The document discusses the components of the IoT services value chain according to HfS research, which includes IoT consulting, enablement, connectivity, integration, and management services. It argues that companies implementing IoT solutions often lack focus on customer needs and business outcomes. To fully realize the potential of IoT investments, companies need to take a more customer-centric approach and prioritize solutions that deliver value to customers and align with business goals. Marketing should advise IT on potential IoT uses from the customer perspective rather than only considering technical components.

1. IoT Services, and then?
HfS research believes that there are 5 components
to the IoT Services value chain today available from
service providers.
There is IoT Consulting, which includes planning,
technology road mapping, governance strategies
and custom app development.
IoT Enablement that encompasses product
engineering, sensor development, software
engineering, embedded technologies and security
services at the device layer.
We also include IoT Connectivity, which brings
together network engineering, implementation and
security.

2. There is also IoT Integration for databases, SI,
analytics implementation and application
modernization.
Finally, IoT Management services, which
include device management, cloud hosting, network
and data management.
It is a complex value chain that typically requires
the coordination of many partners to deliver a
complete system, which is a theme we return to
again and again in assessing the state of the market
in this Blueprint.
The above mentioned comes from an article of HfS
Research same as the graph chart. However they
only illustrate IoT Services. and there is a war out
there of companies that try first to understand what
IoT is and does, and then what of the 5 types of
components they require.
My view is that what is missing is a company that
advises them on customer centricity. Because if we
do not put the end users at the center of IoT, we are
missing a big part of the picture, same as when
companies in 90`s were racing to buy CRM
solutions until someone started asking question on
what was the purpose and eventually the ROI of all
these IT investments. in a similar way, companies
are facing fear of missing out, and on the hand they
have not realized what is critical or of importance to
their customers, and what end users` services are

3. useful and might generate demand, and/or retain
customers.
HfS believes that service providers that want to
make the most out of investments in IoT going
forward should:
• Build out Design Thinking and Systems Thinking
skills to create new more business outcome based
IoT projects and deployments.
• Learn to partner better both within the service
providers, with enterprise clients and across the IoT
ecosystem.
• Integrate internal silos so that IoT skills don’t
become buried inside of practice areas that are
isolated from broader developments in process,
mobility, design, analytics, engineering and cloud
capabilities in the service provider.
• Finally, recognize that not every IoT investment
will meet its goals in these early days and not every
client project or co-investment opportunity will
create a repeatable asset for other clients.
Right or wrong, the majority of these investments in
IoT would require business KPIs as a whole for the
company, and truly marketing kick-ass skills to
know how to prioritise them and to market them to
the the target consumer segments. This is really
missing from otherwise a well-structured article by
Charles Sutherland of HfS Research.
I have been receiving requests so many times across
a plethora of industries:

4. 1) What IoT is, and
2) What it can do for their company.
And my second answer addresses always first what
it can do for their customers (and prospects)
aligned with the business KPIs of their company.
marketing should be advising IT on IoT, and not IT
asking Marketing at the very end: "what can we do
with all these components we purchased".
Total customer centricity should govern these
decisions.
- See more at:
http://www.horsesforsources.com/hfs-iot-
blueprint_100315#sthash.6Sf6UrRH.dpuf
Main
Topic:
Technology.
Secondary
topics:
IoT.
Tag
words
for:
Marketing,
Technology,
Consumers,
IoT,
Technology
Services,
Disruptive
Technologies
Date:
Nov
7th
2015
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of
cumulated
views:
288
Number
of
cumulated
Likes:
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