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1、Enabling Next-Generation OEM Services with Embedded Machine ConnectivityTancred Taylor,Senior AnalystINTRODUCTIONInternet of Things(IoT)technologies have established themselves as a critical tool for enterprise digital transformation,pairing visibility over operational assets through sensors and rem
2、ote connectivity with control over the broader opera-tional environment through platforms and software.Original Equipment Manufacturers(OEMs)are one category of vendor that benefits from adoption of IoT technology as part of their digital transformation roadmaps.Vendors across equipment categories s
3、uch as Electric Vehicle(EV)charging stations,smart lockers,kiosks,or coffee machines have been building cloud services to complement their equipment,aiming to address a wide variety of goals.These goals are both external and internal,related on the one hand to the value they provide to customers and
4、 on the other to meeting their own inter-nal operational needs.External Customer-Facing Goals:All OEM activities are focused on improv-ing the value they offer to customers.OEMs achieve value by offering differen-tiated products and enhancing them with reliable software and services.This involves en
5、abling customers to do more with the equipment they buy,while adding value and strengthening the relationship with the customer by offer-ing enhanced after-sales support with guaranteed Service-Level Agreements(SLAs).TABLE OF CONTENTSINTRODUCTION.1OEM MARKET EVOLUTION.2OEM CHALLENGES.4DIGITAL TRANSF
6、ORMATION WITH EMBEDDED REMOTE CONNECTIVITY.5Benefits of Connected Machines to Customers.5OEM R&D and Strategy Feedback.6New Revenue Stream Opportunities.7Approaches to Remote Access and Control with Embedded Connectivity.8RECOMMENDATIONS FOR OEMS.9SUMMARYENABLING NEXT-GENERATION OEM SERVICES WITH EM
7、BEDDED MACHINE CONNECTIVITY Internal Process and Business Goals:Simultaneously,OEMs want to diversify their rev-enue streams away from hardware-centric one-off sales in favor of longer-term and higher-margin contracts,allowing them to create value over the entire product lifetime.This involves incre
8、asing the“stickiness”of their offering and creating up-sell and cross-sell opportunities between different parts of their portfolio.This whitepaper discusses how embedding IoT connectivity into field equipment at the point of manufacture allows OEMs to accelerate their digital transformation agendas
9、 and meet all of these goals simultaneously.It looks specifically at OEMs selling into enterprise scenariosboth commercial and industrialthough many of the benefits apply also to OEMs selling into consum-er markets.The whitepaper also assesses the benefits that remote connectivity through remote acc
10、ess and control can offer connected machines operating in the field.OEM MARKET EVOLUTIONOver the past 2 decades,availability of new technologies has led to two main changes to ma-chines and equipment.First,OEMs have increasingly embedded software and Operating Systems(OSs)into their equipment to off
11、er customers more configurability and interfacing options;for example,through Human-Machine Interface(HMI)displays.Second,OEMs have embedded IoT technologies into their equipment,using sensors and connectivity to enable centralized data col-lection,operation,and monitoring of distributed assets.Thes
12、e changes first appeared among industrial machine OEMs operating in asset-intensive industries such as discrete and process manufacturing,packaging,or energy generation.These vendors were among the first to develop comprehensive digital transformation programs that led to a focus on connected machin
13、ery to allow operations managers to have secure control over the parameters and health of the machinery under their control.Many types of devices,however,can benefit from embedded connectivity,and a variety of factors have accelerated the trickle down of embedded technologies into products in other
14、industries.Increasingly,OEMs selling into commercial Business-to-Business(B2B)and Business-to-Consum-er(B2C)scenarios have been considering how to use digital technologies to add further value to their customers.OEM markets that have been active in this direction include:HEALTHCARE EQUIPMENT:These i
15、nclude diagnostics and treatment machines,such as Magnetic Reso-nance Imaging(MRI)or Computed Tomography(CT)machines,infusion pumps,or ventilators,and other professional healthcare equipment.This equipment benefits from connectivity for reasons that include better data collection,per-sonalized treat
16、ment,or maintenance and software updates.ENERGY INFRASTRUCTURE:New equipment types such as EV charging stations require connectivity for services that include price setting and payment processing,usage data collec-tion,and others such as updating and maintenance.In addition,many forms of energy prod
17、uction and distribution equipment are in remote and hard-to-access locations and leverage IoT technologies to provide greater visibility and control over this equipment in the ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITYFigure 1 Installed Base of Connected Assets in Key O
18、EM Markets,2023 to 2027(Source:ABI Research)OEM Challenges The need to embed connectivity becomes even more important as OEMs look to address internal pain points and growing customer expectations when it comes to newer,innovative ways to support issues in the field.Customers Expect Quality:Enterpri
19、ses often own and operate machines and equipment that provide critical services to their customers.Lack of visibility and control of these assets can lead to downtime,loss of performance,lost sales,and customer dissatisfaction.In the EV charging stations use case,while the number of charge points is
20、 increasing rapidly in many countries,the percentage of faults is also increasing.It is estimated that 15%to 20%of chargers are not functioning at any one timeoften due to software glitches and payment processing errors.The result is customer dissatisfaction and user frustration because of the unrel
21、iability of the EV charging network,as well as lost revenue for EV charging station operators.OEMs are expected to 0%5%10%15%20%25%30%35%40%45%0500300350400Installed Base(Millions)20232024202520262027CAGRVENDING MACHINES,KIOSKS:Connectivity is key to enabling digital payment solutions and
22、 a wider range of shopping modalities,expanding revenue generating opportunities for retailers.Machines like these may be self-service or operated by an employee.Enter-prises manage large fleets of distributed assets and must maintain visibility and control over them for reasons that include mainten
23、ance,replenishment,payments,and promotions.INDUSTRIAL AND COMMERCIAL EQUIPMENT:There is a wide variety of machines operated in commercial scenarios that may benefit from connectivity such as Heating,Ventilation,and Air Condition-ing(HVAC)machines,elevators,parcel lockers,and digital signs.+40%+23%+1
24、1%+9%+9%+7%+3%ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITYOEM CHALLENGESThe need to embed connectivity becomes even more important as OEMs look to address inter-nal pain points and growing customer expectations when it comes to newer,innovative ways to support issues in t
25、he field.Customers Expect Quality:Enterprises often own and operate machines and equipment that provide critical services to their customers.Lack of visibility and control of these assets can lead to downtime,loss of performance,lost sales,and customer dissatisfaction.In the EV charging stations use
26、 case,while the number of charge points is increasing rapidly in many countries,the percentage of faults is also increasing.It is estimated that 15%to 20%of chargers are not functioning at any one timeoften due to software glitches and payment processing errors.The result is customer dissatisfaction
27、 and user frustration because of the unreliability of the EV charging network,as well as lost revenue for EV charging station opera-tors.OEMs are expected to play a leading role in enabling their customers to offer the high-est quality service possible to support their business,in particular when th
28、ese businesses rely on OEM equipment to create a product or service.Embedded Software Requires Maintenance:As OEMs build embedded OSs into their machines,these machines become more functional and configurable,but also more complex to maintain and manage.Difficulties arise when servicing these machin
29、es,because distribu-tors and customers do not usually have access to the full proprietary software library used by the OEM.OEMs must,therefore,find ways to make machine software maintenance possible.Maintenance involves both fixing software issues and providing regular software updates.Distributed A
30、ssets Require Management:As high volumes of smart assets are deployed over large geographic areas,enterprises need to find more effective and efficient ways to keep track of them.Remote connectivity enables enterprises to do just that in a centralized manner,enabling real-time assessment of the equi
31、pments performance.COVID-19 was an important driver for OEMs embedding remote connectivity in equipment.Remote manage-ment of distributed assets created clear benefits for customers as it reduced repetitive,time-consuming technician and service employee visits to the field,unlocking time,bandwidth,a
32、nd effort that could be repurposed for other strategic projects within a company.DifferentiationRequiresServices:As OEMs look for ways to differentiate themselves from their competitors,they look to provide better equipment functionality,more software to enhance configurability,and more services to
33、enhance ongoing support to their custom-ers.Thanks to increasingly available technologies,new market entrants are looking to disrupt traditional OEM models by offering a product or service relying on connectivity and software,forcing traditional suppliers to examine how they can make use of these te
34、chnologies as well.Services can take many forms,including Equipment-as-a-Service or SLA-based business mod-els,more effective field service operations,or the creation of an entirely new service segment such as smart lockers.Embedded software and remote connectivity can be an effective way of enablin
35、g these new services.XaaS Models Are the Way Forward:OEMs are looking to replicate X-as-a-Service(XaaS)business models,first pioneered by Software-as-a-Service(SaaS)companies.XaaS models can bring attractive opportunities for equipment OEMs such as higher margins,longer-term contracts,and customer l
36、oyalty.Solutions and associated services they unlock means OEMs can deliver superior after-sales support to their customers over the equipments entire ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITY OEMs Looking to Increase Wallet Share across the Value Chain:As OEMs look to
37、 in-crease their share of wallet,they are looking at ways to enhance their portfolios in the over-all value chain to provide full solutions and better experience to their customers.This may include competing in existing markets in the value chain,or creating a new market entirely.OEMs are in a stron
38、g position to use their existing equipment as a platform from which to of-fer more value through solutions and after-sales services.Emerging technologies and evolving trends facing product-based vendors continue to drive the need for OEM innovation.OEMs must innovate not only to meet pressures from
39、competitors,but also to meet demand from customers.OEMs should consider digital transformation as an op-portunity,when successfully realized,not only to meet their internal process and business goals,but also their customer-facing goals.The benefits of remote connectivity in embedded devices are hig
40、hlighted in the next section.DIGITAL TRANSFORMATION WITH EMBEDDED REMOTE CONNECTIVITYBENEFITS OF CONNECTED MACHINES TO CUSTOMERSBenefits to customers fall into two main categories,around maintenance and data availability.OEMs can play a critical role in enabling their customers to benefit from both
41、of these.It is important to note that if OEMs do not drive the trend toward connectivity,others will fill this gap.Customers and distributors have digital transformation goals of their own,and frequently work with system integrators to achieve them.OEMs should view customer enablement through remote
42、 connectivity as an opportunityas well as a potential area of lost revenue and influence with their customers if their equipment remains disconnected.OPTIMIZED MAINTENANCE PROCESSES Enterprises often rely on a large asset base to offer services critical to their business.This may be a company operat
43、ing thousands of vending machines,a coffee chain with dozens of shops,or a transport system with revenue from digital signage advertisements.Machine downtime can lead directly and indirectly to lost revenue and a sub-par customer experience.Maintenance has always been important,but becomes even more
44、 so as far-flung assets and equipment become intelligent through embedded software that requires regular updating and occasional fixing.Re-mote connectivity contributes to optimized maintenance processes in the following ways.Remote Access and Control:OEMs can also embed remote access and control,a
45、natural extension to embedded connectivity,to enable service teams to directly access the machines systems and fix faults remotely.This results in reduced dispatch costs,faster issue resolution time,and higher customer satisfaction.Remote Diagnostics:Sensors built into machines can enable enterprise
46、s,OEMs,or their distributors to diagnose mechanical and software or firmware issues remotely,resulting in the ability to identify issues more quickly and more easily.FieldServiceTeamOptimization:By diagnosing faults remotely,enterprises,OEMs,or their distributors can work with their service teams to
47、 minimize machine downtime.This includes ensuring the right parts,tools,and experienced technicians are all available when an on-site visit is required.Alternatively,it could involve desk-based technicians providing sup-port to a technician in the ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED
48、MACHINE CONNECTIVITYPredictiveMaintenanceandGuaranteedMachineUptime:OEMs and distributors can also offer predictive maintenance or other SLA-based services to further reduce machine downtime.In summary,embedded remote connectivity directly improves key customer-facing service metrics.These include f
49、irst-time repair rate,mean time to repair,mean travel time,and mean cost per repair.This,in turn,leads to fewer lost sales for customers,improved customer satisfac-tion,and higher customer retention rates for OEMs and their distributors that are part of their value chain.MORE DATA,MORE CONTROLEnterp
50、rises need data on key assets providing services critical to their business.With two-way data flow between machines and centralized operations managers,customers can use connec-tivity at the machine edge to drive improved business performance across their enterprise.Con-nectivity can enable customer
51、s to enhance their operations in the following ways:Empower Operations Managers:Operations managers can control and remotely modify machine parameters and functionality with software updates,control prompts,or other data sent Over-the-Air(OTA).Operations managers can also access logs or view monitor
52、ing ap-plications running on the machine or equipment.This allows them to gain centralized visibility into and control of their machines operating without needing on-site visits.Enable New Enterprise Models:Connectivity has helped create new categories of devices,such as payment terminals and digita
53、l signage.It can also help OEM customers create new business models,including machine leasing services,usage-based billing,SLA-based agree-ments with suppliers,and many others.BENEFITS OF CONNECTED MACHINES TO OEMSOEMs frequently offer cloud services alongside their connected equipment.Through an OE
54、M cloud,customers can gain access to data on their equipment and operations,while also giv-ing the OEM more data about usage of their machines in the field.The new types of data that become available to OEMs through these means can prove a rich source for internal planning purposes.OEM R&D AND STRAT
55、EGY FEEDBACKWhether working with distributors or selling directly to customers,OEMs offering connectivity and cloud access can gain access to unparalleled data into how customers use their assets in the real world.This can inform both Research and Development(R&D)planning and go-to-market strategy.R
56、&D Planning:Equipment OEMs that offer connected machines can gain valuable data to help optimize the design of their products based on product usage data.For example,using data,a vending machine OEM may increase the capacity of its machines to reduce their re-plenishment frequencypotentially reducin
57、g its customers servicing costs.Go-to-Market:OEMs may additionally discover patterns,gaps,or new opportunities for sales.With more data,OEMs can make better decisions on how to bundle products for the most effective sales,or to recommend additional products based on a customers usageen-hancing inter
58、actions between OEMs and ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITYNEW REVENUE STREAM OPPORTUNITIESWhile adding value to customers,OEMs can pursue new market opportunities across the value chain or add recurring revenue streams.OEMs approach this in multiple ways:Soluti
59、onsandAfter-SalesServices:OEMs can provide their distributors and their cus-tomers with enhanced device-or cloud-based software,as well as services.From a services perspective,OEMs can enable after-sales support by granting access to machine data to their distributors and customers,enabling them to
60、identify and resolve issues more quickly.OEMs may either be enablers for these partners or may choose to offer maintenance and field services themselves.Whether as a service provider or as an enabler of better field services,OEMs can create new revenue streams by granting access to embedded machines
61、 currently being operated in far-flung locations across vast geographies.RecurringRevenueModels:OEMs may add new offerings based on subscription revenue(e.g.,software and services),or may even transform how they interact with a customer by of-fering their machines in Equipment-as-a-Service(EaaS)or o
62、utcome-based models.By doing so,OEMs move away from sales based on lengthy cycles centered around equipment obso-lescence and toward long-term service provision.Instead of purely looking for new opportuni-ties for machinery sales,sales teams can start to spend more time on up-selling and improv-ing
63、customer satisfaction.Customer retention often has a more significant positive impact on OEM revenue than new customer acquisition.ROLE OF REMOTE ACCESS AND CONTROLRemote access and control goes hand in hand with machine-embedded software and connectiv-ity,letting users access a machine remotely to
64、make changes within the embedded system.As machine-embedded software and connectivity become more common,the opportunity grows for remote access and control in the B2B and B2C markets,particularly for parameter modifica-tion and after-sales maintenance services.Full bidirectional communication betwe
65、en OEMs and their customers provide three principal benefits.ParameterConfigurability:One of the key use cases for remote access and control is providing a means to modify parameters on a machine.This allows OEMs or operations man-agers to speed up the time taken to optimize a machine for a process,
66、customer,or environ-ment,all from a central dashboard.While device management allows enterprises to make firmware and software updates to an embedded connected system,this requires pushing a pre-packaged system-level update,rather than making real-time modifications within the existing version of th
67、e system.Remote access and control provides greater flexibility in what changes can be made and greater efficiency in how the changes are made.Device manage-ment tools can continue to provide value for mass device updates,with remote access and control acting as a complementary solution.SmarterField
68、ServiceProcesses:Remote access and control enables technicians to remotely access and control a machines systems,replacing the need for field service on-site visits for software or“no faults found”issues.Issues can easily be escalated from the enterprise to the dealer and,if necessary,to the OEM.Fie
69、ld service teams can become more centralized and technician time can be used more efficiently.Optimizing how the field service team is used with machine connectivity helps address key service quality metrics,including the number of repeat visits,mean travel time,mean cost per job,or technician ENABL
70、ING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITYImprovedCustomerMaintenanceOutcomes:Remote access and control limits how long a machine sits unused while waiting for a field service technician to diagnose and repair a fault.Many issues can be resolved remotely and immediately,limi
71、ting the complexity for enterprises lodging service requests and providing direct access to support in front of the machine.In cases when a field technician needs to be dispatched,they can be armed with better information and the right tools,parts,and experience.The result is an improvement in key f
72、ield service metrics such as the first-time repair rate and mean time to repair,as well as in customer satisfaction and loyalty through lower machine downtime and lower total cost of lost sales.APPROACHES TO REMOTE ACCESS AND CONTROL WITH EMBEDDED CONNECTIVITYToday,the standard for remote access and
73、 control solutions in constrained machine OSs is through a Virtual Private Network(VPN)tunnel.One difficulty with this approach is the requirement to work with each customers Information Technology(IT)department to open a firewall port into the machine.The prevail-ing view from industry is that VPN
74、tunnels can be complicated to set up and use,but worth it for the benefits they provide to operations managers and OEMs.One company looking to provide an alternative solution to VPN tunnels is Team-Viewer,building on its existing strength providing remote connectivity solutions through remote access
75、 and control to the enterprise IT market.TeamViewer Ten-sor Embedded bypasses the need for VPN ports in customer networks;instead,the solution centers around an edge device software agent with preconfigured certifications to facilitate a one-click connection between a remote operator and the machine
76、.Key capabilities of TeamViewer Tensor Embedded include:Compatibility with any embedded OSs for constrained IoT devices;these include a wide variety of embedded Linux systems(e.g.,Debian,Fedora,Ubuntu,Yocto,openSUSE,or Red Hat),Android,and Windows IoT.Remote desktop capabilities in any device with a
77、n HMI screen.Pre-configuredcertifications,allowing dealers and OEMs to take control of a machine system without needing to set up a firewall port with a VPN.Access permission is granted by an on-site operator.Integrationwithexistingdevicemanagementplatforms,enabling en-terprises to manage all machin
78、e features,updates,and access from a single platform.Otherstandardremoteaccessfeatures,such as file transfer and support session ENABLING NEXT-GENERATION OEM SERVICES WITH EMBEDDED MACHINE CONNECTIVITYRECOMMENDATIONS FOR OEMS Added Functionality:Take the initiative in adding remote connectivity to m
79、achines.If OEMs do not do so,other parts of the value chain will.Customers and distributors also face their own challenges and are considering how to use digital technologies to enhance their opera-tions.OEMs should look to become an enabler for solutions across the value chainor risk losing influen
80、ce within it.Remote access and control,in particular,can be a crucial tool that OEMs can offer,helping to embed themselves at all levels of the value chain and providing a springboard from which to offer more value-added services.Better Operational Visibility:OEMs should measure and map pain points,
81、across their own and their customers and partners operations.This will allow OEMs to prioritize their activities and to set a baseline against which they can assess the success of their programs.BeyondDigitalTransformation:Foster a beyond-digital transformation mindset that lever-ages existing digit
82、al ecosystems already in place.Lackluster digital transformation programs often stem from insufficient digital expertise and lack of awareness around existing technolo-gies and their implementation.OEMs should not consider digital transformation as a side project,but as an integral part of their fut
83、ure business.This requires extensive planning to set short-term and long-term goals.Enhance Value:Take a broad view of“value.”There can be value in direct financial benefits,long-term opportunity creation,reputational advantages,or in other fields.While OEMs might not consider it their responsibilit
84、y to implement a solution that enables their distributors to better service customers,they should think more broadly around the role they can play within the industry and the steps they must take to wield influence.RemoteConnectivityIstheWayForward:Do not consider the IoT to be the solution,but one
85、of the enabling tools in digital transformation programs.Embedding remote connectivity into products should be considered the first step in OEMs digital transformation journeys.The IoT is not the end result,but the starting point for enabling features,services,and broad-er change at an enterprise le
86、vel.Realizing the benefits of the IoT relies on bringing a range of tools into play;these might include enterprise software,advanced analytics,digital twins,Augmented Reality(AR),and many others.SUMMARYOEMs operate in a fast-paced,constantly-evolving environment that requires them to innovate contin
87、uously.As technologies like the IoT become increasingly mainstream,OEMs play a central role in enabling transformation for their customers,their partners,and themselves.OEMs that take control of the data that come from their machines place themselves in a strong position,al-lowing them to enable dat
88、a sharing with their customers,offer more services and after-sales sup-port through the machines life span,and adopt a smarter approach to their product roadmaps and go-to-market strategies.OEMs should see this both as a requirement to meet the evolving needs of their customers and an opportunity to
89、 reinvent their businessand the industry in which they operate.Published October,2023157 Columbus Avenue 4th FloorNew York,NY 10023+1.516.624.2500About ABI ResearchABI Research provides actionable research and strategic guidance to technology leaders,innovators,and deci-sion makers around the world.
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