Speaker: Kenny Kwan, Head of Software and Cloud Engineering, Gibson Innovations Limited Here from Gibson Innovations engineering on how they build, deploy and manage their Data Analytics Platforms and IoT Hub on AWS and get business insights.

1. Creating Product Intelligence from IoT Hub
with AWS
CARMEN CHENG, SOFTWARE ARCHITECT OCT 31, 2017

2. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 2
* This includes consumer and professional audio,
headphones and music instruments.
Our Business Ambition
BECOME THE WORLD’S
#1 MUSIC LIFESTYLE
COMPANY
Grow profitably to 50% of the music market*
Our Marketing Challenge
EXECUTE A MULTI-BRAND
STRATEGY ACROSS THE
CONSUMER DECISION
JOURNEY
* This includes consumer and professional audio,
headphones and music instruments.

3. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 3
OUR BRANDS ARE EVERYWHERE MUSIC IS BEING
CREATED, PERFORMED OR EXPERIENCED
Performing music Creating music Experiencing music

4. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION
We are Gibson Innovations and we love music. We are headquartered in Hong Kong.
We are part of Gibson Brands, headquartered in Nashville, Tennessee.
We distribute our audio innovations across our brands in close cooperation with our retail
partners.
HEADPHONES &
BLUETOOTH SPEAKERS
Gibson Innovations: experiencing music
4

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• Bank grade end-to-end security design (co-develop with US
security partner) for ALL communication between IoT devices, mobile app and
connected cloud with multi-factor authentication
• Serverless approach reduces the servers maintenance support and
overall CPU usage; pay per API call instead of a static server setup. It
perfectly fit the need of a long tail product life cycle (own a car vs. rental car
vs. taxi)
• Hybrid algorithm data analytics platform plug-in
framework design ready for 3rd part machine learning algorithm
• End-to-end connectivity design provides small memory
footprint software development kits (SDK) for mobile app and IoT devices
integration, with Bluetooth, NFC and ZigBee connectivity ready
Uniqueness

8. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 8
Throughout the Gibson’s IoT journey
>ADataAnalyticsPlatformride on Core IoT Infrastructure
Goal

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Building our data analytics platform
> Our challenges
A Unified
Framework
for all
analytics
projects
Serving
multiple
groups of
recipients
Support
platform
agility and
scalability

10. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 10
Building our data analytics platform
> So, how ourjourneygoes...
Using AWS services:
Our architecture:
And in few months, we got the platform ready to test our first pilot service

11. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 11
Our Experience: Building our data analytics platform
From here,to there,andthen:Afew notes
We starts by
- Using the handful pre-built/configured utility and framework with AWS
- Built-in with high flexibility and scalability onto the infrastructure
Now, we are able to
- Launch the platform in short period of time and with ease of labor work
- Pilot trial on our first service
- Provide a playground for internal brainstorming/developments
Upcoming next,
- Keep learning the latest tools/services, embrace and adopt those suits
- Keep going: continue and focus on our data analytics service delivery

12. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION
Lessons Learned and the Three D’s
IoT Enterprise Business Learning
KENNY KWAN, HEAD OF SOFTWARE AND CLOUD ENGINEERING OCT 31, 2017

13. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 13
Dark Data
Streamium “Connected Home” story
IoT Infrastructure Platform

14. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION
Streamium Story – Once Upon ATime
In 2000 Philips' consumer electronics division (business unit Audio) invented
the Streamium brand for a "Connected Home". Varies ranges of products were
released between 2000 and 2013.
"The Internet has transformed the way we do business," Demuynck stated,
referring not only to communications and promotions but to product design as
well. "We intend to put Internet capabilities into many products, making
Internet content as accessible as pressing a single button on a TV remote.
The Internet dominates all our thinking—it will expand from a browsing activity
to an always-on, integral part of daily life," he said.
– Guy Demuynck, CEO of Philips CE @ CES2001
FW-i1000 @ 2001 MX6000i @ 2003 NP1100 @ 2008

15. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION
Streamium Story – Dread Is Inevitable
Starting from 2002, Philips build
own connected device (IoT)
infrastructure.
- OpEX is US$2M annual
@2010
- Complex SLA to extend
features or infra upgrade
- Deadbolt design-in, not easy
to design-out
- No recurring revenue to
support the backend
7
AW9000 @ 2013NP3700 @ 2011MCI298 @ 2011

16. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 16
Expensive monthly
statistics reports and
dashboard visualization
Streamium Story – Dark Data
90% collected data in the
course of regular business
activity is not being used
Approx 70% of annual bill is
for dark data handling cost

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Streamium Story – IoT Product Lifecycle
• Extreme long product lifecycle ~ 5-7 years
• Sales slow down with the market obsession drops
• Devices have been programmed to do what they designed for, it is challenging
to change the device software for all models
• Consumer Care, Quality, Brand, Customer Research teams etc, do not allow
us to unplug the infrastructure for those old market devices
• Huge legal and financial liability for the increasingly accumulated dark data
Data retention policy, Service disposal
MCI900 @ 2012

18. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 18
General Data Protection Regulation (GDPR)
“The EU has spent years in coming to the GDPR and business and organizations
are claiming that a privacy-policy based on GDPR will carry the label of meeting a
high, if not the highest standard to protect the privacy rights of individuals.”
- Inhouse Senior Legal Counsel

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Data Protection Laws Around The Globe
Source: http://globalriskinsights.com/2016/01/eu-poised-to-adopt-worlds-most-stringent-data-laws/

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Source: www.eugdpr.org
On May 25, 2018,
the GDPR will
directly applicable
in all EU Member
Status

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Data Protection Responsibility
Source: http://aws.amazon.com/compliance/data-privacy-faq/
Source: http://aws.amazon.com/compliance/eu-data-protection/
AWS services will
comply with GDPR
on May 25, 2018
How about yours?

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Why is it so ?
• The GDPR is the biggest ever overhaul in
privacy law, intended to harmonize data
protection laws throughout EU
• Prior to GDPR, the regulations of the EU
in personal data have been a system of
patchwork for decades
• Today, the amount of digital information
we create, capture, and store has vastly
increased
• Many countries’ current legislation were
enacted before the digital revolution such
as the cloud technology which created
new ways of exploiting data
• Simply put, the old regimes were no
longer fit for purpose
Source: http://data.consilium.europa.eu/doc/document/ST-5419-2016-INIT/en/pdf
Source: http://globalriskinsights.com/2016/01/eu-poised-to-adopt-worlds-most-stringent-data-laws/

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Various Government reactions to GDPR
Germany – the German Parliament and the Federal Council have both
approved the draft of a new Federal Data Protection Act this year in order to
align with the EU GDPR in May 2017
France – the local privacy commissioner (CNIL) published a 6-step
methodology for companies that want to prepare for the GDPR in March
2017.
Singapore – the Singapore Personal Data Protection Commission embarked
on a series of initiatives as part of its efforts to develop a trusted data
ecosystem in July 2017
We will probably see more changes in the year to come.

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As data controllers and processors, what
should you prepare?
• Review your existing contracts with
data processors
• Review your use of sub-contractors
• Review your data export
arrangements
• Determine whether you need to or
should appoint a data processing
officer
• Review the data security
• Set up compliance accountability
procedures
• Conduct risk assessments to
ascertain what form appropriate
and organizational technical
measures will take
• Privacy-by-design
AWS Re:Invent 2017 SID336

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Data Bank

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History of banking
1361- Venice is considered the cradle of modern banking
1994 – Yahoo founded and start data collection
Source: http://www.stopprintingmoney.com/Learning/History_of_Money_and_Banking

27. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 27
Central Data Bank
Banking Internet Service Providers
Capitalism Dataism
Lend capital to borrowers and
charge high interests
Use data to do direct online
advertising and charge retailers
Public deposits and get low interests Consumers provide data and get
freemium
Heavily regulated industry Loosely regulated industry
Credit, Debit and Underwriting ?
Certificate of Deposit ?
Money supply: M0, M1, M2, M3, M4
– currency in circulation
Data supply: personal, non-
personal, data expiry date,
population size - data in circulation
Authority from humans Authority from algorithms

28. SOFTWARE AND CLOUD ENGINEERING | OCT 31, 2017 | AWS PRESENTATION 28
Future of Data
BANK
(Domain reserved)