Trends in the IoT Landscape 2018 and how to streamline your IoT Product Development

1. PUBLIC
TRENDS IN THE IOT LANDSCAPE FOR 2018
AND HOW TO STREAMLINEYOUR IOT PRODUCT DEVELOPMENT
PROF. MAARTENWEYN
MAARTEN.WEYN@UANTWERPEN.BE

2. PEOPLE DON’T BUY IOT,
THEY BUY A SOLUTION
TO A PROBLEM

3. TRENDS IN 2018
1
2
3
4
5
6
3
Source: CustomerTalk

4. TRENDS IN 2018
1 Competitors must cooperate
2
3
4
5
6
4
Source: CustomerTalk

5. TRENDS IN 2018
1 Competitors must cooperate
2More than just connecting devices
3
4
5
6
5
Source: CustomerTalk

6. TRENDS IN 2018
1 Competitors must cooperate
2More than just connecting devices
3 Dropouts due to competition
4
5
6
6
Source: CustomerTalk

7. TRENDS IN 2018
1 Competitors must cooperate
2More than just connecting devices
3 Dropouts due to competition
4Vertically the new is horizontal
5
6
7
Source: CustomerTalk

8. TRENDS IN 2018
1 Competitors must cooperate
2More than just connecting devices
3 Dropouts due to competition
4Vertically the new is horizontal
5 New business opportunities
6
8
Source: CustomerTalk

9. TRENDS IN 2018
1 Competitors must cooperate
2More than just connecting devices
3 Dropouts due to competition
4Vertically the new is horizontal
5 New business opportunities
6Smart devices are so 2017
9
Source: CustomerTalk

10. 10
SIGFOX – LORAWAN – NB-IOT : ROUND 1

11. CELLULAR IOT– ISM:APPLICATIONS
In the electric metering market, utility companies typically require high data rates,
frequent communication, and low latency. Since electric meters have a power source
available, they do not require ultra-low power and long battery lifetime.
For agriculture, very low cost sensors with a long battery lifetime are desired.
The use of moisture, temperature, and alkalinity sensors can significantly improve
the yield and reduce water consumption for one of the largest global markets
There are many different types of sensors or requirements in factory automation.
Some applications need frequent communication and a guaranteed QoS. So NB-IoT
is a better fit than LoRa. Others need low cost sensors with long battery lifetime
to track equipment, monitor status, and conditions which is a better fit for LoRa.
Electric Metering
Precision Farming
Manufacturing Automation
Source: Samin Henaoui - muRata

12. CELLULAR IOT– ISM:APPLICATIONS
They do not require frequent communication or a guaranteed QoS. Pico cell
gateways, which can be placed in basements or underground parking garages to
ensure coverage through 100 percent of the property, are also desired so LoRa
is a better fit for this vertical.
Point of sale (POS) systems must have a need for guaranteed quality of service
(QoS) since they handle frequent communication. These systems are also powered
so there is no constraint on battery lifetime.
Due to the low cost, long battery lifetime, and capability to have a
private solution to guarantee network coverage in all sorting facilities
LoRa and Sigfox is a better technology choice.
Intelligent Building
Retail Point of SaleTerminals (POS)
PalletTracking for Logistics
Source: Based upon Samin Henaoui - muRata

13. NB IOT –LORA/SIGFOX? SUMMARY ACCORDING TO
• There will be no undisputed champion of IoT. NB-IoT and LoRa and both will have
their place in the IoT market
• Each application vertical will have its specific requirements and considerations
which will lead to different technology.
• will serve the lower cost high volume application segments.
• will serve the higher value applications that are willing to
pay for a higher quality of service where offered.
Source: Samin Henaoui - muRata

15. IOTTECHNOLOGY STACK
Device
Hardware
Device
Software
Communications
Cloud
Platform
Cloud
Applications
Source: Based on Training for IoT Product Manager by Daniel Elizalde

16. Source: Based on Training for IoT Product Manager by Daniel Elizalde

17. INTERNALVS EXTERNAL USERS
Customers
Partners
…
Operations
Engineering
Sales
…
External
Users
Internal
Users
Source: Based on Training for IoT Product Manager by Daniel Elizalde

18. WHO IS RESPONSIBLE FOR SUCCESS?
Vendor responsibility / risk
Sales Install Provision Onboard Operate Maintain Decommission
Customer responsibility / risk
Expectation shift
Source: Based on Training for IoT Product Manager by Daniel Elizalde

19. The value of IoT is in
your data strategy.
(otherwise, what’s the point of having a connected device?)

20. MONETIZATION MODELS
1. Solution-Level
One-time revenue
Recurring revenue
2. Layer-specific
One-time revenue
Recurring revenue
3. Enabling other revenue sources

21. IoT enables recurring revenue

22. LAYER-SPECIFIC REVENUE
Device
Hardware
Device
Software
Communications
Cloud
Platform
Cloud
Applications
• Buy the device
• Lease
• Offer an extended
guarantee
• Service contract
• Installation cost
• Charge for
provisioning
• Paid upgrades
• Training
• Shipping
• Repairs
• Disposal
• Bandwidth
• # of messages
• Uptime
• Upsell access to
different Protocols
• # of managed devices
• Additional insights via
analytics
• Different price for on-
premise vs cloud
• Amount of data stored
• Asset management
• Monetize API to build apps
• Monetize API to access
data
• Integration with 3rd
parties
• Licenses
• Advertising
• Functionality
bundles
• Premium support
• Paid upgrades
• Monetize API to build
apps
• Monetize API to access
data
• Feature bundles
• License your SW
• Paid support
• Open a market place
• Advertising
Source: Based on Training for IoT Product Manager by Daniel Elizalde

23. CREATINGVALUE: BUILD, BUY, OR PARTNER?
Where your company adds value
Your business model
People, skills, and financial resources
Desired time to market
What’s already available to buy
Source: Based on Training for IoT Product Manager by Daniel Elizalde

24. SECURITY THREATS BY LAYER
Device
Hardware
Device
Software
Communications
Cloud
Platform
Cloud
Applications
• Physical tampering
• Open ports
• Encryption
• Secure networks
(VPN, private
networks)
• Secure access to the
network (i.e.Wi-Fi
drive-by)
• Best practices in IT
security
• Secure hosting
• Patches
• Encryption
• Identity management
• User management - right
people, right permissions
• API authentication and
• authorization
• Multiple layers of
authentication for critical
items
• Authentication &
Authorization
• Injection
• Identity management
• Anomaly detection
• Firewall
• Safe reboot
• Data encryption at rest
and during transfer
• Patches
• Left-behind passwords
and crypto keys
Source: Based on Training for IoT Product Manager by Daniel Elizalde

25. KEYTAKEAWAY
Focus on where your
company adds value.

26. Everything you build, you’ll need to
support and maintain.
Forever…

27. 2018:
BREAKING DOWN THE HYPE
27 maarten.weyn@uantwerpen.be