LoRa Alliance presentation Marketing Day 2016; Impacts & benefits from internet of things onto Digital Marketing stratégies & policies, and iterative product design

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LoRa Alliance, Inc. Confidential.
This material should not be shared with people outside the LoRa Alliance without express written permission
The LoRa™ Alliance
“Beyond Marketing Disruption, new Design paradigm”
Thierry Lestable, Ph.D, Vice-Chair

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The 4th Industrial Revolution
500 billion Euros invested into IoT
worldwide by 2020
(Source : Accenture)
30 to 212 billion
Connected objects by 2020
(5 billion today)
(sources IDC, Institut Montaigne, Accenture)
27 %
Of all Data are generated by connected objects in 2020.
(Source : IOC-The Digital Universe of Opportunity-2014)
74 billion euros
Of value creation in France itself by
2020
(source : Institut Montaigne)
$7,1 Trillion Global Market
(sources McKinsey)

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Overall IoT Market Forecast by 2025
Source: McKinsey, June 2015
The industrial IoT
Global Market is
massive, and
requires
appropriate
solutions NOW.
Most of early Market focus for non-LPWAN
LPWAN will represent
+26% of IoT

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Towards Smart Nations
LoRa Alliance Confidential – see title page for instructions
Source: Libelium
IoT LPWAN
Technologies enable
Smart Cities, and
eventually Smart
Nations to take-off
for the benefit of
both Customers, and
Citizens

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The LoRa™ Alliance
“ENABLING THINGS TO HAVE A GLOBAL VOICE”
Democratization & Acceleration of IoT Services
LoRaWAN
LoRaWAN
LoRaWANLoRaWAN
LoRaWAN
LoRaWAN

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LoRaWAN™ nationwide Networks Roll-out status
23 announced nationwide IoT deployments
LoRaWAN clearly contributes to
Building a Digital Single Market, beyond
pan-European!
« Nobody should be excluded from access to
at least basic connectivity » Andrus Ansip
Full Roaming & Switching (No SIM Cards)
EoY’16

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IoT Impact on Competitive landscape
LoRa Alliance Confidential – see title page for instructions
Source: Michael Porter, Harvard Business Review
“The basis of competition thus shifts from the functionality of a discrete product to the performance of the broader
product system, in which the firm is just one actor. The manufacturer can now offer a package of connected equipment
and related services that optimize overall results. Thus in the farm example, the industry expands from tractor
manufacturing to farm equipment optimization”
towards Systems of Systems
1 - Product
2 – Smart Product
3 – Smart, connected Product
4 – Product system
5 – System of systems
Sensors/computing

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Smart Agriculture
Optimization of Irrigation
Optimization of Fertilizer Consumption
Joint Automatisation of Irrigation & Fertilization
• Improved reactivity (e.g. Sprinkle switched-Off as
soon as rain)
• Increased efficiency of ManPower  Costs savings
Water Consumption Reduction: 10-15% / year
Fertilizer Consumption Reduction: 20% / year

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Smart Agriculture & Environment illustrations: Towards Global
Digital Market
Solar powered air quality sensor
in Cotonou, Benin, sending data via SMS
Solar-powered, Wi-Fi enabled soil moisture node at the Asian Institute of Technology in
Bangkok
LPWAN LoRaWAN™ ensures
viability & sustainability of
those models

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IoT Transforming Product Designs
LoRa Alliance Confidential – see title page for instructions
Source: Microsoft
“Design has progressed from the design of objects to the design of systems and on
to the design of complex adaptive systems”
Source: Joichi Ito’s Research Statement, June 12, 2016
Director, MIT Media Lab
GDPR Friendly - Security,
Privacy & Trust

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Sagemcom – SICONIA™ End Devices
Volume: 20cm3
IP65
Multi-sensors embedded for multi-usage
White Label for B2B

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Predictive Maintenance: White Goods
Remote Predictive Maintenance
• Identification of malfunctions BEFORE failure :
• Decreasing number of After-sale calls
• Increasing the Life/duration of the product
Insightful Information regarding the Customer
behavior/usage
• Optimized Maintenance of Legacy/exising Products
• Enhanced Design for New Products
Amazon Dash button
Is outdated already

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Tracking Solutions
LoRa Alliance Confidential – see title page for instructions
Child Care
Elderly & Disabled Care
Disaster Management
Vehicle Tracking
Fleet Management
Parcel, Bags Tracking Pets & Animals Tracking
Tracking
capability is THE
Key Disruptive
Enabler in IoT,
fueling
Innovative
Marketing
services!

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GeoFencing, GeoTargeting, GeoPositioning, Tracking…

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Waste Collection for Smart Cities
-20% Kms,
-40% Collection time,
[35-60%] increase containers’ lifetime
Ref: 400K inhabitants, 900Km2, 2400 probes

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Smart Parking for Smart Cities
Magnetic & ultrasonic detection
(>99.8% vehicle detection, +10 years battery Life)
Driver Guidance
Historical Data Analytics
Enforcement Alerting & Policy Optimization
Real Time Data Acquisition

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Street Lighting for Smart Cities
Optimization of Lighting intensity & kindling frequency :
• Energy Consumption Reduction: 70-85% / year
• Example of Oslo : 10 000 lamps deployed for 70%
Energy Consumption
Monitoring & Predictive Maintenance :
• Maintenance Costs Reduction: 30-50% /year

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Emergency & Disaster Management – Early warnings & Tracking
American Red Cross.: installation of a smart home sensor network for fire
detection in informal settlements in Nairobi, Kenya.
regional travel patterns in West Africa based on mobile phone data and demonstrates
how anonymized call detail records (CDRs) can inform healthcare response activity in the
event of an outbreak of infectious disease, such as Ebola
Flood detection,
Forest Fires,
Avalanche…
Open Data & Open
platforms should
be encouraged for
those Domains !

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IoT is all about Data
LoRa Alliance Confidential – see title page for instructions
From building a good product to
providing & deploying a good Solution
Data Monetization

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Big Data, Machine Learning (ML) & Artificial Intelligence (AI)
LoRa Alliance Confidential – see title page for instructions
“It’s the power to send relevant, timely, and engaging content to every customer, every
time, at any scale”
Source: Boomtrain Next stage is to connect A.I. to CRM
- New Design
rules
- After-sale
services
- Marketing
- Human
Resources
-  Strategy
Marketing needs to get involved

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Iterative IoT Product Design: Virtuous Circle
LoRa Alliance Confidential – see title page for instructions
User/
Device
Network
Platform
Big Data,
Analytics,
ML
Designer/
CUX
Know/Identify quickly if product
experience is up to expectations, or if it
requires adjustments!

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CUstomer eXperience (CUX) Benefits & Opportunities
LoRa Alliance Confidential – see title page for instructions
(Ultimately) No longer requires the use of:
Accurate insights can be gathered thanks to massive data
collected directly from Devices used by, or in relation
(context) with the User/Customer
 Better Understanding of CUX
 Direct evaluation of Needs/Usages
 Eliminate the Need for Surveys, or similar Time-
consuming Market data collection
 Better Targeting
 Advertising more relevant
& accurate to Customer Needs
 Wider & more diverse Ecosystem
 Cross-selling & Brand consolidation
Banner Ads & pop-ups
Benefits
Opportunities

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Predictive Social Media
• IoT is Social Media Friendly, thanks to Platforms
•  Thanks to A.I automated posts/contents on Social Media could be
regularly generated through platforms
• IoT Ecosystems  IoT Communities beyond Developers  Adopters
— Could be centered around Service/Solution OR particular Device
—  Increase the Scope & Reach out to Communities beyond the initial usage
LoRa Alliance Confidential – see title page for instructions
Automated & Reliable social Media
strategy/campaign
Increased Diversity of Communities
&
easier to predict their development

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LoRaWAN™ IoT ECOSYSTEM – Multi-source/Multi-Vendor value chain
Open Ecosystem, with Interoperability & Certifications
 Bootcamps, Hackathons and very soon a Community Forum
 Supporting & Helping IoT Developpers  Innovation & Adoption
End-to-End Solutions

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LoRa™ Alliance – Worldwide Community
LoRa-Alliance.org
+400 Member Companies
49 countries
APAC
LATAM
M.E
N.A
Thriving IoT Ecosystem:
Consolidation
Worldwide
+50Trials(approx)
Maximize Marketing benefits!

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Thank You….
LoRa Alliance Confidential – see title page for instructions