![Page 1: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/1.jpg)
1
Monetizing the ‘Internet of Things’What You Need to Know Now
Brendan O’BrienCo-founder & Chief Evangelist
![Page 2: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/2.jpg)
2
If you think that the Internet has changed your life, think again. The IoT is about to change it all over again!
— Brendan O’Brien
![Page 3: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/3.jpg)
3
How Big will the ‘Internet of Things’ be?
“...Google is installing extremely fast gigabit internet infrastructure when the average person needs 200x less speed because of the future of the Internet of Things...” – Daily Infographic, March 2014
>$50Billion
DevicesBy 2020
______ Your Guess
$7.1 Trillion
– IDC
“...all those billions of smart, connected gadgets such as Google’s smart glasses… should generate a staggering $7.1 trillion in annual sales by 2020.“
– IDC , June 2014
“Cisco’s Internet of Things Group (IOTG) predicts there will be over 50 billion connected devices by 2020.”
– Cisco , November 2013
![Page 4: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/4.jpg)
4
When will firms implement an IoT solution?
RECENT SURVEY RESULTS:
43% have implemented or will begin
implementation within
the next 12 months
![Page 5: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/5.jpg)
5
What is MoT NOT About?
“ The good news is you can get to market quickly. The bad news is so can everyone else.”
– Brendan O’Brien, Aria Systems June 2014
![Page 6: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/6.jpg)
6
What is MoT ACTUALLY About?
C U S T O M E R R E L AT I O N S H I P T I M E L I N E
Event 1 Event 2 Event 3 Event 4 Event 5 Event 6
Services enabled for people!
“ The IoT transformation is shifting the value and differentiation away from hardware and to software, cloud, and services, and spawning entirely new business models.”
– Andres Rosello, Forbes, March 2014
![Page 7: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/7.jpg)
7
What DO you need to do?
“You [will] need services [to] take that [IoT] intelligence and present it to the consumer in a way that’s easy to use and meaningful.” – Rajeev Kumar, Dir. Worldwide Marketing and Business Development for microcontrollers, Freescale Semiconductors
All Contents © 2014 Aria Systems
![Page 8: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/8.jpg)
8
Key capabilities you need to Monetize IoT
Gather Consumption Data
Business Services
Control Configurations
Code Free Roll-out
Enabling Technologies
All Contents © 2014 Aria Systems
![Page 9: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/9.jpg)
9
Enabling Technologies
Gather Consumption Data
Business Services
Control Configurations
Code Free Roll-out
Enabling Technologies
Enabling Technologies
• Cheap to build
• Competitive landscape
All Contents © 2014 Aria Systems
![Page 10: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/10.jpg)
10
Business Services
Gather Consumption Data
Business Services
Control Configurations
Codeless Roll-out
Enabling Technologies
Business Services
• Pricing & Packaging
• Personalized Offerings
• Fast and Agile
All Contents © 2014 Aria Systems
![Page 11: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/11.jpg)
11
Consumption Data
Consumption Data
Business Services
Control Configurations
Codeless Roll-out
Enabling Technologies
Consumption Data• Gather
• Manage
• Measure
• Load
• Analyze
All Contents © 2014 Aria Systems
![Page 12: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/12.jpg)
12
Harnessing the Data Explosion is essential
“Businesses that don’t plan carefully for IoT will be overwhelmed with the volume and variety of data that IoT will generate.” – “An Introduction to the Internet of Things (IoT),Lopez Research LLC
“IoT will stump IT until clouds and big data come aboard” – EMC, Stephen Lawson
![Page 13: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/13.jpg)
13
The consumption data considerations
• Where is your data and where will it have to be?
• Are you prepared for “Bigger Data”?
• Will current data security standards scale?
• Are comm and format standards in place and usable?
All Contents © 2014 Aria Systems
![Page 14: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/14.jpg)
14
Configurations
Gather Consumption Data
Business Services
Control Configurations
Codeless Roll-out
Enabling Technologies
Control Configurations• Configuration
• Rules
• Coding
• Beware too much coding
All Contents © 2014 Aria Systems
![Page 15: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/15.jpg)
15
The Life of a Product
Time
Pro
fits
Rapid Growth Declining Profitability
Peak Profitability
Window
Standard Distribution of Product/Service profitability over a bell curve.
Innovation Commoditization
Obsolescence
CONFIDENTIAL Not For distribution All Contents © 2014 Aria Systems
![Page 16: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/16.jpg)
16
The Cost of Delay
• Shortens the window for peak profitability
• Creates EARLY unrecoverable sales losses
• Erodes Average Unit Price (AUP) over the entire product lifecycle
• Product lifecycle End-of-Life (EOL) date doesn’t change
CONFIDENTIAL Not For distribution All Contents © 2014 Aria Systems
Pro
fits
Time
Unrecoverable Sales from delay
AUP Erosion
Shorter Peak Profitability
WindowScheduled
LaunchActual Launch
LaunchDelay
Product EOL stays constant
AUP Erosion Example: iTunes - $.99
Walmart - $.55RCN
Verizon
![Page 17: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/17.jpg)
17
Codeless Roll-out
Gather Consumption Data
Business Services
Control Configurations
Code Free Roll-out
Enabling Technologies
Code Free Roll-out• Not new products
• Re-bundling/Re-packaging/Re-pricing
All Contents © 2014 Aria Systems
![Page 18: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/18.jpg)
18
Who is doing this already?
• Didi Taxi, the Uber of China
– 100MM+Users = 5MM + Daily Rides, +15x in 77 days Driven by WeChat Payment Integration & Subsidy*
*TechCrunch The Most Important Insights from Mary Meeker’s 2014 Internet Trends Report
All Contents © 2014 Aria Systems
![Page 19: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/19.jpg)
19
More…
• Ingersoll-Rand, home security market
–Offers electronic locks for a $10 a month subscription to monitor a home from PCs, tablets, smart phones. Controls > 1,000 devices from scores of manufacturers = $12.3M in total sales in 2013*
*The Big Book of Recurring Revenue
Innovators, Aria Systems, May
2014All Contents © 2014 Aria Systems
![Page 20: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/20.jpg)
20
The Truth for ‘Monetization of Things’
• IoT is here now, time to prepare
• MoT = Service, not the device
• It’s about consumption data; collecting and applying it
– It will drive intelligent go-to-market decisions, even if it doesn’t directly influence a bill!
• Enabling technologies are cheap; that’s good and bad
– Your biggest competitive differentiator will be pricing and packaging, and you need to move quickly and codelessly
All Contents © 2014 Aria Systems
![Page 21: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/21.jpg)
21
Preparing for the Monetization of Things
• Focus on services as much if not more than devices
• Get your data management, collection, reporting, attribution resolved, and measure as much data as you can
• Acquire the technology to analyze consumption data and create targeted offerings… Quickly!
All Contents © 2014 Aria Systems
![Page 22: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/22.jpg)
22
Aria provides a platform to. . .
Make More Money
• Optimizing the lifetime value of customer relationships
• Keep the business growing and valued
Keep Customers Engaged
• Delivering a consistent high- quality customer experience
• Customer information always presented in context
RelationshipCommerce
ActiveOrchestration
AdaptiveSelling
Single Customer
View
Manage Things More Easily
• It’s in the Cloud!
• Pushes Information
• No rip and replace
EnterpriseCloud
Solve Big Problems
• Handles scale and complexity, security, reliability, compliance
• High Performance Operation
CONFIDENTIAL Not For distribution All Contents © 2014 Aria Systems
![Page 23: rendan O [rien Monetizing the Internet of Thingsdw.connect.sys-con.com/session/2502/Brendan_O'Brein_MOT.pdfMonetizing the Internet of Things What You Need to Know Now rendan O [rien](https://reader034.vdocument.in/reader034/viewer/2022051801/5ae19b4a7f8b9a097a8be7c0/html5/thumbnails/23.jpg)
23
www.ariasystems.comBrendan O’Brien
[email protected]@brendan0606/brendanobrienaria
CONFIDENTIAL Not For distribution All Contents © 2014 Aria Systems
Thank You!