support a horizontally-oriented model. # In the case of the Extended Internet, we anticipate that the same process will occur, driven by the DEVICE STAMPEDE. # # At present, applications are tightly bound to SPECIFIC devices running SPECIFIC operating systems and interconnected with SPECIFIC networking software (or hard-wired.) However, the COMPLEXITY REDUCTION demanded to solve the CHAOS brought on by the DEVICE STAMPEDE will force -- and enable -- the same HORIZONTALIZATION PROCESS to occur, once again. # In this case, the high-level applications will end up COMPLETELY DEVICE INDEPENDENT, and the layer between such applications and the devices themselves -- here represented by their embedded processor and operating systems -- will be the DEVICE BROKERAGE LAYER. [CHANGE SLIDE]
  • Now, with this astounding trend, there have been MASSIVE INVESTMENTS IN CONNECTIVITY occurring in recent years [which I am sure you are well aware of.] Efforts have proceeded on THREE FRONTS, fundamentally -- the development of CHIPS to facilitate connection by OEM devices to an IP network according to the PROTOCOL du jour ; # ADAPTERS that facilitate the connection of LEGACY DEVICES to the Internet, and: # PROTOCOLS, STANDARDS, and COMPONENT SOFTWARE, EMBEDDED OPERATING SYSTEMS, and PROTOCOL STACKS. # # To the OUTSIDE WORLD, and to SEASONED INDUSTRY OBSERVERS, the extended Internet is ALL ABOUT CONNECTIVITY. # # BUT IT’S NOT. [Don’t rush through this; this is the key point of the entire presentation] # # # To FOCUS on CONNECTIVITY is to IGNORE the CHAOS that 14 billion -- or even 1 billion -- devices is going to bring to the Internet. OR, more to the point, chaos brought TO THE POOR I.T. MANAGER FACED WITH INTEGRATING all of these devices with REVENUE APPLICATIONS, # or MANAGING VAST SEAS OF REMOTE DEVICES in a sensible fashion. # # The COMPLEXITY brought on by the DEVICE STAMPEDE MUST be ADDRESSED, and reduced. [CHANGE SLIDE after a BEAT] [NB: no need to quote any of the statistics on the slide]
  • Embrace network

    1. 1. April, 2003
    2. 2. Agenda <ul><li>The stampede to connect “devices” to the Internet </li></ul><ul><li>Solving the real issue - Complexity Reduction </li></ul><ul><li>Embrace’s Device Brokerage Platform </li></ul><ul><li>Summary </li></ul>
    3. 3. Current uses of Embrace’s Technology Factory employees getting instructions for the day and exchanging data with backend systems Sales personnel getting access to updated pricing information Send time & attendance data to payroll Remote and real time monitoring of energy meters Reading RFID Tags and routing tag information to back-end supply chain applications Update database of employees for premises access security device What do these devices have in common? Reorder of consumables for doctors offices Automatic scoring and storage of student test data
    4. 4. They are all part of a stampede… … to connect every conceivable device to the Internet <ul><li>Internet </li></ul><ul><ul><li>Intranet </li></ul></ul><ul><ul><ul><li>Extranet </li></ul></ul></ul>Strong economic driver! 10:1 Reduction in Operations Costs
    5. 5. The Internet will experience a Tectonic shift… <ul><li>95% of devices will not be computers </li></ul><ul><ul><li>Scale 100x </li></ul></ul><ul><ul><li>Very diverse and narrow purpose </li></ul></ul><ul><ul><li>Limited physical control and user interface </li></ul></ul>Connected Devices in Billions (Forrester) 0 2 4 6 8 10 12 14 16 2002 2003 2004 2005 2006 2007 2008 2009 2010 Computers 99% CAGR 18.2% X-Internet Devices CAGR 71.2% 14.2 BILLION DEVICES Sources: Forrester
    6. 6. Connectivity is not enough … MANAGEMENT INTEGRATION <ul><li>“ Hard-coded” customized software to connect the device to the application </li></ul><ul><li>Updating the device requires updating the application </li></ul><ul><li>Rapid development </li></ul><ul><li>Device and application evolution must be decoupled </li></ul><ul><li>A general case flexible integration solution for many devices & applications (MxN) that is cost effective </li></ul><ul><li>No remote management </li></ul><ul><li>Truck roll – field personnel with laptop </li></ul><ul><li>Non-stop operation of large number of devices </li></ul><ul><li>Automatic device connectivity & authentication </li></ul><ul><li>Management application separate from operation applications </li></ul><ul><li>Dynamic interactions between devices and applications </li></ul><ul><li>Remote monitoring and upgrading </li></ul><ul><li>Full data and network security </li></ul>CONNECTIVITY SOLUTIONS WINDRIVER MONTAVISTA MELLANOX MICROSOFT ARGUS POSTSMITH TROY LANTRONIX DIGI MOXA ATOP AXIS NETSILICON AMD TI WELCOME TO CHIPLAND DOMOSYS VIRATA MOTOROLA INTEL ARCSOFT LANTRONIX WIRELESS IBUTTON LINDUX PRECIDIA PATTON GLOBETEK INTELLICOM “ ADAPTERS SPOKEN HERE” PALM IBM QNX COMPONENT SOFTWARE OS, STACKS Traditional Approach Current Requirements (not solved today)
    7. 7. What’s the solution? <ul><li>The extended Internet requires a new software layer in its infrastructure that dynamically “brokers” all interactions between software applications and Internet-enabled devices. </li></ul>Management Applications Devices (000,000,000s) Applications (000s) We call this new layer the “Device Brokerage Layer” <ul><li>Internet </li></ul><ul><ul><li>Intranet </li></ul></ul><ul><ul><ul><li>Extranet </li></ul></ul></ul>Brokerage Function
    8. 8. The Device Brokerage Functions Management Applications Devices Business Applications Device Brokerage ERP CRM SCM Custom Web Services/User Identity App Broker APPLICATION BROKER Adaptation to standards & custom applications Device Broker DEVICE BROKER Device and network abstraction Context Broker Device User Context Broker “ Decouples” devices from applications; Captures and manages the “context” interaction rules, event aggregation, filtering, etc.
    9. 9. Embrace 3.0 Integration takes less than 1 month Devices Applications Device Brokerage Platform Context Broker ERP CRM SCM Custom Web Services User Identity App Broker Device Broker <ul><li>3 options for device connectivity </li></ul>Device/User Management Applications User Device <ul><li>Simple XML/Java platform for plug-in development </li></ul><ul><li>No need to change existing applications </li></ul><ul><li>Less than one month </li></ul>MicroClient Device IP Adapter (or Gateway) Brokerage Platform Plug-ins
    10. 10. Embrace 3.0 10:1 Reduction in Management costs <ul><li>Integrates into existing application management infrastructure </li></ul><ul><ul><li>No need for experienced installation personnel </li></ul></ul><ul><ul><li>No need for experienced field maintenance personnel </li></ul></ul>Device/User Management Applications Devices Applications Device Brokerage Platform Context Broker ERP CRM SCM Custom App Broker Device Broker Optimized Remote Monitoring and Maintenance Automatic Connection and Provisioning Web Services User Identity Dynamic relationships between devices and applications User Device
    11. 11. Embrace Device Brokerage Platform <ul><li>A powerful, complete and shrink-wrapped software platform </li></ul><ul><li>For the creation of device application “brokerages” </li></ul><ul><li>IP-based distribution </li></ul><ul><li>Mediated end-to-end security </li></ul><ul><li>Supports current and new devices </li></ul><ul><li>Programmable in real-time </li></ul><ul><li>Efficient data transfers from telemetry to digital content </li></ul><ul><li>Highly scalable </li></ul><ul><li>Enterprise-class availability </li></ul><ul><li>Simple development environment for quick deployment </li></ul><ul><li>Complete brokerage management application </li></ul>
    12. 12. Why this has not been done before ? <ul><li>New problem </li></ul><ul><ul><li>Two different worlds coming together </li></ul></ul><ul><li>New thinking </li></ul><ul><ul><li>Only top down view at the problem of “connectivity/integration/management” </li></ul></ul><ul><ul><li>A new simple model that is universal in scope </li></ul></ul><ul><ul><li>A powerful services model </li></ul></ul><ul><li>Hard and complex problems </li></ul><ul><ul><li>Nature of the extended Internet </li></ul></ul><ul><ul><ul><li>Scale </li></ul></ul></ul><ul><ul><ul><li>Diversity </li></ul></ul></ul><ul><ul><ul><li>No physical control </li></ul></ul></ul><ul><ul><li>Innovative system architecture </li></ul></ul><ul><ul><ul><li>Abstractions </li></ul></ul></ul><ul><ul><ul><li>Context management </li></ul></ul></ul><ul><ul><ul><li>Addressing </li></ul></ul></ul><ul><li>Intellectual Property: 14 patents filed and 1 granted </li></ul>
    13. 13. Why Are Customers Buying? <ul><li>Immediate Pain </li></ul><ul><ul><li>Auto -provisioning </li></ul></ul><ul><ul><li>Remote device management </li></ul></ul><ul><ul><li>Integration to existing applications </li></ul></ul><ul><ul><li>Works with existing devices (hardware adapters and server plug-ins) </li></ul></ul><ul><li>Platform Benefits </li></ul><ul><ul><li>Simple XML/Java environment </li></ul></ul><ul><ul><li>No need to touch/change current devices and applications </li></ul></ul><ul><ul><li>Network abstraction (mixed usage of LAN, WIFI, Cellular/PCS, etc) </li></ul></ul><ul><ul><li>Future proof (simply add new device versions and create new services) </li></ul></ul>Significant complexity reduction for device based solutions: 30 days with 10:1 reduction in operations cost
    14. 14. Device Vendor Landscape Embrace Wind River IBM BEA Oracle SUN Ubicom Intel FusionOne Openwave Palm Espial Prosyst Xanboo MFormation (Embedded) Processor (Embedded) OS, Stacks, etc. Application Microsoft Device Broker Qualcomm App/Management Broker MontaVista & Other Linux Siebel Metrix SAP PeopleSoft One-off, ad hoc software development is the alternative Questra Axeda Echelon emWare Lantronix NetSilicon Motorola APPLICATION DEVICE Complementary Products or Potential Partners Complementary Products or Potential Partners DRM Complementary Products Today In 2-3 years?
    15. 15. Summary <ul><li>A new Internet will emerge as devices will outnumber computers starting next year </li></ul><ul><li>A new software infrastructure component is required to address the hard issues of the extended internet </li></ul><ul><li>Embraces’ unique Device Brokerage Platform provides a system-level solution while other vendors focus on connectivity or applications </li></ul><ul><li>First set of customers validate the Device Brokerage platform solution and its potential </li></ul><ul><li>Raising $8 million to achieve profitability </li></ul>
    16. 16. The Device Brokerage Platform for the Extended Internet
    17. 17. Embrace 3.0 Broker function and data flow Enterprise Back-Office Applications Ethernet WiFi Modem Embrace Device Adapter Device Serial, PIO Connection XML SSL TCP/IP Embrace Device Brokerage Platform Management Broker Services Direct Device Broker Services Connect Authenticate Security Abstract Upon connection, the Platform authenticates device registration and checks Adapter and camera for firmware upgrades. The Platform supports optional AES 256-bit encryption, and MD5 authentication. The Platform formats device specifics and events into a high-level abstraction. The Platform applies the relationships rules, and policies associated with the abstracted device. Embrace MicroClient Firmware A simple press of a button initiates the connection between the Adapter and the Device Brokerage Platform. Embrace provides an XML programming interface for integrating with target applications. Application Broker Services Adapt Transfer The device data is adapted to the requirements of the selected application. The Platform transfers the adapted data to the related application using TCP/IP, with optional SSL support.
    18. 18. Embrace Micro Client Hardware Platform RTOS/Network Stack HAL Security Discovery Multiplexing Transparent Serial PIO Mini- browser Firmware Manage- ment Config Information Other Client API <ul><li>Modular </li></ul><ul><ul><li>Core </li></ul></ul><ul><ul><ul><li>TCP, Connection Control, Layered Protocol </li></ul></ul></ul><ul><ul><li>Option </li></ul></ul><ul><ul><ul><li>HTTP, Encryption, Firmware Upgrade, Hardware specific </li></ul></ul></ul><ul><li>Small Footprint </li></ul><ul><ul><li>40K-100K </li></ul></ul><ul><li>Network Support </li></ul><ul><ul><li>TCP, UDP, ICMP, DHCP and Static IP </li></ul></ul><ul><li>Easy Porting </li></ul><ul><ul><li>8+ Hardware Platforms, 8+ OS </li></ul></ul><ul><li>Security </li></ul><ul><ul><li>MD5, AES (variable key length up to 256bits) </li></ul></ul><ul><li>Complex discovery strategies </li></ul><ul><li>Data Channel </li></ul><ul><ul><li>Message Passing </li></ul></ul><ul><ul><li>Direct Binary Transfer </li></ul></ul>
    19. 19. The Device Brokerage: A Java Technology Management Applications Devices Business Applications Device Brokerage ERP CRM SCM Custom Web Services/User Identity App Broker Device Broker Context Broker Device User JMX JSP In use J2EE J2ME In development JCA On the roadmap JNDI JavaSpaces Jini Investigation
    20. 20. Computing evolution Mainframe PC Web Service Technology Vision: The Right Next Step for Devices No enterprise integration problem for devices The deployed brokerage technology applies “services” in general Device Brokerage Platform Database Desktop Application Microprocessor HTTP, HTML Browser XML Distributed Systems Device evolution Dumb devices Smart specialized devices Internet appliances Proprietary and diverse PC/Laptops as gateways Device as a service
    21. 21. The Market Horizontalization Trend Processor OS Networking Software Application IBM DEC … . Sun THE WEB Intel, etc. Microsoft Unix BEA IBM SUN … CRM ERP SCM … Horizontal Server Industry THE DEVICE STAMPEDE Device variety will remain but network- level Horizontalization occurs CRM ERP SCM … Embedded Processor Embedded OS Networking Software Application Wide variety of devices for specific applications Device Brokerage Platform
    22. 22. Market Segment Opportunities <ul><li>Auto-ID </li></ul><ul><li>Utilities </li></ul><ul><li>Industrial Equipment </li></ul><ul><li>Petrochemical </li></ul><ul><li>Telecom </li></ul><ul><li>Automotive </li></ul><ul><li>Consumer Goods </li></ul>
    23. 23. Massive investments well underway <ul><li>$3.4B estimated spending for 2002 – mainly proprietary and vertical solutions ($2B for software & services) </li></ul><ul><li>62% of surveyed device companies are actively developing or deploying Internet connectivity solutions </li></ul><ul><li>Most devices will migrate to Internet connectivity by the end of next year </li></ul><ul><li>What software will facilitate that connectivity? how will that connectivity be leveraged? </li></ul>Sources: Harbor WELCOME TO CHIPLAND TI UBICOM ARC INTERNATIONAL NATIONAL ANALOG DEVICES HITACHI CONNECTONE ARM ZILOG ECHELON ATMEL “ ADAPTERS SPOKEN HERE” Comtrol eDEVICE TECHNOLOGY LANTRONIX KEIL GREEN HILLS SOFTWARE COMPONENT SOFTWARE OS, STACKS CMX KADAK eDEVICE TECHNOLOGY OSE SYSTEMS MENTOR GRAPHICS AXIS NETSILICON AMD DOMOSYS VIRATA MOTOROLA INTEL ARCSOFT ARGUS POSTSMITH TROY LANTRONIX DIGI MOXA ATOP iBUTTON PRECIDIA PATTON GLOBETEK INTELLICOM WINDRIVER MONTAVISTA MICROSOFT PALM IBM LINUX