(from our Atlanta desk)
The Machine-to-Machine (M2M) market is growing rapidly and impacting all businesses that need to compete in the growing mobile market. This general session focused on the applications that will drive business models and the key elements needed to support this new network paradigm.
The panelists included :
- Chuck Horne, VP, KORE Telematics
- Steve Hudson, VP,Omnilink
- Stewart Swanson, VP, Numerex
- Joseph Biron, Senior Director, Axeda
- Keynote and Moderation : Mark Roberts, CMO, Discrete Wireless
It was a very intuitive discussion on M2M or Machine-to-Machine technology which is beginning to take off in the wireless industry. M2M area is also referred to as Connected Devices or Emerging Devices industry. This is one of the hottest Mobile verticals and the next big thing for many telcos around the world. M2M involves embedding wireless chips in a variety of household and industrial devices. These devices could include kitchen appliances, washing machines, security systems, thermostats etc in a home. They could also include mobile use cases like parolee anklets who are criminals released on probation, asset trackers like those used in container or cattle transfers, inventory tracking etc. Wireless chips are also enabling Smart Grids and Smart Meters, defense equipment, automotive uses, health monitoring and hospital use and many other industries. The use of M2M technology is only limited by imagination as almost everything can benefit from wireless connectivity. Wireless carriers are more than happy to evangelize this capability as it offers a potentially new lucrative revenue stream for them and their partners.
Here are the notes from the panel discussion on M2M :
Mark Roberts of Discrete Wireless started with a small Keynote speech. He spoke of Unified communication and the fact that 33% firms use VoIP today. As per Mark, VoIP will see 79% penetration by 2013.
Compare this with the world of Connected Devices. Mmany estimates suggest that, by 2020, there will be 50 billion connected devices. Everything that can be connected will be connected. Chaos will reign!! (great
Business Models for existing networking will not work in new world of M2M (how do we charge for 50 billion connected devices – it cannot be transaction based as there will be millions of transactions). (my take on this : It will be flat rate charging per month by carrier for a set of wirelessly-enabled devices with total bandwidth caps. Other model might be where the cost of unlimited wireless connectivity is bundled with the device cost upfront eg Amazon’s Kindle bundles unlimited wireless book downloads with no separate wireless charges (Amazon charges for eBook downloads however).
Chuck : M2M involves three components – network, device and application
Chuck’s firm Kore Telematics provides global network svcs on GSM or CDMA networks.
Chuck mentioned the need to build Value-Added Services to make the M2M model viable.
Eg network mgmt tools, billing svcs, integrate with business svcs
Steve Hudson of Omnilink mentioned that his firm has the electronic monitoring product for tracking parolees and those on probation from jail. Their product allows tracking of criminals – Omnilink has a software platform to support this network. Now Omnilink is getting into asset tracking, amber watch (missing child service) etc. Most certainly, security is a huge application for M2M.
Stewart Swanson of Numerex mentioned that his firm has 1.3 million M2M customers
Numerex is a one stop shop for M2M solns. They integrate device to SIMs and activate or deactivate these devies. Numerex also has hosting solns in the cloud, packaged solns, telematics as well as professional services business.
Joseph Biron of Axeda mentioned that his firm was in the business of tracking assets. Their customers started asking for wireless tracking few years back. At that point, Axeda developed a platform which allows partners to build M2M apps in the enterprise, carrier or SI environment.
Mark mentioned that Discrete Wireless has a fleet management solution for automotive fleets. Their solution has an engine to aggregate the data.
Steve H : M2M involves a lot of hardware, but hardware needs creativity. It is difficult. Folks interested in M2M should not underestimate the complexity of hardware integration and hence should partner with good vendors who have the hardware expertise.
Stewart : mobile penetration may remain flat (a family of 4 needs 4 phones generally). But m2m will grow by 10 times as all devices will become connected (a family of 4 could have almost 20 devices in their home which are connected) (Good point!).
Chuck : with 50 billion connected devices, pay per subscription per month model will not work. Need to innovate billing models.
Currently, cost to install embedded devices in home equipment is prohibitive. This will eventually come down as such solutions go mass market.
Stewart : standards for M2M applications are still missing. TIA (Telecommunications Industry Association) is trying to set some standards for the M2M industry.
Which verticals are big for M2M ?
Steve H – security and tracking is big (Steve’s firm Omnilink caters to security industry).
Stewart – Carriers are depending on Value-Added Resellers (VARs) to connect consumers with M2M applications and solutions, as well as to find viable business models.
May 27th, 2011
Mobile Apps Conclave – the conference organized by CellStrat concluded successfully on 29th April, ‘11 at The Chancery Pavilion Hotel, Bangalore. The Conference saw tremendous interest with a large no of audience from all over India. The star-studded speaker lineup and intuitive content on Mobile Apps and Web fueled interest in this event. The theme for this event was : “The Mobile Web Disruption – Life, Media and Business get Appified”.
In addition to Bangalore, audience came from cities like Delhi, Mumbai, Hyderabad, Kolkata, Ahmedabad and Chennai, both from brands and senior management of companies as well as the developer community.
More than 200 blue-chip audience participated in this event on the hottest topic in modern times – Mobile Apps, App Stores and the Mobile Internet. Most brands, mobile device manufacturers, app store and app development firms were present to learn about the Business of Mobile Apps and Web.
Details of the event and photographs are available at http://www.mobileappsconclave.com.
Event Brief :
The Mobile Web – the new name of Growth around the world. Mobile Internet Tsunami – as many refer to it.
Mobile is the industry of this decade. Mobile has taken world by storm. The feature phone growth is fast evolving into smartphone growth driven by the emergence and popularity of The Mobile Web and those tiny ubiquitous Apps – hundreds of thousands of them literally. Mobile Web is upending so many industries, it is breathtaking to say the least. Many of these businesses are succumbing to the trend which the venerable firm Apple started – businesses like news and media, advertising, gaming, productivity, publishing, telecom, entertainment, commerce, financial services or healthcare..the list goes on and on. Whoever you are, wherever you are – either have an App and Mobile Media strategy or be prepared to loose substantial traction in the marketplace – because, indeed, your customers are App savvy even if you are not.
You are on the road and want to check nearby promotions, there are many apps for that; you want to track your supply chain, many apps for that too; track Social Network updates; many apps there as well; there is even an app for Confessing to God. Apps are orchestrating the growth in intelligent smartphones; next playground is Tablet followed by Computers. Are you ready for the brave New World of Mobile and Mobile Tablets ? Are you ready for the Mobile Web revolution ?
Conference Sessions :
Here are some notes from the Keynotes and Panels that transpired at this event.
In the morning session, there was an intuitive keynote by Pratapa Bernard, Vice President and Head – COE – Data Services (Emerging Markets) at Vodafone. He addressed the impact of the Mobile Web and Apps on the modern consumer and businesses. He mentioned the imperative need to focus on user experience and not technology itself citing the example of Apple etc. He went on to say that 80% of internet access in India in 2015 will be from mobile devices.
Next came a panel on “Mobile Apps go mainstream – Content, Engagement and Lifestyle on Mobile Apps”. This panel discussed the Mobile App revolution and how Content and Entertainment is being delivered via Apps. The panel speakers included Rajiv Kumar (CEO – RockeTalk), Deepak Swamy (Head – Flypp App Store, Infosys), Sanjay Bhasin (VP-Getit Info Services), Vikram Tanna (VP – STAR Digital), Rajesh Reddy (CEO, July Systems) and Narasimha Suresh (CEO – TELiBrahma). This panel focussed on App monetization and how developers are finding it a challenge to monetize their apps. This panel also discussed the need to “Indianize” the Western business models, cost structures as well as offerings to make them work in India. On HTML5, the panel members said this new standard will be big against Mobile apps but the “when” is not clear yet.
After the first panel, there was an interesting keynote by InMobi (top Mobile Advertising firm) executive Sridhar Ranganathan (VP-Product Management) on how market pressures are forcing firms like InMobi to push the boundaries of creativity with immersive advertising and the need to think of Mobile Ads like mini-apps. He mentioned the need to un-learn the PC and focus on Mobile as a separate experience.
In the afternoon session, there was an innovative keynote by Sunny Rao, MD – India and APAC of Nuance Communications. Sunny spoke about some of the innovations in Mobile Web world surrounding Speech Technology, Voice-based Social Networking and automotive vehicles as mobile channels. Sunny’s keynote was followed by an interesting panel on innovations in Mobile Apps and Mobile Web. This panel had some true Mobile innovators in Amiya Pathak of ZipDial, Kalyan Manyam of MojoStreet, Indus Khaitan of Bitzer Mobile and Soumitra Sharma of IDG Ventures. This panel discussed specialized vertical Apps which are popping up in industries like Payments and Commerce, Social Gaming, Healthcare and Education.
The Mobile Innovations panel was followed by a Startup showcase where Sriram Mohan, Associate Editor at YourStory.in helped introduce some startups which are creating innovative business models in the Mobile App ecosystem.
The last (but not the least) panel was on Emerging Devices and Tablets. Advent of Apple iPad has opened a whole new world of possibilities and truly heralds a world of post-PC era. Prabha Aithal, CTO at CanvasM moderated a panel of speakers which included Alap Ghosh of Mobango (App Store), Pradeep Rao of Research in Motion, Ashish Gupta of Helion Ventures and Dr Sharad Jaiswal of Alcatel-Lucent Bell Labs. This panel discussed the impact that the tablet and emerging devices are having on the ecosystem. Emerging Devices is a hot new area and is seeing digitization of content at a blistering pace from a variety of industry verticals like publishing, entertainment, retail, media etc..
Conference Partners :
Overall, it was an action-packed conference with active participation from speakers and audience. Partners included Presentation Sharing Partner authorSTREAM on which the presentations by CellStrat, event speakers, exhibitors and partners can be found. The Mobile App Partner, Hazel Media provided an event app for this conference. Whereas the Mobility Partner, MobiVite published a Mobile WAP site for the same.
InMobi was the Platinum Sponsor for this event. AgileCO was the Gold Sponsor. Other supporters included partners like MOMO Bangalore, The Morpheus and Indian Angel Network (IAN). Media Partners include the online media firm YourStory.in and TelecomLead.
YourStory.in was a Premium Partner for this event and it provided online media visibility as well as Anchor support for the event.
Mobile Solutions Expo :
This conference also saw an interesting exhibition on Mobile Solutions where some innovative app companies exhibited their apps and solutions. This Expo dazzled the audience with some interesting apps and solutions in the Mobile space. The exhibitors included WINIT, Nanostuffs, RockeTalk, Bitstream, Softtrends, MobiVite and some others.
For photos and other details from the event, check the event website at : http://www.mobileappsconclave.com.
Shyam Kamadolli (Director – Fidelity Growth Partners India) was one of the attendees and has some intuitive notes from this conference on his blog : http://skamadolli.wordpress.com/2011/04/29/india-mobile-apps/.
May 16th, 2011