Rad SethuramanVice President, Product Management
Monetizing your Wi-Fi Networks with cnMaestro
Future is bright for Enterprise-Grade Wi-Fi
• Enterprise Wi-Fi market is robust: 6.5B in 2018, CAGR of ~10% – EMEA: 29% of total TAM
– Explosion in number of client devices, IoT, and video traffic making high Density Wi-Fi deployments common place
– Explosive growth in Cloud Managed Wi-Fi (47% CAGR)
– 802.11ax will be a key driver in 2019 & beyond
• Wi-Fi is mission critical for enterprises of all sizes – small sized businesses upgrading to enterprise class Wi-Fi
– Fueling strong growth in lower-end of the enterprise market
– Simplicity, ease of management & TCO trump feeds & speeds
– Driving demand for Managed Wi-Fi (MSP)
• National Broadband initiatives driving growth in public Wi-Fi deployments
Copyright 2014 Cambium Networks, Ltd. All rights reserved.2
$ 6.5 B$ 7.1 B
$ 7.9 B$ 8.5 B
2018 2019 2020 2021
WW Enterprise WLAN Market Forecast
CAGR : 9.7 %
Wi-Fi Market Opportunity
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 3
Cloud Managed WLAN a fast growing segment of the market
REV• Total WLAN market (2017): 5.7B; CAGR: 9%• On-premises: 4.8B; CAGR: 4%• Cloud Managed: ~ 1B; CAGR: 47%
Cloud Managed License Rev rose to 44% of Total Cloud Managed Revenue in 2017 from 37% in 2015
AP HW Rev
Cloud License Rev
2015 2016 2017
Total Enterprise AP Units 13.8M 15.8M 18.4M
Cloud Managed AP Units 1 M 1.7M 2.5M
Cloud Managed as a % of total 8% 11% 14%
$ 4378 M $ 4533 M $ 4784 M
$ 445 M$ 686 M
$ 967 M
$ 0 M
$ 1000 M
$ 2000 M
$ 3000 M
$ 4000 M
$ 5000 M
$ 6000 M
$ 7000 M
2015 2016 2017
CLOUD MANAGED VS ON-PREMISES WLAN (Rev)
Total On-prem Managed WLAN Rev Total Cloud Managed WLAN RevUNITS
• Cloud Managed AP units growth CAGR: 58%
Industry Average and Competitive ASP’s on Cloud Managed AP’s
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 4
$382
$514 $433
$340 $375 $260
$213 $251
$296
$199 $217 $215
44%
51%
32%
41% 42%
17%
0%
10%
20%
30%
40%
50%
60%
$-
$100
$200
$300
$400
$500
$600
I N D U S T R Y A V E R A G E
C I S C O A R U B A R U C K U S A E R O H I V E H A U W E I
VENDOR HW & LICENSE ASP
Total ASP HW LicenseReality Check on “True” AP costs
• Industry tendency is to compare HW prices• Important to compare “true” AP price
(AP Hardware + Cloud License)
• Industry Average • Total AP ASP: $382• Cloud license is 44% of the total ASP
• Cambium Cloud License fee today: $0
A sizeable market opportunity for affordable enterprise class Wi-Fi
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 5
Enterprise Class Wi-Fi
Consumer Class Wi-Fi
High Priced AP’sAP licenses
Management LicenseAnnual SW Support contracts
Larg
e En
terp
rise
s,
Tier
1 S
P’s
($
3.5
B)
Mid
-Mar
ket,
SM
E($
3 B
)
Low-cost consumer grade UBNT, MikroTik, TPLink others
Cisco, Aruba, Ruckus, others
Enterprise Grade Wi-Fi Reliable, Simple, Low TCO CAMBIUM OPPORTUNITY
”Business Outcomes”
Strategy to target the unique needs of the target segments
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 6
Enterprise Class Wi-Fi
Consumer Class Wi-Fi
Larg
e En
terp
rise
s,
Tier
1 S
P’s
($
3.5
B)
Mid
-Mar
ket,
SM
E($
3 B
)
“Set and forget”
• Prefer Simplicity over feature set• Have basic management needs• Prefer Low priced HW• Not willing to pay for software
• Need Advanced Capabilities• Need sophisticated Management• Willing to pay for advanced features• Vertical Specific requirements for
e.g., Guest Experience in Hospitality
Enterprise IT
SI / MSP
Lean IT /No IT
cnM
aest
ro (
Free
)
cnM
aest
ro P
ro
MSP
cnMaestro Offers
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 7
Enterprise Class Wi-FiLa
rge
Ente
rpri
ses,
Ti
er 1
SP
’s (
$3
.5 B
)M
id-M
arke
t, S
ME
($3
B)
Tier 1 Hopitality:Major Brands – e.gMarriott, Hilton
Tier 2: Smaller Hotel Chains, Boutique Hotel Chains
Tier 3 & below: Independent properties & resorts, campgrounds, RV parks, Multi-Dwelling-Units (MDU
HOSPITALITY
Higher Ed, Large K-12
Small Campus –Community Colleges; medium sized K-12
Small K-12 Schools
EDUCATION
Large Big Box Chains
Medium sized stores, regional chains e.gQuick Service Restaurants
Smaller independent retail outlets, coffee shops
RETAIL
cnM
aest
ro (
Free
)
cnM
aest
ro P
ro
MSP
cnMaestro Offers
Penetrating deeper into the enterprise segment with a verticals focused approach
…
OTHERS
cnMaestro Evolution: Cloud Management to Services
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 8
Gartner Feedback - “… a bulk of the functionality you are building in cnMaestro are capabilities that customers are willing to pay for and expect to do so…”
Troubleshooting Tools
WLAN Controller
cnMaestro Essentials (Free)
Zero Touch Provisioning
Management / Monitoring
Guest Access
7-day Data Retention
Policy / Security
Predictive Support
Future Evolution
Network Analytics
Location
3rd Party Ecosystem
IoT GatewayClient Dashboard
cnMaestro Advanced (Subscription)
Advanced Mgmt.
Graphical Reports
API13-month
Data Retention
MSP
cnMaestro Pro Offers
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 9
`
Wi-Fi Pro
cnMaestro Advanced (Subscription)
Fixed Wireless Pro Managed Services Provider
CnMaestro Offer as it stands today
cnMaestro Essentials (Free)
Draft Subscription Pricing (MSRP)• 1 Year: $30/AP ($2.50/AP/month)• 3 Years: $60/AP ($1.67/AP/month)• 5 Years: $90/AP ($1.50/AP/month)
Draft Subscription Pricing (MSRP)• 1 Year: $20/device ($1.67/dev/month)• 3 Years: $40/device ($1.11/dev/month)• 5 Years: $60/device ($1.00/dev/month)
Draft Subscription Pricing (MSRP)• 1 Year: $10/AP ($0.83/dev/month)• 3 Years: $20/AP ($0.56/dev/month)• 5 Years: $30/AP ($0.50/dev/month)
Competitive Comparison – Wi-Fi Pro
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 10
Per AP Subscription → I Year 3 Year 5 Year
Aruba
Device Mgmt $100 $300 $500
Per service (Guest, Policy etc) $50 $50 $50
Cisco Meraki $150 $300 $450
Ruckus $95 $190 $285
Mojo $180 $360 $540
Interesting comment on the UBNT Community Page-
New UniFi cloud pricing-
seriously?
04-07-2018 12:21 PM
“Does anyone else think the new
cloud controller pricing is
astronomically high compared to
what we’re getting?
I have 12 devices on my
controller and instead of $200/yr
it’s going up to $500/yr when I
renew in July…”*Draft Pricing, subject to change
Cambium Networks* $30 $60 $90
cnMaestro Subscription Model
Guiding Principle : Keep it Simple
A token based approach
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 12
cnMaestro Subscription ManagerSubscription tokens and pricing based on • Type of Service • Number of Devices• Subscription Term
Customer / PartnerEvaluate new offersEstimate token needsManage token usage
Buy Tokens• A single SKU on the price list - $1 per Token• Apply to device count or subscription term• Subscription renewal
Deposit Tokens in cnMaestro• Apply to device count or subscription term• Subscription renewal
Wi-Fi Pro
cnMaestro Pro Subscription
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• cnMaestro Subscription Manager in cnMaestro Cloud
• Details
– Devices under subscription
– Which Services consumed
• For on-premises deployment, download license to deploy
cnMaestro Pro Subscription
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• Track token usage
• How many tokens are used?
• How many available?
cnMaestro Pro Subscription
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• Purchase – get an entitlement ID for the number of tokens bought
• Enter entitlement ID in the Add Tokens page
• Tokens are uploaded to the cnMaestro account and can be applied to add new devices or extend the subscription
cnMaestro Wi-Fi Pro - Example
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 16
Customer has a 500 AP Wi-Fi network and interested in a 3-year subscription for cnMaestro Wi-Fi Pro
Greenfield Customer
• cnMaestro can compute the number of tokens needed
• 30 tokens per AP * 500 = 1500 tokens
Brownfield Customer
• 500 AP’s in addition to their network• 30 tokens per AP * 500 = 1500 tokens• cnMaestro will adjust term
appropriately so that all AP subscriptions will expire together
Customer procures tokens – same process as any other product. Single SKU for 1 token
priced at $1 each
Upload Tokens to cnMaestro
A Selection of cnMaestro Wi-Fi Pro Features
Copyright 2014 Cambium Networks, Ltd. All rights reserved. 17
Enabling Managed Service Providers
• Allows a MSP to create a separate managed account for each one of their customer networks that can be independently configured and administered
• The MSP capability has the following two components
– Managed Accounts: groups cnMaestro devices and configuration objects (such as AP Groups, WLANs, Templates, Networks, and Sites) into independent administration domains within a single cnMaestro Company Account
– Branded Service: Allows the service provider to create a customized version of the cnMaestro UI that will be used by their Managed Account customers. Each Branded Service can be shared between different Managed Accounts
• Use Cases
– Enables MSP to create their own branded service with their branding
– An enterprise that has departments that are managed independently
Copyright 2014 Cambium Networks, Ltd. All rights reserved.18
Provides deep down details on a specific client on the network
• Search capability to search for specific client by client name
• Some of the detail delivered
– Client History
– Client Experience Indicators over time: RSSI, SNR, Data Rate, Re-transmissions
– Data Usage
– Application Traffic
Client Dashboard
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Inventory Reports
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• What’s on my network?
• Device Analytics
– Type and health of devices
– Connection statistics
Graphical Reports
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• Inventory: Wi-Fi AP’s & Sites
• Filter based on device groups such as System, Network, Site, AP Group, and WLAN)
• Select Timeframe - “Last Day”, “Last week” etc
• Reports generated and can be downloaded from the UI
Sample Use Case
A managed service provider maintains the Wi-Fi network for a local auto dealership. The provider generates a weekly graphical report summarizing the health, traffic and client count to provide visual feedback of the services rendered.
• RESTful API’s for Monitoring – available now
• Configuration API for basic configuration tasks
– Onboarding
• Secure (standard) method for applications to communicate with cnMaestro
• WebHooks API
– Stream cnMaestro alarms and notifications to 3rd party applications
– Leverage applications such as Splunk to mine notifications and alarm data
– Receive SMS notifications through integration with PagerDuty
Modern API
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cnMaestro Advantage
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• Modern Cloud Architecture: Scalable & Flexible
• Enterprise Wi-Fi Feature Set
• Solutions to drive business outcomes
• Modern API to integrate with the ecosystem
• Right Sized Economics: Freemium model
Thank You!
Copyright 2017 Cambium Networks, Ltd. All rights reserved.