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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We have initiated Proof of Concept (POC) collaborations with selected regional customers. Our long-established partner, BeMap, is gearing up to kick off the sales and marketing of the EAP112 in Japan. Concurrently, Edgecore Wi-Fi is preparing to open pre-orders for the EAP112 to the global market later this year." About Morse Micro Morse Micro is a leading Wi-Fi HaLow fabless semiconductor company based in Sydney, with global offices. As the world's premier Wi-Fi HaLow company, we pioneer next-gen IoT wireless connectivity solutions. Morse Micro is now sampling its Wi-Fi Alliance and FCC-certifiable MM6108 production silicon: the fastest, smallest, lowest power and longest-range Wi-Fi HaLow chip available in the market. Learn more at https://www.morsemicro.com/. About Edgecore Networks Edgecore Networks is a wholly owned subsidiary of Accton Technology Corporation. Edgecore delivers network solutions through channel partners worldwide that keep information moving and connections strong for SMB, enterprise, data center, and service provider customers. For more information, visit https://wifi.edge-core.com/.

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Ceva Extends its Connect IP Portfolio with Wi-Fi 7 Platform for High-End Consumer and Industrial IoT

Ceva, Inc. | January 05, 2024

Ceva, Inc. (NASDAQ: Ceva), the leading licensor of silicon and software IP that enables Smart Edge devices to connect, sense and infer data more reliably and efficiently, today announced the general release of its next generation RivieraWaves Wi-Fi 7 IP platform, further expanding its widely-licensed portfolio of connectivity IP, targeting high-end consumer and industrial applications including gateways, TVs, set-top-boxes, streaming media devices, AR/VR headsets, personal computing and smartphones. The RivieraWaves Wi-Fi 7 IP leverages all the latest advanced features of the IEEE 802.11be standard to deliver a premium high performance, cost- and power-optimized Wi-Fi solution for integration into the next wave of Wi-Fi Access Point (AP) and Station (STA) products. According to global technology intelligence firm ABI Research, annual Wi-Fi enabled chipset shipments will exceed 5.1 billion by 2028, with more than 1.7 billion of these chipsets supporting the Wi-Fi 7 standard. As Wi-Fi enabled device shipments continue to grow, increasing numbers of semiconductor companies and OEMs are choosing to integrate Wi-Fi connectivity into their chip designs, and need access to high quality Wi-Fi IP to reduce the development costs and risks. Spanning Wi-Fi 4/5/6 over the past decade, Ceva has already established a considerable leadership position in Wi-Fi IP licensing, with more than 40 licensees for its RivieraWaves Wi-Fi 6 IP family, serving a wide range of end markets and applications, from end points to access points, across the IoT sphere. Expanding on this leadership position, Ceva's RivieraWaves Wi-Fi 7 IP provides a unique, comprehensive 802.11be MAC and PHY solution for integration into the next generation of Wi-Fi SoC products. Andrew Zignani, Senior Research Director, ABI Research, commented: "Ceva's wireless connectivity IPs play an integral role in the proliferation of connectivity standards in the broad IoT markets, as is evident from their customer's success in shipping more than 1 billion connectivity chips annually. With the introduction of their RivieraWaves Wi-Fi 7 IP platforms, semiconductor companies and OEMs have a trusted partner to develop differentiated, high-performance Wi-Fi 7 chipsets for their connectivity roadmaps, with lower risk and a lower cost of ownership." Tal Shalev, Vice President and General Manager of the Wireless IoT BU at Ceva, stated: "The relentless expansion of Wi-Fi usage has pushed the Wi-Fi 7 standard to offer enhanced data throughput, improved latency and support more spectrum in the face of mounting network congestion. Achieving this requires highly complex, cutting-edge functionalities like 4K QAM modulation, Multi Link Operation and Multi Resource Unit to optimize link efficiency across the available bands. Our RivieraWaves Wi-Fi 7 IP platform incorporates all the features of this latest-generation, wireless standard, dramatically simplifying development and time-to-market for companies looking to add Wi-Fi 7 connectivity to their products." Wi-Fi 7's 4K QAM modulation scheme is a substantial increase on the previous 1K QAM of Wi-Fi 6, while Multi Link Operation (MLO) introduces dynamic channel aggregation, seamlessly combining heterogenous channels from the same or different bands to navigate interference and boost throughput. Similarly, Multi Resource Units (MRU) enables the creation of larger channel bandwidths by intelligently stitching together punctured or disjointed Resource Units within the same band. The outcome is not only a remarkable up to 5 times increase in raw speeds but also significantly reduced latency, thanks to diminished contentions and retries. About Ceva, Inc. At Ceva, we are passionate about bringing new levels of innovation to the smart edge. Our wireless communications, sensing and Edge AI technologies are at the heart of some of today's most advanced smart edge products. From Bluetooth connectivity, Wi-Fi, UWB and 5G platform IP for ubiquitous, robust communications, to scalable Edge AI NPU IPs, sensor fusion processors and embedded application software that make devices smarter, we have the broadest portfolio of IP to connect, sense and infer data more reliably and efficiently. We deliver differentiated solutions that combine outstanding performance at ultra-low power within a very small silicon footprint. Our goal is simple – to deliver the silicon and software IP to enable a smarter, safer, and more interconnected world. This philosophy is in practice today, with Ceva powering more than 17 billion of the world's most innovative smart edge products from AI-infused smartwatches, IoT devices and wearables to autonomous vehicles and 5G mobile networks. Our headquarters are in Rockville, Maryland with a global customer base supported by operations worldwide. Our employees are among the leading experts in their areas of specialty, consistently solving the most complex design challenges, enabling our customers to bring innovative smart edge products to market.

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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 sh...

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