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The Internet of Things. Alternative business models and best practices.
Jürgen
Hase
,Vice President M2M Competence Center, Deutsche Telekom AGIoT
Week 2012 -
IoT
Economics Workshop, Venice, 21 Mai 2012
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 2
Practical experience with IoT
companies.
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 3
M2M Ecosystem
M2M market view. Deutsche Telekom serves a broad variety of market segments,
which provide horizontal as well as vertical business opportunities.
Vert
ical
bus
ines
s op
port
uniti
es
1.
Transport & logistics2.
Vehicle telematics3.
Smart metering/Smart grid4.
Connected consumer electronics
5.
Security6.
Retail & commerce7.
Industrial automation, monitoring & control
8.
Health care9.
Public sector & infrastructure
11
22
33
99
77
6655
88
44
Horizontal business opportunities
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 4
M2M solutions –
Security. Fire alarm systems and solutions for housing and domestic
construction industry.
Pyrexx
Fire Alarm Systems
Fully integrated GPRS fire alarm systems
Multinational services/call-centers
Highest security standards (DIN EN 14604 )
Full service (installation, operation and servicing)
International emergency call
Solution
Source: www.pyrexx.com
T-Mobile
SIM chipin all Pyrexx fire
alarm systems
T-Mobile
SIM chipin all Pyrexx fire
alarm systems
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 5
M2M solutions
–
Smart Metering/Smart
Grid. Intelligent photovoltaic
system
management.
IPM System
PV System Management
Connected photovoltaic system management improving efficiency, transparency, flexibility and safety in PV system operations
Average efficiency gains of 15 percent
M2M solution enabling remote monitoring and control of the system
Solution
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 6
M2M solutions –
Consumer electronics. Remote Power Plug.
QGate
Remote Power Plug
Fully integrated GPRS power plug
Enables remote power switching of devices connected to the QGate
Energy monitoring and switching of any household device
Monitoring of live and historical data
Solution
T-Mobile
SIM chipin all Q-Gate
power plug
T-Mobile
SIM chipin all Q-Gate
power plug
Source: www.qgate.com
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 7
M2M solutions –
Retail & Commerce. Easy-to-install order handling system for food delivery service.
Lieferheld
Express Box
Remote ordering system
Out-of-the-box
hardware
solution
for
Lieferheld partner
restaurants
Simple connection
setup
to
order system
and processes
through
fully
integrated GPRS and WiFi
connection communication solution
International rollout support by Telekom Deutschland
Solution
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 8
M2M solutions –
Public sector and infrastructure. Urban bike rental services.
Deutsche Bahn
Call-a-Bike
Fully integrated GPRS solution for city bikes
Terminal for tracking and monitoring
Location-based services via Smartphone App
Remote lock provided by our Deutsch Telekom M2M partner Keymile
Solution
Source: www.callabike-interaktiv.de
T-Mobile
SIM chipin DB Call-a-Bikes
T-Mobile
SIM chipin DB Call-a-Bikes
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 9
Specifics of IoT
business models.
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 10
Vertical specific Players
Vertical specific Players
The M2M industry value chain. Highly complex value chain to be integrated into existing vertical
value chains.
Module/box
supplier Connectivity Enabler/
AggregatorApplication
ProviderSystem
Integrator
10
E2E Solution Provider
Implementing an M2M solution needs integration of the “M2M specific Value Chain”
into the traditional Value Chain of the respective industry –
huge barrier of entry; dedicated industry knowledge needed
Highly complex M2M Value Chain calls for thorough business model
considerations to make the business profitable for each party involved
Pre-Products Machine Supplier Manufacturer End Customer
Traditional Industry Value Chain
M2M specific Value Chain
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 11
Partnering in M2M business. DT to build up worldwide M2M partner network with focus on
segment specialists and horizontal partners.
There are millions of small and midsize enterprises on global M2M market with enormous business potential for DT.
DT
To provide complete M2M solution to customer at first hand and to drive international M2M business, DT builds up a strong partner network on global level.
Potential segment partners –
small & diversified Partner network enables global approach
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 12
M2M Partner Network. Horizontal and vertical partnerships to support various M2M
services and solutions.
M2M Software Development
System Integration
E2E
M2M Equipment Development
Customer
Retention
*exemplary illustration
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 13
Best practices for running IoT
companies.
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 14
M2M Services
M2M Developer Platform
M2MM2M Solutions
Deutsche Telekom M2M strategy deep dive.
Global developer networkGlobal services
Open and scalable platform,
global SIM
Remote machines management
Call-a-Bike
Connected Fire Detector
Remote Socket
International Marketing
M2M
–
from connecting everybody to connecting everything –
global SIM, open and scalable platform, global service alliance,
global partner and developer network.
Online MarketingDirect Marketing & EventsAnalysts Relations
M2M Access &
Enabler Platform
Innovations with ‘ideabird’M2M MarketplaceM2M Partner Portal
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Telekom’s partner management solution. M2MCC Partner Portal as central point of contact at DTAG for international M2M companies.
Partner Portal is a communication, information and management platform
for registered members only on global level 24/7/365
Partner Portal is an efficient Tool for Partner Pre-
Qualification
& central Partner Data Management
with access
for all NatCos
Benefits for Partner:
Efficient point of contact, access to exclusive information, usage of special features like Solution Finder, Project Tool, Forum
Goal: Enable M2M business networking across countries and among all segments
https://partner.m2m.telekom.com
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M2M marketplace. 1st
international M2M eCommerce
portal.
The M2M Marketplace is an international e-
commerce portal, which will:
provide opportunities to all M2M players in the value chain to sell goods no matter if they are direct sellers, dealers, producers or other merchants.
enable companies, as well as business customers to search and compare the prices of all M2M goods offered though search filters, and to subsequently order the products in a clear and simple manner.
https://marketplace.m2m.telekom.com
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 17
M2M Developer Platform. Example: M2M Innovation contest ideabird.com
ideabird.com
Identification and development of innovative M2M products.
First focus on ideas, relating the recovery of persons, animals or property.
Identification of the product ideas is carried out through an innovative crowd-sourcing approach.
Realization with independent global ideation platform www.ideabird.com.
Selection of winner product ideas in April 2012.
Target: Develop and sell
1 million additional M2M devices.
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Main focus: Realizing potential synergies, implementing joint services and driving innovation.
GMA will enable enhanced value propositions around M2M smart connectivity through:
seamless connectivity across its footprint,
interoperability between different networks and API harmonization,
an international Partner Program gathering key players from the M2M ecosystem.
Global M2M Association
Global M2M Association (GMA). Implementing an excellent global M2M service experience.
Global M2M
Association
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 19
Guidelines for new IoT
companies.
21 May 2012IoT Week 2012 - Jürgen Hase, VP M2M Competence Center (Deutsche Telekom AG) 20
How to seize the opportunity: M2M success factors.
Act with your business partners along the entire value chain for
joint successes.Ambitious common targets
Establish a strong global M2M brand: Educating and exploring new
markets worldwide.Market communication
Think global, act local: Flexible business models to meet customer needs effectively.Go2Market
Approach the market together: Excellent relations to business partners and developers.Partnering
Deliver best-in-class solutions: State-of-the art and cost effective M2M products.Technology
Ask the market: DT M2M innovation contest “Ideabird“.Be innovative
Thank you for your attention.
Contact us.
Deutsche Telekom AGM2M Competence
Centerhttp://www.telekom.com/M2Mm2mcc@telekom.de