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20170207 THe Valley_Internet of things ongoing revolution

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20170207 THe Valley_Internet of things ongoing revolution

  1. 1. Internet of Things and the Ongoing Revolution Bernardo Campillo Soto Head of New IOT Business and Innovation 27.10.2016
  2. 2. Telefónica SA 7 Previous Industrial Revolutions removed force-associated barriers… Source: “The Second Machine Age”, E. Brynjolfsson, A. McAfee …and current Digital Revolution removes information-associated barriers As-a-Service Business Models Platform Business Models Marketplace Business Models Data-Driven Business Models
  3. 3. Industry Retail Consumer Electronics Smart Cities EnergyTransport $3 Trillion Revenue Opportunity* >2 Billion Terabytes of Data >25 Billion IoT Connections * Yearly revenues by 2024. Revenue 2016: $1 Trillion Source: Machina Research
  4. 4. Telefónica SA 10
  5. 5. Telefónica SA 11
  6. 6. Telefónica SA 12 Photo by technovangelist - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/95745192@N00 Created with Ha
  7. 7. Telefónica SA 13 Photo by tg | photographer - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26202818@N08 Created with Ha
  8. 8. Telefónica SA 14 Photo by JD Hancock - Creative Commons Attribution License https://www.flickr.com/photos/83346641@N00 Created with Ha
  9. 9. Telefónica SA 15 Photo by Tim Geers - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/47912915@N02 Created with Ha
  10. 10. Telefónica SA 20
  11. 11. Telefónica SA 21
  12. 12. Telefónica SA 22
  13. 13. Telefónica SA 23
  14. 14. Telefónica SA 24
  15. 15. But, what is IOT? So simple as… Devices Connectivity Service Platforms Analytics Really that simple?
  16. 16. Telefónica SA 26
  17. 17. Telefónica SA 27
  18. 18. Telefónica SA 28
  19. 19. Telefónica SA 29
  20. 20. Telefónica SA 30
  21. 21. Telefónica SA 31
  22. 22. Telefónica SA 32
  23. 23. Telefónica SA 33 WHAT DO THINGS TALK ABOUT?
  24. 24. Telefónica SA 34
  25. 25. Telefónica SA 35
  26. 26. Telefónica SA 36
  27. 27. Telefónica SA 37
  28. 28. Telefónica SA 38 THINGS TALK ABOUT US
  29. 29. CCDO IOT 40 Created with Haiku Deck
  30. 30. CCDO IOT 41
  31. 31. CCDO IOT 42
  32. 32. “We are in charge of creating and making it possible for people to connect with the things that matter to them, enabling an infinite world of possibilities”
  33. 33. Created with Haiku Deck
  34. 34. Home Vehicles Retail Cities Office Worksite Factories Far Away OnLifescenarios Who I love Where I Live How I move What I do Where I work Personal
  35. 35. Interactions spheres closer to and around the person… Personal What I do Who I love Where I live How I move My City My space My Workplace
  36. 36. CCDO IOT 48
  37. 37. Every IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  38. 38. Every IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  39. 39. LPWA, Network evolution meant becoming simpler Mimicking Nature 3G LTE 5G LTE-A Data traffic per device 2G Evolution by increasing Complexity Cat 1 Data traffic per device Battery Life of devices Evolution by becoming simpler Battery Life of devices LTE-M NB-IOT mMTC (5G)
  40. 40. LPWA complement existing cellular networks and short range solutions for applications requiring limited data throughput Traditional cellular networks were designed for human communications and have evolved into massive data transmission. Machines may have other network needs. Wide Range (i.e. 10 km) and low-throughput Deep indoor coverage Lower cost connectivity and devices Reduced battery consumption LPWA Value Proposition
  41. 41. Connectivity technologies ecosystem: New technologies for new communication paradigms
  42. 42. Connectivity technologies ecosystem: New technologies for new communication paradigms
  43. 43. LTE for IoT: Application Segmentation NB-IOT is focused on massive applications 29/17Kbps 1Mbps 10Mbps 100Mbps NB-IOT CAT-M CAT 1 CAT 4 MASSIVE SENSORS Gas/Water/Electric Metering, Street lighting, Parking control, Agriculture monitoring, Smoke detectors, Assets tracking, Environment monitoring, Industrial monitoring WEARABLES Personal/Pet trackers, Fitness bands, Patient monitors, Smart Watch, Kids Tracking DATA DEVICES Connected healthcare, InCar hotspot, Video surveillance, Retail Kiosks, Digital signage, Alarm panels ROUTER Routers, IoT Gateways, Network bridges 5$ 6-9$ 15$ 40$
  44. 44. 64 CONFIDENTIAL
  45. 45. 65 CONFIDENTIAL
  46. 46. 66 CONFIDENTIAL
  47. 47. 67 CONFIDENTIAL
  48. 48. 68 CONFIDENTIAL
  49. 49. IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  50. 50. AMAZON WEB SERVICES and IOT Architecture templates, building blocks and applications
  51. 51. AMAZON WEB SERVICES and IOT One stop shop for application development, deployment and management. Flexible and scalable. Real-time infrastructure adaptation. Pay-As-You-Grow models. FROM CONNECTION TO DATA ROUTING
  52. 52. Source: IOT MEGATRENDS 2016 – Vision Mobile There is a great opportunity and key players are building and leveraging in open approaches for different sectors and IOT scenarios. WHY an IoT OPEN ECOSYSTEM?
  53. 53. IoT developers evolution Developers flood into IoT fast 21% oriented to Smart Home There is a huge developers’ talent market to capture…. Source: IOT MEGATRENDS 2016 – Vision Mobile 1 in 3 developers: HOBBYISTS or EXPLORER 10M 5M 2016 2017 2018 2019 20202015 Already 4.5 million individuals active as IoT developers in 2015 WHY an IoT OPEN ECOSYSTEM?
  54. 54. Industrial IoT Open Ecosystems at a glance Developer Commmunity Business Model 2.350 Active developers 2.760 Apps PAY PER USE • Billing by Amazon: 20% • Billing by Dev: Free 2,5 MM Developers 3.000 Apps 3,8 MM Downloads MONTHLY FEE • No billing by Salesforce 2 MM Developers 3.800 Apps PAY PER USE • Billing by Azure WHY an IoT OPEN ECOSYSTEM?
  55. 55. Telco Open Ecosystems at a glance Developer Commmunity Marketplace Pricing & Business Model Comments 10.000 developers (through Eclipse IDE and Eclipse SmartHome Project) Deutsche Telekom. Partner channels Oriented to partners and cross-vendor ecosystem. Focus on SmartHome. Qivicon brand in Germany and licensed to other operators (e.g. KPN, eww Austria). Partner network of compliant devices providers. AT&T Developer Program AT&T own channels (mainly online) Free: Max 10 devices Pro: 99$ p/year plus a fee per device/month depending on volume and data point usage M2X (development) and Flow (deployment) tools. Telco capabilities: SMS, PoC, call mngmt, webRTC, landline messaging, identity, etc. IoT Starterkit including m2m SIM and hardware. Seamless integration with MS Azure and IBM Bluemix. Partnership with OpenShift (RedHat PaaS). Orange Partner APIs for IoT Orange App Shop Free. Paid modes coming soon. M2M France (managed connectivity), LiveObjects API (MQTT- based) and connection with telco capabilities (SMS, Identity management). HW starter kits (incl. LoRa offer). http://www.pcworld.es/aplicaciones/orange-app-shop-nueva-tienda-de-aplicaciones-moviles https://m2x.att.com/pricing WHY an IoT OPEN ECOSYSTEM?
  56. 56. Understand developers by looking at their goals and motivations Knowing the developers… IoT Developer `s Segments Source: IOT MEGATRENDS 2016 – Vision Mobile Hobbyists Moonlighters building their own IoT solutions to learn and have fun. Explorers Independent developers gaining experience as a side Project to seize on future opportunities. Hunters Experienced developers building an IoT business. Focused on making money from device sales, apps or services. Gun for Hire Seasoned professionals developing IoT solutions on commission. Product Extenders Companies using IoT technology to promote or extended non-IoT products. Optimizers Engineers and system integrators using IoT to increase organizational efficiency and reduce cost. Data Brokers Companies that monetize digital content or data. Gold Seekers IoT startups aiming to hit VC gold. HOW to build an IoT OPEN ECOSYSTEM?
  57. 57. Knowing the developers… Stages of ecosystem evolution and key developers segments Source: “How to kick-star an ecosystem” – Vision Mobile Seeding “give hope to early adopters” Growth “give money to pros” Maturity “reach brands, verticals & media” Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT Hobbyist Explorers Guns for Hire Hunters Gold Seekers Product Extenders Content Publishers Corporate IT HOW to build an IoT OPEN ECOSYSTEM?
  58. 58. Knowing the developers and the market: Developer segment mix is an indicator of market maturity Source: IOT MEGATRENDS 2016 – Vision Mobile Professional and SME approach. Closer to B2B proposal. Recreational and exploration approach. Closer to B2C proposal approach. Increased maturity HOW to build an IoT OPEN ECOSYSTEM?
  59. 59. IOT vision is leveraged across 4 layers IOT Analytics Products and services OSS/BSS/IT Physical assets 3 2 1 4 IoT
  60. 60. IOT Analytics Value added servicesConnectivity All IOT P&S feed a powerful IoT Analytics layer Hardware
  61. 61. How to build a Big Data / IOT Analytics strategy 2. Big Data usages 3. Focus on your own and customers’ needs 4. Our Big Data strategy formulation 1. Understanding our Data: The 4 V’s
  62. 62. 1.- Understanding our Data: The 4 V’s VarietyVolume VelocityVariability
  63. 63. BI Dashboards - Reporting Data Analysis (trends, patterns, alerts) Predictive Analysis Predictive Engines + Machine Learning Prescriptive Analysis Prescriptive Engines + Business Knowledge + Cognitive Computing Descriptive Analysis B A C 2.- Big Data usages Value Difficulty What happened? Why did it happen? What will happen? How to make it happen? Descriptive Diagnostic Prescriptive PredictiveA B C
  64. 64. 3.- Focus on your own and customers’ needs Can we monetize all available data? How could we use data to enhance our processes? How are we going to generate value from data for our proposal to customers? 1 2 3 Starting point: 3 fundamental questions to focus on the Big Data opportunity
  65. 65. 4.- Our Big Data strategy formulation Category Description Monetization Target Customer Big Data as Business Insight Offers insights from our own business analyzing data from devices, connectivity and other sources. Operational efficiency enhancements that enables you to offer new services to our customers. Internal consumption (Operation, Business Units) Big Data as Added Value Adds value to our existing services, proving specific benefits for customers on functionality, ROI, etc. Widen and enhances our P&S’s value proposal with the integration of data analysis. External customers and Business Units Big Data as a New Service Offer access to data sets that can be correlated among them and with other external data sources. Access to and usage of data sets can be commercialized. External customers and Partners 1 2 3
  66. 66. CCDO IOT 121
  67. 67. CCDO IOT 122
  68. 68. CCDO IOT 123
  69. 69. CCDO IOT 124
  70. 70. CCDO IOT 125
  71. 71. CCDO IOT 126 Photo by anotherjesse - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/44124365282@N01 Created with Haiku Deck
  72. 72. CCDO IOT 131
  73. 73. CCDO IOT 132
  74. 74. CCDO IOT 133
  75. 75. CCDO IOT 139
  76. 76. CCDO IOT 140
  77. 77. CCDO IOT 141
  78. 78. CCDO IOT 142
  79. 79. CCDO IOT 143
  80. 80. CCDO IOT 144
  81. 81. CCDO IOT 162
  82. 82. Bernardo Campillo Soto Head of New IOT Business and Innovation bernardo.campillosoto@telefonica.com bernardone@twitter

Notes de l'éditeur

  • La disrupción es un fenómeno interesante, y aparece precisamente cuando las barreras de adopción en una industria se caen, de manera espontánea o forzada por las necesidades.
    Ejemplos muy evidentes en el mundo digital, donde todo va más rápido: AMAZON, UBER, NETFLIX, etc
    Se produce típicamente una agitación en el ecosistema que mueve el status-quo y posibilita la entrada de nuevos actores o movimientos de actuales en la cadena de valor, que se redefine.
  • It will tell us if we are early birds o or night owls...
  • ....If we live alone or we have a big family, that is my case
  • ...if we work at home or not...
  • ...If we spend weekends at home or we prefer to travel
  • Nowadays they are talking - they communicate in a new way and dimension

    They can interact among themselves.

    And they can communicate with us - we can actually listen and see what they say

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