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Asserting a Role in the M2M Ecosystem
Guy Redmill
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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
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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
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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
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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
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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
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eHealthDigital Health Initiative
17Patients
Basen
Web Cloud Services
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eHealthDigital Health Initiative
• 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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eHealthDigital Health Initiative
• 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.
Ref: Sven Schuchardt, Cem Senturk, DETECON
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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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Ref: Sven Schuchardt, Cem Senturk, DETECON
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eHealthEmergency Alerting and Monitoring as a Service
Managed Service
Primary Care
Payers
First Responder
Monitoring
Patient
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Ref: Sven Schuchardt, Cem Senturk, DETECON
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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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Ref: Sven Schuchardt, Cem Senturk, DETECON
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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
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