A World of Connected Fleets - M2M meets the API Economy (Service Delivery Innovation Summit, London, Sept 2014)
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This was the opening talk in the API track at the Service Delivery Innovation Event, London, Sept 2014. Hence it is sub-divided in two parts: Part One is about getting “in the mood for APIs”. It is about a general and high level view of how I think the world is currently changing for everyone, and what the API Economy seems to be about. Part Two will then take a closer look at how we as TomTom Telematics and the WEBFLEET platform work with the challenges and shape the changes that are happening.
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A World of Connected Fleets - M2M meets the API Economy (Service Delivery Innovation Summit, London, Sept 2014)
- 1. A World of Connected Fleets M2M meets the API Economy Toralf Richter
- 2. Part 1 The API Economy 16 Sept 2014 @ToralfRichter 2 :: tomtom.com/telematics
- 3. Platforms at Large :: Software Is Eating the World … Digital Transformation, Software as a Service, and the API Economy Digitally Transform or Perish SaaS and Platforms APIs Are the Teeth @ToralfRichter 3 16 Sept 2014 :: tomtom.com/telematics
- 4. The API Economy :: It’s Like Sailing Good Hope New Paradigms, Some Already Visible Progress, and Lot’s of Adventures Ahead Openness & Best-of-Breed Creativity & Reuse @ToralfRichter 4 16 Sept 2014 :: tomtom.com/telematics
- 5. High-Level View :: The Magnitude of the Transformation Fierce Reactions Betray That Some Changes May Be Quite Fundamental Taxis vs. Uber Machine breakers did not stop industrialization either @ToralfRichter 5 16 Sept 2014 :: tomtom.com/telematics
- 6. Part 2 Platform Strategy and API Portfolio for a World of Connected Fleets 16 Sept 2014 @ToralfRichter 6 :: tomtom.com/telematics
- 7. Connecting Fleets :: The WEBFLEET® Platform Fleet Management for Operational and Non-Operational Fleets A Business Day in WEBFLEET (July 2014) @ToralfRichter :: tomtom.com/telematics Details • in-vehicle hardware • 2 data centers, in-house engineering • 15+ major mobile carriers • sales: 25+ countries, active: 60+ • top 3 of fleet telematics (ABI) • the .connect product family of APIs and developer toolkits • developer program (DCPP) & 3rd party portfolio (AppCenter) > 30,000 > 400,000 units online customers > 1.5 million hours driven > 65 million km driven > 11.5 million liter fuel > 500 million positions 7 16 Sept 2014
- 8. WEBFLEET.connect :: The Fleet Management API The Starting Point - Connecting Fleets with Custom Systems and Partner Applications @ToralfRichter 8 :: tomtom.com/telematics • Base Product: WEBFLEET® SaaS • Introduced: 2004 • Monetization: Indirect • Type: Web API (ReSTish and SOAP protocol flavors) • Productized: yes • Circulation: Public (documentation, examples) with Access Control (API key and credentials required) • Eco-System: mid-size (between LSUD and SSKD) • Audience: business integration, mobile app and web developers (external and internal) • Use Cases: Route Optimization, ERP and SCM, job dispatch / workflow; TomTom Telematics Mobile Apps; special purpose FMS web apps And many more … 16 Sept 2014
- 9. LINK.connect :: Taking the Platform into the Vehicle Enabling End-to-End Integration Between Back-Office and Vehicles • Base Product: TomTom LINK black box • Monetization: direct & indirect • Productized: yes • Type: Bluetooth interface (SPP) • Eco-System: small to mid-size • Audience: IHVs, SIs, solution providers • Circulation: Public (documentation, examples), In-vehicle Bluetooth® interface has access control (pairing PIN, device identification) • Use Cases: in-vehicle sensors (temperature, tire pressure, light, movement, …), inputs ( barcode / RFID, driver ID), outputs (printers), equipment control (salt dispensers, …) 9 16 Sept 2014 @ToralfRichter :: tomtom.com/telematics
- 10. OBD.connect :: 3rd Parties Create the End Product A Platform Approach to Entering the Non-Operational Fleet Market WEBFLEET® TomTom LINK100 OBD.connect SDK End Product Customer Specific App Configuration & SW Updates Recorded Data RT Data & Status Configuration & SW Updates Recorded Data Platform API Customer or 3rd Party Services • Base Product: LINK 100 • Monetization: indirect • Type: SDK (Smartphone) • Audience: mobile developers • Introduced: 2014 • Productized: yes • Circulation: semi-public • Eco-System: small (emerging) 16 Sept 2014 @ToralfRichter 10 :: tomtom.com/telematics
- 11. PRO.connect :: Customizable Driver Terminals Deploy and Run Custom Fleet Management Apps with the New PRO8 Series • Android-based open device platform concept, restricted to TomTom Telematics application distribution (made for business, not for play) • the SDK combines TomTom Telematics fleet management functionality and general TomTom navigation and map access • Scenarios are standalone apps (on-device and using) and applications that combine on-device functionality with WEBFLEET or 3rd party APIs • Use cases: Daily Vehicle Checks / Duty of Care (UK), barcode, digital signature capture @ToralfRichter 11 :: tomtom.com/telematics • Base Product: PRO 8 series • Introduced: 2014 (just ending beta) • Monetization: indirect and direct • Type: SDK (Android based) • Audience: mobile developers • Productized: yes • Exposure: public • Eco-System: small (emerging) • Circulation: public (with identification) 16 Sept 2014
- 12. Questions? Toralf Richter Senior Manager Engineering tomtom.com/telematics toralf.richter@tomtom.com @ToralfRichter http://www.linkedin.com/in/toralfrichter dutchopenhackathon.com
Notas del editor
- My talk is the first in the API track at this conference, I believe it is worthwhile to have a very general glance at the general state of affairs with regard to the Digital Transformation and the API Economy. In order to do this I sub-divided my talk. In Part One I will try to get you “in the mood for APIs”. I will be talking about a general and high level view of how I think the world is currently changing for everyone, and what the API Economy seems to be about. Part Two will then take a closer look at how we as TomTom Telematics and the WEBFLEET platform work with the challenges and shape the changes that are happening.
- A combination of technology changes and also investment patterns bring about the digital transformation, i.e. a process that converts and augments the “real world” through software and data networks. The first thing is that businesses (often startups) built around connected software platforms and automated processes carve out substantial market shares even from established players, forcing them to digitally transform or perish. The seconds thing is that software itself changes its form a lot. The software categories that is most successfully transforming the world are SaaS – software as a service, and Apps – smart phone applications. This underpins how the platform idea governs the ongoing changes. There is a part of software that is the user visible part (Apps) which very specialized and competes on usability and cool features. And there is the platform behind the App. APIs are making platforms available ubiquitously. APIs power Apps, APIs power the modern day web, APIs inter-connect platforms, APIs connect small devices, vehicles. APIs are key in the digital transformation, hence we call it the API Economy as well. Well, and if software is be eating the world then APIs are giving it its teeth.
- For me the API Economy is a bit like sailing the Cape of Good Hope. It is the next big thing. But also, there is a lot of exploration of the new and yet unknown. In this very moment this is the exciting part of the whole API story. To succeed in the API economy you need to make your service and APIs publicly available, so others can pick the service and the API that is best for their purposes and create their products and applications with them. Opening up this way of course means you have to face the competition as well. Openness allows customers and end users to always pick their best-of-breed choice in whatever category of service. But it allows the makers of services and products to focus on what they do best, and let others do what they do best. By focusing on what you do best and presenting it as a platform that is usable as part of other applications and for customizations you can grow your own platform substantially, because you invite 3rd party developers to be creative and use the available APIs for their own applications. Serendipitous reuse is the sweet spot of their and the your platform’s success. If a 3rd party developer does the lucky draw and makes and extremely successful application based on one’s APIs, then this app pull that backing platform up into higher popularity as well. But let’s also be clear, stronger focus on what you do best deepens the division of labor and leads to strong global competition between software platform of the same or similar kind.
- You can make a reading of how fundamental a certain change is, by looking at how fierce the reaction or even the lash back is. So for me, a good gauge of how the Digital Transformation is catching on, is not to look at the changes that go smooth, but find the example that create controversy. The recent controversy between taxi drivers and Uber shows, that the digital change and the transformation into an API Economy are happening with force. If the taxi traditionalists would not have seen their privileges threatened, their reaction would not have been as clear and pronounced as we saw in the recent month. Looking at the results Uber produced so far they are not impressive - BUT, exactly the force of the reaction to Uber show that they “hit home”. The two main takeaways from this example for me are: 1) There is an entire ride-hitching industry emerging. It is not only Lyft (Uber’s main competitor), but many smaller local players as well. Even when I speak to developers using our fleet APIs – which are perfect assigning tasks to vehicles and directing them, I notices that we have a few guys in our eco-system that are working on something similar to Uber. Killing Uber would be more like knocking off one head of the Hydra. 2) In more historical depth I see a strong similarity with the machine breakers fighting industrialization in the early 1800s. They put on their fight, and did some damage. Eventually industrialization revolutionized the world within a few decades.
- Part Two is about how we are positioning ourselves in the Digital Transformation the convergence of classical M2M scenarios, the connected vehicles and IoT. In Fleet Management the most important sensor is traditionally the vehicle itself. Connecting vehicles to the WEBFLEET platform was what I’d call classical M2M. Putting APIs on the platform already quite early on (in 2004) was a next step. By adding the ability to connect more sensors and data sources in the vehicle to our platform our way of looking at fleet management started to have more of a a noticeable IoT flavor.
- In 2014 the WEBFLEET platform is 15 years old. TomTom Telematics is a unit (more than 300 employees world-wide) of the TomTom Group (HQ in Amsterdam, 3,500 employees world-wide). At TomTom Telematics we design, develop, and sell service but also hardware for fleet management solutions. We provide fleet management services to more than 30k customers on at least 4 continents. The flagship product and brand the WEBFLEET platform providing fleet management as SaaS. We are selling in 25 countries. WEBFLEET managed vehicles are operating in 60+ countries across the globe. This year we made it into the top 3 (rank 3) fleet management vendors world-wide (up from rank 7 in 2013). There is a large and varied partner eco-system with local business and installation partners, hardware vendors, software partners (bespoke, “boxed”, apps), system integrators and solution providers. Last but not least, let’s talk APIs now and let me introduce the .connect family of APIs and SDKs. I’d give you a quick tour of what the individual API products are, why developers would want to use them, and I think the special or the most striking feature of each is.
- Tying back to one of my earlier slides: WEBFLEET.connect exemplifies how enabling the end customer or solution developer to select best of breed can works to your advantage - if you have the right API for it. This also one of the more striking features of this API. Example: In one of our most typical use cases (general and specific route optimization) our APIs and platform get integrated into custom systems or industry specific semi-standard software. By providing the system integration developers or vendors with the possibility to combine the route optimization package or solution their end customer wants with WEBFLEET fleet management we enable them to make this choice. This gives WEBFLEET an edge over competition in the fleet management industry. By being in the specific package that the end customer really wants, we have a good customers retention in these scenarios as well.
- With making LINK.connect TomTom telematics started a platform strategy acceleration phase. By opening an interface in the vehicle in addition to the “conventional” Web API we extended the reach and possibilities that system integration partners but also product development partners esp. on the hardware side have. Using LINK.connect and WEBFLEET.connect together in an End-to-End Integration scenario between vehicle and the fleet owners back-office you can basically build (almost ) „any fleet management solution you want“. The most interesting achievements of LINK.connect is that it has brought us in a situation to inter-operate with equipment from vendors of Bluetooth® enabled mobile workforce hardware, as e.g. Zebra Technologies, Baracoda, or Panmobil, and many other vendors.
- The really remarkable change for TomTom Telematics with this platform product was not only that it is made to address new markets (non-operational fleets) but also in an entirely new way - there is no end product without 3rd party developers creating it. The customers from the insurance or leasing industry, business partners, and development partners work together on the creation of the final end product using the OBD.connect SDK, other parts of the WEBFLEET platform, and additional APIs and services according to needs. The app developer can decide what portion of the available data and functionality of the SDK and the WEBFLEET platform APIs to use and what the end user experience of the app will be. Plus, the app developer can decide to develop and deploy their own specialised services and APIs as well and add these to the end product. To ease decision making and to get developers started there is a reference implementation (RI). Allianz France has selected this as the platform for “Allianz Conduite Connectée, powered by TomTom” (press release: http://business.tomtom.com/en_gb/press/releases/2014-06-24).
- The latest addition to the .connect product family of APIs and SDKs is PRO.connect. It provides customization capabilities for the device category of driver terminals, that form and important of our upper-end-of-the-range fleet management product and service range. The SDK on the device itself allows to build custom standalone application (that technically do not even have to use functionality form the provided SDK), but also to make more complex applications using the full feature set of SDK as a toolbox to enhance the custom application harnessing the platform functionality provided.