The Internet of Things: Exploring revenue generating use cases

Internet of Things
Grand Challenge
Workshop
Forging the path to
revenue generation
Summary of key ﬁndings
December 9 & 10
Tech Museum of Innovation
San Jose, CA
www.deloitte.com/us/IoT-challenge

About this report
On December 9 & 10, Deloitte hosted over 20 business executives
and thought leaders at the Internet of Things (IoT) Grand
Challenge Workshop at the Tech Museum of Innovation in San
Jose. The objective of the gathering was to work collectively to
solve one of the more largely unexplored areas of IoT: looking
beyond cost savings to forge a path to revenue generation.
This report captures what was discussed during this extraordinary
event where an open, collaborative dialogue focused on advancing
the field of IoT. The report’s goal is to recreate the experience and
capture the highlights of the content discussed at the meeting.
2

A note from Eric Openshaw
The second IoT Workshop was truly inspirational. The collaborative, insightful discussions and
sense of purpose reflect the importance of this critical topic to business and the public sector.
The knowledge shared during the workshop will advance the field as we know it.
Our meeting was not only inspirational because of its intellectual content but also due to the
human experience of bringing together such diverse perspectives in one room. Many of our
workshop attendees participated in the inaugural event held back in May 2014. However, we
were also fortunate to be joined by a few new participants. We hope that the meeting was the
beginning of new relationships and collaborations and strengthened those relationships made
back in the first workshop.
To the participants in the workshop, thank you for sharing your insights with all of us and I look
forward to our continued dialogue.
Eric Openshaw
Vice Chairman and U.S. Technology, Media and Telecommunications Industry Leader,
Deloitte LLP
3

Top row (left-to-right): Elina Ianchulev, Technology Sector Specialist, Deloitte LLP; Jonathan Holdowsky, Market Insights, Deloitte Services LLP; Ken Durand, Vice President, Innovation & Business Development,
Connected Car / M2M, Ericsson; Dr. Richard Soley, Executive Director, Industrial Internet Consortium; Shawn DuBravac, Chief Economist and Senior Director of Research, Consumer Electronics Association;
Francesco Tinto, Vice President and Chief Information Officer, Kraft Foods; Garry Wiseman, VP Product Management, Salesforce; Tobin Richardson, President and Chief Executive Officer, ZigBee Alliance; Bruce
Oberlies, Senior Director Advanced Technology Realization, Motorola Solutions; John Seely Brown, Independent Co-Chairman, Deloitte LLP Center for the Edge; Peter Marx, Chief Innovation and Technology
Officer, City of Los Angeles; Peter Hoddie, VP, IoT/Kinoma Marvell; Lesley Evers, Graphic Recorder; Mike Curran, Telecom Sector Specialist, Deloitte LLP
Bottom row (left-to-right): Tom Galizia, Principal, U.S. Technology Strategy and Architecture Leader, Deloitte Consulting LLP; Param Singh, Independent Advisor, City of San Francisco IoT/Smart City; Chetan
Chaudhary, Senior Director of World Wide Sales Strategy and Alliances, Jasper Wireless; Craig Wigginton, Vice Chairman, U.S. Telecommunications Sector Leader, Deloitte & Touche LLP; Dan Feldman, Director,
Smart Cities, Verizon; Rene Sotola, Vice-President, Global Communications Sector, Mobility IoT, CGI; Eric Openshaw, Vice Chairman, U.S. Technology, Media and Telecommunications Industry Leader, Deloitte
LLP; Phil Wilson, Director, Telecommunications Strategy and Operations, Deloitte Consulting LLP; John Hagel, Co-Chairman, Deloitte LLP Center for the Edge;
(not pictured: Mark Sherman, Managing Director, Telstra Ventures)
4
Workshop Participants

Key Takeaways
A number of engaging discussions were held throughout the
two day workshop. Over the next few pages, we’ve
summarized some of the key-takeaways.
IoT is a continuation of the efforts to connect machines,
facilities, fleets, networks, and even people to sensors, feed
the resulting data into analytics applications, and automate
or improve actions taken by humans or machines. However,
the speed of change is so rapid that it creates a lot of
complexities and noise in the marketplace. To make sense of
this metamorphosis, we need new labels and new models.
For although the rules of the game – in the form of the
fundamental laws of economic activity – have not changed,
the players certainly have. In many industries, who wins and
who loses are once again up for grabs.
The Information Value Loop is one way to begin making
sense of the changes we face. The Loop consists of three
interconnected elements: stages, value drivers, and
technologies. Where the stages and value drivers are
general principles defining if and how information creates
value under any circumstances, it is the specifics of today’s
technology that connect the Loop to the challenges and
opportunities created by the IoT.
5

Stages
For information to create any value at all, it must pass through all the stages of the
Loop. This is a binary outcome: should the flow of information be blocked completely at
any stage, no value is created by that information.
Some form of action – real or virtual – is what creates information. This information
must be communicated from the point of its creation and aggregated across time or
across other sources of data so that it can be analyzed in ways that yield insight into
how best to adapt action, which restarts the cycle by creating new information.
Value Drivers
Conditional on completing the Loop, how much value is created is a function
of the value drivers. For each, all else equal, more is better.
The first two value drivers allow us to get a more complete picture of what is going on.
A greater scale of IoT deployment moves us from, say, a sensor on a sample of trucks
or rail cars or products to sensors on every truck or rail car or product. A great scope of
deployment allows us to know, for example, not only where a truck is but also its
operational state: full or empty, operational or in need of maintenance, and so on.
The next two value drivers allow us to make better use of the data. More frequent data
gives us, at the limit, a nearly real-time picture of activity, and appropriately timely data
allows us to do what is needed when it is needed.
Finally, secure data is essential: we must control access and use according to
legitimate laws, regulations, and societal norms.
Technologies
The specific cost and performance attributes of today’s technologies are what drive the
incipient and potentially dramatic changes that command our attention. Sensor
technology has opened the floodgates. Having reached a size and robustness that they
can be embedded in everything from pacemakers to earth movers, we can now create
data from all manner of activities.
Communicating those data from the point of generation to central locations for further
processing has been made possible by all manner of advances in communication
technology – everything from the transition to IPv6, which increases the number of
addressable locations on the Internet from 10^9 to 10^38, to increases in the reliability
and bandwidth of wireless networks.
Stitching together a more complete picture of any given phenomenon requires data
from many and varied sensors and networks. This requires standards along two
dimensions. First, and more tractable, is technical integration, for it is here that we see
the merits of the “internet” of things nomenclature. Second, we require legal and
regulatory frameworks that define ownership and access rights to the data that can be
generated and collated by modern sensor and network technology.
Whatever the data set available, augmented intelligence technologies allow
us to make more of these data than ever before. Not only has the quantity of data upon
which we can draw increased dramatically, but we can also draw upon vastly greater
computing resources and more sophisticated models that can uncover previously
unimagined relationships. And finally, augmented behavior speaks to our generally
improving ability to translate insights into behavioral changes.
The workshop used this framework to guide the overall discussion. The key takeaways
are summarized on the following pages.
6

The IoT ecosystem is complex and disorganized
At this relatively nascent stage, the IoT ecosystem is fragmented, complex
and disorganized. This emerging broad ecosystem provides an opportunity
for companies to drive leveraged growth – connect with and mobilize third
party capabilities that can add more value to the enterprise customers,
reduce upfront investment and shorten the time to market. For example,
companies may forge a platform for third party analytics firms to search
through data for meaningful patterns of usage and comparisons and suggest
third party products and services that can deliver incremental value to
customers.
Over time, the IoT ecosystem should undergo a streamlining and organizing
process and a “knitting together” of its individual pieces. In addition to the
emergence of opportunistic relationships between IoT providers and third
party suppliers, more formal, cross-functional alliances among suppliers will
drive this process. Such alliances are especially key in anything as complex
as IoT solutions as they serve to promote creative solutions and reduce
organizational inefficiencies and myopic, insular thinking that may be present
in those who adopt a “go it alone” approach. Alliances also allow niche
players with limited resources to play key roles in IoT applications.
Ultimately, the mission of many alliances and consortiums should be
streamlining process and including open-source platforms and the adoption
of industry-wide standards.
7

The “Stages” of the Information Value Loop, shown in blue script, bring some order to
the chaos. Participants in the ecosystem can understand their role in terms of the
stages they drive – cities are natural incubators, but the private sector matters a lot.
8

Cities have served as early adopters of “smart”
IoT solutions, but face hurdles
Cities have inherent societal challenges in place to serve as natural incubators of IoT
solutions. And, as the population continues to return to the city, the call for smart city
development should only become more pronounced. Early IoT applications in the city
are especially focused on the issues that most obviously affect urban quality of life:
law enforcement, sanitation, traffic and parking management, among others. Los
Angeles and San Francisco are just two examples of cities that have begun to
implement smart solutions in many of these areas, both internally as well as through
partnerships with private sector players.
Still, the full promise of smart city solutions face real hurdles in being fully realized.
For one thing, the procurement process in cities is often burdened by a rigid and
complex set of rules and standards that extends procurement timeframes into
potentially a multitude of years. Second, city budgets are currently stretched thin and
any new kind of investment - especially in anything as new and relatively unproven
as IoT systems - must compete with better recognized and understood budgetary
priorities. Some also believe that smart city solutions present security and privacy
issues that do not justify the perceived benefit in investing in IoT systems.
Consequently, the future of the smart city as a commonplace aspect of urban life
may be many years away. It may require a gradual step-by-step process of
implementation within “test” locations and applications where the benefit is proven. It
may also require some in the political hierarchy to recognize and champion its value
to overcome the voices of opposition. However, with the inherent challenges that
exist, the private sector will no doubt look to capitalize on the vast needs of society,
which should translate into an environment where we’ll begin to see IoT solutions as
commonly as we may see a streetlight on a highway.
9

In the private sector, real innovation will be
driven by the consumers, while the economic
value will be realized by the enterprise sector
Some believe that IoT will be slow to achieve wide adoption within certain
environments – settings that some believe are steeped in institutional
inflexibility. The extent to which this is true is open to debate.
What seems more certain is that many enterprises are focusing heavily on
developing use cases of IoT. Despite all the media excitement around consumer
uses for IoT, most items are selling in the hundreds of thousands as connected
devices, sensors or controllers; very few are selling in the millions. Meanwhile
enterprises are buying and using tens or even hundreds of millions of IoT
devices. Smart meters, smart grids, smart homes, smart cities and smart
highways are just some examples. Factories, mHealth, shared transportation
solutions (such as car and bike rentals) or resource industries can all benefit too.
The more general belief is that to the extent IoT makes forays into the enterprise
and consumer world, it will focus on relatively expensive applications.
From an innovation perspective though, some of the new technologies are first
marketed at the consumers. Thus, many believe that near-term innovation in
IoT applications will come out of the consumer sector - spurred by the
emergence of the tech-savvy Millennial consumers as a driving economic force.
Ultimately, success in both consumer and enterprise market penetration of
smart technologies will reside in how clearly consumers and companies
recognize and appreciate the benefit of the connected device, its convenience of
use, and the ability to control what the user wants to reveal about usage
patterns.
10

These use cases in the private and public sectors provide an opportunity to discuss
the “Technologies” that define the Loop and what each enables.
11

From product to service outcomes
As IoT makes successful forays into the world of consumer and industrial products, it
may radically change the producer—buyer transactional model from one based on
capital expenditure to one based on operating expenditure. Specifically, in a widely
adopted IoT world, buyers may be more apt to purchase product service outcomes
on some kind of “per unit” basis, rather than the product itself and in so doing, render
the physical product as something more of an afterthought. The manufacturer would
then gradually transform into a service provider, operating on a complete awareness
of each product’s need for replenishment, repair, replacement, etc.
Is such a scenario realistic? Even when IoT is widely adopted, product ownership is
still expected to remain an indelible part of the consumer mindset, and to some
extent the enterprise mindset as well. So the question is, as an example, would an
airline company want to pay for an aircraft engine upfront as part of a standard lease
/ buy arrangement, or under a “power by the hour” model that is operated more as a
“jet-engine-as-a-service”? The manufacturing and service business models are
fundamentally and completely different under each scenario; any such migration by
product makers inevitably faces hurdles, both known and unknown. Furthermore,
buyers under the new service-oriented paradigm must consider how they can best
use product usage data and whether that data is private, or available for public
dissemination. Then there are buyers who will simply rebuff the idea of the smart
product as-a-service altogether as unnecessary, especially in the lower end of the
consumer product spectrum.
There are certainly competing viewpoints as to whether the product or the service
focused market will ultimately prevail, and to what extent enterprise buyers actually
have the appetite to transform to a services-first mindset. What may ultimately
happen in a relatively connected product world is that many may accept the notion of
the smartly connected product, but in a limited way. Such people will want to own the
smartly connected product outright, but will also accept the idea of sharing the usage
data to the limited extent that the sellers use such data in relatively benign ways,
such as providing advice on more efficient usage, etc.
The outcome here will also rely upon a long term total cost of ownership (TCO)
perspective. With any fundamental purchasing model changes (as is taking place in
owned vs. cloud resources in the network / IT world), not all suppliers will be able to
reap additional economic benefit under the service model. Buyers will eventually
recognize the increase in TCO and revert back to the more economical business
model if the economic rents are too high.
12

Autonomous vehicles: The way of the
future… or vision unfulfilled?
Although in early development, the concept of the autonomous vehicle inspires
consideration of new markets and benefits that go well beyond the vehicle itself.
Some believe that the autonomous vehicle will improve energy efficiency since
the very concept of connectivity implies an optimal understanding of traffic
conditions in traveling from one point to another at any given point in time.
Autonomous vehicles may improve traffic safety and give people greater mobility
generally. Widespread adoption may spawn new kinds of delivery businesses as
well as new markets for data that track driving patterns. Other benefits include
the need for a wide array of professional talent specifically dedicated to the design
and management of the autonomous vehicle infrastructure.
Still, widespread adoption faces many hurdles. It will require the building of a vast
infrastructure that includes the development of smart highways with sensors that
are able to communicate with the vehicles in a real-time sense. In large part, that
infrastructure does not exist and, in any event, needs a kind of political will that
may not be commonplace. Widespread adoption will also require the trust of
drivers to accept a new kind of mobility that they may perceive involves a loss of
control. Another challenge resides in finding a reliable way to anticipate human
behavior, especially as there will almost surely be a share of the driving public that
chooses not to adopt the self-driving technology. Such is essential to the safety,
dependability, and predictability of the autonomous vehicle concept. The
autonomous vehicle has to satisfy state and federal highway regulations. And, as
with all IoT-based applications, there is an abundance of privacy concerns about
the dissemination of data that reveal where and how people travel.
Widespread adoption of the autonomous vehicle faces a long, arduous journey,
wrought not only with technical risk, but perhaps even first and foremost societal
and political risk. Still, there is considerable investment activity in the
development of the self-driving vehicle concept, even at this relatively early stage.
13

Standards: Cart before the horse?
At this early stage of development, the IoT ecosystem observes relatively few
widely-adopted industry standards. But is it simply too early in the evolution of
IoT to consider the development of formal or de jure standards? Certainly IoT is
not unique in confronting this issue as earlier systems of technologies have
tackled standards battles in their nascent stages of development. As we have
seen there, market forces—shaped by early applications and dominant
stakeholders—may set near-term IoT standards. What this really means is that a
few large players have at hand a meaningful opportunity to drive the de facto
standards that the IoT ecosystem will follow for years to come.
In the longer term, however, such de facto standards may or may not suffice
however much they are followed by IoT stakeholders. The enduring success of
IoT may depend on the development and adoption of industry-wide standards
that will formally govern stakeholder processes and practices. Such standards
will need to achieve a critical mass of providers and users in implementation and
observance and generally have the weight of industry behind them. The wide-
ranging interests of IoT stakeholders will also require that they address
intellectual property rights implications. The process must be deliberate and
transparent and, no doubt, near-term de facto standards will influence what will
ultimately emerge as de jure standards. The pace of adoption, as well as pace of
development from policy / standards groups, will ultimately dictate how long
this process takes. Yet, if past is prologue, it would seem inevitable that
standards will emerge. In the meantime, it’s likely that enterprises and
governments will proceed forward with their business cases, strategies and
projects and utilize standards if and as they are available – but not as a necessary
precursor to pursuing an IoT solution.
14

These use cases in the private and public sectors provide an opportunity to discuss
the “Technologies” that define the Loop and what each enables.
15

Who buys… and who funds?
As the IoT develops and achieves a more sustainable track, dedicated investment will
follow. Some large providers with deep pockets may choose a “go it alone” approach
in developing a proof of concept. More likely, development funding will take on a
relatively complex horizontal or partnership configuration. Some companies have
chosen to invest in start-up companies that are focused on the development of IoT
technologies.
Some developers of private sector IoT concepts are also inviting buyers to play a
partnership role in the development of the concept through co-funding and other kinds
of collaboration. Similarly, in public sector applications, we should see public-private
funding arrangements. Put simply, although funding of the IoT infrastructure will take
on many forms, there is little doubt that investment will build on successful
implementation. The challenge here, tactically speaking, is that there exists a need in
any IoT solution very early on in the lifecycle to develop and test a proof of concept –
a stage in which companies may be more reticent to invest. Companies are struggling
to figure out how to get to a viable product if they can’t get proper funding to even test
the design or configuration of a solution. While this is not necessarily a new
challenge—in a vertically-integrated funding model at least—strategies, priorities,
tolerances for investment and risk, etc. are relatively aligned. In a horizontal model,
these can vary widely leading to increased hurdles in getting past the initial stages of a
solution.
The larger question remains, however: Who exactly are the buyers of IoT? The answer
largely depends on what a particular IoT concept is trying to achieve. Generally, the
more disruptive and revenue-generating the concept, the more the decision to buy will
derive from the C-Suite, especially the office of the CEO. In IoT applications that are
more sustaining and focused on performance efficiencies, the buy decision will involve
a larger number of players. IT may very well not hold the prime decision making
authority in most instances. For IoT applications that focus on improving customer
service performance, those in the corporate structure closest to the customer will likely
play an important role in the purchase decision.
16

Who are the winners and losers? Does IoT
really create wealth…or simply move it around?
The widespread adoption of IoT holds great promise on behalf of individuals,
organizations, and society in general. But what is the net economic impact of
IoT adoption? The answer to this question is less than clear. Certainly, early
IoT adoption is expected to make organizations that adopt these
technologies operate more efficiently and, by extension, more profitably. IoT
should create demand for new kinds of sensors and other hardware as well
as new software applications. Correspondingly, IoT should create new jobs
across a relatively wide spectrum of skill categories.
On the other hand, there will be losers in a fully connected world.
Companies that are slow to adopt IoT—or don’t adopt it altogether—may
become unable to compete. Some jobs will likely disappear because IoT
renders them unnecessary. And, to make matters worse, some of these job
losses may be obscured in what is otherwise an especially optimistic
narrative. Specifically, the business case / ROI for most IoT solutions is
based in operational efficiency and in many instances, the gains come from
removing the human (or other) element from a process. To this end, it is
reasonable to ask whether those who paint the long-term economic impact
of IoT in terms of trillions of dollars in added value have fully taken into
account a reduction in the need for some level of workforce. The answer to
that question remains to be seen.
If this paints an ambiguous picture about the future economic impact of IoT,
that’s because the future economic impact is ambiguous. What seems
relatively certain is that some organizations and individuals will benefit while
others won’t. To this end, some even view IoT as a zero sum gain. While
there is more than likely to be a net-positive impact due to IoT, time will
provide clarity as to the extent of this positive economic impact.
17

The keys to the kingdom: The IoT value chain
consists of many players with specific roles. But
do those who control the data collection and
analysis own the keys to the kingdom?
18
From initial sensing to end application, the building blocks of the IoT are
based on an interoperable network of enabling technologies and software
platforms. Each building block plays a key role in what makes the IoT viable
and drives any of several different kinds of value. But in a world of equals,
are certain building blocks of the IoT network “more equal” than others?
Some have argued that the holy grail of the IoT value loop resides in the data
and that those in the IoT ecosystem who aggregate and transform massive
amounts of raw data into commercially useful intelligence capture the real
value in the IoT environment. This notion holds that commercially useful data
provide insights that drive action and ultimately represent the reason that the
end user pursues a smart solution in the first place. Put another way, the end
customer is more apt to pay for a more comprehensive treatment of raw data
than for a better sensor.
Indeed, some even believe that as time passes, the gap in relative value
captured by those who curate and analyze the data and the rest of the IoT
ecosystem will only widen and that, on a long-term basis, players within the
“non-data” part of the IoT ecosystem will need to develop some data
analytics capabilities simply to differentiate themselves as something more
than commodity providers.
Of course, some think that the emphasis on data is overblown and argue that
where the real value in the IoT ecosystem is captured depends on
application. Time will tell of course. But there can be little doubt that the
collection and enhancement of data is highly coveted, and analytics and the
ability to make use of the vast quantities of information that is captured will
serve as critical elements to virtually any IoT solution.

These discussions speak to the need to understand the impediments
to the twin challenges of value creation and value capture.
19

Revenue generation and innovation are where the
future is, but they are difficult both from value
creating and value capture perspectives
At first blush, the early IoT emphasis on sustaining innovation seems
reasonable. Performance and cost improvement are seldom absent from the
priorities of stakeholders; it is relatively easy to measure and its impact is
likely more immediate than any investment that is truly disruptive. Put simply,
the business case for an IoT application that focuses on operational
efficiencies is relatively easy to make. Many decision makers are hard-wired
to prefer the path of less resistance and, for many, truly disruptive IoT
applications seem too far-flung and abstract to risk pursuing.
Still, organizations cannot innovate from the cost side forever. Widespread IoT
adoption will require new business models that are truly disruptive as it is true
disruptive innovation that will drive revenue applications. The autonomous
vehicle is one example of a far-reaching IoT application that has the potential
to be truly disruptive, in ways that are both intuitive (e.g., changing the way
we drive, park, etc.), as well as others that are not quite as apparent. Take for
example how people move both people and products in a local market – could
autonomous driving not be used to replace taxi and car service models? What
about delivery of food, groceries, or anything that comes from a local market?
Boundless potential may exist under such disruptive innovation.
A more immediate “low-end” example of a disruptive IoT application may
include the transformation of household products--such as washing machines
and refrigerators—into a stream of subscription-based service outcomes.
Many other examples also abound.
The larger point is that disruptive innovation is absolutely harder than
sustaining innovation, but disruptive innovation is where multiples of return on
investment are, and is where the hidden value of IoT really lies. Many also
believe that it requires more vision and courage and that it may also be more
expensive. None of this is new, of course. History is filled with examples in
which technology is only gradually used in disruptive ways. History reveals
that disruption on markets takes time. It also reveals that it is bound to
happen.
20

Tom Galizia, Principal, U.S. Technology Strategy and
Architecture Leader, Deloitte Consulting LLP
22
Dr. Richard Soley, Executive Director, Industrial
Internet Consortium

John Seely Brown, Independent Co-Chairman, Deloitte LLP Center for the Edge; and
Peter Marx, Chief Innovation and Technology Ofﬁcer, City of Los Angeles
23
Shawn DuBravac, Chief Economist and Senior Director of
Research, Consumer Electronics Association
“Because there is perceived risk associated with IoT
adoption, executives should start by designing targeted
deployments of the technology in strategic parts of the
business so that quick and meaningful performance
results can be generated with modest investment.”
– John Hagel, Co-Chairman, Deloitte LLP Center for the Edge

Francesco Tinto, Vice President and Chief Information
Ofﬁcer, Kraft Foods
25
Rene Sotola, Vice-President, Global Communications Sector,
Mobility IoT, CGI
“One of the major challenges that companies face when
trying to solve for revenue generating IoT solutions is the
fact these solutions often require disrupting the same
business model that made them successful to date.”
– Tom Galizia, Principal,
U.S. Technology Strategy and Architecture Leader, Deloitte Consulting LLP

Tobin Richardson, President and Chief Executive Ofﬁcer, ZigBee Alliance
26
Param Singh, Independent Advisor, City of San Francisco
IoT/Smart City
“One of the challenges to creating revenue generating
solutions is truly understanding and solving for unmet
customer needs. Just because a device can be connected,
doesn’t mean it will necessarily offer value to the
end-consumer.”
– Craig Wigginton, Vice Chairman,
U.S. Telecommunications Sector Leader, Deloitte & Touche LLP

“It’s important to frame IoT adoption as a critical
choice: either you disrupt or you will be disrupted.
Framing IoT adoption in this way will motivate
executives to take more risks and act with a sense of
urgency as opposed to simply thinking about
IoT as an optional opportunity.”
– John Hagel, Co-Chairman, Deloitte LLP Center for the Edge
27

John Hagel, Co-Chairman, Deloitte LLP Center for the Edge
28
Chetan Chaudhary, Senior Director of World Wide Sales Strategy and
Alliances, Jasper Wireless
“One of the key attributes of successful revenue generating
IoT use cases is C-suite adoption and sponsorship. Due to
the fact that revenue generating IoT solutions are typically
characterized by a higher level of risk and longer-term pay-
off compared to asset efﬁciency and cost reduction use
cases, they require buy-in from the top.”
– Eric Openshaw, Vice Chairman and U.S. Technology,
Media and Telecommunications Industry Leader, Deloitte LLP

Ken Durand, Vice President, Innovation & Business
Development, Connected Car / M2M, Ericsson
29
Mark Sherman, Managing Director, Telstra Ventures
“IoT technologies create an environment where the near-term future becomes more predictable
than it has been in the past, reducing uncertainty and surprise in our lives.”
– Phil Wilson, Director, Telecommunications Strategy and Operations, Deloitte Consulting
LLP
Craig Wigginton, Vice Chairman, U.S.
Telecommunications Sector Leader,
Deloitte & Touche LLP

Bruce Oberlies, Senior Director Advanced Technology Realization,
Motorola Solutions
31
Dan Feldman, Director, Smart Cities, Verizon

Garry Wiseman, VP Product Management,
Salesforce
32
Phil Wilson, Director, Telecommunications Strategy and Operations, Deloitte Consulting LLP; and Eric
Openshaw

Lathe Carlson, VP of Exhibits, Tech Museum of Innovation; and Param Singh
34
Peter Hoddie, VP, IoT/Kinoma, Marvell; and Param Singh
“The disruptive potential of IoT resides in its ability to turn
businesses inside-out, transform products into services,
transform services into learning architectures and make
us completely rethink what the organization of the future
may look like.”
– John Seely Brown, Independent Co-Chairman,
Deloitte LLP Center for the Edge

Lesley Evers, Graphic Recorder
35
Laura Hall, Deloitte Greenhouse

Contacts
51
Eric Openshaw
Vice Chairman and U.S. Technology
Media and Telecommunications
Industry Leader
Deloitte LLP
eopenshaw@deloitte.com
Craig Wigginton
Vice Chairman
U.S. Telecommunications
Sector Leader
Deloitte & Touche LLP
cwigginton@deloitte.com
Tom Galizia
Principal
U.S. Technology Strategy and
Architecture Leader
Deloitte Consulting LLP
tgalizia@deloitte.com
John Hagel
Co-Chairman
Deloitte LLP Center for
the Edge
jhagel@deloitte.com
John Seely Brown
Independent Co-
Chairman Deloitte LLP
Center for the Edge
jsb@johnseelybrown.com
Phil Wilson
Director,
Telecommunications Strategy and
Operations
Deloitte Consulting LLP
phwilson@deloitte.com
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The Internet of Things: Exploring revenue generating use cases

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The Internet of Things: Exploring revenue generating use cases