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Next Decade of Internet of Things and its

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Ruma Shukla
Ruma Shukla

The document discusses the next decade of the Internet of Things (IoT) and its challenges. It provides an overview of IoT, including its concept of connecting physical devices to the internet. It discusses the history and growth of IoT, current and future applications, opportunities in India, and the significant economic impact predicted for IoT globally in the trillions of dollars by 2020. Key challenges mentioned include developing wireless connectivity and sensors to support the billions of devices that will be connected through IoT.

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{ Next Decade of Internet of Things and its Challenges Dr. Ruma Shukla Associate Vice President Vayam Technologies Limited (an SEI CMMI level 5 company)
Vayam is not typically in IoT space as yet, but we are a Mid Size System Integration Company with many initiatives which is a prerequisite of Smart City, M2M and IOT: Along with GMV Spanish Technology Partner Vayam has successfully implemented the Integrated Transit Management System of BRTS Ahmedabad. One of the first to implement GIS integrated BI for monitoring HMIS (Gov) all over the country on regular basis. Created e-purse based transaction in 6000 + CSCs in the country Managing Security inside Tihar Jail using Surveillance Cameras. Biometric Application s for security agencies and Banks Solid waste Truck monitoring using GPS saving almost a crore in a year for BMC. AMR data integration with Oracle Utility Suit. Have solutions for Integrated Health management system: e- prescription, On board Patient registration for emergency, Ambulance management system, Hospital Information system A brief Introduction
To add to human comfort through automation To make machines more intelligent to do our work. To stay connected Why we need IoT
The traditional internet is focused on the data that makes up the internet (without the average user really caring about where the data is located) The Internet of Things is focused on just that, the things that are connected to the internet. (And special attention is given to the precise geographic location of where each device resides.) Concept
Internet of Everything Source: http://blog.serversilo.com/
Sensors Source: Mazlan Abbas; What exactly is internet of things
Connectivity Source: Mazlan Abbas; What exactly is internet of things
People and Process Source: Mazlan Abbas; What exactly is internet of things
{ Your World Change with IoT Source: Ankur Pipara; IoT
History of Internet
History of IoT 1800s: creation of first electronic communication devices 1989:Tim Berners-Lee proposed the World Wide Web Mid 1990s: The rise of internet and more experimental devices; Trojen Room Coffee Pot, inTouch Project; Mark Weisers stock market 2000: LG Announces Plan for the First Internet refrigerator 2005: United nationas first mentions IoT in a published international Telecommunication Union Report 2011: Internet Protocol version 6 (IPv6) launchedwhich allows around 340 undecillion IP addresses 1926: Nicola Telsa envisions a wirelessly interconnected world. 1990: The 1st connected device are created- a toaster and a drink machine. 1999: Kevin Ashton coins Internet of Things and found the MIT Auto-ID Center 2002: Ambient Orb is released, which displays Dow Jones, personal finance and weather information based on internet data 2008: IPSO alliance launches to promote the use of Ineternet Protocol (IP) in connected devices. 2010: Google Kicked off self driving vehicle Project, a major milestone of future connected Cars 2012: Googles Project Glass; First Internet Connected Tshirts, 2013: Intel Launches Internet of Things Solutions Group; First Commercially available Cyborg 2014:Industrial Internet Consortium (IIC) was formed; IoT Incubation Council was lauched to study how IoT devices interact with consumers
Technology Growth Map RFID tags for facilitating routing , inventorying and loss prevention Surveillance, Security, health care, transport, food safety, Doc. Mgt. Locating people and everyday object Teleoperation and telepresence: Ability to monitor and control distant object Demand for expedited logistics Cost reduction leading to diffusion into 2nd wave of applications. Ability of devices located indoors to receive geolocation signals Miniaturization, power-efficient electronics & available spectrum . Software agents and advanced sensor fussion Supply Chain Helpers Vertical market applications Ubiquitous positioning Physical World Web 2000 2010 2020 Source: SRI Consulting Business Intelligence
Future in IoT 2015-2018 Smart Clothes , can track biometric data like heart rate & calories burned. -smart fibres -mobile devices across Bluetooth Smart watches- Apple watches 2019-2020 Smart TV Internet traffic from wireless device will exceed. Half of it from Non PC device. Over 900 satellites are to be launched 1.4 mobile device per capita 2020-2025 Expected to cut Greenhouse gas emission by 19% All Cars to be connected to Internet All Utilities will be connected with RTUs
Wireless M2M almost 10 years old with VTMS. Automatic Meter Reading (AMR) and Wireless Point of Sales (POS) by Banks and Courier companies. Use SMS and GSM, GPRS based connectivity Industry dominated by System Integrators and Software Companies. LPG cylinder booking for IOCL and HPCL through IDEA. Govt. Initiatives: UIDAI (Unique Identification Authority of India), Micro-Banking, R-APDRP (Restructured Accelerated Power Development & Reforms Programme), JNRUM (Jawaharlal Nehru National Urban Renewal Mission), City Surveillances & Smart Grid, Smart City and Digital Inida Smart Homes Currently Indian market is dominated by short range modules such as Wi-Fi, Bluetooth and Zigbee. Coming years it will be towards cellular and satellite M2M modules. 3G based modules are expected to be deployed in the coming years Indian Context of IoT and M2M
Wipro is working on the design and deployment of products like smart meters and healthcare devices. These healthcare devices , can be worn as a necklace or a belt. Wipro is also making pumps smarter for agricultural irrigation. Chennai Tax Corporation has replaced a manual process of property tax collection with SIM card-based machines. Orissa State Transport Corporation buses embedded SIMs in seats to send alerts about vacant seats to digital billboards on bus stops. Punjab state education dept. using Biometrics on SIM based device to monitor attendance. Infosys is building a library of solutions for M2M communications Infosys also making M2M applications for safety of oil and gas pipelines using sensors on pipelines Nokia collaborated with Divum to develop an application that lets consumers control mini model cars through Wi-Fi and motion sensing. Zohos M2M solution is to monitor air conditioners, security cameras, door locks, lights, generators and backup batteries of ATM centers. Sensors attached to power lines can capture data relating to voltage as well as attempts to pilfer Indian Context of IoT and M2M
Telecom: Vodafone developed SIM card-enabled smart meters that can relay meter readings to energy providers. Bharti is running a pilot in Orissa wherein sensors installed in buses can help track fuel consumption. Reliance Communications is working on high impact M2M applications that aid automation, surveillance, remote monitoring, and data gathering. Automobile: Domestic carmakers Tata Motors and Mahindra Reva have their versions of Cloud Cars almost ready. Wipro, is working with tier-1 suppliers to help build Cloud Cars for several Original Equipment Manufacturers. The connectivity framework will use analytics to generate alerts on dangerous situations like over-speeding. KPIT Cummins' is developing framework for in-vehicle infotainment (IVI) systems HCL labs in Noida is making an application that will analyze daily driving habits to be shared with the insurance firm or doctor. Indian Context of IoT and M2M
{ Future Opportunities
Connected World Desktop/Not ebook 29% Game Players 5% Media Players 5%Connected TV 8% Phones 31% Smart Phones 10%Tablets 5% E-reader 4%Others 3%
Internet Extending to billions of devices Computers Phones Mobile Assets Static Assets Controllers Smart Sensors Microprocessors & Microcontrollers 500 1500 350 375 500 750 35,5000 Users Todays Internet Extended Internet As IP become pervasive
90% of global population with wireless connectivity 100,000 phone masts erected every year Arround 1 billion consumer electronics devices with Wi-Fi in 2012 Millions of Smart Dust/Sensors CISCO coined as Planetary Skin HP as Central Nervous system for earth With IPv4 internet addresses are 4 billion and it is exhausted in 2011. IPv6 internet address limitations are 2^128 ie.e- 340,282,366,920,938,463,373,607,431,768,211,456 addresses Wireless and Sensors everywhere
Advantages derived by adopting IoT 30% 36% 20% 16% 40% 25% 19% 43% 45% 54% 26% 34% 42% 45% 16% 16% 22% 28% 25% 30% 26% 4% 3% 4% 28% 0% 3% 10% 1% 0% 0% 2% 1% 0% 0% Optimise asset utilization Reduce Operational Cost Improve worker productivity Enhance Worker Safety Crete New Rev. Stream Improve sustainability Enhance Customer Experience Not Imp Somewhat Imp. Imp. Very Imp. Extremly Imp. Source: World Economic Forum Industrial Internet Survey 2014
From Data to Wisdom is what IoT offers Wisdom: Evaluate Understanding Understanding: Appreciation of WHY Knowledge: Answers to HOW questions Information: Answers to WHO, WHAT, WHERE, WHEN Data: Symbols
Source Economic Projection CISCO $14.4 trillion for companies and industries worldwide in the next decade McKinsey Global Institute Estimate the potential economic impact of the Internet of Things to be $2.7 trillion to $6.2 trillion per year by 2025 GSMA and Machina Research The Connected Life: A USD 4.5 trillion global impact in 2020 Companies and Markets IoT & M2M communication market in 2011 was worth $44.0 billion, and is expected to grow $290.0 billion by 2017. It is expected to have an increasing CAGR of 30.1% from 2012 to 2017.' IDC expects the technology and services revenue to expand from $4.8 trillion in 2012 to $7.3 trillion by 2017 at an 8.8% CAGR Gartner It will result in $1.9 trillion in global economic value-add through sales into diverse end markets." Deloitte USD 4.5 Trillion by 2020 Economic- Trillion Dollar Economics
Source Forecast Machina India will account for $10-12 billion of this total revenue in 2020 from IoT PRNewswire "India Internet of Things (IoT) Market Forecast & Opportunities, 2020", IoT market in India is projected to grow at a CAGR over 28% during 2015 - 2020. Cyber Media Research Indias IoT and M2M segment expected to generate to INR 413.3 crore (75M USD) by 2015, growing at a CAGR of 32.3%. Short Range M2M modules hold the major share Forecast of IoT growth for India
All M2M service providers utilizing TSPs should have a MSP (M2M service Provider) registration. Ownership of SIMs shall be with M2M service provider and the details of all the end-users should be maintained by M2M service provider. Foreign SIMs would not be permitted in the devices to be used in India. M2M customers may get the option of changing TSP without the need of a physical SIM replacement Current regulations will continue to remain valid with regards to device/data security and roaming arrangements All M2M services shall be based on IP based technology. On network side of M2M, the communication should be over Internet protocol (IP) only, so that everyone adopts common standards. DoT Road Map for IoT
SMART City-Smart building, Smart Traffic and Transportation, Security and Surveillance, Safety, Asset Management. Smart Grid Mobile Revolution Digital India: Broadband Highway and E-locker Make in India M2M could help in solving some of the basic challenges faced by India in terms of lack of infrastructure for : healthcare, education, banking, Agriculture marketing M2M could bring about radical change in the traffic congestion, accidents, emergency services, payments systems, ticketing, etc. IoT Scope in India
In the interest of national security, all M2M Gateways and application servers, which are servicing the customers in India, need to be located in India only. DoT would consider de-licensing/allocating certain spectrum band for M2M connectivity in addition to the existing CSP network TEC (Telecommunication Engineering Center), would be taking necessary steps for developing India-specific standards for M2M and creation of infrastructure for test- beds and product-certification. DoT intends to promote pilot projects around M2M directly and also through proposed Center of Innovation across Industry verticals. TRAI is also considering changes to the licensing regime for the introduction of virtual network operators(MVNO) DoT Roadmap for IoT
{ Challenges
Global Context 41% 25% 23% 10% 2% 35% 27% 45% 15% 11% 16% 36% 20% 30% 26% 7% 9% 7% 32% 39% 1% 3% 5% 13% 22% Security Vulnerabilities due to connectivity to the global network Disruptions in business model or disintermediation Privacy breachesdue to increasing availability of personal data Job losses and social dislocation due to increasing automation system break down due to complxity while human life is at stake Not Likely Likely #REF! Very Likely Extremly Likely
Are we ready? Our burgeoning population with diversity Power Telecommunications Failover of Sensors We are still far from basic Health facilities? Our Ecosystem is not yet Ready, although IT companies have already taken IoT initiatives. Challenges in Indian Context
Next Decade of Internet of Things and its
Next Decade of Internet of Things and its
Environment
How Does Information generated from Internet of things create Value. Some will be incremental, others transformative Where do Humans fit into? Customer Vs. Companies who benefits from IoT How will companies keep information safe How does IoT creates value for your supply chain Few Questions need to be answered
Few Question to be answered The information value loops gives rise to increasing complex business ecosystem Big Data Analytics take on additional level of complexity Organization must determine how to share value with customers appropriately Security and privacy take on heightened importance Profound insights awaits discovery across the supply chain
Judicious choices
{ Thank you! rumashukla@vayamtech.com

More Related Content

Next Decade of Internet of Things and its

  • 1. { Next Decade of Internet of Things and its Challenges Dr. Ruma Shukla Associate Vice President Vayam Technologies Limited (an SEI CMMI level 5 company)
  • 2. Vayam is not typically in IoT space as yet, but we are a Mid Size System Integration Company with many initiatives which is a prerequisite of Smart City, M2M and IOT: Along with GMV Spanish Technology Partner Vayam has successfully implemented the Integrated Transit Management System of BRTS Ahmedabad. One of the first to implement GIS integrated BI for monitoring HMIS (Gov) all over the country on regular basis. Created e-purse based transaction in 6000 + CSCs in the country Managing Security inside Tihar Jail using Surveillance Cameras. Biometric Application s for security agencies and Banks Solid waste Truck monitoring using GPS saving almost a crore in a year for BMC. AMR data integration with Oracle Utility Suit. Have solutions for Integrated Health management system: e- prescription, On board Patient registration for emergency, Ambulance management system, Hospital Information system A brief Introduction
  • 3. To add to human comfort through automation To make machines more intelligent to do our work. To stay connected Why we need IoT
  • 4. The traditional internet is focused on the data that makes up the internet (without the average user really caring about where the data is located) The Internet of Things is focused on just that, the things that are connected to the internet. (And special attention is given to the precise geographic location of where each device resides.) Concept
  • 5. Internet of Everything Source: http://blog.serversilo.com/
  • 6. Sensors Source: Mazlan Abbas; What exactly is internet of things
  • 7. Connectivity Source: Mazlan Abbas; What exactly is internet of things
  • 8. People and Process Source: Mazlan Abbas; What exactly is internet of things
  • 9. { Your World Change with IoT Source: Ankur Pipara; IoT
  • 11. History of IoT 1800s: creation of first electronic communication devices 1989:Tim Berners-Lee proposed the World Wide Web Mid 1990s: The rise of internet and more experimental devices; Trojen Room Coffee Pot, inTouch Project; Mark Weisers stock market 2000: LG Announces Plan for the First Internet refrigerator 2005: United nationas first mentions IoT in a published international Telecommunication Union Report 2011: Internet Protocol version 6 (IPv6) launchedwhich allows around 340 undecillion IP addresses 1926: Nicola Telsa envisions a wirelessly interconnected world. 1990: The 1st connected device are created- a toaster and a drink machine. 1999: Kevin Ashton coins Internet of Things and found the MIT Auto-ID Center 2002: Ambient Orb is released, which displays Dow Jones, personal finance and weather information based on internet data 2008: IPSO alliance launches to promote the use of Ineternet Protocol (IP) in connected devices. 2010: Google Kicked off self driving vehicle Project, a major milestone of future connected Cars 2012: Googles Project Glass; First Internet Connected Tshirts, 2013: Intel Launches Internet of Things Solutions Group; First Commercially available Cyborg 2014:Industrial Internet Consortium (IIC) was formed; IoT Incubation Council was lauched to study how IoT devices interact with consumers
  • 12. Technology Growth Map RFID tags for facilitating routing , inventorying and loss prevention Surveillance, Security, health care, transport, food safety, Doc. Mgt. Locating people and everyday object Teleoperation and telepresence: Ability to monitor and control distant object Demand for expedited logistics Cost reduction leading to diffusion into 2nd wave of applications. Ability of devices located indoors to receive geolocation signals Miniaturization, power-efficient electronics & available spectrum . Software agents and advanced sensor fussion Supply Chain Helpers Vertical market applications Ubiquitous positioning Physical World Web 2000 2010 2020 Source: SRI Consulting Business Intelligence
  • 13. Future in IoT 2015-2018 Smart Clothes , can track biometric data like heart rate & calories burned. -smart fibres -mobile devices across Bluetooth Smart watches- Apple watches 2019-2020 Smart TV Internet traffic from wireless device will exceed. Half of it from Non PC device. Over 900 satellites are to be launched 1.4 mobile device per capita 2020-2025 Expected to cut Greenhouse gas emission by 19% All Cars to be connected to Internet All Utilities will be connected with RTUs
  • 14. Wireless M2M almost 10 years old with VTMS. Automatic Meter Reading (AMR) and Wireless Point of Sales (POS) by Banks and Courier companies. Use SMS and GSM, GPRS based connectivity Industry dominated by System Integrators and Software Companies. LPG cylinder booking for IOCL and HPCL through IDEA. Govt. Initiatives: UIDAI (Unique Identification Authority of India), Micro-Banking, R-APDRP (Restructured Accelerated Power Development & Reforms Programme), JNRUM (Jawaharlal Nehru National Urban Renewal Mission), City Surveillances & Smart Grid, Smart City and Digital Inida Smart Homes Currently Indian market is dominated by short range modules such as Wi-Fi, Bluetooth and Zigbee. Coming years it will be towards cellular and satellite M2M modules. 3G based modules are expected to be deployed in the coming years Indian Context of IoT and M2M
  • 15. Wipro is working on the design and deployment of products like smart meters and healthcare devices. These healthcare devices , can be worn as a necklace or a belt. Wipro is also making pumps smarter for agricultural irrigation. Chennai Tax Corporation has replaced a manual process of property tax collection with SIM card-based machines. Orissa State Transport Corporation buses embedded SIMs in seats to send alerts about vacant seats to digital billboards on bus stops. Punjab state education dept. using Biometrics on SIM based device to monitor attendance. Infosys is building a library of solutions for M2M communications Infosys also making M2M applications for safety of oil and gas pipelines using sensors on pipelines Nokia collaborated with Divum to develop an application that lets consumers control mini model cars through Wi-Fi and motion sensing. Zohos M2M solution is to monitor air conditioners, security cameras, door locks, lights, generators and backup batteries of ATM centers. Sensors attached to power lines can capture data relating to voltage as well as attempts to pilfer Indian Context of IoT and M2M
  • 16. Telecom: Vodafone developed SIM card-enabled smart meters that can relay meter readings to energy providers. Bharti is running a pilot in Orissa wherein sensors installed in buses can help track fuel consumption. Reliance Communications is working on high impact M2M applications that aid automation, surveillance, remote monitoring, and data gathering. Automobile: Domestic carmakers Tata Motors and Mahindra Reva have their versions of Cloud Cars almost ready. Wipro, is working with tier-1 suppliers to help build Cloud Cars for several Original Equipment Manufacturers. The connectivity framework will use analytics to generate alerts on dangerous situations like over-speeding. KPIT Cummins' is developing framework for in-vehicle infotainment (IVI) systems HCL labs in Noida is making an application that will analyze daily driving habits to be shared with the insurance firm or doctor. Indian Context of IoT and M2M
  • 18. Connected World Desktop/Not ebook 29% Game Players 5% Media Players 5%Connected TV 8% Phones 31% Smart Phones 10%Tablets 5% E-reader 4%Others 3%
  • 19. Internet Extending to billions of devices Computers Phones Mobile Assets Static Assets Controllers Smart Sensors Microprocessors & Microcontrollers 500 1500 350 375 500 750 35,5000 Users Todays Internet Extended Internet As IP become pervasive
  • 20. 90% of global population with wireless connectivity 100,000 phone masts erected every year Arround 1 billion consumer electronics devices with Wi-Fi in 2012 Millions of Smart Dust/Sensors CISCO coined as Planetary Skin HP as Central Nervous system for earth With IPv4 internet addresses are 4 billion and it is exhausted in 2011. IPv6 internet address limitations are 2^128 ie.e- 340,282,366,920,938,463,373,607,431,768,211,456 addresses Wireless and Sensors everywhere
  • 21. Advantages derived by adopting IoT 30% 36% 20% 16% 40% 25% 19% 43% 45% 54% 26% 34% 42% 45% 16% 16% 22% 28% 25% 30% 26% 4% 3% 4% 28% 0% 3% 10% 1% 0% 0% 2% 1% 0% 0% Optimise asset utilization Reduce Operational Cost Improve worker productivity Enhance Worker Safety Crete New Rev. Stream Improve sustainability Enhance Customer Experience Not Imp Somewhat Imp. Imp. Very Imp. Extremly Imp. Source: World Economic Forum Industrial Internet Survey 2014
  • 22. From Data to Wisdom is what IoT offers Wisdom: Evaluate Understanding Understanding: Appreciation of WHY Knowledge: Answers to HOW questions Information: Answers to WHO, WHAT, WHERE, WHEN Data: Symbols
  • 23. Source Economic Projection CISCO $14.4 trillion for companies and industries worldwide in the next decade McKinsey Global Institute Estimate the potential economic impact of the Internet of Things to be $2.7 trillion to $6.2 trillion per year by 2025 GSMA and Machina Research The Connected Life: A USD 4.5 trillion global impact in 2020 Companies and Markets IoT & M2M communication market in 2011 was worth $44.0 billion, and is expected to grow $290.0 billion by 2017. It is expected to have an increasing CAGR of 30.1% from 2012 to 2017.' IDC expects the technology and services revenue to expand from $4.8 trillion in 2012 to $7.3 trillion by 2017 at an 8.8% CAGR Gartner It will result in $1.9 trillion in global economic value-add through sales into diverse end markets." Deloitte USD 4.5 Trillion by 2020 Economic- Trillion Dollar Economics
  • 24. Source Forecast Machina India will account for $10-12 billion of this total revenue in 2020 from IoT PRNewswire "India Internet of Things (IoT) Market Forecast & Opportunities, 2020", IoT market in India is projected to grow at a CAGR over 28% during 2015 - 2020. Cyber Media Research Indias IoT and M2M segment expected to generate to INR 413.3 crore (75M USD) by 2015, growing at a CAGR of 32.3%. Short Range M2M modules hold the major share Forecast of IoT growth for India
  • 25. All M2M service providers utilizing TSPs should have a MSP (M2M service Provider) registration. Ownership of SIMs shall be with M2M service provider and the details of all the end-users should be maintained by M2M service provider. Foreign SIMs would not be permitted in the devices to be used in India. M2M customers may get the option of changing TSP without the need of a physical SIM replacement Current regulations will continue to remain valid with regards to device/data security and roaming arrangements All M2M services shall be based on IP based technology. On network side of M2M, the communication should be over Internet protocol (IP) only, so that everyone adopts common standards. DoT Road Map for IoT
  • 26. SMART City-Smart building, Smart Traffic and Transportation, Security and Surveillance, Safety, Asset Management. Smart Grid Mobile Revolution Digital India: Broadband Highway and E-locker Make in India M2M could help in solving some of the basic challenges faced by India in terms of lack of infrastructure for : healthcare, education, banking, Agriculture marketing M2M could bring about radical change in the traffic congestion, accidents, emergency services, payments systems, ticketing, etc. IoT Scope in India
  • 27. In the interest of national security, all M2M Gateways and application servers, which are servicing the customers in India, need to be located in India only. DoT would consider de-licensing/allocating certain spectrum band for M2M connectivity in addition to the existing CSP network TEC (Telecommunication Engineering Center), would be taking necessary steps for developing India-specific standards for M2M and creation of infrastructure for test- beds and product-certification. DoT intends to promote pilot projects around M2M directly and also through proposed Center of Innovation across Industry verticals. TRAI is also considering changes to the licensing regime for the introduction of virtual network operators(MVNO) DoT Roadmap for IoT
  • 29. Global Context 41% 25% 23% 10% 2% 35% 27% 45% 15% 11% 16% 36% 20% 30% 26% 7% 9% 7% 32% 39% 1% 3% 5% 13% 22% Security Vulnerabilities due to connectivity to the global network Disruptions in business model or disintermediation Privacy breachesdue to increasing availability of personal data Job losses and social dislocation due to increasing automation system break down due to complxity while human life is at stake Not Likely Likely #REF! Very Likely Extremly Likely
  • 30. Are we ready? Our burgeoning population with diversity Power Telecommunications Failover of Sensors We are still far from basic Health facilities? Our Ecosystem is not yet Ready, although IT companies have already taken IoT initiatives. Challenges in Indian Context
  • 34. How Does Information generated from Internet of things create Value. Some will be incremental, others transformative Where do Humans fit into? Customer Vs. Companies who benefits from IoT How will companies keep information safe How does IoT creates value for your supply chain Few Questions need to be answered
  • 35. Few Question to be answered The information value loops gives rise to increasing complex business ecosystem Big Data Analytics take on additional level of complexity Organization must determine how to share value with customers appropriately Security and privacy take on heightened importance Profound insights awaits discovery across the supply chain