asserting a role in the m2m ecosystem

Asserting a Role in the M2M Ecosystem

Guy Redmill

About UsA brief overview of Redmill Marketing Associates

• Outsourced marketing and strategic consultancy services for the TMT sector• Strategy• Communications• Analysis

• Deep knowledge of marketing and strategic needs of the TMT industries

• Clear, insightful communications and actionable marketing programmes

• An experienced, multi-skilled team to complement your in-house resources

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BackgroundThe Explosion in Connected Objects

• Number of Connected Objects expected to reach 50bn by 2020

Conn

ecte

d O

bjec

ts, W

orld

(bn)

Pene

trat

ion

Rate

(%)

2012 2013 2014 2015 2016 2017 2018 2019 2020

10

20

30

40

50

60

2%

3%

5%

6%

8.711.2

14.418.2

22.9

28.4

34.8

42.1

50.1Connected Objects

Penetration (RHS)

Source: CCS 2013

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BackgroundBelieve the hype?

• Much hyped market• 50 billion connected devices?

• Different modes• M2M, M2H

• Different delivery• Fixed, mobile, satellite, WiFi/ LAN

• Early promise, early question marks• Data types, agnostic transport, low value, thin margins

Market Forecasts ProliferatingClarity emerges

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• While conflicting, clarity is emerging• Segmentation

• Clearly defined, addressable markets• Driven by use cases

• Application applicability• Booming• Any task that requires data to be sent somwehere is

essentially a candidate• Anything that can be monitored

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But...there are problems

• Interconnection for transit• Traffic hubs and exchanges• Direct peering

• Interconnection with local partners• Traffic delivery / collection

• Migration to new core• NGN, IMS

The Internet of ThingsConnected Services

Source: Beecham Research

FocusHow can you turn data and forecasts into actionable insight?

• All M2M segments have common and unique needs• Key is to understand what is commom

• Which can be provided across all segments addressed

• And what is unique • Creating differentiation and a stronger role

• Critical path is to select one or two segments and act• Which will generate most value?

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What’s CommonDelivery, transport, capacity...

• Data delivery• Collection from industrial, commercial or domestic endpoints

• Data transport• Across any infrastructure

• Wireless, fixed• Satellite (due to remoteness)

• Capacity, scheduling, flexibility• Pricing/ Billing• Third party access• Assurance and alarms

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What’s UniqueNetworks, scheduling, prioritisation...

• Demands of different transport networks• Coverage / capacity

• Real-time ve non real-time• Latency• Scheduling• Prioritisation• Assurance and alarms• Policies

• Agility, flexibility• Assurance and alarms

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Capability-based rolesDelivery, transport, capacity...

• Operators have assets• Across any infrastructure• Legacy service assurance• Service delivery platforms

• Enabling third party access to resources and policy control mechanisms

• Must evolve to differentiated, differential service assurance platforms to meet demand of segments

• Capitalise on real-time delivery, service assurance and billing capabilities

eHealthA Case Study in M2M

• Increasing need to enable more efficient patient monitoring

• Dramatic rise in chronic illness• Increasing ongoing costs and burden

• eHealth has many applications but remote patient monitoring can readily be addressed

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Injury

ChronicDiseases

OtherDiseases

1990

Injury

ChronicDiseases

OtherDiseases

2020

The burden of disease Changing requirements in the developing world

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eHealthRemote Body Sensors

Electrocardiogram Sensor(ECG)

Electromygraphy Sensor(EMG)

eHealth Sensor Shield for Arduino and Raspberry Pi

Airflow Sensor(Breathing)

Blood Pressure Sensor(Sphygmomanometer) Patient Position Sensor

(Accelerometer)

Pulse and Blood Oxygen Sensor(SPOS)

Body Temperature Sensor

Galvanic Skin Response Sensor(GSR - Sweating)

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eHealthEnd to End Connectivity in eHealth

Work Station(Home PC or

medical module)

Internet

Locally

Wireless

Wired

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eHealtheHealth Stakeholder ecosystem

CSPs(fixed, mobile, satellite) Patient and Family

Clinicians

HealthcareProviders

Health InsuranceCompanies

Diagnostic Centre

eHealthDigital Health Initiative

Pharma

sClearingHouse

Legislation PayersFood

Coaching Patients

Mobile Devices

Primary Care

B2B B2B

B2B

B2B

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Ref: Sven Schuchardt, Cem Senturk, DETECON


17Patients

Basen

Web Cloud Services


• TM Forum Catalyst Project• Showcasing need to create ecosystem and involve

multiple stakeholders• The service is provided OTT

• But the operator is crucial in enabling the service• Requires QoS, variable policy, optimised service assurance,

orchestration etc• Partnerships are critical

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• Project highlighted pre-requisites for eHealth delivery• Systems interoperability• Solving complex data collection challenge• Multi-provider environment• Data analysis• Operational visibility• Management of collection, delivery and routing• Alarms, alerts

• But also highlighted clear and compelling opportunity

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eHealthChronic Disease Management

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The insurance wants to add the service as new component to an existing insurance product.

Insurance Portfolio

n Existing Product

n New service as new component

Diabetes Management

ServiceOrder Operate Bill

The portal provides all required interfaces to setup, run and bill the service.


eHealthChronic Disease Management

• Customer Need• Health insurance (payers) wants to launch new offer to diabetes

patients• Service shall be an addition to an existing health insurance plan• It shall be possible to add / remove service options (e.g. automatic

data collection, coach advise, community, education, gaming, …)

• Solution Approach• Build Internet portal with integration to mobile insulin and activity

tracking devices - use eTOM & NGOSS for design• Enable patient coaching program for motivation and changing

behavior of patient• Operate solution as Managed Service

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eHealthEmergency Alerting and Monitoring as a Service

Managed Service

Primary Care

Payers

First Responder

Monitoring

Patient

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eHealthEmergency Alerting and Monitoring as a Service

• Actors needs that must be fulfilled• Register to program• Alerts include sharing Geo Coordinates• Effective borderless Emergency response

• Transparency• Access to patient data• Real time notification

• Effective patient locating• Access to primary care provider• Patient history access

Patient

Primary Care

First Responder

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ConclusionOpportunities for Operators

• Operators can stake a claim in M2M but...• Must recognise their assets• Must recognise their place in wider ecosystem

• Idnetifying and targeting clear segments is essential• Partnerships are critical to support services• Models will differ around the world but monetisation

potential is clear• Operators need to invest in the infrastructure to

support variable service demands and optimised, agile service orchestration and assurance

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info@ redmillcommunications.com

@redmill_mktg

+44 (0) 203 137 2070

www.redmillcommunications.com

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ContactsHow to get in touch with us

asserting a role in the m2m ecosystem

Technology