Sensing-as-a-Service - Prepare for the Next Business Model for Internet of Things
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1) The document discusses the emerging business model of "Sensing-as-a-Service" and how telecommunications companies can evolve to become end-to-end IoT service providers. 2) It explains how the IoT market is rapidly growing with predictions of over 200 billion connected devices by 2020, creating a huge business opportunity. 3) The document proposes a sensing-as-a-service model where IoT sensor data is published to the cloud and then monetized by selling access and insights to various customers and industries like smart cities.
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Sensing-as-a-Service - Prepare for the Next Business Model for Internet of Things
- 1. © RIOT 2015 SENSING-AS-A-SERVICE: PREPARE FOR THE NEXT BUSINESS MODEL FOR INTERNET OF THINGS Dr. Mazlan Abbas CEO REDtone IOT Sdn Bhd
- 2. © RIOT 2015 THE UNTAPPED OPPORTUNITY THE IOT MARKET
- 3. © RIOT 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/
- 4. © RIOT 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
- 5. © RIOT 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
- 6. © RIOT 2015 A COMPLICATED IOT ECOSYSTEM [Source: Making Sense Of The Internet Of Things]
- 7. © RIOT 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
- 8. © RIOT 2015 WHY TELCOS HAVE DIFFICULTY TO EMBRACE IOT ISSUES AND CHALLENGES
- 9. © RIOT 2015 LEGACY BUSINESS IS STILL CONNECTIVITY M2M HIGH VOLUME LOW ARPU SIM-‐CARD BASED OLD HABITS DIE HARD LESS COMPLEX
- 10. © RIOT 2015 LACK OF DOMAIN EXPERTISE SOLUTIONS, SELLING AND MANAGED SERVICES NEED GO-‐TO-‐MARKET PARNER
- 11. © RIOT 2015 MINDSET BLOCK FULL OF SKEPTISM LOW SINGLE DIGIT GROWTH CONTRIBUTION
- 12. © RIOT 2015 STABLE BUSINESS VS. RISKY VENTURES NEED TO WORK LIKE STARTUP IOT BUSINESS IS FLUID STAKEHOLDERS EXPECTATIONS
- 13. © RIOT 2015 END-TO-END IOT SERVICE PROVIDER THE END GAME
- 14. © RIOT 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
- 15. © RIOT 2015 CONNECTIVITY PLAYER PHASE-1
- 16. © RIOT 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
- 17. © RIOT 2015 IOT ENABLER PLAYER PHASE-2
- 18. © RIOT 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
- 19. © RIOT 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
- 20. © RIOT 2015 IOT SOLUTIONS PLAYER PHASE-3
- 21. © RIOT 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
- 22. © RIOT 2015 IOT SERVICE PROVIDER PHASE-4
- 23. © RIOT 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
- 24. © RIOT 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
- 25. © RIOT 2015 1 2 3 4 5 HowtoEvolvetoaEnd- to-EndIOTService Provider 6
- 26. © RIOT 2015 SENSING-AS-A-SERVICE BUSINESS MODEL OUR HYPOTHESIS
- 27. © RIOT 2015 WHAT IF – we can create Compound Applications across industries?
- 28. © RIOT 2015 Data Fusion & Compound Applications Connect Aggregate Derive Actionable Insights
- 29. © RIOT 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
- 30. © RIOT 2015 MAKING SENSE OF SENSOR DATA … BUT WHAT DATA? THE GOLD RUSH
- 31. © RIOT 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
- 32. © RIOT 2015 SENSING-AS-A-SERVICE NEW BUSINESS MODEL
- 33. © RIOT 2015 URBAN PLANNING USING IOT Traffic Pollution Noise Environment Network Coverage
- 34. © RIOT 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
- 35. © RIOT 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
- 36. © RIOT 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
- 37. © RIOT 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
- 38. © RIOT 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)
- 39. © RIOT 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) • ….
- 40. © RIOT 2015 FIND YOUR NICHE AREA IDENTITY – MORE THAN JUST DEVICE
- 41. © RIOT 2015
- 42. © RIOT 2015 COMPLEXITY OF ECOSYSTEM [Source: Service Through M2M]
- 43. © RIOT 2015 IMPORTANCE OF IOT ECOSYSTEM Leverage What Already Exists
- 44. © RIOT 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?
- 45. © RIOT 2015 THANK YOU
- 46. © RIOT 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.