Home > Companies > Thought Leaders > Relayr’s Michal Kraus believes Industrial IoT will become more evident in the near future

Relayr’s Michal Kraus believes Industrial IoT will become more evident in the near future

Relayr’s Michal Kraus believes Industrial IoT
Michal Kraus, Global Marketing Director, Relayr introduces us to their work culture and explains how Relayr is enabling industrial companies to stay relevant in today’s world. Read on to know more about their EaaS (Equipment-as-a-Service) model and the future of industrial IoT in this in-depth interview.

Marketing is made for human beings by human beings – even if it seems to be about businesses at first glance.

MEDIA 7: In 2017, relayr was crowned the hottest IoT startup, and the company hasn't looked back since. What do you believe is your driving force behind your proven track records and achievements?
MICHAL KRAUS: I see two main factors that have led to our success. The first one is our people. At relayr, we have almost 300 highly talented individuals from different backgrounds (corporate world, start-ups) who add value to our company culture. Our people are our "how" - how we are doing things is always highly influenced by our teams.

Our second major factor - our "why" we do what we do - is mentioned in our purpose statement: We are enabling industrial companies to stay relevant. This mission is our drive - whatever we do, we do it for our customers and their advancement, recognizing where they are at, understanding their individual needs, and identifying their potential. That is why we call them partners. Relayr uses a collaborative partner approach to help onboard and guide companies through the challenges of their business transformation journey. The fact that we are combining our thorough comprehension of the apt usage of technology and data with the ongoing development of innovative business models certainly adds big time to the value we have for our partners.

M7: What product marketing-related challenges do you meet every day at Relayr? How do technology and collaboration tools encourage you to defeat these?
MK: One of the key challenges of modern marketing is to target the right audience at the right time. We are operating in a relatively small market - the quality of our marketing, contacts and touchpoints is much more important than its quantity.

Normally, face-to-face contact and personal interaction play a relevant role, especially in B2B marketing. Of course, it is a bigger challenge when personal contacts are limited, and events and trade shows are untenable. But reinvention is one of relayr’s strengths, and there is definitely no shortcoming of creativity in using digital means within our team.

Essentially, we are not positioning ourselves as a company that is trying to sell anything. Rather, we are onboarding and supporting our customers on a journey to higher and much more wholesome, sustainable business outcomes. For that, we use a great variety of tools and skillsets - starting from a consultative approach through collaborative workshops to revenue sharing models.


We have been witnessing a clear trend in recent years: marketing strategies have generally moved towards a clear online focus.



M7: There's a lot of buzz around EaaS (Equipment-as-a-Service) model. Could you please tell us a little bit about that?
MK: Serving as the foundation of the modern subscription economy, the recurring revenue model has become an appealing solution for companies across industries. In simple terms, Equipment-as-a-Service (EaaS) is like Netflix for manufacturing or industrial car-sharing.

EaaS describes a model in which production systems, machines, or equipment are not purchased but are provided by a third-party company for a certain period of time and in exchange for a type of leasing fee. The industrial EaaS model has one decisive advantage compared to the traditional purchase of machines: There are no upfront investments in equipment needed!
By moving away from the limitations of capital expenditures (CAPEX), businesses can benefit from the flexibility of the operating expenses model (OPEX). This leads to stable and predictable financial reports combined with greater cost transparency. With upfront investments being dispensable, the risk of failed investment ceases completely.

Additionally, production companies stay flexible to alter certain aspects within their production chain or products. This is and will be a major benefit, also with regard to growing unpredictabilities in the market, supply chains and demand or other economic, political or societal changes. Normally, such changes would have forced companies to exchange their equipment; with EaaS, they can rely on machine manufacturers to provide exactly the up-to-date machinery they need. I firmly believe that the 'as-a-service' model is the future of industries.


By moving away from the limitations of capital expenditures, businesses can benefit from the flexibility of the operating expenses model. 



M7: With your vast experience in developing and implementing marketing strategies - what is the paradigm shift you see in marketing practices today?
MK: We have been witnessing a clear trend in recent years: marketing strategies have generally moved towards a clear online focus. Besides its advantages, this change in focus also creates certain challenges. For example, how do you build strong relationships in a virtual-first environment?

The second shift that I am observing and supporting with pleasure is that more and more marketing teams finally realize that B2B marketing doesn't need to be boring. Attractive design, branding, storytelling, and content are rightfully being recognized as the undeniable asset that they are. In the end, marketing is made for human beings by human beings – even if it seems to be about businesses at first glance.

M7: Last but not the least, few years down the line, how do you see industrial IoT changing the world around us?
MK: The Industrial Internet of Things (IIoT) is already changing the way we live thanks to the power of sensors and collected data. Soon this will become even more evident within our homes, the health industry, the transportation industry, etc. Beyond its freshness and current newsworthiness, the IIoT is here to stay.
There are many reasons for this development, but a few things stand out. First of all, the IIoT enables industrial businesses to gather and analyse large amounts of data from and about their equipment's performance. It has already taken predictive maintenance to a new level and allows for an optimization that has never been possible before. Its advancements lead to more efficiency, flexibility, and predictability.

The minimization of risks and maximization of efficiency allows companies to expand or even reinvent their business models altogether. Thus, they become less dependent on suppliers’ performances or market movements in different sectors. Being the source that enables all these possibilities, deciding for IIoT today will be crucial in making companies viable and sustainable for the future.

For me, it is hard to imagine any lasting innovation today, especially when looking at business models for the industry, that doesn’t rely on IIoT. In a way, IIoT will be and is already changing how we define and think about manufacturing.

ABOUT RELAYR

Relayr is the Industrial Internet of Things (IIoT) powerhouse delivering the most complete solution for risk-free digital transformations.
We unleash data insights from existing equipment, machines and production lines to improve our customers’ business outcomes. We enable industrial companies to shift from CAPEX- to OPEX-based offerings to their respective markets, providing an unique combination of first class IIoT technology and its delivery with powerful financial and insurance offerings — all from a single source trusted by hundreds of companies worldwide.
With relayr, manufacturers, operators, and service companies for industrial equipment are empowered to implement fully interoperable IIoT solutions guaranteed to achieve their target business outcomes.

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Tuya selected Amazon Aurora as core database engine for its unparalleled performance and availability at global scale. How does Tuya specifically leverage the Amazon Aurora database? Tuya currently manages billions of real-time online devices and can keep cloud message processing response times under 10 milliseconds. However, billions online devices provide a challenge. During holidays, there will be peak traffic volume, with tens of millions of devices going online and offline virtually simultaneously. Tuya used Amazon Aurora to construct a data storage solution to solve the main problem of rapid increase in short-term traffic, and to fully utilize resources. Aurora's design, which separates compute and storage and low-latency replication functionality, improves system throughput by enhancing the effect of read-write separation. Aurora provides up to 15 read replicas, setting the groundwork for Tuya's read flexibility development. At the same time, Tuya has integrated Aurora Serverless, which includes seconds-level elastic expansion and contraction, allowing Tuya to handle extremely heavy business traffic smoothly. Tuya's customers are located throughout more than 200 nations and regions, and they deal with widespread access to IoT data. Different countries and regions have different regulations on data compliance, such as GDPR and local PII. Tuya needs to adhere to each region's data security compliance regulations. As Tuya's primary business data storage provider, Amazon Aurora was among the first in the public cloud sector to enable physical encryption for database products, which significantly decreased the cost of Tuya's security compliance transformation and gave Tuya excellent basic security guarantees. In addition, Tuya is continuously testing out additional new innovation unique to Aurora, such as Enhanced Binlog, zero-ETL, and Limitless Database. Aurora's ongoing investment in innovative technologies provides more opportunities for Tuya to expand its business. Additionally, based on Tuya's comprehensive IoT developer platform architecture, both parties have collaborated to enhance Tuya IoT applications performance indicators like stability, low latency, scalability, and security in the real-world application of databases, revealing more potential and possibilities and enabling the IoT. Tuya and AWS: Continuously promoting the evolution of cloud experience Data-driven approaches will usher in a new era of innovation in tandem with the swift advancement of data applications. At this year's re:Invent conference, Peter DeSantis, Senior Vice President of AWS, reviewed the relational database's development history in great detail. In 2014, AWS created Aurora based on log architecture. In 2018, the release of Aurora Serverless allowed for seamless scaling of database resources through virtualization technology. This year, AWS announced the launch of the Amazon Aurora Limitless Database, which automatically scales to millions of write transactions per second well beyond current limits of a single PostgreSQL instance. It is apparent from Amazon Aurora's development history that AWS has always been dedicated to innovation. Customers and partners from a range of industries actively utilizes AWS to enable rapid innovation in a variety of ways, while also working together to enhance the cloud experience. Similar to how Tuya and AWS work together, Tuya's effective and user-friendly IoT developer platform and rich and varied IoT solutions have built a significant lighthouse, embracing the Amazon Aurora's innovation and accelerated the process of building a more secure and reliable IoT database use case. Amazon Aurora VP Yan Leshinsky said, "Amazon Aurora is the fastest growing service in the history of AWS and is trusted by hundreds of thousands of customers. We innovate by working backwards from customers' needs, and we appreciate the feedback that Tuya has shared. We remain committed in developing new Aurora features and capabilities so all customers can accelerate their applications' capabilities and business growth by using Aurora." "Tuya has always committed to strengthening advanced and valuable innovations, while offering open and neutral ecosystem assistance for global partners. We provide our developers with enhanced operational and maintenance control, adaptable data storage options, superior product experience, and a global business layout by utilizing the Amazon Aurora database. We will continue to work with AWS to benefit the world in the future in areas including technology, ecosystems, and cloud computing, helping customers achieve commercial success." said Eva Na, Vice President of Marketing and Strategic Cooperation, and CMO of Tuya Smart. Enhancing the partnership with AWS, Tuya delivered IoT best practice using Amazon Aurora database, giving the industry's growth additional impetus. Tuya will maintain its open and neutral stance going forward, collaborating with cloud service providers like AWS to offer global developers a more secure, reliable, and productive cloud environment, thereby advancing the innovation and development of the entire industry.

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