Building, marketing and selling repeatable solutions. Noam King, IoT Sales Strategy Lead, CDS, Microsoft / 17 Jan 2019

Transcription

1 Building, marketing and selling repeatable solutions Noam King, IoT Sales Strategy Lead, CDS, Microsoft / 17 Jan 2019

2 Here s what we re covering What is a repeatable IoT solution? Building repeatable IoT solutions to support a transforming business model Microsoft Go to Market Support Programs Co-Selling with Microsoft

3 What is a repeatable IoT solution?

4 What is a repeatable IoT solution? Device to cloud solutions that address a specific use case either horizontally, cross industry or vertically within an industry. They get built once, and are sold to many customers.

5 Start with the business model

6 Outcomes from a Business Model Workshop Define value proposition Understand organizational impact Assess organizational capability Secure business stakeholder buy-in Input to Architectural Design

7 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels Cost Structure Revenue Stream Strategyzer

8 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels Business Value Cost Structure Revenue Stream Strategyzer

9 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels The Customer Cost Structure Revenue Stream Strategyzer

10 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels Organizational Capability Cost Structure Revenue Stream Strategyzer

11 Organizational Capability Partnerships Key Activities Resources Organizational Capability

12 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels Cost Structure Revenue Stream Costs Strategyzer

13 What s the cost of an IoT Solution? To estimate costs we need 2 things: 1. Solution Architecture tells us what services will be used 2. Business Volumetrics determines scale of messaging & services Azure Pricing Calculator Cost Model Cost Structure Costs

14 Business Model Canvass Partnerships Key Activities Value Proposition Customer Relationships Customer Segments Resources Channels Cost Structure Revenue Stream Revenue and Pricing Strategyzer

15 How will I price my IoT solution? Pricing Models Cost-Plus Pricing understand my costs, add my margin Value-Based Pricing how much value am I bringing to the value chain? Outcome as a Service Pricing Understand relationship between operational costs & customer outcomes. Revenue Stream Revenue and Pricing

16 Business Model: Predictive Maintenance Partnerships Key Activities Value Proposition Customer Relationships S/W development H/W device partner Cloud Security / auditing Hardware (Machine engineering, Sensors etc.) Connectivity Software Dev Data Science E2E Integration Security Resources Engineering Operations (Process, Data) Project Management Business Analysis Brand Association with innovation New Revenue Opportunities Improved SLA Product utilisation insights Customer experience / Insights Process insights / remote monitoring Efficiency / Cost Reduction Reduced downtime Improved service planning Increased machine utilisation Product improvement / reliability R&D insights (common faults, machine utilisation) Concept Development & POC with 5 friendly customers Channels Direct sales force Distributors Resellers Customer Segments Aerospace Automotive Medical Oil & Gas Medical Cost Structure Cloud costs depend on approach (e.g. predictive maintenance cost greater than remote monitoring due to compute load) Costs can be estimated once architecture and business volumetrics confirmed. How costs scale also confirmed in POC Revenue Stream Potential move to subscription-based as a service model Revenue model ensure revenue scales at least as fast as costs do and ensure we are incentivised only on factors under our control Strategyzer

17 Technical Architecture

18 Designing the technical architecture An Architectural Design Session is a one to multi-day engagement driven by technical sales that maps technical solutions to customer opportunities. Architectural Design Session Outcomes project scope solution requirements technical implementation approach risk assessment resources needed cost and timeline

19 What is an Architectural Design Session (ADS)? ADS Types Solution-focused Envisioning Proof of Value (PoV) scoping Architectural Review Key Deliverables Vision/Scope document Architecture Assessment document Proof of Value (PoV) project plan Target Audience Business sponsors to articulate needs Technology executive team to understand impact Lead architects, developers, DBAs, operations, etc.

20 Proof of value

21 Vendors need to address customer barriers What are the most significant barriers limiting you from adopting IoT/analytics solutions? Top 3 barriers % of respondents (top 3 barriers) % of respondents (top 3 barriers) Security Unclear ROI IT/OT intergration Technical expertise Legal/regulatory Interoperability Data portability 32% 30% 24% 23% 23% 20% 45% Security Unclear ROI IT/OT intergration Technical expertise Legal/regulatory Interoperability Data portability 28% 29% 25% 21% 25% 23% 42% Vendor lock-in 20% Vendor lock-in 17% Transition risk Vendor risk Network constraints 19% 18% 18% Transition risk Vendor risk Network constraints 21% 21% 20% Source: Bain and Company

22 Avoiding the Proof of Concept Trap Common Proof of Concept Blockers Lack of executive buy-in Lack of resources Prohibitive cost to scale Business value is unclear Difficult to justify short-term impact of pilot

23 Proof of Value Checklist Is this a qualified opportunity? Use BANT (Budget, Authority, Need, Timing) criteria. Identify customer stakeholders Complete the Business Case with the customer stakeholders Examples Machine X is currently serviced reactively (as it breaks) resulting in production halts whenever it goes offline Manual-based production scheduling and sequencing generating problems in quality (rework, scrap) that are difficult to trace Examples 7% increase in production line uptime 12% reduction in rework/scrap Examples Instrument Machine X with basic remote monitoring to trigger when certain thresholds are exceeded Add sensors to detect anomalies in production materials Get commitment ahead of time that if a PoV proves the desired business outcome, steps to progress towards full production.

24 Principle Solution Spec

25 Vince Park 박근호부장 Azure IoT 솔루션영업

26 Microsoft IoT solution support

27 Microsoft IoT Solution Support Build-with Go To Market Co-Sell Business Model Workshop Architectural Design Session IoT Accelerate Reference Architecture Tune-up Case Studies Broad Partner Enablement Amplification Partner-ready BOM Seller quota retirement One Commercial Partner Catalog

28 IoT Ecosystem Partners ISV, OEM SI Partners Solution Aggregators

29 IoT Accelerate co-funding Target verticals Energy 1 Concept development Retail Factory/Industrial Security & Surveillance 2 Proof of Value (POV) Healthcare Buildings 3 Pilot/Proof of Business (POB)

30 GTM: Microsoft tools to help scale your solution Events Webinars Build Ready Go To Market Evidence Tune up

31 IoT in Action Webinar Schedule July - September October - December January - March April - June Energy Smart Buildings Retail Security & Surveillance Agriculture Technical Bootcamp Healthcare Smart Cities Azure Sphere Manufacturing Technical Bootcamp All available on-demand

32 Tune-up examples Foundational document providing guidance for how to message the partner solution to customers. Helps sales teams quickly understand the partner solution. It includes: Elevator pitch Understanding the scenario Types of accounts to target Next steps Partner sales contacts Customer-ready slides with a strong solution story, intended to start the conversation with customers, help drive interest in the solution, highlight differentiators, and communicate business value. Customer-facing one-pager summarizing key points about the solution and communicating solution value great for ing to customers.

33 Co-selling with Microsoft

34 Why Co-sell? WIN WIN WIN Enterprise sellers get to introduce new innovation to their customers Partners get introduced to new customers in new geographies Microsoft s platform grows as a result

35 Here s what we covered What is a repeatable IoT solution? Building repeatable IoT solutions to support a transforming business model Microsoft Go to Market Support Programs Co-Selling with Microsoft

36 Transforming Your Business

37 Cloud & IoT Makes our Life Safer & Smarter Chris Lee / 이근우상무

38 Chris Lee / 이근우 Senior Director

39 Business Insight to Global Security Market Smart Cities Cloud Services Telco

40 Intelligent Azure Cloud Service Architecture Real-Time Decision Device Service Data Service Video Service Data Analytics & BI Alarm Service Cognitive Service Video Surveillance

41 We deliver Intelligent VSS Cloud Platform with Inference HYBRID CLOUD PRIVATE CLOUD PUBLIC CLOUD

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44 Failure Management

45 Intelligent VSS Client

46 Intelligent Azure Cloud VSS Smart Home Video & Meta Data Innodep Cloud Service Trigger Action Analytics Feedback Action IoT Data Feedback Action Image Frame IoT Data

47 Beyond Cloud & IoT for Digital Security Intelligent Azure Cloud VSS Smart Retail Video Data Video & Meta Data Meta Data Innodep Cloud Service Name : Chris Grade : Gold Gender : Male Age : 48 Result Customer Satisfaction

48 Beyond Cloud & IoT for Digital Security Intelligent Azure Cloud VSS Smart Manufacturing Business Innovation Dicision Making Statistical Innodep Cloud Service Dashboard Statistical Information Process Innovation Workmanship efficiency

49 49 Visualize All Connected 미래의통합관제솔루션

50 Remote Monitoring and Anomaly Detection Case on L Jeffrey Kim / 김정열

51 Jeffrey Kim / 김정열 CEO / Thingscare Inc.

52 Conventional Service 68% of call is NOT H/W failure - simple action in emergency visit 2 nd visit due to lack of information in some case Unnecessary visit cost Hard to reduce MTTR (Mean Time To Repair) No visual info Only voice of customer request for repair repair, w/part Dispatch 2 nd visit Dispatch in most case

53 New Service Available to aware fault quickly Check up historical status Helpful to access to root cause Reduce unnecessary visits and MTTR Analysis 20% Dispatches cost saving in a case Alert Status, Usage Alarm Monitoring Remote Control Remote Diagnosis Repair Dispatch in case of necessity

54 Benefit Reduce Dispatches, Increase Operation Time Big Data Analytics Increase Operation Time Improve service profitability Increase first-visit fix rate Warranty cost reduction Reduce maintenance cost Improve equipment effectiveness Monitoring Anomaly Detection (Big Data Analytics) Preventive Maintenance (Remote Control or Schedule visit) Normal Operation 24/7 Availability Early Detection Treatment (Remote Control or Emergency Visit) You can improve the operating rate of Digital Signage and customer satisfaction. Reduce Dispatches

55 Service Progression Phase 4 Phase 3 Preventive Maintenance Phase 2 Advanced Remote Access Phase 1 Anomaly Detection Remote Monitoring

56 Sell +more Things Things +more

57 What are the +more? Convenient Understand the context Relieved WORTH IT Care Proactive Trusted Smart

58 Why did they choose Azure? Reliable for global service Scalability and ductility Security offerings Elastic and evolving Analytics and Intelligence

59 Hakju Kang CEO, UlalaLAB, Inc.

60 Cloud based Smart Factory Platform Hakju Kang UlalaLAB CEO 17 Jan 2019

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63 강학주 (Hakju Kang) UlalaLAB CEO,CTO

64 Smart Factory

65 Small and medium sized manufacturers are account for 80% out of whole manufacturers Large Manufacturer 0.6% Medium Manufacturer 17.8% Obsolescence of equipment Unformatted Process Manual focused production Small Manufacturer 81.6%(Global) 91.4%(Korea) 97.2% (Korea) Manufacturing Industry Structure Source : Machina Research STRACORP

66 In case of Smart Factory for SMEs, Rather than system integration through factory automation To ensure production efficiency and reasonable operation and competitiveness, It is important to have an effective methodology for making decisions. Begin from collecting and analyzing DATA GOAL Quality?? Decision Cost Delivery Time??? Information Flexibility DATA

67 I O T D E V I C E C L O U D B I G D AT A M A C H I N E L E A R N I N G

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70 [1. 수집된시계열데이터 ] [2. 데이터전처리샘플링 ] [3. 데이터전처리분석 ] [4. 오작동데이터분석 ] [5. 유효데이터분석및추출 ] [6. Standard 데이터학습 ] [7. Standard 데이터학습 ] [8. 오작동및불량기준생성 ]

71 Between Sensors Facility Status Analysis Facility Malfunctioning Analysis (predictive maintenance) Between Facilities Production Condition and Operation Status

72 With Thank You

73 Chris Lee Senior Director INNODEP Jeffrey Kim CEO Thingscare Inc. Hakju Kang CEO Ulala Lab Noam King IoT Sales Strategy Lead Microsoft Vince Park PSS (Principle Solution Specialist) Microsoft

74 Panel discussion

75 Key Expectations of the day Learn Grow Connect

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77 Q&A

78 Panel discussion 2018 Microsoft Corporation. All rights reserved.