Laurie: Hi, this is Laurie McCabe from SMB Group, and today I’m continuing my conversation with Jason Shepherd, who is Director of strategy and partnerships for Dell’s new Internet of Things (IoT) division. In this second post, we talk about top challenges IoT partners face, how Dell helps address these challenges, and get an update on Dell’s IoT contest. In the first post, Jason provided an overview of Dell’s new Internet of Things division and how its partner programs are structured. In this one, I’m following up to hear about your meeting with Dell IoT partners recently to talk about their challenges. What did you learn?
Jason: Yes, we had our first IoT partner round table, with over 30 different ISV partners, to have an open discussion about their challenges and what they need to accelerate in the market. (see one attendee’s perspective here). We found that their number one challenge, after security–or in some cases, even before security–is data integration. They are looking for hardware solutions, such as Dell’s Edge Gateway 5000 Series to provide a foundation for normalizing all the different fragmented data standards in the field.
Another top challenge is making end users aware of the potential of IoT, helping them to understand potential ROI (return-on-investment) for a solution, and convincing them to take that first step to deploy. So in addition to helping partners on the technology side, partners also want Dell’s help with marketing use cases, case studies, solution blueprints and other assets that help demonstrate ROI and show customers IoT’s potential.
We’ve found that Dell’s perspective about starting small and building fast for IoT is really resonating. There’s a lot of big talk about IoT, and that can be overwhelming. Dell’s approach is practical, to help people first connect existing systems and solve an immediate problem, and then build from there. And then of course, being able to incorporate security and management tools that IT is familiar with helps our OT-focused partners gain credibility and overcome potential IT hurdles. Also, partners need help to connect with other partners. At the end of the day IoT is a partnership game.
Dell’s focus on edge gateways, combined with providing credibility and visibility are really critical, especially for smaller innovators in this space. The other thing that came out of it was having quality hardware. Something in the sweet spot between maker-grade and boutique product that’s purpose-built for these industrial use cases but affordable, that they can really trust and rely on. They’re looking to us to help with that.
Laurie: Can you talk more specifically about the kinds of support you give them?Jason: Yes. We have certification and sales engineers that work with partners to go help them build on Dell technologies, and we have Dell IoT Labs around the globe (Santa Clara, Limerick and Singapore). Partners and customers can bring in their own technology to prove out their solutions on Dell technology.
As partners build solid use cases for their solutions, we can help them create blueprints, ROI proof points, and go to market plans to jointly pursue opportunities.
Laurie: Do you do that on an individual basis?
Jason: Yes, and as Dell and its partners mature together and IoT use cases become even more repeatable, we can develop focused solution bundles complete with sensors, infrastructure and software. We won’t be able to do this for highly complex scenarios but it’s certainly foreseeable that we can create bundles for things like a remote monitoring solution for a data center, a predictive maintenance solution for a machine, a quality control system for the end of a manufacturing line, or a building automation solution for a small retail space. Reducing complexity through solution bundles is where you really start to enable scale or deploying IoT solutions.
Laurie: Do you foresee Dell building sensors?
Jason: We’re do not plan to make sensors, but in time we will certify partner sensors to work with Dell Gateways, the rest of our infrastructure and enabling technologies, and offerings from our key software partners.
Laurie: Okay. So, what are some of your favorite partner stories?
Jason: One is Arrow Electronics, which we showcased at Dell World last fall. Arrow has a warehouse in Phoenix, with eight business units using the facility and power. They all just split the power bill at the end of the month, because they couldn’t determine who was using how much. Arrow, their system integration division, and OSIsoft, which is a well-recognized leader of data historian software with their PI platform, teamed up with Wireless Glue, a startup that provides gateway middleware for connecting to industrial sensor protocols. They all came together to build a solution to instrument the warehouse and create dashboards and analytics of the power consumption. which is a great example of how different partners with different capabilities can join forces to solve a problem. And now that Arrow has the IoT infrastructure in the warehouse they can look at other things they can do to add value. For example, it could be something like making their forklifts more effective, or doing indoor location tracking for pallets and other assets in the warehouse.
Laurie: So the light bulb goes on and they start to look at other use cases.
Jason: Yes, once you have that infrastructure you can start to riff off of it and do new things. It’s a classic example of starting with a focused problem—not trying to do too much at once. Fix the core problem and then grow from there, which is right in line with our message of starting small and building fast
Another example is INEX IoT Impact Labs, in New Bedford, MA, is focused on accelerating and improving how small and mid-sized businesses (SMBs) in the community learn about and gain value from the Internet of Things (IoT). Dell, IoT IMPACT LABS’ parent INEX Advisors, Analog Devices, BCC, Foley and Lardner LLP, and PTC Inc. have teamed up to create this IoT solutions hub with many of the end users being fisheries or farms–small businesses in small cities, which don’t have the IT expertise or resources to take advantage of IoT on their own. The Lab is working to field-test, document and commercialize the most efficient and effective approaches to IoT so that SMBs can deploy solutions to level the playing field and help them compete more effectively.
Laurie: Yes, INEX is very interesting, this video does a great job of telling their story. One last question for you: How is the Dell Internet of Things contest shaping up?
Jason: Really well. Solution designs had to be submitted by March 31 and we received more than 120 submissions worldwide from a mix of current Dell customers, ISVs, developers, systems integrators, entrepreneurs and channel partners. Across all different sizes and industries, in different verticals–from universities and schools to hospitals to financial services to food distributors. All are interested in building solutions on top of our new Edge Gateway and with other Dell technologies. We’re seeing use cases that we’ve never even thought of, which is what’s really exciting about bringing this community together in this way.
Laurie: How will you select winners?
Jason: We’ll be looking for solutions that are really innovative, and also have strong market viability, balancing technology, implementation, and go to market opportunities.
Laurie: When will the contest be judged and winners announced?
Jason: Judging is underway and it’s going to be tough to pick the winners. I anticipate in the May-June timeframe we’ll start to announce the winners. There will be 16 prizes, and the total prize value is $600,000.
Laurie: I’m sure you’ll get some really creative entries, please keep me posted! Maybe we can do a follow up about the winners. And thanks again for taking time to dive into Dell’s IoT program with me.
This is the second of a two-part blog series on Dell’s new Internet of Things (IoT) division and partnership programs, sponsored by Dell.