This overview is a compilation of my own storytelling experiences over the past 9 years, first assisting clients designing M2M devices and helping them navigate the carrier certification process, then aligning with emerging Middleware/IOT Cloud platform providers early in 2011. Since then I've consulted and assisted companies across many IOT market verticals and have delivered keynotes to many audiences including enterprises, Tier 2 and Tier 3 service providers, MSO's and Utility companies on how to deploy a carrier grade IOT service delivery model for the creation of new MRR models across all market verticals. Whether you are attempting to enter the market by aligning with an existing IOT ECO-System provider like AWS or would like to create your own, I hope you find this thought provoking and informative as we carve our way into the wild, wild future of digital transformation.

1. M2M Marketing Concepts Proprietary and Confidential
Industry 4.0—The Next Big Thing?

2. The New Industrial Advancement
In the last 200+ years there have been three industrial revolutions and we are on the verge of the fourth one.
 Industry 1.0: Two centuries ago, James
Watt’s vapor powered technology
created novel mechanical
manufacturing techniques. This led to
the First Industrial Revolution,
characterized by machine-supported
production. The result was a step-
change in productivity as well as the
emergence of completely new industry
segments, like textile production,
chemicals, metallurgy, and so forth.
 Industry 2.0: The second Industrial
Revolution followed at the beginning of
the 20th century. It was Henry Ford’s
Invention of the production/assembly
line that enabled a new kind of mass
production and a division of labor. A
key driver of this revolution was the
widespread availability of electrical
energy.
 Industry 3.0: The Third
Industrial Revolution, which
began in the early 1970’s, is
characterized by the increasing
use of electronics, integrated
circuits and IT systems to achieve
a new kind of automated
production (e.g., through the
use of automated robots).
 Industry 4.0: As many
leaders, scientists and
engineers point out the
world is currently in the early
stages of the Forth Industrial
Revolution which is about to
bring yet another major
change to economies and
societies.
M2M Marketing Concepts Proprietary and Confidential

3. Diffusion of Innovation—Applied to IOT
M2M Marketing Concepts Proprietary and Confidential
Technology Innovation Curve
Innovation
Acceptance
Saturation

4. How Will IOT Transform The Supply Chain?
The number of things connected to the
internet is approaching ten billion. Over
the next ten years or so that number is
estimated to balloon to over one
trillion.
The big story in the internet of things
(IoT) is the "things", they are becoming
smart and connected. The IoT and
smart, connected products present the
most significant technology disruption of
our generation.
That statement is underscored by
research that suggests that IOT will
generate in excess of eleven trillion
dollars in annual economic value by the
year 2025.
M2M Marketing Concepts Proprietary and Confidential
source: McKinsey & Company.
The Internet of Things: Mapping the Value Beyond the Hype -
“The concept of IOT is to send data simultaneously across all market verticals”

5. Sizing The Opportunity Today?
M2M Marketing Concepts Proprietary and Confidential
Three years ago (2014), industry pundits
and analysts predicted that, by 2020, the
market for connected devices would be
between 50 billion and 100 billion units.
Today, the forecast is for a more
reasonable but still sizable 20 billion or
30 billion units.
This leveling off of expectations is in
line with what we have seen in past
introductions of new technologies.

6. Emerging Standards
M2M Marketing Concepts Proprietary and Confidential
Over the past two years, semiconductor
players have joined forces with hardware,
networking, and software companies, and
with a number of industry associations and
academic consortiums, to develop formal
and informal standards for Internet of Things
applications.
AT&T, Cisco, GE, IBM, and Intel, for instance,
cofounded the “Industrial Internet
Consortium”, whose primary goal is to
establish interoperability standards across
industrial environments so that data about
fleets, machines, and facilities can be
accessed and shared more reliably.
Other groups have been focused on
standardizing the application programming
interfaces (APIs) that enable basic
commands and data transfer among
Internet of Things devices.

7. Emerging IOT Value Chain
M2M Marketing Concepts Proprietary and Confidential
IoT involves the tracking of one or more of four main areas:
• Goods
• Assets
• people
• processes.
By collecting detailed
information about
even the smallest
transactions,
companies expect
their IoT initiatives will
provide broader
operational and
actionable data that
can be used to
enhance supply
chains, mitigate loss
and risk and empower
process and cost
optimization. The
biggest challenge is
collecting and
analyzing the right
data.

8. This space will have five to 10 times the impact on society as the Internet
itself, and is projecting a $19 trillion dollar market for this industry over
the next decade! John Chambers, Former Cisco CEO
The bottom line is this: Internet of Things + Big Data = Big Business!
Internet of Things—Now Bigger Than Big Data
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9. Technology Roadmap: The Internet of Things
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** Physical Web concept proposes
a standardized and minimally
annoying—way for mobile users
to interact with smart devices.
Anticipatory Computing
* Sensor Fusion this next layer of
the Internet of things will require
combining disparate streams of
data “mined” from reality.
Sensing and responding
to your needs, wants
and emotions

10. The era of “Internet aware systems and services”
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11. Sensing-as-a-Service—A New Business Model
• Any Device that can be
integrated with a Gateway
• Sensor Owners
• Personal & private
• Private Organizations
• Public Organizations
• Commercial Sensor
Data Providers**
• IOT Gateway Providers • Common Middleware
• Localized analytics
• Aggregate Analytics
• Creating an IOT ECO-System
• Creation of new business models
• Harnessing the Power of
application developers
• Smart Cities
• Smart Environment
• Smart Water
• Smart Metering
• Security & Emergencies
• Retail
• Logistics
• Industrial Control
• Smart Agriculture
• Smart Animal Farming
• Home Automation
• eHealth
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12. Public Cloud
Customer Premise
Data Center / C.O.
VPN Tunnel
Direct Media Stream
Z-wave, Wi-Fi & Wired
Device Mesh
Internet Connection
Data Center
Infrastructure IOT Horizontal
App Server
Environment
Video
Storage
VPN RouterGateway
SECURE—Scalable Hybrid Cloud Architecture
Broadband
• Prescriptive Analytics
• Machine Learning
• Real-Time Brand Survey
• Revenue Forecasting
• AR/AI
• Frictionless e-commerce
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Cyber Security
Intrusion Detection
Ring
3G/4G/5G

13. M2M Marketing Concepts Proprietary and Confidential
Usage Scenarios For Mobile Technologies
The 4IR will continue to shift the balance
between mobile and fixed networks
To improve mobile broadband, 5G technologies are
envisaged to provide much faster data transfer, 1 gigabyte
per second and reduced latency.
By consolidating existing layers of technology, such as 2G,
3G, 4G and Wi-Fi, 5G will also improve coverage and
always-on reliability—it is an ensemble of different
technologies, rather than a single type of new technology.
Although the experience of those previous suggests
that new uses for 5G will emerge after deployment.
Two key areas already anticipated for 5G:
• Providing gigabit connectivity for businesses
and consumers for a range of content,
applications and services (Top of the pyramid):
• Enabling ultra-reliable, low latency machine-
to-machine (M2M) communication (Bottom
of the pyramid), which will help to achieve
objectives in other infrastructure systems
such as easing congestion.

14. Key Participants In Connected Living
Market and MRR Opportunities
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New IOT Eco-System Provider
AR

15. M2M Marketing Concepts Proprietary and Confidential
"Smart Home Market by
Product (Lighting Control
(Timer, Daylight Sensor,
Occupancy Sensor), Security &
Access Control, HVAC,
Entertainment, Home
Healthcare and Smart Kitchen),
Software & Service (Behavioral,
Proactive), and Geography -
Global Forecast to 2022",
The smart home market is
expected to grow from USD
46.97 Billion in 2015 to USD
121.73 Billion by 2022, at a
CAGR of 14.07% between
2016 and 2022.
Market and MRR Opportunities
How to Partner with “Smart Home” providers to
obtain your slice of the pie?

16. • The smart home presents significant revenue
generation opportunities for companies.
• To succeed requires balancing a local and global
strategy.
• Evolving products quickly to be service oriented.
• Partnering with the right industry players
• Standardizing the way different products to speak
to each other.
o Players that succeed here will have decisive advantage.
M2M Marketing Concepts Proprietary and Confidential
Summary

17. • The Internet of Things presents the single largest business
opportunity over the next decade for innovative companies,
smart investors and individuals interested in creating new
business models and wealth.
• Acquiring or partnering with emerging technology companies
like IoT Cloud Providers, Machine Learning, Big Data Providers,
App Dev, Data Centers, sensor/device MFG’s and
Communications Service Providers CSP’s will allow a new
entrant to own or control their own Internet of Things Eco-
System.
• Create new MRR Business Models.
• Enter many vertical markets with new services simultaneously
• React to changing market conditions quickly.
• Complete with incumbents.`
Summary
M2M Marketing Concepts Proprietary and Confidential

18. M2M Marketing Concepts Proprietary and Confidential
Kris Venturini
Managing Partner
kris@m2mmarketingconcepts.com
The Future Is Now!