#GTM Strategies

[abhibaj]

Simone Bervig on Driving GTM Alignment and Effectiveness

Simone Bervig, a seasoned marketing leader, emphasizes the pivotal role of localization, collaboration, and market adaptability. She explores crafting impactful LATAM strategies, aligning global teams, driving effective marketing campaigns, and delivering measurable results across diverse marketplaces.

Simone, welcome to the interview series. Can you tell us about yourself and your journey as a go-to-market leader?

I am a Brazilian professional, based in São Paulo, with 18+ years of experience in B2B Tech companies with Go-To-Market strategies, Marketing, Branding, and Communication in the Brazilian, Latin American, and United States markets, working on European (French/German) and American global companies too, like Schneider Electric, SAS, Citrix, and SAP.

Get full insights@ https://itechseries.com/interviews/bridging-markets-and-teams-simone-bervig-on-gtm-success/

I am responsible for all Go-To-Market strategies for LATAM, working with global and regional teams to ensure our GTM strategies and executions are appropriate for our marketplaces in LATAM. This includes development, planning, localization, execution, and performance analysis of marketing campaigns with cross-functional global teams to ensure we are driving feature parity across marketplaces and advocating for and delivering on needs that are specific to our marketplaces in LATAM. Additionally, working with global teams in the US, EMEA, and APAC to understand how products and features are used and develop plans to support their growth post-launch.

How do you foster collaboration between sales, product, and customer success teams to ensure alignment between marketing goals and business outcomes?

There are many ways to enable this kind of collaboration, but I find that creating a process around it helps streamline the efforts. This can be accomplished by creating a workflow to submit feedback/ideas/requests with various teams in combination with a forum where the feedback can be openly discussed to identify deliverables. As an example, customers will often make feature requests for an enhancement to the product that helps them improve a specific use case. By working with product development teams, CSMs can drive innovation to the product roadmap that directly aligns with how their customers want to use it. Additionally, it’s important to define and share the goals and KPIs with all teams to help achieve the accomplishment.

What are some of the key components of a successful go-to-market and growth strategy for SMB versus enterprise audiences?

First of all, we need to deeply understand our audiences and market to deliver the right messaging and create a tailor-made strategy for each vertical that brings more ROI for each campaign and activity.  SMBs have a sales cycle faster than enterprises, so it requires more activities to create pipelines and expand the installed base to cover the goals and find new customers.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

On the other hand, enterprise strategies typically on a longer sales cycle and larger deal sizes. Key elements include identifying target industries, leveraging content marketing, building relationships through sales teams, and offering free trials or demos to showcase value. Enterprise clients often need custom solutions and robust support, making the sales process more personalized and consultative.

Can you share some GTM challenges and opportunities for the US and LATAM markets?

The Latin American market represents a compelling opportunity for companies seeking to expand their global footprint. Cultural diversity is a hallmark of Latin America, and it’s essential to adapt your marketing and business strategies accordingly. Localization goes beyond language translation; it involves tailoring your messaging, product packaging, and promotional campaigns to resonate with each country’s cultural norms and values. Embrace the local customs and traditions to establish a deeper connection with your target audience. Latin America is a region of diverse cultures, languages, and customs. What works in one country may not resonate in another. Adapting marketing strategies and understanding local preferences is crucial for successful market penetration. Adapting to the local culture is critical for success.

A local partner can help bridge the cultural gap by providing insights into consumer behavior, preferences, and effective communication strategies. Each Latin American country has its unique regulatory environment and legal requirements. Engage legal experts, if needed, familiar with the region to guide you through the process of setting up a business, obtaining necessary permits, and adhering to local laws. Ignorance of local regulations can lead to costly mistakes and hinder market entry. Navigating the legal and regulatory landscape of a foreign market can be complex and time-consuming. A local partner with in-depth knowledge of the local laws and regulations can help a company comply with the necessary requirements, avoiding potential pitfalls and delays. Some countries in Latin America experience political and economic instability, which can impact business operations. Changes in government policies or economic downturns may affect market conditions and consumer behavior.

“Localization goes beyond language translation; it involves tailoring messaging, product packaging, and promotional campaigns to resonate with each country’s cultural norms and values.”

Get your business boost, visit now@ https://itechseries.com/contact-us/

The US market has these key aspects:  Economic pressures: how inflation and economic uncertainty are affecting consumer behavior and strategies. Consumers are more selective about their spending, leading to a focus on maximizing the value of existing technology and resources. Innovation versus optimization: While new technologies and innovations like AI and headless commerce are popular, it’s important to optimize current systems and understand what your consumers truly need before investing in new solutions.

Consumer behavior: how consumers are adjusting their spending habits, emphasizing the need to adapt their strategies to meet these evolving expectations. Strategic audits: To succeed in the competitive US market, I recommend conducting audits to evaluate site performance, customer experience, and technology use. Incremental improvements and focusing on core customer needs can drive significant results without major investments. By balancing innovation with practical, customer-focused strategies, brands will be better positioned to thrive in the dynamic US market.

[junehealexs]

What will you be getting involved with From AUGUST 1st??

TELEGRAM@ Juneheale22

[algoworks]

Time to shake things up! Your GTM strategy deserves better than the same old Salesforce playbook. It's all about breaking the status quo to stay ahead of the game.

Ready to revolutionize how you do business? Let’s talk innovation, not tradition!

[deveretechnologies]

The Secrets to a Successful Launch: GTM Strategy How to Increase Performance in Your Company

GTM strategy provides a roadmap that demarcates the business from its competitors and in the rapidly growing business realm, one cannot afford to launch into obscurity. For Devere Technologies, where we focus on simplifying convoluted procedures, it is notable that a smooth GTM is critical for any product or service. 

This blog is your guide to getting it right on developing a proper GTM strategy. Here we will look into the constituent components, explain how it is done and provide you with information on how you can optimize your launch to achieve the greatest effect. 

Demystifying the GTM Strategy: In America as in other parts, people should grasp the big picture or understand the context of the events or information they are exposed to. 

Picture the following scenario of a detailed rocket launch. The final event that precedes the rocket’s launch is very accurately calculated to the tiniest detail: the fuel mix and the time, during which the rocket is launched. Just like in the case of Amazon, your GTM strategy also stems from a similar concept, though without a specific name. In simple terms, it is the strategic road map that gets your product or service offering, or even an entirely new business, to market efficiently and with direction. 

A well-defined GTM strategy addresses several crucial questions.

Who do you want to reach or target with your product? It is important to have the best view of your target client. 

What need does your offering address? State or explain the value proposition by trying to put into words who you — or more accurately, your product or service — are helping and how you are meeting their needs. 

What are the modes of communication in getting the messages to the audiences? Determine communication techniques that could be used to reach your target buyers. 

About the question above, what is your strategy for pricing? Set up the right pricing strategy that corresponds to the articulated value proposition and the industry environment. 

How are you going to determine success? Identify the specific measures that you will be using to measure the success of your GTM strategy. 

When answering these questions, you develop an action plan for your strategic venture’s launch and help your offering acquire the necessary market share. 

Building Your GTM Arsenal: 

Now that we understand the fundamentals, let's dig deeper into the key elements that make up a winning GTM strategy

1. Identifying Your Ideal Customer Profile (ICP): 

The analysis of the target client base is one of the key prerequisites for the formation of an effective GTM strategy. Here's how to create a detailed ICP:

Demographics: Their age, income, geographical location, field of work, and position. 

Firmographics: Organization type/size, annual sales and business segment (for products and services predominantly targeting the business-to-business market). 

Needs & Pain Points: What are the general and specific problems that the population of your potential clients have? 

Behaviors: How do they get Information? What consumption patterns do they have? 

Goals & Aspirations: What is their purpose? Your offering will be most successful if it can explain how it will aid the consumers in achieving their objectives. 

2. Crafting a Compelling Value Proposition:

Your value proposition is the key communication that clarifies what your product does and why it is significant to the target customers. Here's how to craft a compelling one:

Always communicate the benefit, not the feature. Try not to mention ‘features’ but rather think of how those attributes help your audience and ease their troubles. 

I think comprehensibility, briefness and no ambiguity should also be taken into consideration. Do not use business-speak or trade industry language. 

Carve out your niche in the market. Emphasize how your product/service is different from the rest and why people should go for it. 

3. Choosing the Right Channels:  

So the next time you hear a piece of communication advice like ‘the best communication is the second kind,’ or ‘the third time’s the charm,’ just remember that it can often take several attempts to get a message through. 

One of the ways that can directly affect the firm's GTM strategy is the identification of the right channels required to communicate with the target consumers. Here are some factors to consider:

Target audience behaviour: where do they pass their time: offline and online? 

Cost-effectiveness: Determine the cost per lead or cost per acquisition of each channel covered. 

Content alignment: Always ensure that the message you are passing and the content in general go hand in hand with the channel in question. 

Channel synergy: Think through an integrated way by which the various channels can be used to increase the disseminating audience. 

Examples of channels include: 

Content marketing: Anything on the blog, e-books, infographics and content shared on social media sites. 

Email marketing: Email marketing that is more specific in this case of follow-up and conversion efforts to begin marketing leads. 

Paid advertising: Include Google Ads and social media advertising to be able to cover more fans and followers. 

Webinars and events: Perform informative and entertaining themed events online or in person to the targeted consumers. 

Public relations: Ensure that there is good media coverage as this will help in enhancing the brand and its reputation. 

4. Developing a Winning Pricing Strategy: 

Pricing is always a significant determinant of an organization’s revenue besides determining the perception that customers have towards the product. Here are a few approaches to consider: 

Value-based pricing: Set your price with the value that the customer will get from your offering. 

Cost-plus pricing: Subtract the production costs and multiply the result with an intended profit margin. 

Competitive pricing: When setting the price, it is also normative to look at competitors’ price levels and value offerings. 

Freemium model: Deploy a free version with a different paid and more advanced version with additional accessories for a fee. 

5. Measuring Success: Monitoring And Adjusting Your Progress 

Signal your GTM strategy isn’t fixed. Entities do not ‘set and forget’ and are, instead, premier ongoing documents that must be altered according to the existing outcomes. Here's how to measure the success of your GTM strategy: 

Define Key Performance Indicators (KPIs): Specify performance indicators that are relevant to the GTM strategy of the company. Some examples include: 

Availability of the website and the leads generated 

Metric of scale (such as signups for the free trial or purchase of the product) 

Customer acquisition cost (CAC) 

Customer lifetime value (CLTV) 

Customers’ recognition of the brand and their activities on social media networks. 

Track and Analyze Data: With analytics, KPI trends can be monitored and analyzed to understand the current state of your analytics. 

Conduct A/B Testing: Experiment with the messaging, price points, or the web page where you would like the customers to end up. 

Make Data-Driven Decisions: Make it a practice to quantify your GTM strategy and adjust your actions according to the results that benefit the company. 

Bonus Tip: The focus of this article will be on the strategies for creating a buzz before a product is officially launched. 

As the above proposals show, there are ways to build anticipation before the official launch and thus get a higher success rate. Here are some tactics to generate pre-launch buzz:

Create a landing page: Collect people’s e-mail addresses and to further engage them, reveal fragments of your works and other interesting information. 

Engage on social media: Post the teasers, generate interest and communicate with the potential consumers. 

Run influencer marketing campaigns: Engage the right influencer who would help you mark the word out about the offering you have. 

Secure media coverage: Create press releases/advertorials and write press releases for your target media outlets. 

The Road to Success: Implementation of Your GTM Strategy 

Formulating this winning GTM strategy is a team effort. Here are some additional tips to ensure a smooth execution:

Cross-functional Collaboration: It should engage members of the marketing, sales, and customer success teams as well as the product development department. 

Align with Business Goals: Your GTM plan should align with your organization’s goals & objectives. 

Embrace Agility: Always be open to alterations to your strategy depending on the response of the market and the knowledge gathered. 

Invest in the Right Tools: Integrate and leverage marketing automation, CRM, and sales enablement tools in your go-to-market strategies. 

The steps highlighted above and the constant improvement of the strategies used can help make the right impact when launching your offering, which will determine continued success. And so, GTM plays a significant role in your blueprint for your business’s triumphant market entrance. 

At Devere Technologies, we appreciate the logic of GTM strategies and creating and implementing them effectively. It is our experience and understanding of these processes together with our effectiveness as a DPI could be very useful for entry and achieving the required revenues for a business regardless of its size. If you have a plan to develop a new product, service or business, you can get in touch with Devere Technologies today and we can show you how to have a splendid market entry. 

[andpurpose]

Go-to-Market Strategy Checklist: Key Steps for Success

This infographic outlines the essential steps for a successful go-to-market (GTM) strategy, from market research and positioning to marketing execution. Follow this checklist to launch your product or service effectively and drive growth. Learn more at AndPurpose.

[prabhatdavian-blog]

The Ultimate Google Tag Manager Course: Beginner to Advanced

Introduction

In today’s digital landscape, managing and analyzing marketing tags efficiently is crucial for optimizing marketing efforts and tracking user interactions accurately. Google Tag Manager (GTM) offers a powerful, user-friendly platform to streamline this process. This course is designed to take you from a beginner to an advanced user of GTM, helping you harness its full potential for your digital marketing needs.

Getting Started with Google Tag Manager

Setting Up a GTM Account

To begin using GTM, you'll first need to set up an account. Visit the GTM website, sign up with your Google account, and create a new container for your website. This container will hold all your tags, triggers, and variables.

Understanding GTM Interface

The GTM interface is divided into several sections: Tags, Triggers, Variables, and Data Layer. Familiarizing yourself with these sections will help you navigate GTM efficiently and manage your tags effectively.

Basic Terminology

Understanding basic GTM terminology is essential. Key terms include Tags (pieces of code for tracking), Triggers (conditions for firing tags), and Variables (dynamic values used in tags and triggers).

Creating Your First Tag

What is a Tag?

A tag is a snippet of code used to collect and send data to third-party services like Google Analytics. Tags can track various user actions, such as page views or clicks.

How to Create a Tag

To create a tag, go to the "Tags" section in GTM, click "New," and choose the tag type you want to implement. Follow the prompts to configure the tag settings and link it to the appropriate triggers.

Common Tag Types (e.g., Google Analytics, AdWords)

Common tags include Google Analytics for tracking user behavior, AdWords for measuring ad performance, and Facebook Pixel for tracking social media interactions. Each tag type has specific configurations based on the platform.

Understanding Triggers

What are Triggers?

Triggers determine when and how tags should be fired. They listen for specific user actions or events on your site, such as page loads or button clicks.

Types of Triggers (e.g., Page View, Click, Form Submission)

Types of triggers include Page View (fires when a page is loaded), Click (fires when an element is clicked), and Form Submission (fires when a form is submitted). Each type can be customized to meet your tracking needs.

Creating and Configuring Triggers

To create a trigger, go to the "Triggers" section in GTM, click "New," and select the trigger type. Configure the trigger settings based on the specific action you want to track.

Variables in GTM

What are Variables?

Variables are used to store dynamic values that can be used in tags and triggers. They help customize your tags by providing contextual information.

Types of Variables (e.g., Built-In, User-Defined)

Built-In Variables are pre-configured by GTM and include values like Page URL and Referrer. User-Defined Variables are custom variables you create, such as capturing user ID or form field values.

Using Variables to Enhance Tags and Triggers

Variables can be used to pass dynamic data to your tags or to define more specific conditions for your triggers. For example, you might use a variable to track user-specific actions based on their behavior on your site.

Data Layer Fundamentals

What is the Data Layer?

The Data Layer is a JavaScript object that stores and passes information to GTM. It acts as a bridge between your website and GTM, allowing you to push data into GTM for use in tags and triggers.

Implementing the Data Layer

To implement the Data Layer, add a JavaScript code snippet to your website that initializes and pushes data into the Data Layer object. This setup allows GTM to access and use the data.

Using Data Layer Variables in Tags

Data Layer Variables are used to retrieve values from the Data Layer and use them in your tags. For example, you can use a Data Layer Variable to capture a user’s membership level and send it to Google Analytics.

Advanced Tag Management

Custom HTML Tags

Custom HTML Tags allow you to add custom JavaScript or HTML code to your site. They offer flexibility for tracking unique events or integrating third-party services not covered by standard tag templates.

Custom JavaScript Variables

Custom JavaScript Variables enable you to write and use custom JavaScript code within GTM. These variables can perform complex calculations or retrieve data from external sources.

Tag Sequencing and Firing Rules

Tag Sequencing ensures that tags fire in a specific order. For example, you might want your Google Analytics tag to fire before a conversion tracking tag. Set up firing rules to control the sequence of your tags.

Debugging and Testing

Using GTM Preview Mode

Preview Mode allows you to test and debug your GTM setup before publishing it. You can see which tags are firing, which triggers are being activated, and check for any issues.

Common Debugging Techniques

Use the GTM Debug Console to identify problems, such as tags not firing or triggers not being activated. Look for errors in the JavaScript console and verify your Data Layer implementation.

Testing Tags and Triggers

Thoroughly test your tags and triggers to ensure they are working as expected. Use tools like Google Tag Assistant to verify that tags are firing correctly and data is being sent accurately.

Event Tracking with GTM

Setting Up Event Tracking

Event Tracking allows you to monitor user interactions, such as clicks, downloads, and form submissions. Set up event tracking by creating event tags and triggers in GTM.

Tracking User Interactions (e.g., Clicks, Downloads)

Configure triggers to track specific user interactions, such as button clicks or file downloads. Create tags to capture these events and send the data to your analytics platform.

Creating Custom Events

Custom Events enable you to track unique user actions that are not covered by standard event tracking. Define custom events in GTM and use them to measure specific interactions on your site.

[viamarketing2]

Via Marketing

Website: https://viamrkting.com/

[mafujibrahim]

Looker Studio Reporting

for AocJobs

[isubhamdas]

GTM Strategy for Efficient Sales and Marketing

Elevate your go-to-market strategy with advanced techniques, leveraging data-driven decision-making, automation, and Account-Based Experience (ABX) for efficient sales and marketing. Continue reading to learn more. Advanced GTM Strategy TechniquesData-Driven Decision-MakingAutomationAccount-Based Experience (ABX)Best Practices for a Successful GTM StrategyKey FacetsStakeholder…

[wseinfratech]

How to Create a Custom GTM Strategy by Asking the Right Questions? How to create a custom Go-to-Market strategy for your product’s success by addressing the right questions

[abhibaj]

Interview with Shannon Powers: Insights on Marketing Trends, AI, and Go-to-Market Strategies

In the latest iTech Series Unplugged interview, Shannon Powers, North America Marketing & Go-to-Market leader at Hewlett Packard Enterprise, shares her valuable insights on various aspects of marketing strategy, the role of artificial intelligence, and the importance of digital transformation. This blog post delves into the key takeaways from the interview, providing a comprehensive understanding of the latest marketing trends and strategies.

What Are the Current Marketing Trends?

Embracing Digital Transformation: One of the most significant marketing trends today is digital transformation. Shannon Powers highlights how essential it is for companies to embrace digital tools and platforms to stay competitive. With the rapid advancement of technology, businesses must adapt to new ways of reaching their audiences, such as through social media, email marketing, and content marketing.

Get full insights on this interview@ https://itechseries.com/interviews/itech-series-unplugged-interview-shannon-powers-from-hpe/

Importance of Data-Driven Marketing: Shannon also emphasizes the importance of data-driven marketing. By leveraging data analytics, companies can gain insights into customer behavior, preferences, and needs. This information allows marketers to create personalized and targeted campaigns that resonate more effectively with their audience.

How Is Artificial Intelligence Revolutionizing Marketing?

Enhancing Customer Experience: Artificial intelligence (AI) is playing a transformative role in marketing. Shannon discusses how AI can enhance customer experience by providing personalized recommendations, predicting customer behavior, and automating customer service through chatbots. These AI-driven solutions help in creating a seamless and efficient customer journey.

Optimizing Marketing Campaigns: AI also aids in optimizing marketing campaigns. With AI-powered tools, marketers can analyze vast amounts of data to identify patterns and trends. This analysis helps in making informed decisions about campaign strategies, ensuring maximum ROI and efficiency.

What Are the Key Elements of a Successful Go-to-Market Strategy?

Understanding the Market: A successful go-to-market (GTM) strategy requires a deep understanding of the market. Shannon Powers explains that companies need to conduct thorough market research to identify their target audience, understand their needs, and analyze the competitive landscape. This information is crucial for positioning the product or service effectively.

Crafting a Compelling Value Proposition: Another critical element is crafting a compelling value proposition. Shannon highlights that a clear and unique value proposition helps in differentiating the product or service from competitors. It should communicate the benefits and value that the customer will receive, making it easier to attract and retain customers.

How Does Digital Transformation Impact Marketing Strategies?

Integration of Digital Tools: Digital transformation involves integrating digital tools and technologies into all aspects of a business. Shannon Powers points out that this integration is essential for modern marketing strategies. By using digital platforms, companies can reach a wider audience, engage with customers in real-time, and measure the effectiveness of their campaigns more accurately.

Agility and Adaptability: Shannon also emphasizes the need for agility and adaptability in digital transformation. The marketing landscape is constantly evolving, and businesses must be able to adapt to new trends and technologies quickly. This agility ensures that companies remain relevant and competitive in the market.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

How Can Marketers Leverage AI for Better Decision-Making?

Predictive Analytics: One of the ways AI can assist marketers is through predictive analytics. Shannon explains that AI algorithms can analyze historical data to predict future trends and customer behavior. This predictive capability allows marketers to make proactive decisions and stay ahead of the competition.

Automation of Routine Tasks: AI also enables the automation of routine marketing tasks. From email marketing to social media management, AI-powered tools can handle repetitive tasks, freeing up time for marketers to focus on strategic planning and creative initiatives.

How Important Is Customer-Centric Marketing in Today's Landscape?

Building Strong Relationships: Customer-centric marketing is more important than ever. Shannon emphasizes the need to focus on building strong relationships with customers. By understanding their needs and preferences, companies can create personalized experiences that foster loyalty and trust.

Continuous Feedback Loop: Shannon also discusses the importance of a continuous feedback loop. By regularly collecting and analyzing customer feedback, companies can make improvements to their products, services, and marketing strategies. This iterative process ensures that the customer remains at the center of all business decisions.

What Future Trends Should Marketers Be Aware Of?

Growth of AI and Machine Learning: Looking ahead, Shannon Powers predicts the continued growth of AI and machine learning in marketing. These technologies will become even more integrated into marketing strategies, providing deeper insights and more sophisticated automation.

Increased Focus on Sustainability: Another trend is the increased focus on sustainability. Shannon points out that consumers are becoming more conscious of environmental and social issues. Marketers need to align their strategies with these values, promoting sustainable practices and products to resonate with the modern consumer.

Get your business boost, visit now: https://itechseries.com/contact-us/

In summary, the iTech Series Unplugged interview with Shannon Powers offers valuable insights into the latest marketing trends, the role of AI in marketing, and the essential elements of a successful go-to-market strategy. By embracing digital transformation, leveraging AI, and focusing on customer-centric marketing, companies can stay competitive and drive growth in today's dynamic market.

[strategii-at-work]

FMCG Business Strategy: Comprehensive Guide for Sustainable Growth

Explore the intricacies of FMCG business strategy for sustainable growth. Discover key components like product innovation, pricing, distribution, and successful case studies in this guide.

[3minutesstudy]

Challenges that marketers face during AI adoption

Interesting read on Marketing challenges.

As marketers embrace the transformative power of artificial intelligence (AI), they encounter various challenges that come with integrating this advanced technology into their strategies. Here are 10 challenges that marketers commonly face with AI: Data Quality and Integration: Challenge: AI relies heavily on data, and ensuring the quality, accuracy, and integration of diverse data sources can…

[analytics66]

How To Build Go-To-Market Strategy – Purpose, Benefits, and Importance

A GTM strategy fuses all elements that drive a business, including marketing, content marketing, and brand development, and offers an action plan for how to reach customers better.

Link: https://us.sganalytics.com/blog/how-to-build-a-go-to-market-strategy-purpose-benefits-importance/

[thetechanalyst]

Qualcomm attempts to revive its IoT fortunes with Aware, a powerful device-to-cloud platform

Overview Of the Qualcomm Aware platform

Qualcomm announced the launch of its Aware platform- an API-rich, device-to-cloud technology platform to enable industrial digital transformation. A key strength of the Aware platform is energy-efficient real-time location services, which is a great fit with asset visibility applications such as asset tracking and condition monitoring. 

The Qualcomm Aware platform integrates Qualcomm’s hardware with location technology assets from Skyhook (#cellular+Wi-Fi+#GNSS) and PoLTE (cellular: #4G & #5G) acquired in May 2022 and February 2023 respectively. Through these acquisitions, Qualcomm Aware platform enables energy-efficient location tracking for battery-operated sensor devices used in supply chain visibility applications. Along with the location services, The Qualcomm Aware platform also offers additional software capabilities such as connectivity management, end-to-end security and feature-rich open #API tools for solution developers and system integrators to seamlessly integrate with ERP and cloud systems across vertical industries. 

Softening demand, market fragmentation and supply chain complexities underpin Qualcomm #SaaS move

As the semiconductor market increasingly faces stiff competition, as the cost of radio chipsets and modems continues to depreciate annually. Demand for #IoThardware has also dwindled as enterprise IoT adoption is disrupted due to various global market uncertainties triggered by the #US-China trade wars, the #COVID-19 pandemic, and more recently Russia-Ukraine war. These market uncertainties have also exposed vulnerabilities in the industrial supply chain due to the lack of visibility in global value chains and the concentration of production in a few countries. IoT IC chipset market growth has suffered in the last few years across all regions except for #China which accounts for a large majority of the IoT chipset/module sales driven by smart meter(enerygy and water) and smart city applications. 

The above market conditions have accelerated communication chipset and module vendors need to strengthen their hardware portfolio with value-added software and to move up the value chain and ensure a larger share of revenues from enterprise #digital #transformation. With the Aware platform, #Qualcommis creating a one-stop-shop for device-to-cloud solutions by strategically partnering with device OEMs such as #ikotec and #Sodaq. 

Qualcomm Aware platform attempts to address the technology market fragmentation and complexities of device-to-cloud data management, and low-power, low-cost location tracking, a key criterion for battery-operated sensor devices. The Aware platform will play a significant role in enabling supply chain visibility in enterprises that are undertaking digital transformation of their operations by implementing sensor networks. These sensor networks will allow enterprises to gather new data streams that offer real-time actionable insights to continuously improve operational visibility and control. 

The Qualcomm Aware platform helps simplify the provisioning and commissioning of connected field devices when implemented, using multiple wireless connectivity technologies at scale across geographical locations and environments. The platform’s positioning technology will help field technicians automatically tag the location of devices during the installation process. Device location data is not only important for tracking mobile assets but also is an essential data point when installing stationary assets. In vertical IoT applications like smart meters, #streetlights, power transformers, industrial containers, feed silos, etc, tagging the precise location of field assets is an essential data requirement while provisioning the connected assets. The location data of fixed assets are integrated into enterprises' #GIS and subsequently used for periodic maintenance and other field service operations.

Skyhook and PoLTE location technology merged into a powerful device-to-cloud platform

Founded in 2007, Skyhook is a Boston, US-based location software that offers positioning technology using #WiFi, cellular, and #GNSS signals, or a combination of these wireless technologies to calculate device geo-location in the cloud. The accuracy and precision of the geolocation vary depending on the environment and wireless network technology. 

PoLTE based in Dallas, Texas, is a location technology company founded in 2005. PoLTE, #proprietary #Cloud #location over cellular (C-LOC) technology leverages carriers' terrestrial LTE and 5G networks to offer real-time location services. 

Both these cloud-based location technologies require a small firmware upgrade in device hardware to install a software agent that analyses signals from already deployed networks (Wi-Fi, cellular, and GNSS). This data is transmitted to the cloud to calculate near real-time geolocation of the device.  

PoLTE and Skyhook achieve this using powerful cloud solvers leveraging either cellular and/or short-range wireless (Wi-Fi & #BLE) network scan data to compute accurate location data in the cloud. For example, a Wi-Fi-enabled device uses network scan information (eg. signal strength) from multiple Wi-Fi access points to compute the location of the device. Similarly, in the case of cellular networks, the device location is computed using measurement data obtained from cellular radio towers. The devices transmit network characteristics with an accurate time stamp to the cloud where powerful algorithms use data points either from a single network or in the case of hybrid solvers using multiple networks to compute the location with accuracy varying from a few centimetres to 10’s of meters. 

Qualcomm Aware platform embeds these two powerful #geolocationtechnologies in PoLTE and Skyhook to their Qualcomm IoT modem chipsets. Integration of PoLTE and Skyhook technologies brings together their strengths in cellular and WiFi network geolocation to the Aware platform. This enables Qualcomm to offer #energy-efficient geolocation services, by transferring the location processing workload from the device to the cloud. This is a crucial requirement for battery-operated sensor devices that need to operate autonomously in the field for several years to create a strong business case and a positive return on investment (ROI) for various digital transformation projects. 

One-Stop-Shop device to cloud platform will help reduce solution time to market 

Vendors offering digital supply chain solutions using Qualcomm chipsets will gain the most value as they can quickly integrate Qualcomm’s Aware platform as an off-the-shelf solution to its asset visibility solution stack. This will help IoT device OEMs, system integrators and solution providers to accelerate their solution time to market. The platform's capabilities reduce complexities in device provisioning and commissioning, connectivity management, and security of IoT devices at scale.

Qualcomm Aware will potentially help reduce fragmentation and offers enterprises an end-to-end solution. The Aware platform is a device-to-cloud service that comes with integrated devices, global data connectivity, device management, tracking and sensing #modules, and developer-friendly cloud APIs. 

As part of the Aware platform launch, Qualcomm has also announced a developer device, the Qualcomm QT S110 tracker which uses the #MDM9205 modem. The device is designed for global multi-modal supply chain visibility needs and comes pre-integrated with Aware Cloud. Qualcomm plans to add three new deviceswhich include:

Aware Thin Tracker, a credit card-sized tracker for shipment logistics.

Aware Cellular Label, a smart label for tracking parcels.

Aware Sensor, a low-cost inclinometer for pole tilt monitoring.

Analyst view: Opportunity in Enterprise Supply chain visibility-“You cannot improve what you don’t measure”

To improve industrial supply chains, enterprises are increasingly demanding near real-time visibility in the form of geolocation and condition of field assets. Furthermore, supply chain visibility will play a crucial role for industries to transition from existing linear to more #sustainable and #circular supply chains. The need for reliable and real-time data on assets and processes has become a critical requirement to plan, strategise and execute the necessary changes. Qualcomm aware platform has identified six asset-intensive industry verticals- construction, energy & utilities, healthcare, logistics, manufacturing, and retail. However, over time the demand for digital tools that help transition to circular/sustainable supply chains will be felt across all industries. 

Broader market segmentation for potential opportunities in enterprise asset visibility can be briefly summarised as follows.

A) Indoor/Campus Asset Visibility

Visibility (location and condition) of assets within the premises of a building or a campus. This includes tracking movement and condition of assets/goods within building facilities such as factories, warehouses, hospitals, retail shops, transportation hubs, construction sites, educational institutions etc. The requirement for asset visibility in indoor environments are as follows-

Have a higher density of assets in indoor environments with location tracking and condition-monitoring at the item level and/or aggregate level (pallets, containers, Re-usable transport units).

Indoor asset visibility solutions today are dominated by short-range wireless connectivity technologies deployed as campus networks. Over the years, #RFID and to some extent BLE have gained mainstream adoption across key industry verticals such as Retail & apparel, logistics, manufacturing, and health care.

Location accuracy requirements for of indoor asset tracking can vary from a few centimetres to meters. 

Short-range wireless connectivity technologies such as RFID, #UWB, Wi-Fi, and BLE are popular technology choices for enabling asset visibility indoors, 

Cellular network technologies such as #NBIoT, #LTEM and 5G and non-cellular LPWAN LoRaWAN are increasingly gaining indoor coverage, especially through the deployment of private networks.

Qualcomm Aware platform fit- Low: Qualcomm Aware platform currently does not support RFID and BLE 2 dominant connectivity technologies used in indoor asset visibility. Native support of the RFID, BLE and UWB on the Aware platform would help enterprises with legacy asset visibility systems benefit from cloud applications and expand their indoor asset visibility use cases enabled by new capabilities enabled by technologies such as Wi-Fi-6, UWB and 5G.

B) Outdoor Asset Visibility

The demand for Asset visibility in outdoor environments is often for high-value assets or assets transported in the aggregate form in pallets, boxes or containers. The requirement of asset visibility for outdoor environments are as follows-

Item-level tracking of assets is mostly implemented through an edge gateway (parent) embedded with cellular and GNSS connectivity that is linked to multiple trackers (child) used to monitor either individual items or at aggregate levels when assets are being transported.

Location accuracy for outdoor asset visibility typically varies from a few 10’s of meters to hundreds of meters with the data transmission frequency of a few times a day. Sensors such as temperature sensors, vibration sensors, level sensors, humidity/moisture sensors, and pressure sensors are typically used to monitor the condition of goods while in transit. 

Devices use public connectivity network infrastructure and require reliable regional coverage and/or even multi-regional coverage for use cases such as multi-modal container tracking.

Low-cost asset tracker devices use RFID, BLE and #Zigbee to track at the item level.

Asset trackers using #LPWA network technologies such as 5G (LTE-M, NB-IoT) and LoRa and Sigfox have emerged as popular technology choices to offer simple, low-cost outdoor tracking solutions at the item and/or aggregate level without the need for gateways devices.

Qualcomm Aware platform fit- High: Provides strong value proposition in this segment as the Aware platform offers an Off-the-shelf solution that will help enterprises transition from legacy outdoor asset visibility solutions using cellular technologies such as 2G/3G networks that are expected to be sunset soon to more energy efficient technologies such as #CAT1, LTE-M and NB-IoT. The simplicity and TCO benefits from low-power, low-cost, outdoor asset trackers will also help replace existing complex point-to-point tracking systems and also stimulate new demand for asset visibility.  

C) Seamless Indoor and Outdoor Asset visibility

End-to-end supply chain visibility requires seamless tracking of goods or assets as it moves through factory floors to warehouses to end-customer locations and in some cases returned back. 

Changing environments present several challenges as no single location tracking technology is suitable for seamless indoor and outdoor tracking. Asset visibility application requirements also vary depending on the environment. 

Relatively more complex solution designs to address application and business use-case requirements.

Leverages a combination of private/campus networks and public network infrastructure for device connectivity. 

To enable seamless indoor and outdoor tracking capability use multi-radio connectivity hardware using a combination of short-range wireless technologies such as RFID, Wi-Fi, BLE and UWB for indoor environments and WAN technologies for cellular, GNSS and non-cellular LPWA for outdoor environments to mitigate connectivity network coverage limitations.

Qualcomm Aware platform fit- Medium: In this segment, connectivity technology limitations contribute to solution design challenges that have a direct impact on device/solution complexity from multi-radio hardware, cost, implementation complexity, data silos, integration challenges etc that directly impacts enterprise adoption. The Qualcomm Aware platform’s growth in this segment will depend on indoor network coverage of cellular (4G/5G) and Wi-Fi to drive adoption or the platform will require plug-ins, and integrations with indoor asset visibility solution providers to offer end-to-end supply chain visibility. 

Conclusion and Recommendations:

As briefly explained above, application requirements for location technologies vary depending on the industrial supply chain process, interoperability with existing systems, location/environment, the total cost of ownership, ease of implementation and several other factors. Qualcomm’s Aware platform currently supports Wi-Fi, Cellular and GNSS network technologies and does not include BLE and RFID two popular location technologies used in indoor location services. The platform also does not support emerging location technologies such as UWB and LoRaWAN. These limitations can be potentially addressed by leveraging the open APIs to integrate data generated from connectivity technologies currently not supported by the platform. 

Qualcomm’s acquisition of Skyhook and PoLTE and its integration into the Qualcomm Aware platform also validate the value and demand for cloud-based location technologies. However, Qualcomm through this strategic acquisition has also created problems for several of its competitors. Over the years, Skyhook and PoLTE had developed strategic partnerships with several chipset vendors including #Mediatek, #Unisoc, #Altair Semi, #Nordic Semiconductor, and #Sequans Communications that have embedded their location technology in their chipsets to offer similar geolocation services. it’s unclear after the acquisition of PoLTE and Skyhook, how these chipset vendors will mitigate the impact on its continuity of geolocation service. In the short term, the affected chipset vendors can potentially switch to other cloud-based location software technology providers such as #Google, #Here, #unwired labs, and #Ubudu, which offer similar indoor and outdoor geolocation solutions.

The Qualcomm Aware platform will directly compete with connectivity platforms and solutions from large telecom operators such as #AT&T, #Verizon, #Vodafone, #DeutscheTelekom, #Orange Etc that offer similar enterprise asset visibility solutions. That said, the Qualcomm Aware platform also helps other regional telecom operators with similar ambitions to offer end-to-end solutions will be able to quickly develop their asset visibility offerings and significantly reduce their solution time to market. 

Finally, the acquisition of Skyhook and PoLTE by Qualcomm highlights the need for the industry to collaborate on an open-source, standards-based low-power location technology for sensor devices that are agnostic of connectivity technology and radio-chipset vendor. Such an open-source standards-based solution will foster a multi-vendor cloud-based location technology supplier and chipset supplier ecosystem, enabling interoperability and reducing the risks of vendor lock-in for end customers.