Welcome!

Linux Containers Authors: Liz McMillan, Pat Romanski, Elizabeth White, Yeshim Deniz, Roger Strukhoff

Related Topics: @ThingsExpo, Java IoT, Linux Containers, Containers Expo Blog, @CloudExpo, SDN Journal

@ThingsExpo: Blog Post

Internet of Things Is Not Another Subscription Service | @ThingsExpo [#IoT]

There is a view that with IoT becoming a reality, it’s rather simple

The Internet of Things Is Not Just Another Subscription Service | Part 1

Companies that until recently had never heard of the Internet of things (IoT) are now excited to find that they've been IoT players all along. Businesses involved in home automation, security services, vehicle tracking and health monitoring to name a few have been around for a while. They all provide services that involve devices (now known as "things") that communicate with each other, with their owners, and sometimes with control centers. Increasingly that channel of communication is via the Internet. Therefore, they all see themselves as IoT service providers now, and rightly so. But they are also specialists in the actual services they provide, and the fact that we have an increasingly popular expression to describe the infrastructure they use does not diminish the need for that expertise. While IoT brings additional challenges and opportunities, it doesn't remove the need to retain business methods and strategies that remain appropriate for the specialist area, even in a rapidly changing world.

At the same time, companies that have built and sold business support systems for years - billing, order management and CRM - are kind of excited to find that they are also in the IoT business. Their systems can work even in this new world of IoT, and they are proud to publish the fact, inviting the world to participate in seminars, webinars, etc., highlighting this marvel. These billing vendors are being rather vocal and shouting loudly from the rooftops that the Internet of Things economy is happily meeting the world of subscriptions, so jump on board the bandwagon. We shouldn't be surprised. After all, a billing system that is optimized generically for subscription services can bill for recurring revenue services such as subscriptions in an IoT environment too, provided, of course, that the service provider accepts the premise that IoT is just another subscription service.

An Overly Simplistic View of the Internet of Things
There is a view that with IoT becoming a reality, it's rather simple. Politicians and commentators are fond of telling us that IoT means a new exciting future in which the fridge decides when to order more food. That example has stood the test of time: it has been with us since the closing years of the 20th century. In the movie The 6th Day, released in 2000, Arnold Schwarzenegger had a smart Internet-connected fridge (which might be the most memorable thing about that movie). Internet-connected fridges were sold in 2002, but without much success, and just last week a British politician regurgitated the cliché. Maybe he'd just seen the movie.

Many descriptions of mainstream IoT services tend to emphasize sensors and monitoring, with a degree of autonomous actions (alarms for example) to help people out, but mostly these services feed information into data centers for storage and analysis. This is where concepts such as home automation, energy management, health monitoring, security monitoring and vehicle tracking all started. But already we can see the emergence of smarter and more sophisticated systems, such as those with the ability to identify a need for medication, and trigger an Internet-connected implant to deliver a dose. Systems don't just notice an intruder and raise an alarm, they also can lock paths of exit and attempt facial recognition of intruders. IoT services can track vehicle movements, assess anomalous behavior and call for help when needed. All of this happens in near-real time. It isn't directly controlled by humans, although humans set the rules of behavior. It is not driven directly by data analysis, but data analysis contributes to creating the semi-persistent rules for appropriate actions.

What I am describing here are "agents": the devices and systems that make rules-driven decisions and enact transactions on behalf of the device's owner. Agent systems have been with us for a long time, even pre-Internet. The least-cost routing algorithms that telecom carriers and some large enterprises use for determining the routing of voice telephony calls are agents. The automated trading systems now commonly used to supplement humans in the stock market are also agents. The automatic assignment and configuration of network capacity and network functionality in emerging programs such as software-defined networks (SDN) and network functions virtualization (NFV) will, in effect, be conducted by agents working on behalf of carriers and infrastructure owners. Agents are becoming an essential part of the IoT nervous system, and any business that is aiming to make money from IoT needs to understand that.

Individuals and businesses will employ agents that interact with cloud orchestration systems to continually optimize the portfolio of services consumed by their human owners, based on owner-defined criteria of cost, functionality and performance. Some agents will be smart enough to subcontract some of the load to other, more specialized agents. The agents will be fed data by sensors and monitors, will receive analysis from aggregation centers to inform decisions, and will give instructions for action to other devices.

With agents in the system, we can see that the simple view of sensors monitoring and actuators performing chores, with a data center acting as broker, is just too simple. Agents will enable and manage complex processes, decision trees and relationships. Agents will bring to the wider world many of the management and control concepts that have been tried and tested within the walled gardens of factories, hospitals, power plants and data centers. Agents could even provide citizens with cross-checked and validated data about the world that will help them understand whether politicians are repeating authenticated facts or are just making them up.

Burgeoning sophistication can bring lots of benefits, provided we don't lose sight of what is really going on. But humans do like to over-simplify, even as the world naturally evolves into something more complicated.

Why One-Trick Billing Systems Don't Cut It with IoT
That brings us back to billing systems that need to monetize the IoT. There are lots of billing systems out there, and many of them are rather simple. These simple systems support only a narrow range of products or services, or they support only one type of pricing or charging model. These are one-trick billing systems, and they are good for one-trick service providers that don't plan to be anything else. Agents will certainly drive the generation of new and more nuanced business models as the concept of a service itself becomes more amorphous. IoT will inevitably bring a need for more, not less, sophistication and complexity, and we need systems, including billing systems, that can handle the complexity challenge.

I will share more thoughts on one-trick billing systems in my next blog, but in the meantime, read what more about the Internet of Things.

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of resource and service control software, now part of Extreme Networks.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, discussed how they built...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
"Digital transformation - what we knew about it in the past has been redefined. Automation is going to play such a huge role in that because the culture, the technology, and the business operations are being shifted now," stated Brian Boeggeman, VP of Alliances & Partnerships at Ayehu, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...