The sales funnel: building momentum, dysfunction, or both?

Artificial Intelligence (AI)
digital transformation
Internet of Things (IoT)
Software-as-a-Service (SaaS)
technical marketing

Brad Canham

Traditionally, sales funnels are a way of organizing the journey of buyers through marketing and sales stages. However, technology markets are accelerating and their increasing complexity results in emergent market factors. As a result, an organization’s defined buyer journeys and sales funnels diverge from market realities. Moreover, because sales funnels are tied to an organization’s revenue lifeline; they are are a nexus for power dynamics and social positioning. Therefore, a critical perspective and adaptability is warranted to mitigate against the negative byproducts associated with sales funnels in accelerating technology environments. The first steps to increased adaptability include awareness of the sales funnel’s negative byproducts including: the illusion of control, reinforcement of power dynamics, oversimplifying complexity, dysfunctional momentum, and the reduction of people to profits and costs. In this report we explore the nature of the sales funnel and its use, and particularly focus on the unwanted byproducts that it can produce, as well as offering some thoughts on alternative approaches. Leaders, and especially those whose expertise is tied to using the sales funnel, are encouraged to bring adaptability to sales funnel processes by critically reviewing and continually calibrate sales funnels to markets, including its definitions, timelines, and role in the organization.

HubSpot
Marketo
Monday
Salesforce
Zoho

Worker Safety: 18.2 million connected devices, generating USD3 billion revenue by 2032

Internet of Things
IoT
Hyperconnectivity
Personal Monitoring & Tracking
lone worker

Paras Sharma
Matt Arnott

This report provides Transforma Insights’ view on the market for Worker Safety solutions involving the use of the Internet of Things. This segment comprises Emergency Services Personal monitoring and Lone Worker Safety. To provide a safe and worker-friendly environment, companies are ramping up their efforts to reduce workplace accidents and enhance the transparency and accountability of workers. Worker Safety solutions can help reduce human and capital loss due to on-site worker injuries. To address this market, manufacturers have developed connected wearable devices in multiple shapes and models which can be worn as armbands, insoles (for tracking a worker’s movement and posture), or as vests. Some devices are equipped with cameras and provide indoor and outdoor location tracking via GPS or beacons. Many devices offer SOS functionality in case of emergencies. The report provides a detailed definition of the sector, analysis of market development and profiles of the key vendors in the space. It also provides a summary of the current status of adoption and Transforma Insights’ ten-year forecasts for the market. The forecasts include analysis of the number of IoT connections by geography, the technologies used (including splits by 2G, 3G, 4G, 5G, LPWA, short range, satellite and others), as well as the revenue split between module, value-added connectivity and services. A full set of forecast data, including country-level forecasts, sector break-downs and public/private network splits, is available through the IoT Forecast tool.

Aware360
Axon
Blackline Safety
Globalstar
Honeywell
IBM
Motorola
Wolfcom

Internet of Things
Hyperconnectivity

Government
Health & Social Care

Webinar - New approaches for technical marketeers: ‘Disturbance Marketing’ and beyond

IoT
Internet of Things
Artificial Intelligence
AI
webinar
technical
marketing

Brad Canham
Matt Hatton

Based on a new set of research and analysis undertaken by Brad Canham, VP Research, and Matt Hatton, Founding Partner, we share a set of innovative new perspectives and approaches specifically aimed at that technology marketing function. The technology fields upon which Transforma Insights focuses, including IoT and AI, are in a constant state of flux, and marketing strategies need to similarly evolve.

Asset Monitoring: 181 million devices by 2032 to mostly prevent theft and increase asset productivity

IoT
Internet of Things
LPWA
Short-Range
Wi-Fi
Bluetooth
RFID
Asset Monitoring
Gaming Machines
Livestock
Cattle
Sheep
Medical Equipment
Fitness Equipment
Commercial Fitness
Gym Equipment
Ring Buoys
Life Jackets
Life Vests
Agriculture
Health & Safety
EMS
Emergency Medical Service

Rohan Bansal
Matt Arnott

This report summarises the status and forecasts from the Asset Monitoring Application Group found in the Transforma Insights Connected Things IoT forecast. The report provides a description of what is covered in the Application Group, as well as top-level figures from the forecast that provide detail on how many connected devices will be installed, the types of communication technology used and the total revenue opportunity. Full details are accessible through the TAM Forecast tool.

Allflex Livestock Intelligence
CasinoTrac
CoreRFID
DigitAnimal
Digital Matter
EcoFit
Ensinco Casino Management System
Monnit
Plastimo
Rastrac
Sofar Ocean
U-Blox
Win Systems
Wireless Links
ZiggyTec

Internet of Things
Hyperconnectivity

Agriculture, Forestry & Fishing
Arts & Entertainment
Health & Social Care

Pricing models for cellular IoT connectivity providers

Internet of Things
IoT
connectivity
cellular
pricing
enterprise
consumer
data
differentiation

Matt Hatton

The last few years have seen substantial competitive pressure on the price of cellular-based IoT connectivity. Many Mobile Network Operators (MNOs) and some IoT-focused Mobile Virtual Network Operators (MVNOs) have sought to find alternative approaches to enhancing and differentiating their offerings in order to mitigate the consequent impact on revenue, including the layering on of additional value-added services. This report examines approaches to pricing and packaging of the core IoT connectivity-related products, and mechanisms that might be engaged in an effort to avoid the commoditisation of connectivity that seems to be the prevailing trend. This includes consideration of data plans and positioning connectivity as part of an end-to-end offering.

1NCE
Audi
Justworx
Onomondo
Particle
Soracom
Telefonica
Telia
Things Mobile
Verizon
Vodafone
Wireless Logic

Hyperconnectivity
Internet of Things

Webinar: Software-defined networks for IoT: moving connectivity from commodity to differentiator

Webinar
IoT
Internet of Things
network
5G
hyperscale
connectivity

Matt Hatton

On the 5th December 2023, Transforma Insights' Matt Hatton moderated a webinar sponsored by Stacuity, which examined how the delivery of global connectivity, particularly for IoT, is changing to meet evolving needs and reasserting the value of the network.

1oT
Apiro Data
Stacuity
Velos IoT

Hyperconnectivity
Internet of Things

Air Transport: Generating USD715 million through IoT by tracking aircraft location and providing on-board connectivity to passengers

Internet of Things
IoT
Hyperconnectivity
Aeroplanes
Aircraft
Air Cargo
Air Freight
Air Travel
Cargo Monitoring
Charter Flights
Connected Vehicles
Emissions
Flight Management Systems
Helicopters
High Throughput Satellite (HTS) systems
In-flight Wi-Fi
In-flight Entertainment & Connectivity (IFEC)
Location Tracking
Military Vehicles
On-board Connectivity
Public Transport
Sustainability
Transportation
Weather Information Services (WIS)

Rohan Bansal
Matt Arnott

This report provides Transforma Insights’ view on IoT in the Air Transport market. This segment comprises Cargo Aircraft, Public Transport Services – Air, and Other Aircraft.

AirAsia
AirBridgeCargo
Air France
Air New Zealand
Arviem
Aviaso
British Airways
CargoLogicAir
Egypt Air
Emirates
Ericsson
Gogo Business Aviation
Groupe ADB
Honeywell
Honeywell Aerospace
Hub One
Inmarsat
Iridium
Malaysia Airlines
Moment
Panasonic
SITAONAIR
Tata Communications
TrueNorth Avionics
Qatar Airways
Virgin Atlantic

Internet of Things
Hyperconnectivity

Transportation & Storage

Multi-access edge computing (MEC): Operators steering the way through 5G and integrated MEC capabilities

5G
Cloud Computing
Communication Service Providers (CSP)
Dedicated Edge
Distributed Edge
Hybrid MEC
Hyperscalers
Private MEC
Private Network
Public MEC

Nikita Singh

In October 2023, Transforma Insights published the report “Multi-access edge computing (MEC): Private MEC takes an edge over Public MEC with more real-time deployments than pilots”, that examined the potential use cases for MEC. This report is an extension on that report and provides an in-depth view of various telecom operators and their MEC strategy. Telecom operators are now at crossroads to provide ubiquitous connectivity to enterprises across different industry verticals. The rollout of 5G and the need to support time-critical use-cases such as autonomous robots, drones, metaverse, AR-VR applications, autonomous vehicles, and multimedia applications has made MEC important for connectivity and computing synergy. The report examines 13 major telecom operators across the globe and their MEC capabilities including collaboration with hyperscalers, infrastructure deployment, service capabilities and market opportunities across industry verticals/sectors. Followed by conclusions and recommendations on the wider market scope and growth horizons in the near future.

Amdocs
AT&T
Aurrigo
AWS
Bell Canada
Boston Dynamics
BT
China Telecom
Cinfo
Cisco
Dedrone
Dell Technologies
Deutsche Bahn
Deutsche Telekom
Drone Delivery Canada
Elk
Ericsson
Etisalat
Ford
Gestalt Robotics
Gestamp
Google
Groopview
GSMA
HERE Technologies
Honda
Huawei
Ice Mobility
Imperium Drive
Intel
Interdigital
KDDI
Keyless
KT
Kyndryl
Lockheed Martin
Lumen
Mavenir
Maxis
Microsoft
Netcracker
Nissan
Orange
Porsche
Proxime
Red Hat
Rudsak
Saguna Networks
Sight Manufacturing
Singtel
Spirent
Sportable
Taqtile
Telefonica
Telenor
Telstra
Telus
Tiny Mile
Unleash Live
Verizon Communications
Vodafone
Xpllore
YBVR

Internet of Things
Hyperconnectivity
Artificial Intelligence
Edge Computing
Human Machine Interface

Sea & River Transport: 2.5 million connected devices by 2032, ensuring safe and sustainable travel

Internet of Things
IoT
Hyperconnectivity
Connected Vehicles
Boats
Cruises
Cargo Monitoring
Connected Vehicles
Ferries
Fish Monitoring
Fishing Boats
Fishing Fleet
Fishing Vessels
Freight
Logistics
Maritime Transport
Ocean Liners
Satellite
Sea Freight
Seaborne Trade
Ships
Shipping
Ship Monitoring
Sustainability
Trade

Rohan Bansal
Matt Arnott

This report provides Transforma Insights’ view on the Sea & River Transport market. This Application Group comprises Cargo Vessel Management, Fishing Vessels, and Public Transport Services – Ship.

ABB
Associated British Ports
BlueTracker
Boomi
BSNL
Caremar
Carnival Cruises
DobroFlot
Hitachi Data Systems
Inmarsat
Intelsat
Maersk
Nalta
New York Waterways
Ocean Medallion
OneWeb
Orange Business Services
ORBCOMM
Satlink
Skylo Technologies
Stena Line
Teltonika Networks
Verizon Communications

Internet of Things
Hyperconnectivity
Artificial Intelligence

Agriculture, Forestry & Fishing
Transportation & Storage

Dash Cams: 78.4 million connected in-vehicle cameras will improve driver efficiency and road safety in 2032

Internet of Things
IoT
Hyperconnectivity
Dash Cams
Dashboard Camera
Car Digital Video Recorder
Event Data Recorder
Insurance
Automotive
Cameras
Connected Car
Connected Vehicles
Aftermarket

Suruchi Dhingra
Matt Arnott

This report provides Transforma Insights’ view on the Dash Cams market. The report provides a detailed definition of the sector, analysis of market development and profiles of the key vendors in the space. It also provides a summary of the current status of adoption and Transforma Insights’ ten-year forecasts for the market.

Blackvue
Garmin
Nexar
Nextbase
Samsara
Sansata Insights
Teletrac Navman

Internet of Things
Hyperconnectivity

Transportation & Storage
Consumer

Below is a list of Transforma Insights' research reports on Digital Transformation, IoT, AI and other disruptive technologies. Our 'Essential' subscribers can access a select sub-set of the reports as 'Essential Reading'. User Group members can access exclusive 'User Group' content. Some reports (e.g. Peer Benchmarking) are only available to 'Corporate' users. For details on how to upgrade your subscriptions, check your Profile page. If you would like to speak with our analysts about the content of any report, or any other topic, please contact enquiries@transformainsights.com.