IoT has Brought Staggering New Revenue Opportunities

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Keysight Technologies India Pvt. Ltd., with its global presence, offers IoT test solutions that span across the network stack, from physical-layer signal integrity to application-layer load testing and security.

Sandeep Kapoor, AD MSM – EMEAI & Marketing Manager India, Keysight Technologies, talks to EFY bureau about the state of IoT deployment in India, role of government in IoT expansion, Keysight’s product portfolio and its unique strategy to sustain in the market.

Excerpts:

Q. Many opine that IoT is just a buzzword that industry Gurus have coined to create hype? Do you agree with that line of thought? Or do you feel that IoT is opening an entirely new market?

Sandeep Kapoor, AD MSM – EMEAI & Marketing Manager India, Keysight Technologies

It is estimated that by 2020, there will be 50 billion connected devices and the whole IoT market, combined with big data, will reach more than US$ 14 trillion in annual sale.

IoT is definitely opening new opportunities in the market, be it automotive, smart home or healthcare. It has brought staggering new revenue opportunities and is making transformational changes with the deployment of smart devices and connected services across businesses. Original equipment manufacturers (OEMs) and IoT service providers have embraced the new technologies and are launching innovative product lines as they now have the opportunities and availability of sensor data, cloud platform, etc. With IoT, companies are coming up with new business models and are increasing workforce productivity.

Q. In your opinion, is the Government of India (GoI) playing any significant role in expanding the IoT market right now? If yes – how?

With the ‘smart city’ initiative, the Government of India is playing a significant role in expanding the IoT market. The IoT market has become very important and is realigning with new demands of the ongoing digital transformation. With the government’s initiative, there are more advancements happening in the technology space. With rapid progress of wireless technology, there has been a drastic change in the daily usage of gadgets by the citizens. They are now using devices based on the latest technologies for daily home usage.

Q. Are you satisfied at the rate of deployment of IoT solutions in India?

Smart Cities Mission is one of the key drivers for IoT deployment in India. As per a recent report, published in Money Control, a total of 5,151 projects at an estimated cost of Rs 205,018 crores, have been proposed by cities in their Smart City Proposals (SCPs) in India. Besides smart cities, telecom service providers are in the process of rolling out Narrowband-IoT (NB-IoT) network, by deploying plug-n-play platforms that can be used by enterprise customers.

Q. How do you see the IoT market evolving in the next 2-3 years?

New devices are constantly being added to the world of IoT. Devices, not thought of three years ago, are fast becoming mission-critical. However, they will require longer battery life, more robust functionality and performance, and will be expected to work effectively, every time. As the pervasiveness of IoT spreads, it will change completely how the world interacts with information. It will have a dramatic impact on mission-critical IoT devices and the applications they enable. Rather than just devices optimised for performance, ultra-high reliability and security, it will be an entire mission-critical ecosystem designed and hardened to withstand the rigour of the real world. That ecosystem will enable functionality and deliver efficiencies that just a few years ago might have seemed impossible.

Q. Which industry segments do you believe will be driving a larger chunk of demand? Why?

Consumer electronic products are driving a large chunk of demand in India. OEMs are now redesigning their products with the latest wireless connectivity for automation. Smart home solution providers are adding new features to their products like cloud application, machine learning (ML), voice assistance, etc. The smart home is well on its way to becoming mainstream. Many traditional homes already employ at least one or more IoT devices daily. By 2022, Gartner predicts, the typical family home could contain more than 500 smart devices. The functionality of smart home devices may differ, but they share many of the same connectivity and low-power requirements as industrial IoT devices. They also share many of the same technical challenges. Our leading-edge test solutions and expertise help turn IoT smart home device designs into market-ready products.

Across the globe, demand for better, faster and more IoT medical services are on the rise. The IoT for healthcare promises innovation to meet that demand. It is dramatically reshaping medical treatment, services and patient outcomes. The healthcare evolution is just getting started.

Q. What’s your bigger challenge – acquiring customers or acquiring talent?

The success in IoT implementation requires the right software, end-to-end expertise, industry knowledge and new capabilities. IoT being an evolving market, it is very important to acquire the right talent for better customer experience.

Q. What IoT solutions are you providing to your customers?

Keysight has made significant inroads into the IoT industry. We have a wide product portfolio to meet IoT testing needs of the industry. Our EXM and UXM wireless test enhance cellular devices for IoT. These one-box testers are optimal to support RF measurements ranging from 300 MHz to 6 GHz with multi-layer protocol logging which brings insights to increase the battery life of IoT devices. We also offer four modular signal analyzers (M9393A, M9392A, M9391A, and N7109A) with a frequency range of 9 kHz to 27 GHz and 250 MHz of analysis bandwidth.

Keysight’s standalone bench instruments for IoT include the MXA signal analyzers and MXG signal generators, which offer a wide range of test capabilities supporting wireless local area network (WLAN) and ZigBee. Keysight’s PXA series of signal analyzers offers 160 MHz of modulation bandwidth up to a frequency of 50 GHz and is in a leading position to address evolving testing needs for digital modulation analysis.

We also provide IoT device battery life optimization solutions as well as IoT device functional test solutions.

Q. What’s your strategy to create a differentiation for your solutions vis-a-vis your competitors?

At Keysight Technologies, we have sustained our market growth by providing superior support for the entire IoT product lifecycle based on a common understanding of the measurements required. We have developed our solution portfolio based on the distinctive test equipment. Unlike many of our competitors, we are strongly focused on offering comprehensive solutions and designing path-breaking technologies to support hardware design and modular and automated calibration procedures. To address key unmet customer requirements in the current global test and measurement (T&M) industry for IoT, we offer the broadest test equipment product portfolio available (benchtop and standalone instrumentation, modular, wireless test sets, and handheld test equipment that support the evolving wireless formats used in IoT devices across all the different stages of these products’ lifecycles). With our profound technological expertise, we leverage our test equipment technology for IoT devices and is to provide an all-inclusive test solution while focusing on a holistic hybrid approach with a combination of instruments spanning different form factors.

As a leader in test and measurement, we help our customers understand the challenges faced by them in each segment of the mission-critical IoT ecosystem — device, wireless communications and network. Keysight’s end-to-end test solutions are designed to overcome these challenges and succeed in developing robust and secure mission-critical devices and networks.

Q. Any innovative strategy being planned or implemented by your team to create demand for your solutions amongst customers or channel partners?

Keysight is focusing on providing mission-critical IoT solutions for crucial applications in healthcare, industrial and power systems industries. It is evolving to encompass a new breed of applications that are required to work as anticipated, without fail, every time, in industries like wearables, smart city, smart home and others.

Q. Who is the key decision maker for you – the technology decision maker or the business decision maker? With whom do you start the conversation– and how do you balance the interests of both types of decision makers?

Every organisation has got two sets of decision makers – technology users and business users. Both the teams need to work hand-in-hand to make their ventures successful. Though their efforts lead to the same end goal, yet both will have their own set criteria for decision making. We need to approach both the groups to ensure that their end customers get the desired offerings. Technology users are more focused on solving their technical challenges, evolved during design and manufacturing of their products. At the same time, business groups would like to focus on their business case and return on investment (RoI). Keysight’s multi-dimensional approach has been centered around maximising business value to the customers and their ecosystem partners.

Q. How would you describe your solutions to a non-technical decision maker at the clients’ end?

Keysight is focused on providing solutions for mission-critical industry applications. Our approach is to understand customers’ challenges and provide them deeper insights for making them successful in their ventures.

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