Taming M2M Complexity

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Taming M2M Complexity
Presented by Mark Prowten Lantronix Chris
Purpura Aeris
300 p.m. 340 p.m. Lake Michigan B
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M2M Presentation
Presented by Mark Prowten Lantronix
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• Agenda
• Challenges
• Opportunities
• Collaboration
• Conclusion

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• Challenges
• Many challenges exist for M2M adoption
• Identifying the problem is critical to
  developing an M2M solution
• Quantifying the benefit is often difficult
• Changing status quo within an organization
• Understanding the sales, development and
  deployment cycle
• Getting funding to initiate a project
• Partnering with other companies to create the
  solution
• Collaboration with partners doesnt always go
  smoothly
• Managing change through the process

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• Adding to the complexity
• Determining what methods are needed to access
  the data from the equipment
• Determining what data is relevant
• Are special protocols needed to communicate?
• Is there an existing application or is a custom
  application required ?
• If customer application required, will
  development be in house?
• What methods are needed to display the
  information
• web interface, client software, PDA, email,
  etc.?
• What difficulty will be encountered when trying
  to deploy the solution
• Will the deployment require special training?
• Is personnel available for wide spread
  deployment?
• Is out-sourcing required?

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Complex M2M Markets
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• Opportunities
• M2M solutions provide the catalyst for many
  opportunities
• Establish or grow a service revenue stream
• Change a service organization from a cost center
  to a revenue producer
• Reduce expense for service personnel and/or
  truck rolls
• Improved customer satisfaction thru reduced
  response time
• Optimize operations and quality thru closed loop
  feedback
• Gather relevant information for analysis to
  improve business practices
• Build partnerships with synergistic
  organizations
• Improve product development / quality through
  market driven feedback

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• Collaboration
• M2M companies provide all the resources for a
  solution
• Few companies have all the tools to build a
  complete solution
• Software and hardware companies provide many of
  the tools
• Integrators, consultants or an in-house team are
  often needed to pull everything together
• Testing, integration, deployment, management,
  data analysis, and feedback
• Important elements for a successful solution
  with quantifiable ROI
• Not easy for a single company to provide
• Allows companies to focus on core competencies
  typically resulting is a quicker time to success

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• Conclusion
• Each company has a difference initial objective
• Often the process provides an epiphany for a
  more valuable result
• Challenges can represent considerable
  opportunity
• Few companies have the resources to provide a
  complete solution
• Collaboration becomes essential for a successful
  and timely result

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Taming the Complexity of M2M
Presented by Chris Purpura Aeris Communications
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• Ecosystem complexity
• Every vertical is different
• End to end solution complexity
• No one vendor does it all
• Economics are highly distributed
• Hardware still takes a disproportionate of the
  pie compared to mature markets like the IT
  industry

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Security Ecosystem

• GSM
• CDMA

M2M network architect
Cellular network

• Honeywell
• GE

Application service provider
End user
Customer/OEM

• ADT
• Brinks
• Protection One
• Monitronics
• Guardian
• Bay Alarm
• Diebold
• Securitas

• Home
• Small business
• Commercial
• Industrial
• Government

Integrated device
Radio/other component suppliers

• Kyocera
• Siemens
• Qualcomm
• Wavecom
• AnyDATA

• Honeywell
• GE Security
• Bosch Security Systems
• Digital Security Controls
• Telular

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Consumer Telematics (OEM)

• CDMA
• GSM

M2M network architect
Cellular network
Consumers
Automobile OEMs
Application service provider

• GM
• Daimler
• Ford
• Toyota
• Nissan
• Honda
• .

• Hughes
• Telematics
• OnStar
• Cross Country Automotive

Integrated M2M device
Radio/other component suppliers

• Kyocera
• Wavecom
• AnyDATA
• Siemens

• Delphi
• Continental
• LG Electronics
• Infineon

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Commercial Telematics

• CDMA
• GSM

M2M network architect
Cellular network

• _at_road
• Wireless Matrix
• Qualcomm

ASP
Fleet dispatch
End user company

• TBD

Other software providers
System integrator

• Accenture
• IBM

End user company

• Fed Ex
• UPS

ASP
Engine diagnostics
Applications

• Qualcomm
• GE Asset Intelligence

OEM
End user
Other software providers

• International Truck and Engine

• Retailers
• Fleet operators

System integrator

• IBM
• Accenture

ASP
Truck/trailer tracking

• Qualcomm
• GE Asset Intelligence

End user trucking companies
Integrated M2M device
Other software providers

• Swift
• US Express

• Qualcomm

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Align services to a canonical model
E N D U S E R S
Distribution
OEM/Retailer
Manufacturing
Manufacturing
RF Module Supplier
M2M Device Developer
Operations
Service Provider
Application Requirements Application
Certification Tier 1 Support
Device Requirements Application
Requirements Design Review Testing Certification
Specifications Intelligent Firmware Module
Control Functions Testing
Tier 2 Support
Aeris Role
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• Create capabilities for each part of the
  solution

Operation
Enablement
Deployment
Operation
Application enablement
Application integration
Application development
Application management
Customer acquisition
Network operation
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• Economics are highly distributed
• Hardware costs, Subscription models, Cellular
  ARPU are all over the place

Source ABI Research, Frost Sullivan, Driscoll,
Danske Equities, Fredonia Group, interviews,
Scott Research, Juniper Research, Harbor
Research, Focal Point Group, Interviews
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• Open questions to the industry at large
• How do we collectively take a positive sum
  game approach to building this market?
• Do we all understand its an early stage market
  today and are we adopting the right GTM
  strategies to match this?
• Who will step forward and provide the WinTel
  and Dell effect for M2M?
• Open questions from the floor