Jola Cloud Solutions' Blog

Demand for 4G SIM cards is increasing and channel partners have been quick to market with propositions from 4G routers in rural areas to tracking and monitoring devices globally, but few are involved in rolling out large scale IoT solutions. Outside of the channel, global manufacturers, distributors, mobile networks and specialists, have been considering how to scale the Internet of Things and increase adoption.

Scale is both the biggest opportunity and biggest challenge, as the cost of changing SIMs in millions of devices can be prohibitively expensive. Some say the need for scalable IoT solutions has led to the development of eSIM technology, a network-agnostic white label plastic or embedded mobile data SIM.

These SIMs can be embedded into devices or sold separately and operator profiles on the eUICC can be securely and remotely updated over-the-air. Instead of swapping plastic SIM cards, profiles are downloaded and managed on a device as needed. In the eSIM model, a device is ready to deploy anywhere network coverage exists. If a device moves and crosses networks, its profile can be updated quickly and securely.

Yes, eSIMs could really help IoT adoption and encourage channel partners, who couldn’t previously see how they could make money from IoT, start generating profitable, recurring revenues.

Mobile retailers Vodafone, O2, EE and Three are currently advertising unlimited voice and data packages for businesses on their websites.

Is the data truly unlimited?

The short answer is no. If you read the small print, the mobile networks have set data usage limits per month. Some limit the number of devices that can be tethered, others will limit the amount of bandwidth available, which slows downloads and restricts usage.

Are there any other catches?

Some of the retail mobile operators are offering 12 and 24 month plans with a discounted rate for the first 6 months.

Do I need unlimited data?

That’s the big question, and the answer in most cases is no. If you’re streaming multiple hours of video each day over mobile data, or using mobile data to download large files then you might, but for most users 20GB is fine. The danger of buying unlimited for some businesses is that they will simply pay too much.

What can the channel learn from this?

The channel should partner with a wholesale supplier that can provide a range of competitive voice and data SIMs, which allow them to compete with the single offerings from retail mobile operators. They need to add value by helping their customers choose the right package for their business, by understanding their usage and pitching solutions to meet their exact requirements.

IoT is not for me

We are told that there will be 28 billion devices in a market worth £5.6 trillion, however resellers are struggling to see where the opportunity is for them. Why is this?

It’s difficult to compete with the mobile operators in this market

The mobile data side of IoT is dominated by the Mobile Network Operators. As data usage is often fairly low, management of usage becomes less of a priority and therefore less of a benefit for the reseller to differentiate themselves. The key is to look for problems the customer has with the status quo and then find ways to solve them.

Key challenges

In mobile data for IoT there are two really big problems facing resellers and their end users.

It is costly for the end user to change to a better SIM deal

Even when users know they could be getting a better mobile data deal elsewhere, the thought of swapping SIMs in thousands of devices in hundreds of locations around the world is an operational nightmare, and extremely expensive. Irrespective of what they are paying for the SIMs, very often a technology refresh, such as upgrading 2G to 3G, also entails changing all the SIMs.

The retail mobile network operators know this

Because the retail mobile network operators know there is a high cost to switch suppliers, they can hold the end user to ransom over price. Either by increasing the price at the end of the initial term, or failing to keep up with price decreases in the marketplace.

Will this always be the case?

The issues above relate to SIMs that are locked to a particular MNO. They are physical SIMs that are associated with a network and a package. If SIMs were not tied to a network operator and package and didn’t need to be replaced, this would change things.

Demand for Machine to Machine (M2M) SIMs is growing. Channel partners are building a pipeline of big deals in key vertical markets, generating high-margin recurring revenue.

Transport

The driving experience is being revolutionised. Apps and services are giving drivers everything from in-vehicle Wi-Fi and incredible entertainment, all the way through to faster, more insightful diagnostics and maintenance.

Utilities

Businesses are managing their energy flows through smart energy grids and smart meters, allowing for more accurate bills. There is a focus on improving energy efficiency and resolving outages more effectively, with remote site monitoring.

Health

Smart devices offer important patient benefits, like connected ambulances. Ambulance crews have access to high-bandwidth internet capabilities, and tablets holding patient records. This means that information can be sent to hospitals in real-time.

Security

Commercial security is getting smarter. CCTV and alarms can be monitored securely and footage can be stored remotely.

There are around 200,000 charities in the UK, employing nearly a million people. This sector has been a conundrum for the IT channel because, whilst there are opportunities for professional service fees, ongoing revenue and margin are depressed by heavily discounted licenses and low commission rates.

For example, Microsoft’s E1 license is free up to 2000 users and E3 is only £4 a month. To add Phone System to either of these is only £2.40 but at £9.10 pcm (and no reseller commission), resellers and their customers have been put off by Microsoft’s Calling Plan (needed to make and receive calls outside the Teams environment).

Now resellers of Jola’s Direct Routing call plan for Teams can offer their non-profit customers the full suite of Office products, including Exchange, Teams, Phone System, and Unlimited UK calls at a competitive price.

Not only will the customer save on the rental of a traditional/hosted phone system, they will also no longer need telephone lines or ISDN.

Retailers want fast, reliable, cost-effective internet connectivity in stores for EPOS till systems, kiosks, advertising screens, WiFi etc. They often use 4G as a back-up to a fixed line primary circuit, to ensure business continuity.

MSPs want to win retail bids for European technology roll outs. 4G is often a small element of the bid, but can cause Project Managers headaches, when dealing with multiple in-country suppliers, manual ordering and no visibility of data usage. They want full control over every element of the roll out.

The opportunity

4G devices that roam in the EU, such as 4G WiFi routers in yachts, need to connect to the strongest 4G signal available. According to recent European Boating Industry statistics, there are over six million recreational craft in EU waters at any one time.

Devices that always need connectivity, such as monitoring devices inside containers, need SIMs which provide users with good connectivity, wherever they roam. There are over 20 million shipping containers worldwide.

PPG

Pay-Per-GB SIMs are un-steered, so have no preferred network, and connect to the strongest 4G signal available. These SIMs connect to multiple mobile networks in many EU countries. Resellers only pay the standard per GB price for additional roaming data, above the monthly allowance.

PPG SIMs offer resellers and their customers a much more flexible and predictable cost when roaming in the EU. Even if the primary and secondary network fail, a multi-network SIM will continue to operate seamlessly.

It’s challenging to set a price for roaming SIMs. Resellers need to know which countries the SIMs will roam to and how much monthly data they will need. Some countries are more expensive than others to roam in, for example UAE and Andorra. Sales people can’t always be sure how much data will be used in each country and how often SIMs will roam in more expensive countries. They run the risk of choosing a package that includes countries which SIMs will never roam in, pushing up the price.

To solve this problem Jola has launched an M2M Roaming Tariff Tool. It was designed for Jola partners to make it quicker and easier to find the right SIM tariff. Tariff Tool provides resellers with a range of options on a variety of data allowances across hundreds of countries and networks.

There are two types of partners that sign up with Jola for mobile broadband SIMs. The first already has an opportunity and needs a supplier to help fulfil the 4G element, the second is enthusiastic about growing a new recurring revenue stream.

Experienced Partners

Partners with existing opportunities often have strong relationships with their clients. Although they may not already offer mobile broadband, they are trusted advisors and capable of sourcing the elements they need to build and roll out solutions. These partners are looking for a solution to a data problem. They need a partner to quickly understand the problem, pose a cost-effective solution and help them to win their bid. This often involves pre-sales and product development, to create a tailored solution to displace an incumbent.

New Partners

New partners selling mobile for the first time want to understand the products, and pricing, but more importantly the opportunity. Partners with a large connectivity base, often start by offering 4G back-up solutions and temporary Ethernet solutions. Many can already see how the product would meet the needs of their audience and package it accordingly.

In retail and construction specialists are offering 4G internet connectivity, hosted telephony, IP-CCTV and IP-PTT radios on short-term contracts for events and site offices.

Successful partners produce case studies and reference sites to help to build a pipeline of similar opportunities.

M2M/IoT covers a broad spectrum: from low-usage data SIMs in monitoring devices, to high usage data SIMs in 4G routers.

For many resellers, low usage, low management IoT opportunities are problematic because they require specialist devices, support and management software. Higher usage mobile data opportunities can be more complex, however can also be very lucrative, easier to win and easier to support. These opportunities include solutions such as mobile broadband and Private 4G.

Mobile Broadband

Mobile broadband is an element of most tenders these days, either for remote workers, as a back-up, or as a primary solution where fixed line is unsuitable. Resellers submitting compelling bids ensure their suppliers offer; all the MNOs; online asset control; and a suite of products to enable them to build bespoke solutions.

Private 4G

For customers wanting additional security on 4G devices, fixed IP SIMs are available, but can be very expensive. Private APNs are available from the carriers but do not give the reseller control over their assets. Jola is the first channel mobile supplier to launch self-serve, Private APNs. The products address security concerns by avoiding the public internet and offering a secure, remote access platform that lets resellers seamlessly extend their existing IT security controls to their end users’ mobile workforce, wherever they are.