Disturbance Marketing: poking ‘truths’ to engage technologists
- Technology
- marketing
- Internet of Things
- IoT
- Artificial Intelligence
- AI
- Digital Transformation
‘Disturbance Marketing’ is a new approach proposed by Transforma Insights to promote technology products and services to professionals in technical fields. It identifies specific ‘truths’ that are understood by insiders within a field and then disturbs them through provocative messaging aimed at challenging prevailing wisdom. To be done effectively it involves messaging that comes from a credible source and with a relevant theme that originates from within the field to which it is addressed. It specifically excludes using approaches that are generic, and thus come from outside the field, such as ‘making things simple’ or ‘saving you $$$’. The aim is to attract attention to a product, of course. But that is also done in tandem with Disturbance Marketing’s aim to elevate the social capital of the customer by building their understanding of rapid technological and commercial developments; to do that it must tread a fine line between what grabs the attention and what is true. In this report, we first define what we mean by Disturbance Marketing and ground it in some discussions around wider ideas of ‘truth’, organisational intelligence, and disturbances, in a marketing context. We then examine the five steps in building a Disturbance Marketing message: seek truth then disturb it, keep it short, target primal instincts, use insider language, and build the customer’s social capital. Within that section, we also consider several real-world examples where Disturbance Marketing has been used effectively. The report then goes on to look at approaches that do and don’t work, including a critique of the generic and ‘outside’ language that tends to dominate technology marketing messages, before providing examples of how Disturbance Marketing approaches might be applied to new emergent technologies. Finally, we provide a 7-step approach for technology vendors to build their Disturbance Marketing messages.
- 1NCE
- Cassia Networks
- GSM Association
- KORE
- Twilio
- Wirepas
Ernst & Young (EY): Digital Transformation capabilities assessment
- EY ASpace
- EY Metaverse
- EY Smart Factory
- EY Wavespace
- Nucleus 3DP
- OpsChain
- Large Language Model
- Generative AI
- EY.ai
- Digital Transformation
- DXSP
- Internet of Things
- IoT
- Artificial Intelligence
- AI
- PLM
- distributed ledger
- blockchain
- Robotic Process Automation (RPA)
The report examines the capabilities of Ernst & Young (EY) in Digital Transformation. It provides a comprehensive review of the products, services, and capabilities of EY across 11 technology areas and dozens of functions, to determine the core strength of EY for meeting enterprise needs. The 11 technology families in which the vendors capabilities are assessed are IoT, Hyperconnectivity, Human Machine Interface, Artificial Intelligence, Distributed Ledger, Data Sharing, Product Lifecycle Management, Robotic Process Automation, Edge Computing, Autonomous Robotic Systems, and 3D Printing & Additive Manufacturing. While these might not encompass every possible technology that organisations might need in order to purse a Digital Transformation, they certainly represent the most disruptive, and therefore the ones of which enterprises should be most aware. The report includes rating across each of the technology areas and functional capabilities (specialised hardware, general hardware, software products, integrated solutions, application development, systems integration and project management, specialist services, field & operational services) using Transforma Insight’s four-level universal rating system for vendors in Digital Transformation. Internet of Things, for instance, spans hardware, software, application development, implementation, field services and specialist services. For each of the 92 combinations of function and technology, EY is rated for whether its capabilities are ‘Emerging’, ‘Significant’ or ‘Market Leading’ (or ‘None’). This rating is based on both the credibility of the solution and the position of the offering in the market (e.g. market share).
LTE Cat 1 bis is a real contender in cellular-based IoT, at least in the medium term
- Hyperconnectivity
- IoT
- LTE
- 4G
- LTE Cat 1 bis
- LTE Cat 1
- LTE-M
- NB-IoT
- cellular
LTE Cat 1 bis was introduced as part of 3GPP Release 13 in 2016. Since then, it has been a little unclear exactly how it would fit into the panoply of cellular network technologies. Cat 1 bis devices are significantly cheaper, smaller and lower power than LTE Cat 1 (which is itself aimed at IoT applications), and with minimal impact on performance compared to LTE Cat 1. However, there was always a question mark over its ability to compete with the mMTC technologies LTE-M and NB-IoT given their superior coverage, battery life and assumed lower cost. However, deployment of LTE-M and NB-IoT has proved to be slower and more regionalised than might have been previously assumed. This leaves the door open for Cat 1 bis, although in the long run it is dependent on (4G) LTE deployments whereas those other technologies will continue to be supported as part of 5G standards in the long term. In this report we examine the capabilities of Cat 1 bis, and particularly focus on how it compares to LTE-M and NB-IoT. We consider deployment parameters such as uplink/downlink, latency, range, in-building coverage, unit price, power consumption, network availability globally, voice support, futureproofing, and module availability. The report also includes a top-level forecast of how many Cat 1 bis devices we expect to ship, relative to other LTE technologies.
- Deutsche Telekom
- Fibocom
- GSM Suppliers Association (GSA)
- Quectel
- Sierra Wireless
- SIMCom
- Telit Cinterion
- u-blox
- Hyperconnectivity
- Internet of Things
Waste Management: 2.9 million devices by 2032 to manage waste effectively and sustainably
- Internet of Things
- IoT
- Hyperconnectivity
- Asset Tracking & Monitoring
- Connected Bins
- Garbage
- Smart Bins
- Solar Bins
- Sustainability
- Trash Bins
- Trash Compactors
- Waste Collection
- Waste Disposal
- Waste Management Systems
This report summarises the status and forecasts from the Waste Management 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.
- Big Belly
- Contenur
- eCube Labs
- Enevo
- Envac
- Evreka
- Farsite
- NordSense
- Sensoneo
- Internet of Things
- Hyperconnectivity
- Water Supply & Waste Management
CGI: Digital Transformation capabilities assessment
- CGI
- Digital Transformation
- DXSP
- Internet of Things
- IoT
- Artificial Intelligence
- AI
- PLM
- distributed ledger
- blockchain
- Robotic Process Automation (RPA)
- Automation
- Blockchain
- Data Exchange
- Hidden City
- Peer Benchmarking
- Smart Meters
- Vendor Analysis
- Vendor Rating
The report examines the capabilities of CGI in Digital Transformation. It provides a comprehensive review of the products, services, and capabilities of CGI across 11 technology areas and dozens of functions, to determine the core strength of CGI for meeting enterprise needs. The 11 technology families in which the vendors capabilities are assessed are IoT, Hyperconnectivity, Human Machine Interface, Artificial Intelligence, Distributed Ledger, Data Sharing, Product Lifecycle Management, Robotic Process Automation, Edge Computing, Autonomous Robotic Systems, and 3D Printing & Additive Manufacturing. While these might not encompass every possible technology that organisations might need in order to purse a Digital Transformation, they certainly represent the most disruptive, and therefore the ones of which enterprises should be most aware. The report includes rating across each of the technology areas and functional capabilities (specialised hardware, general hardware, software products, integrated solutions, application development, systems integration and project management, specialist services, field & operational services) using Transforma Insight’s four-level universal rating system for vendors in Digital Transformation. Internet of Things, for instance, spans hardware, software, application development, implementation, field services and specialist services. For each of the 92 combinations of function and technology, CGI is rated for whether its capabilities are ‘Emerging’, ‘Significant’ or ‘Market Leading’ (or ‘None’). This rating is based on both the credibility of the solution and the position of the offering in the market (e.g. market share).
The European Data Act will have huge implications for how IoT services are delivered in the EU and beyond
- Artificial Intelligence
- Data Sharing
- Internet of Things
- IoT
- EU
- Data Act
- regulation
- legal
- law
- data spaces
- data exchange
The ‘Regulation on harmonised rules on fair access to and use of data’ (European Data Act, or EDA) was first proposed by the European Commission in February 2022 to “leverage the exponential growth of IoT and unlock the vast potential of industrial data in the EU in a safe manner”. In June 2023, it was announced that European Parliament and the Council of the EU had reached agreement on the EDA. The Act will most likely be finalised in or around October 2023, come into force soon thereafter and become applicable 20 months later, meaning in mid-2025.
- Amazon Web Services
- European Commission
- European Telecommunications Network Operators Association
- GSM Association
- International Road Transport Union
- Microsoft
- Siemens
- Internet of Things
- Artificial Intelligence
- Data Sharing
What is Multi-access Edge Computing (MEC) and what are its key applications?
- 5G
- Cloud Computing
- Communication Service Providers (CSP)
- Hybrid MEC
- Hyperscalers
- Private MEC
- Private Network
- Public MEC
Over the past four years, Communication Service Providers (CSPs) and hyperscale cloud providers (Microsoft, Google and AWS) have been investigating the potential, through multiple commercial trials and pilot projects, of Multi-Access (formerly Mobile) Edge Computing (MEC). The report provides a background on MEC as a technology and examines its potential use cases and applications from an enterprise perspective. It considers the MEC ETSI standard, types of MEC interface and also identifies the reasons for MEC gaining market traction. Additionally, it provides details on strategic collaborations of various global telcos in the MEC space, and the emerging themes and verticals have also been defined. This is followed by conclusions and recommendations on the wider market scope and growth horizons in the near future.
- Accenture
- Affirmed Networks
- Altiostar
- Amdocs
- Avanade
- Amazon Web Services
- Bell Canada
- Brains Technology
- Broadpeak Content Delivery
- Capgemini
- China Unicom
- Cognitiwe
- Cognizant
- Datwyler
- Ericsson
- Extreme Networks
- FanDuel
- Google
- GSMA
- Harman
- HCL
- HFCL
- Honda
- ILink Digital
- Inception
- Intel
- Inventec
- Ipsotek
- KDDI
- M1 Singapore
- Mavenir
- Mawari
- Maxis
- Microsoft
- Neal Analytics
- Net4
- Nissan
- Northdocks
- NTT
- Nvidia
- O2
- Philips
- Rakuten
- Red Viking
- Saguna Networks
- Singtel
- Tampnet
- TCS
- Tech Mahindra
- Telia Company
- Telstra
- Telus
- T-Mobile US
- Verizon Communications
- Vodafone
- Weavix
- Zixi
- Hyperconnectivity
- Internet of Things
- Artificial Intelligence
- Human Machine Interface
- Edge Computing
- Transportation & Storage
- Manufacturing
- Construction
- Electricity, Gas, Steam & A/C
- Health & Social Care
- Government
- Retail & Wholesale
- Arts & Entertainment
Generative AI use cases flourish across multiple domains and industries
- ChatGPT
- Foundation Models
- GenAI
- Generative AI
- Large Language Models
- LLMs
Generative AI opportunities are being increasingly explored by companies across many industries. In this Key Topic Insight Report, we start with the discussion on what generative AI is, the benefits of the technology, and how has the technology evolved over the years. We also discuss the meaning of Foundation Model and Large Language Model, the terms which appear frequently whenever generative AI is discussed. A major part of the report focuses on highlighting use cases where generative AI can be deployed to support several enterprise functions. It will help potential adopters of the technology to prioritise use cases that will benefit the most by use of generative AI. For example, it discusses the potential of the technology in customer support, IT, sales, marketing, finance and R&D functions. The report also lists examples of leading companies that are already deploying the technology within these functions. While the technology looks promising for the future, it has a flip side too. The last part of the report discusses the major challenges associated with the technology, including data bias, technical complexity, intellectual property rights and legal concerns.
- ABN Amro
- Amazon
- Amgen
- ASOS
- Baskins Robins
- BBVA Bank
- Contenda
- DALL-E
- Deepbrain
- Deutsche Bank
- Emirates NBD
- GA Telesis
- Goldman Sachs
- Google
- IBM
- Insilico Medicine
- Lexica
- Macy’s
- Meta
- Microsoft
- Midjourney
- Mitsui Chemicals
- Morgan Stanley
- Murf AI
- Myntra
- Nordstrom
- NVIDIA
- OpenAI
- Orange
- Replit
- Resemble AI
- Salesloft
- Samsung
- SellScale
- Spotify
- Synthesia
- University of Kansas
- University of Stanford
- Vodafone
- Walmart
- WPP
- Zepp Health
- Artificial Intelligence
- Robotic Process Automation
HCLTech: Digital Transformation capabilities assessment
- HCLTech
- Digital Transformation
- DXSP
- Internet of Things
- IoT
- Artificial Intelligence
- AI
- PLM
- distributed ledger
- blockchain
- Robotic Process Automation (RPA)
- Application Development
- DRYiCE
- Generative AI
- IoT WoRKS
- System Integration
The report examines the capabilities of HCLTech in Digital Transformation. It provides a comprehensive review of the products, services, and capabilities of HCLTech across 11 technology areas and dozens of functions, to determine the core strength of HCLTech for meeting enterprise needs. The 11 technology families in which the vendors capabilities are assessed are IoT, Hyperconnectivity, Human Machine Interface, Artificial Intelligence, Distributed Ledger, Data Sharing, Product Lifecycle Management, Robotic Process Automation, Edge Computing, Autonomous Robotic Systems, and 3D Printing & Additive Manufacturing. While these might not encompass every possible technology that organisations might need in order to purse a Digital Transformation, they certainly represent the most disruptive, and therefore the ones of which enterprises should be most aware.
Virtual Briefing: Optimising Device-to-Cloud Connectivity: Why IoT needs Connected-by-Design
- IoT
- Internet of Things
- Connected by Design
- device
- cloud
- AI
- workloads
- connectivity
- edge computing
This Virtual Briefing addresses the Transition Topic related to optimising Device-to-Cloud connectivity', in particular the importance of adopting a Connected-by-Design approach for IoT deployments, highlighting the need to integrate connectivity considerations throughout the design process. By taking into account the unique requirements of each IoT use case and the complexity of component mix, this approach allows for the optimization of all elements in the IoT system.
- Internet of Things
- Hyperconnectivity
- Edge Computing
- Artificial Intelligence
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.
