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Iot Opportunity in the World of Semiconductor Companies July 2018 Brochure / Report Title Goes Here | Section Title Goes Here IoT opportunity in the world of semiconductor companies July 2018 Brochure / report title goes here | Section title goes here b Table of Contents The opportunity 03 Industrial market overview 07 Automotive market overview 11 Smart city market overview 17 Health care market overview 21 Consumer market overview 25 Appendix 31 1 2 IoT opportunity in the world of semiconductor companies | The opportunity The opportunity: Semiconductor companies in the future They could be immersed in powering a world of IoT How do you create shareholder value when • Low economic profit in the industry:Most your product is so heavily commoditized The power of three players in the industry have struggled to that it’s nearly impossible to make high consistently generate profit. Competition Top trends forcing change margins on it? You build an ecosystem to is fierce, and when a product is a The semiconductor industry has been provide solutions, and the Internet of Things commodity it can shrink margins. In some affected by three major trends in recent (IoT) brings semiconductor companies cases, profits made over a period years that have been difficult hurdles to that opportunity, with markets ripe for of some years on in-demand products overcome: innovation and growth. tend to be lost on future products that • Product performance may be peaking: fail to take off. So, what’s driving the shift? Semiconductors Moore’s law states that the number of • Disruption in technology value chain: form the underpinning of all the electronics transistors, and hence the performance, Many semiconductor companies we use in our daily lives. From the alarm in a dense integrated circuit will double experiencing a decrease in profitability clock and microwave that help us get our approximately every two years, and it have uncovered more value from day started, to the cell phone and laptop has been true for a long time. Computers integration, software, and service than that enable our workday—much of what we have become smaller and faster over from the sale of chips. Many companies depend on is powered by semiconductor the past few decades lending credence now have more software engineers than chips. Yet, semiconductor companies are to the theory. However, in recent years hardware engineers, but they don’t get at a critical junction. Leaders require new this phenomenon has slowed. Peak paid for these costs by their customers. strategies to grow their businesses in performance of semiconductors may Essentially, they are offering more and smart ways. be starting to level out. getting less, which is only sustainable for so long. 3 IoT opportunity in the world of semiconductor companies | The opportunity Where there’s How will nuances. Semiconductor companies can embrace IoT strategies by: challenge, semiconductor Building a business ecosystem there’s opportunity companies devise In order to provide an end-to-end IoT solution, we need device manufacturers, Take advantage of IoT markets IoT strategies? communication hardware, connectivity In order to overcome the effect of these protocols, cloud providers, IoT platforms, Semiconductor companies can no trends, a large number of semiconductor analytics and system integrators, etc. On longer simply be component providers companies have taken measures to reinvent top of that, IoT is a nascent and fragmented to create value in this market. They have themselves. The leaders in the industry are market with different end-customer needs. to understand the entire IoT stack’s making moves to: It is impossible for a single company to requirement, and in some cases, possess all the technologies. The nature • Improve margins through merger and create an end-to-end solution that facilitates of the IoT market calls for an ecosystem acquisitions and thus benefit from the market adoption. A typical IoT stack with of companies that share a vision and resultant economies of scale. representative electronic subsystem is have complementary assets and skills. illustrated in figure 1. The left-hand box • Grow their product portfolio, thus Semiconductor companies could build is typically the device that contains the moving into more profitable market such an ecosystem and strive to be sensors. It could be a mobile phone or a segments such as IoT. the control point, as they architect and medical device that captures a person’s help catalyze, enable, and manage the heartbeat. Both the device and the IoT There is tremendous opportunity for whole solution jointly developed by the platform it communicates with have the semiconductor companies to provide value ecosystem partners. to their end customers via IoT markets. capability to analyze and organize the data received. These devices and sensors are going to play Enabling ecosystem partners a critical role in collecting and processing A sustainable partner ecosystem The IoT platform also has the capability of data across a variety of industries. They will creates a win-win situation for all parties interpreting the data and sending analytics likely bring forth new services and create involved. To form a successful ecosystem, up through an application that provides cost reduction opportunities. They can forge semiconductor companies should insights and alerts to people or providers. insights into new discoveries and help us find understand, develop, and nurture the Security is a critical component at every quality issues faster and improve output. partners to enable their growth. This may step of the journey, from the time the data And in some industries, like health care and require providing them technical, business, is collected to the time it is served up in automotive, they could even save lives. The and financial support. ability for an IoT sensor or device to sense the application. There are opportunities for semiconductor companies to provide its surrounding, communicate its state, and Semiconductor companies also may products and services in four key areas of process the collected data to determine need to adjust the product strategy. the stack—Sense, Analyze, Communicate, the best response to its environment holds Besides making trade-offs between and Security—as illustrated in the diagram. extraordinary promise. The projected size of power, function, form factor, and security, There are also greenfield opportunities to the market is equally impressive. semiconductor companies should consider provide services in other areas of the stack. additional features or products to enable Samsung has already taken steps in this IoT semiconductor spending is projected to IoT ecosystem partners. Such offerings 1 direction by offering the ARTIK platform, be $34 billion in 2020. At the same time, IoT might include a software development which includes cloud platform, analytics electronics solution spending is projected to kit (SDK) tailored to the IoT developer, or offerings, and ease of cloud integration. reach $572 billion presenting semiconductor enabling ease of connectivity to cloud companies the opportunity for revenue platforms, analytics apps, and system 2 While the opportunity is large, the IoT growth other than from device sales. integration services. However, to realize the revenue growth market presents entry challenges to benefits, semiconductor companies should semiconductor companies. These adapt their product development and go-to- challenges range from a fast-changing and market strategy for the IoT market. fragmented market, to security and privacy issues, to industry-specific go-to-market 4 IoT opportunity in the world of semiconductor companies | The opportunity Figure 1. IoT stack diagram Sense Communicate Applications Services Wireless modules Gateway processing Location sensors Analytics Wave sensors Edge Platform core Image sensors High-performance computing Physical sensors Infrastructure Sensor preprocessing Sensor fusion GPU CPU FPGA Security Encryption TPM Sense Analyze Communicate Security Greenfield opportunities Creating a digital sales platform allow semiconductor companies to blanket module with public key infrastructure and The best way to build a business ecosystem what is now a highly fragmented IoT market multi-factor authenticated access. To ensure is to build it around a concrete customer with a lot of sub-segments, giving them a the gaps are covered, none of this activity case. However, the IoT markets are distinct advantage and their customers a should be done in isolation. Work together so fragmented with varying end-user single point of contact. with partners to uncover and solve potential requirements in different industry verticals security issues. and use cases. It is nearly impossible to sell Ensuring security and privacy to such a broad and fragmented market Security and privacy can make or break Customizing by industry need without more digital platform to bring the adoption of IoT products. Challenges In addition to these common themes, the providers of different components include not only hardware vulnerabilities, nuances in each vertical require specific of the end-to-end solution together. An but also security gaps created during product and go-to-market strategies. To sell integrated digital sales platform will help integration and implementation of IoT offerings into these markets, it’s important enable the partners to work together systems as well as those created during to understand what customers are trying from opportunity identification to solution remote device access, communication, to achieve. Semiconductor companies development. For example,
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