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In Gartner’s recent Emerging Technology Analysis Report: Licensing and Entitlement Management is the Key to Monetizing the Internet of Things, Gartner states that the Internet of Things (IoT) turns all hardware and appliance OEM vendors into software providers. They go on to say that licensing and entitlement management technology will serve as a key mechanism that enables manufacturers to protect and monetize the embedded intellectual property running as software on these connected devices. Join IoT panel experts as they discuss their thoughts on the report, share techniques for unlocking the business value of connected devices and strategies for helping software vendors and intelligent device manufacturers capture their share of the $1.9 trillion IoT market. Moderator: Randy Littleson – Senior Vice President of Marketing, Flexera Software Panel Member: Rami Ahola – Global Electronics Center of Competence, IBM Panel Member: Vikram Koka – Vice President, Intelligent Devices and Internet of Things, Flexera Software
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© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 1
Internet of Things Experts Share Perspectives on
Monetizing the Internet of Things
Expert Panel Webinar
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 2
Panelists and Moderator
Rami Ahola
Senior Managing Consultant
IBM Global Electronics
Center of Competence
Vikram Koka
VP, Internet of Things
Flexera Software
Panelists Moderator
Randy Littleson
SVP Marketing
Flexera Software
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 3
Internet of Things (IoT) - Defined
Source: Worldwide Internet of Things Taxonomy, Oct 2013 Doc #243397, and IDC Directions Mar 2014
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 4
Poll Question: What do you think the biggest
barriers to IoT adoption are?
Getting all the right connections (devices, sensors and
endpoints) so that data can be collected
Figuring out how to make money in IoT—the right
business model and monetization strategy
Ensuring my product and solution are not hacked
Ensuring and my customer’s data is secure
Finding the right partners and ecosystem for gaining
market share
All of the above
None of the above
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 5
Licensing and Entitlement Life Cycle Stages
Source: Gartner, March 2014
Emerging Technology Analysis: Software Licensing and Entitlement Management Is the Key to Monetizing the Internet of Things
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 6
Licensing & Entitlement Management is Key to
Monetizing the IoT
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 7
Poll Question: How do you currently or plan to price
IoT enabled products?
Perpetual (one and done) model
Subscription model
Consumption-based (pay-for-use) / transactional model
Not sure
Other
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 8
To learn more, visit:
http://www.flexerasoftware.com/solutions/producer/internet-of-things/
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 9
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 10
An Entitlement defines what a customer has the right to use and the current
state of those rights
Airline Ticket is like an Entitlement
Boarding Pass is like a software License
What is an Entitlement?
IDC
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 11
General views on IoT
• Gartner – Growth will be rapid
– Far exceed other connected devices
• Sold into enterprise as well as various markets
– Medical
– Networking
– Factory automation
From Gartner IoT World report 2013
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 12
Licensing as a Spectrum
From Strict Enforcement to Usage-based Trust-but-Verify
© 2014 Flexera Software LLC. All rights reserved. | Company Confidential 13
Poll Questions: How is your company monetizing
the Internet of Things?
Licensing
Build your own
Cloud Based
All of the above
No strategy
