IoT Coffee Talk: Episode 228 - Speeds & Feeds

yeah oh yeah oh yeah oh yeah oh yeah you know it's what it's really all yeah you know it's what it's really all yeah you know it's what it's really all about you know um yeah so what we about you know um yeah so what we about you know um yeah so what we haven't told our audience love haven't told our audience love haven't told our audience love yeah I know our audience thinks that yeah I know our audience thinks that yeah I know our audience thinks that this is going to be a c talk episode but this is going to be a c talk episode but this is going to be a c talk episode but actually what it really is is letter and actually what it really is is letter and actually what it really is is letter and I are now started our new DJ 1980s music I are now started our new DJ 1980s music I are now started our new DJ 1980s music channel and from from now on that's all channel and from from now on that's all channel and from from now on that's all you're going to hear from us we're going you're going to hear from us we're going you're going to hear from us we're going to talk about each episode we're going to talk about each episode we're going to talk about each episode we're going to talk about one song that was awesome to talk about one song that was awesome to talk about one song that was awesome in the 80s we're not going to totally in the 80s we're not going to totally in the 80s we're not going to totally copy Rick Bato thing like that but maybe copy Rick Bato thing like that but maybe copy Rick Bato thing like that but maybe a little bit I totally watch him he's a little bit I totally watch him he's a little bit I totally watch him he's the bomb the bomb the bomb dude yeah yeah he's the best he's the dude yeah yeah he's the best he's the dude yeah yeah he's the best he's the best he he yeah so yeah well each week we we're yeah so yeah well each week we we're yeah so yeah well each week we we're just going to talk about music instead just going to talk about music instead just going to talk about music instead Leonard's going to play some tunes we'll Leonard's going to play some tunes we'll Leonard's going to play some tunes we'll give you the backstory of the band the give you the backstory of the band the give you the backstory of the band the song what the time frame yeah and uh and song what the time frame yeah and uh and song what the time frame yeah and uh and we're gonna it'll be broadcast live on we're gonna it'll be broadcast live on we're gonna it'll be broadcast live on Tik Tok because I know that's where Tik Tok because I know that's where Tik Tok because I know that's where everybody actually is and actually if everybody actually is and actually if everybody actually is and actually if you want to help out YouTube just do you want to help out YouTube just do you want to help out YouTube just do remixes of our episodes because you know remixes of our episodes because you know remixes of our episodes because you know we have like usually have about an hour we have like usually have about an hour we have like usually have about an hour of stuff you can just go into our of stuff you can just go into our of stuff you can just go into our channel uh pick any of the episodes that channel uh pick any of the episodes that channel uh pick any of the episodes that we have and you can do a little remix a we have and you can do a little remix a we have and you can do a little remix a one minute remix and uh you know one minute remix and uh you know one minute remix and uh you know probably one of the reasons why our probably one of the reasons why our probably one of the reasons why our podcast doesn't have a podcast doesn't have a podcast doesn't have a gajillion uh viewers and listeners and

gajillion uh viewers and listeners and gajillion uh viewers and listeners and subscribers is simply because we're an subscribers is simply because we're an subscribers is simply because we're an hour long in people's attention hour long in people's attention hour long in people's attention span get this is 15 span get this is 15 span get this is 15 seconds that is seconds that is seconds that is like a goldfish yes and then here's the like a goldfish yes and then here's the like a goldfish yes and then here's the sad thing what has created a quote sad thing what has created a quote sad thing what has created a quote unquote revolution in unquote revolution in unquote revolution in AI attention it's all about attention oh AI attention it's all about attention oh AI attention it's all about attention oh wow we as humans are losing it and we wow we as humans are losing it and we wow we as humans are losing it and we are giving it to generative AI in the are giving it to generative AI in the are giving it to generative AI in the form of hbm three and eventually form of hbm three and eventually form of hbm three and eventually four and so yeah this is the dynamic four and so yeah this is the dynamic four and so yeah this is the dynamic that we're living in you know wow wow that we're living in you know wow wow that we're living in you know wow wow yeah but before we get started remember yeah but before we get started remember yeah but before we get started remember to take it seriously at your own risk we to take it seriously at your own risk we to take it seriously at your own risk we have offloaded all of it onto you have offloaded all of it onto you have offloaded all of it onto you because we are memory bound right and we because we are memory bound right and we because we are memory bound right and we just want to focus on the compute we're just want to focus on the compute we're just want to focus on the compute we're we're IO bound yeah uh that too that too we're IO bound yeah uh that too that too we're IO bound yeah uh that too that too yeah because we're getting old we're yeah because we're getting old we're yeah because we're getting old we're I yeah over time it doesn't get the I yeah over time it doesn't get the I yeah over time it doesn't get the scaning laws don't work for us it goes scaning laws don't work for us it goes scaning laws don't work for us it goes the other way exactly like Des scaning the other way exactly like Des scaning the other way exactly like Des scaning like what you have to do with your like what you have to do with your like what you have to do with your coffee maker like descaling your coffee coffee maker like descaling your coffee coffee maker like descaling your coffee maker so what was the song you were just maker so what was the song you were just maker so what was the song you were just playing it was Van Halen yeah yes I remember that song

Halen yeah yes I remember that song that's some good stuff you know coffee that's some good stuff you know coffee that's some good stuff you know coffee talk yeah that's what coffee Talk's all talk yeah that's what coffee Talk's all talk yeah that's what coffee Talk's all about you know a heavy Van Halen and a about you know a heavy Van Halen and a about you know a heavy Van Halen and a little bit of little bit of little bit of iot and then a whole lot of nothing else iot and then a whole lot of nothing else iot and then a whole lot of nothing else actually you know that's why Mr Vasquez actually you know that's why Mr Vasquez actually you know that's why Mr Vasquez is on here because he's the only smart is on here because he's the only smart is on here because he's the only smart person in the room you know no I think person in the room you know no I think person in the room you know no I think my job is to like say something that's my job is to like say something that's my job is to like say something that's actually iot related like our friends at actually iot related like our friends at actually iot related like our friends at Ken doing a deal with vone for Ken doing a deal with vone for Ken doing a deal with vone for isim you know yeah some Penny Pincher isim you know yeah some Penny Pincher isim you know yeah some Penny Pincher figured out like man if we remove this figured out like man if we remove this figured out like man if we remove this physical Sim and just put this thing you physical Sim and just put this thing you physical Sim and just put this thing you know right out of you know manufacturing know right out of you know manufacturing know right out of you know manufacturing you know we're going to save couple of you know we're going to save couple of you know we're going to save couple of cents uh per unit and since the cents uh per unit and since the cents uh per unit and since the estimates still say 50 billion by you estimates still say 50 billion by you estimates still say 50 billion by you know next week whatever next week yeah know next week whatever next week yeah know next week whatever next week yeah yeah I mean 50 billion times couple of yeah I mean 50 billion times couple of yeah I mean 50 billion times couple of cents and uh We're Off to the Races so cents and uh We're Off to the Races so cents and uh We're Off to the Races so yeah that's awesome so we're we're yeah that's awesome so we're we're yeah that's awesome so we're we're getting more margin per unit there this getting more margin per unit there this getting more margin per unit there this is this sounds like economics and yeah is this sounds like economics and yeah is this sounds like economics and yeah but I think for you know for those of us but I think for you know for those of us but I think for you know for those of us and most of the audience that uh you and most of the audience that uh you and most of the audience that uh you know a long time ago would buy an know a long time ago would buy an know a long time ago would buy an device with a with cellular Sim device with a with cellular Sim device with a with cellular Sim capabilities and your Toco rep who they capabilities and your Toco rep who they capabilities and your Toco rep who they don't really care about your business don't really care about your business don't really care about your business tells you or just activate them and put tells you or just activate them and put tells you or just activate them and put them on the shelf and then your bill them on the shelf and then your bill them on the shelf and then your bill goes from zero to tens or hundreds of goes from zero to tens or hundreds of goes from zero to tens or hundreds of thousands but you have no customers thousands but you have no customers thousands but you have no customers because this thing is in a warehouse

because this thing is in a warehouse because this thing is in a warehouse that's right things like isim resolve that's right things like isim resolve that's right things like isim resolve this right because oh it's this right because oh it's this right because oh it's pre-integrated you can pre-load these pre-integrated you can pre-load these pre-integrated you can pre-load these things in the Sim Management console of things in the Sim Management console of things in the Sim Management console of your choice in this case vone and Kens your choice in this case vone and Kens your choice in this case vone and Kens and when you ship it to Ryan's dog who's and when you ship it to Ryan's dog who's and when you ship it to Ryan's dog who's the end user then you can the end user then you can the end user then you can commence the uh subscription and commence the uh subscription and commence the uh subscription and everybody wins uh and Ryan would know a everybody wins uh and Ryan would know a everybody wins uh and Ryan would know a lot about this because he used to work lot about this because he used to work lot about this because he used to work in that business with yes pre in that business with yes pre in that business with yes pre preactivating phones for people you know preactivating phones for people you know preactivating phones for people you know and running up their bill which time yeah I was at I was at bill which time yeah I was at I was at Sprint when they launched uh what was it Sprint when they launched uh what was it Sprint when they launched uh what was it YX with the 4G yeah I was at cazoo YX with the 4G yeah I was at cazoo YX with the 4G yeah I was at cazoo Western Michigan at the time one of the Western Michigan at the time one of the Western Michigan at the time one of the first campuses oh before before that first campuses oh before before that first campuses oh before before that Network got congested oh my gosh it was Network got congested oh my gosh it was Network got congested oh my gosh it was amazing our devices weren't even capable amazing our devices weren't even capable amazing our devices weren't even capable of taking advantage of how fast the data of taking advantage of how fast the data of taking advantage of how fast the data plans were we and on Sprint you didn't plans were we and on Sprint you didn't plans were we and on Sprint you didn't have the iPhone when the when the 4G the have the iPhone when the when the 4G the have the iPhone when the when the 4G the 4G came out right yeah we deing like 4G came out right yeah we deing like 4G came out right yeah we deing like Samsung devices and LG devices but like Samsung devices and LG devices but like Samsung devices and LG devices but like yeah yeah it's a rough you know it's the yeah yeah it's a rough you know it's the yeah yeah it's a rough you know it's the cellular business it's still a tough cellular business it's still a tough cellular business it's still a tough game out there when it's like when it game out there when it's like when it game out there when it's like when it comes to comes to comes to iot uh a lot of people are still iot uh a lot of people are still iot uh a lot of people are still experiencing a lot of pain the they're experiencing a lot of pain the they're experiencing a lot of pain the they're you're trying to predict like they're

you're trying to predict like they're you're trying to predict like they're still trying to manage sizing different still trying to manage sizing different still trying to manage sizing different data plans and then preactivating and data plans and then preactivating and data plans and then preactivating and then dealing with if you're dealing with then dealing with if you're dealing with then dealing with if you're dealing with uh um a solution provider who's shipping uh um a solution provider who's shipping uh um a solution provider who's shipping Sims activated to their customers or Sims activated to their customers or Sims activated to their customers or maybe they're sitting on shelf there's maybe they're sitting on shelf there's maybe they're sitting on shelf there's so many issues with provisioning and so many issues with provisioning and so many issues with provisioning and tool sets and things like that when it tool sets and things like that when it tool sets and things like that when it comes to Cellular it's it's a tough comes to Cellular it's it's a tough comes to Cellular it's it's a tough business we we as an industry we we make business we we as an industry we we make business we we as an industry we we make it complex on purpose yeah because some it complex on purpose yeah because some it complex on purpose yeah because some of these things could be avoided uh the of these things could be avoided uh the of these things could be avoided uh the the one complex one like it's it's in my the one complex one like it's it's in my the one complex one like it's it's in my top one that it's a regulatory issue and top one that it's a regulatory issue and top one that it's a regulatory issue and not so much it's there there's some not so much it's there there's some not so much it's there there's some countries that if if a if a SIM from a countries that if if a if a SIM from a countries that if if a if a SIM from a non-native Network comes in even on a non-native Network comes in even on a non-native Network comes in even on a Zer do zuro zero pesos whatever the Zer do zuro zero pesos whatever the Zer do zuro zero pesos whatever the exchange rate is that Telco regulatory exchange rate is that Telco regulatory exchange rate is that Telco regulatory in order to recognize the Sim on a in order to recognize the Sim on a in order to recognize the Sim on a network taxes become um applicable right network taxes become um applicable right network taxes become um applicable right away so you could have a away so you could have a away so you could have a zero doll plan that has to pay a tax in zero doll plan that has to pay a tax in zero doll plan that has to pay a tax in certain uh in certain countries Mexico certain uh in certain countries Mexico certain uh in certain countries Mexico Brazil looking at you guys um but but if Brazil looking at you guys um but but if Brazil looking at you guys um but but if if you're the provider if you're the if you're the provider if you're the if you're the provider if you're the solution if you're the OEM like you solution if you're the OEM like you solution if you're the OEM like you should know these things and avoid the should know these things and avoid the should know these things and avoid the surprise because at the end of the day surprise because at the end of the day surprise because at the end of the day if you're shipping things down there you if you're shipping things down there you if you're shipping things down there you know a regulatory tax are not going to know a regulatory tax are not going to know a regulatory tax are not going to stop you um but anyway I think we just

stop you um but anyway I think we just stop you um but anyway I think we just make it complex because we like um we we make it complex because we like um we we make it complex because we like um we we remain relevant if things are really remain relevant if things are really remain relevant if things are really difficult difficult difficult well you know a lot of it probably has well you know a lot of it probably has well you know a lot of it probably has to do with the fact that there is no Wii to do with the fact that there is no Wii to do with the fact that there is no Wii it's not we it's a bunch of um it's not we it's a bunch of um it's not we it's a bunch of um individual interests whether it's individual interests whether it's individual interests whether it's governments or it's the operators governments or it's the operators governments or it's the operators themselves or it's the vendors there's themselves or it's the vendors there's themselves or it's the vendors there's no freaking we and that that's the no freaking we and that that's the no freaking we and that that's the problem and then you know the thing that problem and then you know the thing that problem and then you know the thing that you start off with is is perfect David you start off with is is perfect David you start off with is is perfect David it's the economics of it's the economics of it's the economics of iot it's just there I I think it's just iot it's just there I I think it's just iot it's just there I I think it's just another it's another set of Economics another it's another set of Economics another it's another set of Economics another set of problems uh to be solved another set of problems uh to be solved another set of problems uh to be solved that is really difficult for the that is really difficult for the that is really difficult for the traditional cellular guys uh to really traditional cellular guys uh to really traditional cellular guys uh to really cope with and so I think you know don't cope with and so I think you know don't cope with and so I think you know don't you think that's like one of the reasons you think that's like one of the reasons you think that's like one of the reasons why I mean because you always hear our why I mean because you always hear our why I mean because you always hear our friends complain about how cellular is friends complain about how cellular is friends complain about how cellular is so difficult you know uh for so difficult you know uh for so difficult you know uh for iot yeah but you know the thing is being iot yeah but you know the thing is being iot yeah but you know the thing is being on the same Bush you know what I'm on the same Bush you know what I'm on the same Bush you know what I'm saying look I'm going I'm going to say saying look I'm going I'm going to say saying look I'm going I'm going to say we just to put me in the Box the reason we just to put me in the Box the reason we just to put me in the Box the reason we say that is because if I if I have a we say that is because if I if I have a we say that is because if I if I have a an iot widget that works and Ryan and I an iot widget that works and Ryan and I an iot widget that works and Ryan and I we discuss a solution we like hey man we we discuss a solution we like hey man we we discuss a solution we like hey man we we have a we have the product fit here we have a we have the product fit here we have a we have the product fit here let me ship it to you here's where it let me ship it to you here's where it let me ship it to you here's where it breaks on a lot of times um if we're breaks on a lot of times um if we're breaks on a lot of times um if we're talking about iot devices that iot

talking about iot devices that iot talking about iot devices that iot device has to sit inside of something to device has to sit inside of something to device has to sit inside of something to sense whatever the thing is I don't care sense whatever the thing is I don't care sense whatever the thing is I don't care what it is I don't care where you're what it is I don't care where you're what it is I don't care where you're tracking while you're following it has tracking while you're following it has tracking while you're following it has there has to be an insto or or or a there has to be an insto or or or a there has to be an insto or or or a sticky or magnet something and this is sticky or magnet something and this is sticky or magnet something and this is something that we don't talk about a lot something that we don't talk about a lot something that we don't talk about a lot which is who is deploying these things which is who is deploying these things which is who is deploying these things you know like I think we have good you know like I think we have good you know like I think we have good example like if we were talking about example like if we were talking about example like if we were talking about telematics well everyone knows that part telematics well everyone knows that part telematics well everyone knows that part of the journey is someone is going to of the journey is someone is going to of the journey is someone is going to have to access that vehicle to deploy have to access that vehicle to deploy have to access that vehicle to deploy and install and provision the thingy but and install and provision the thingy but and install and provision the thingy but when we're just talking about acid when we're just talking about acid when we're just talking about acid tracking in general and maybe you're tracking in general and maybe you're tracking in general and maybe you're tracking um uh plastic crates that take tracking um uh plastic crates that take tracking um uh plastic crates that take apples from uh one of um um Rob's apples from uh one of um um Rob's apples from uh one of um um Rob's orchards in uh in the beautiful state of orchards in uh in the beautiful state of orchards in uh in the beautiful state of Washington well where are the economics Washington well where are the economics Washington well where are the economics of these thousand units that you just of these thousand units that you just of these thousand units that you just sold where they have to be shipped sold where they have to be shipped sold where they have to be shipped somewhere some you know someone's got to somewhere some you know someone's got to somewhere some you know someone's got to pick it up and how many people are going pick it up and how many people are going pick it up and how many people are going to be there to to be there to to be there to properly not only do the stall but then properly not only do the stall but then properly not only do the stall but then the naming convention that this device the naming convention that this device the naming convention that this device went on this crate times 1,000 who's went on this crate times 1,000 who's went on this crate times 1,000 who's doing that you want the End customer to doing that you want the End customer to doing that you want the End customer to do it the guy that you just sold this do it the guy that you just sold this do it the guy that you just sold this thing to he's busy so anyway this we thing to he's busy so anyway this we thing to he's busy so anyway this we don't talk about enough the costs of the don't talk about enough the costs of the don't talk about enough the costs of the roll out the cost of deployment and and roll out the cost of deployment and and roll out the cost of deployment and and if we want to laugh about it what if we want to laugh about it what if we want to laugh about it what happens when there's an issue with

happens when there's an issue with happens when there's an issue with device in the field after deployment device in the field after deployment device in the field after deployment going to touch that we talk about that going to touch that we talk about that going to touch that we talk about that 400 episodes ago 400 episodes ago 400 episodes ago right well we did yeah we did we did for right well we did yeah we did we did for right well we did yeah we did we did for one hour we have the freaking plumber one hour we have the freaking plumber one hour we have the freaking plumber episode that's what the plumber episode episode that's what the plumber episode episode that's what the plumber episode is all about is all about is all about exactly I mean you know it's like exactly I mean you know it's like exactly I mean you know it's like pretending that it's all about like tiny pretending that it's all about like tiny pretending that it's all about like tiny little you know uh sensors and devices little you know uh sensors and devices little you know uh sensors and devices and that you can discount the rest of and that you can discount the rest of and that you can discount the rest of the effort that goes into realizing a the effort that goes into realizing a the effort that goes into realizing a solution yeah no matter how like small solution yeah no matter how like small solution yeah no matter how like small and narrow it is right which could be and narrow it is right which could be and narrow it is right which could be highly valuable but you you know um yeah highly valuable but you you know um yeah highly valuable but you you know um yeah that that that's that's it's that that that that's that's it's that that that that's that's it's that perception problem you see it all the perception problem you see it all the perception problem you see it all the time and Rob now that he's a formerly an time and Rob now that he's a formerly an time and Rob now that he's a formerly an analyst he's getting a earful of this analyst he's getting a earful of this analyst he's getting a earful of this stuff right I'm sure that now at this stuff right I'm sure that now at this stuff right I'm sure that now at this point are you are you at this point now point are you are you at this point now point are you are you at this point now appreciating what analysts do too soon too soon well now that I'm do too soon too soon well now that I'm an analyst I'm about to be picked up an analyst I'm about to be picked up an analyst I'm about to be picked up from my in a limo to go over to from my in a limo to go over to from my in a limo to go over to McCarron airport so I guess that's what McCarron airport so I guess that's what McCarron airport so I guess that's what it is it's like it's basically like lots it is it's like it's basically like lots it is it's like it's basically like lots of flying around talking to Executives of flying around talking to Executives of flying around talking to Executives oneon-one you know blah blah blah blah oneon-one you know blah blah blah blah oneon-one you know blah blah blah blah blah blah you know writing blah blah you know writing blah blah you know writing stuff sounding intelligent but you know stuff sounding intelligent but you know stuff sounding intelligent but you know what I really think it is I think we're what I really think it is I think we're what I really think it is I think we're part of the marketing department of part of the marketing department of part of the marketing department of these companies

these companies these companies no Ryan is shock say it so say no Ryan is shock say it so say no Ryan is shock say it so say that I don't know I feel independent that I don't know I feel independent that I don't know I feel independent like I've got my own voice but I also like I've got my own voice but I also like I've got my own voice but I also feel like it's kind of like marketing feel like it's kind of like marketing feel like it's kind of like marketing maybe I don't know I think these maybe I don't know I think these maybe I don't know I think these companies are rolling out the red carpet companies are rolling out the red carpet companies are rolling out the red carpet hoping you'll say some nice stuff and hoping you'll say some nice stuff and hoping you'll say some nice stuff and then it's gonna on some billboard here then it's gonna on some billboard here then it's gonna on some billboard here in in in Vegas by chadt look how awesome we are Vegas by chadt look how awesome we are Vegas by chadt look how awesome we are this expert said something we agree this expert said something we agree this expert said something we agree with yeah yeah exactly SoBe maybe maybe with yeah yeah exactly SoBe maybe maybe with yeah yeah exactly SoBe maybe maybe I don't know I don't know I'm at the I'm I don't know I don't know I'm at the I'm I don't know I don't know I'm at the I'm about to leave at the net app event about to leave at the net app event about to leave at the net app event their Insight event at MGM brand you their Insight event at MGM brand you their Insight event at MGM brand you know and so uh for those of you who know and so uh for those of you who know and so uh for those of you who don't know net app does don't know net app does don't know net app does storage HED stuff but like any other storage HED stuff but like any other storage HED stuff but like any other company they need to make themselves company they need to make themselves company they need to make themselves seem more sexy cooler whatever storage seem more sexy cooler whatever storage seem more sexy cooler whatever storage doesn't sound very sexy does it no oh my doesn't sound very sexy does it no oh my doesn't sound very sexy does it no oh my god dude they made god dude they made god dude they made Amazon calls it the Amazon calls it the Amazon calls it the undifferentiated um commonalities of the undifferentiated um commonalities of the undifferentiated um commonalities of the infl it's yeah yeah database I have a infl it's yeah yeah database I have a infl it's yeah yeah database I have a database so as you might imagine at this database so as you might imagine at this database so as you might imagine at this event we talked about wait for event we talked about wait for event we talked about wait for it Ai No No Way yep yep so lots of AI

it Ai No No Way yep yep so lots of AI it Ai No No Way yep yep so lots of AI going into the storage it turns out going into the storage it turns out going into the storage it turns out there's the data and it lands on a hard there's the data and it lands on a hard there's the data and it lands on a hard drive and then you pick it up and you drive and then you pick it up and you drive and then you pick it up and you put it into the AI machine and the AI put it into the AI machine and the AI put it into the AI machine and the AI machine goes the answer is goes the answer is 42 so it's all part of the deal but it 42 so it's all part of the deal but it 42 so it's all part of the deal but it you know and so the key thing is to make you know and so the key thing is to make you know and so the key thing is to make sure that you're not that sure that you're not that sure that you're not that undifferentiated you know uninteresting undifferentiated you know uninteresting undifferentiated you know uninteresting stuff so be faster yeah faster IO iops stuff so be faster yeah faster IO iops stuff so be faster yeah faster IO iops all that stuff um actually I'll tell you all that stuff um actually I'll tell you all that stuff um actually I'll tell you here's the the big takeaway from the here's the the big takeaway from the here's the the big takeaway from the event for me you know they focused on event for me you know they focused on event for me you know they focused on Enterprise storage on PR they focused on Enterprise storage on PR they focused on Enterprise storage on PR they focused on how they're B baked into cloud storage how they're B baked into cloud storage how they're B baked into cloud storage uh like it's actually their stuff with uh like it's actually their stuff with uh like it's actually their stuff with the the the hyperscalers uh they talked about AI of hyperscalers uh they talked about AI of hyperscalers uh they talked about AI of course but the thing that my takeway is course but the thing that my takeway is course but the thing that my takeway is security ransomware baked into their security ransomware baked into their security ransomware baked into their storage controllers they have this whole storage controllers they have this whole storage controllers they have this whole ransomware detection thing built into it ransomware detection thing built into it ransomware detection thing built into it that detects it like instantly um that detects it like instantly um that detects it like instantly um they're doing snapshots they're keeping they're doing snapshots they're keeping they're doing snapshots they're keeping your data in Secure vaults um it's your data in Secure vaults um it's your data in Secure vaults um it's pretty amazing you could totally screw pretty amazing you could totally screw pretty amazing you could totally screw up as a company and not have enough up as a company and not have enough up as a company and not have enough protection and your firewalls and people protection and your firewalls and people protection and your firewalls and people clicking on stupid emails stuff like clicking on stupid emails stuff like clicking on stupid emails stuff like that uh I think that's the big selling that uh I think that's the big selling that uh I think that's the big selling point for net app storage is this point for net app storage is this point for net app storage is this built-in ransomware protection stuff built-in ransomware protection stuff built-in ransomware protection stuff it's pretty impressive it may not have it's pretty impressive it may not have it's pretty impressive it may not have even been the big message of the event even been the big message of the event even been the big message of the event it might have been Ai and other stuff it might have been Ai and other stuff it might have been Ai and other stuff but I think it's kind of like um maso's but I think it's kind of like um maso's but I think it's kind of like um maso's hierarchy of needs

hierarchy of needs hierarchy of needs you don't get to do the cool stuff the you don't get to do the cool stuff the you don't get to do the cool stuff the digital transformation industry for digital transformation industry for digital transformation industry for whatever you care about if everything's whatever you care about if everything's whatever you care about if everything's screwed up down here at the bottom of screwed up down here at the bottom of screwed up down here at the bottom of the pyramid and so uh that was my the pyramid and so uh that was my the pyramid and so uh that was my takeaway and so I can imagine as a takeaway and so I can imagine as a takeaway and so I can imagine as a customer buying storage on Prem wherever customer buying storage on Prem wherever customer buying storage on Prem wherever all things being equal maybe I would buy all things being equal maybe I would buy all things being equal maybe I would buy the one that has built-in ransomware the one that has built-in ransomware the one that has built-in ransomware protection I don't know go market protection I don't know go market protection I don't know go market strategy it's completely different right strategy it's completely different right strategy it's completely different right m i on something differential sorry yeah m i on something differential sorry yeah m i on something differential sorry yeah yeah I was ask Rob if I could deploy an yeah I was ask Rob if I could deploy an yeah I was ask Rob if I could deploy an instance of this ramom Weare proof instance of this ramom Weare proof instance of this ramom Weare proof infrastructure on a page or a infrastructure on a page or a infrastructure on a page or a walkie-talkie probably not it won't it walkie-talkie probably not it won't it walkie-talkie probably not it won't it won't fit won't fit won't fit ask ask for a ask ask for a ask ask for a friend you asking you were asking friend you asking you were asking friend you asking you were asking something serious but I couldn't you something serious but I couldn't you something serious but I couldn't you should have asked a few months or years should have asked a few months or years should have asked a few months or years ago about that one bro oh my gosh yeah ago about that one bro oh my gosh yeah ago about that one bro oh my gosh yeah what going back to serious stuff when what going back to serious stuff when what going back to serious stuff when you mention about speed you said uh you you mention about speed you said uh you you mention about speed you said uh you said uh you mean uh first to Market no I said uh you mean uh first to Market no I said uh you mean uh first to Market no I meant performance of the storage itself meant performance of the storage itself meant performance of the storage itself like they make those storage arrays like they make those storage arrays like they make those storage arrays flash arrays and stuff like that and so flash arrays and stuff like that and so flash arrays and stuff like that and so you know everybody's how fast is your you know everybody's how fast is your you know everybody's how fast is your compute and it's driven by your CPU compute and it's driven by your CPU compute and it's driven by your CPU obviously Nvidia gpus it's how much is obviously Nvidia gpus it's how much is obviously Nvidia gpus it's how much is in Ram and then how fast are your hard in Ram and then how fast are your hard in Ram and then how fast are your hard drives flash you SSD things like that

drives flash you SSD things like that drives flash you SSD things like that and so they all kind of play a role and so they all kind of play a role and so they all kind of play a role right um and so if we live in this world right um and so if we live in this world right um and so if we live in this world where we say data is the new oil blah where we say data is the new oil blah where we say data is the new oil blah blah blah um making sure that that data blah blah um making sure that that data blah blah um making sure that that data can be retrieved super super fast I can be retrieved super super fast I can be retrieved super super fast I guess is part of part of the experience guess is part of part of the experience guess is part of part of the experience I would suppose yeah yeah that M that I would suppose yeah yeah that M that I would suppose yeah yeah that M that matters in manufacturing right when you matters in manufacturing right when you matters in manufacturing right when you look at overall cycle time uh you can it look at overall cycle time uh you can it look at overall cycle time uh you can it can be a direct cost driver right if you can be a direct cost driver right if you can be a direct cost driver right if you have a lot of overhead say you make a have a lot of overhead say you make a have a lot of overhead say you make a million widgets a year and then every million widgets a year and then every million widgets a year and then every time you cycle the machine or you try to time you cycle the machine or you try to time you cycle the machine or you try to run an algorithm it's adding a second of run an algorithm it's adding a second of run an algorithm it's adding a second of overtime of overhead on that for time overtime of overhead on that for time overtime of overhead on that for time right that's that's a huge impact on right that's that's a huge impact on right that's that's a huge impact on bottom line bottom line bottom line there yeah so so folks speed is your there yeah so so folks speed is your there yeah so so folks speed is your friend we used to say that on the friend we used to say that on the friend we used to say that on the submarine speed is your friend they also submarine speed is your friend they also submarine speed is your friend they also say that on airplanes your ability to say that on airplanes your ability to say that on airplanes your ability to stay loft or not fall to the bottom of stay loft or not fall to the bottom of stay loft or not fall to the bottom of the the the ocean lift your friend hydrodynamics ocean lift your friend hydrodynamics ocean lift your friend hydrodynamics aerodynamics going faster helps you stay aerodynamics going faster helps you stay aerodynamics going faster helps you stay a loft or not on the ocean floor 20,000 a loft or not on the ocean floor 20,000 a loft or not on the ocean floor 20,000 Leagues Under the Sea I don't know what Leagues Under the Sea I don't know what Leagues Under the Sea I don't know what I'm saying I'm going to go get into my I'm saying I'm going to go get into my I'm saying I'm going to go get into my limo to go to the airport it's been limo to go to the airport it's been limo to go to the airport it's been really nice hanging with you guys and I really nice hanging with you guys and I really nice hanging with you guys and I really want to say thank you to Ryan for really want to say thank you to Ryan for really want to say thank you to Ryan for having me on his Isa AI ml Edge event having me on his Isa AI ml Edge event having me on his Isa AI ml Edge event that preceded this event that we're on that preceded this event that we're on that preceded this event that we're on now and I'm sure he has more to say now and I'm sure he has more to say now and I'm sure he has more to say about that so yeah adio yeah thank you

about that so yeah adio yeah thank you about that so yeah adio yeah thank you great having you fun travel great having you fun travel great having you fun travel yeah Ran So let I'll stir the pot right yeah Ran So let I'll stir the pot right yeah Ran So let I'll stir the pot right away so I love the example that you gave away so I love the example that you gave away so I love the example that you gave with uh you know I have a machine you with uh you know I have a machine you with uh you know I have a machine you know I have making these widgets there's know I have making these widgets there's know I have making these widgets there's a cycle time and I went to introduce you a cycle time and I went to introduce you a cycle time and I went to introduce you know data Ops ml AI you know for know data Ops ml AI you know for know data Ops ml AI you know for optimization and as a result of that is optimization and as a result of that is optimization and as a result of that is going to add a little bit of time which going to add a little bit of time which going to add a little bit of time which at scale now now it's taking longer for at scale now now it's taking longer for at scale now now it's taking longer for my widget so like clear my widget so like clear my widget so like clear explanation why as an industry do we explanation why as an industry do we explanation why as an industry do we struggle with such a simple concept of struggle with such a simple concept of struggle with such a simple concept of speed because when you explained it I am speed because when you explained it I am speed because when you explained it I am thinking storage speed I am thinking um thinking storage speed I am thinking um thinking storage speed I am thinking um system to system transfer of data you system to system transfer of data you system to system transfer of data you know like from a machine to a PLC to a know like from a machine to a PLC to a know like from a machine to a PLC to a to a business system but this is to a business system but this is to a business system but this is something that someone will be listening something that someone will be listening something that someone will be listening to this in in an hour and they'll go oh to this in in an hour and they'll go oh to this in in an hour and they'll go oh Network latency 6G WiFi Network latency 6G WiFi Network latency 6G WiFi 79 when when it's like dude we're we're 79 when when it's like dude we're we're 79 when when it's like dude we're we're we're not moving anything this thing is we're not moving anything this thing is we're not moving anything this thing is moving from over here and the line is moving from over here and the line is moving from over here and the line is over here but you can't see it because over here but you can't see it because over here but you can't see it because it's off camera why is it is it because it's off camera why is it is it because it's off camera why is it is it because a a lack of a you know industrial a a lack of a you know industrial a a lack of a you know industrial expertise and we always think Network expertise and we always think Network expertise and we always think Network you know speed is network not storage you know speed is network not storage you know speed is network not storage why why do we still have these why why do we still have these why why do we still have these arguments I think I think it comes down arguments I think I think it comes down arguments I think I think it comes down to when you're in manufacturing they

to when you're in manufacturing they to when you're in manufacturing they tend to run everything into the ground tend to run everything into the ground tend to run everything into the ground right so they'll you'll go into right so they'll you'll go into right so they'll you'll go into facilities and they'll be a hundred-year facilities and they'll be a hundred-year facilities and they'll be a hundred-year old machine and they're like yeah works old machine and they're like yeah works old machine and they're like yeah works great we just add some oil a little oil great we just add some oil a little oil great we just add some oil a little oil here you here you here you knows fasten it down right these things knows fasten it down right these things knows fasten it down right these things are built to last and that's that's are built to last and that's that's are built to last and that's that's that's amazing right but I think the that's amazing right but I think the that's amazing right but I think the issue comes where they don't know the issue comes where they don't know the issue comes where they don't know the full stack of how that dad is being full stack of how that dad is being full stack of how that dad is being transported so you have cycle time at transported so you have cycle time at transported so you have cycle time at the machine and that's dependent on your the machine and that's dependent on your the machine and that's dependent on your sensor data on your PLC scan time and sensor data on your PLC scan time and sensor data on your PLC scan time and things like that I think there's there's things like that I think there's there's things like that I think there's there's a lot of people who understand that a lot of people who understand that a lot of people who understand that really well but where I think it starts really well but where I think it starts really well but where I think it starts to get fuzzy is when you introduce to get fuzzy is when you introduce to get fuzzy is when you introduce things like uh like a kepware you know things like uh like a kepware you know things like uh like a kepware you know for protocol or conversion and then Edge for protocol or conversion and then Edge for protocol or conversion and then Edge applications and then not understanding applications and then not understanding applications and then not understanding that you're running it on a server from that you're running it on a server from that you're running it on a server from 15 years ago and now your processor 15 years ago and now your processor 15 years ago and now your processor speed and then you have old software uh speed and then you have old software uh speed and then you have old software uh versions running that are adding this versions running that are adding this versions running that are adding this second second and a half to where there second second and a half to where there second second and a half to where there there might be newer hardware and there might be newer hardware and there might be newer hardware and software that can shave that second so software that can shave that second so software that can shave that second so say say the total process is maybe 8 say say the total process is maybe 8 say say the total process is maybe 8 seconds to cycle the machine you know seconds to cycle the machine you know seconds to cycle the machine you know transfer data to this to this Edge transfer data to this to this Edge transfer data to this to this Edge application maybe pull an AI API application maybe pull an AI API application maybe pull an AI API nowadays and then come back right I nowadays and then come back right I nowadays and then come back right I think a lot of people are so focused think a lot of people are so focused think a lot of people are so focused it's funny that you mentioned that too it's funny that you mentioned that too it's funny that you mentioned that too because I've seen this right is because I've seen this right is because I've seen this right is is they don't understand where that is they don't understand where that is they don't understand where that bottleneck is when it comes to the bottleneck is when it comes to the bottleneck is when it comes to the overall architecture and so they'll

overall architecture and so they'll overall architecture and so they'll focus and be like 6G solves all my focus and be like 6G solves all my focus and be like 6G solves all my problems well you're you're shaving problems well you're you're shaving problems well you're you're shaving milliseconds off in this area and you're milliseconds off in this area and you're milliseconds off in this area and you're investing so much money into that investing so much money into that investing so much money into that infrastructure and everything when infrastructure and everything when infrastructure and everything when really it's a software SLS server really it's a software SLS server really it's a software SLS server Hardware overhead and you could get that Hardware overhead and you could get that Hardware overhead and you could get that efficiency gain at uh a fraction of the efficiency gain at uh a fraction of the efficiency gain at uh a fraction of the cost right so I think they don't really cost right so I think they don't really cost right so I think they don't really understand the full stack uh when when understand the full stack uh when when understand the full stack uh when when they're out there for that kind of stuff they're out there for that kind of stuff they're out there for that kind of stuff yeah yeah that's a great point because I yeah yeah that's a great point because I yeah yeah that's a great point because I see that everywhere um I I I I see this see that everywhere um I I I I see this see that everywhere um I I I I see this everywhere where there is a complete everywhere where there is a complete everywhere where there is a complete lack of holistic thinking everyone is so lack of holistic thinking everyone is so lack of holistic thinking everyone is so fixated on their little bit and that's fixated on their little bit and that's fixated on their little bit and that's why like companies like why like companies like why like companies like Nvidia uh are are killing it because Nvidia uh are are killing it because Nvidia uh are are killing it because they're looking at the system they're looking at the system they're looking at the system holistically or system of systems holistically or system of systems holistically or system of systems holistically or cluster of clusters ERS holistically or cluster of clusters ERS holistically or cluster of clusters ERS holistically and looking at how do we holistically and looking at how do we holistically and looking at how do we drive number one um scale number drive number one um scale number drive number one um scale number two uh you know optimization and two uh you know optimization and two uh you know optimization and efficiency that is absolutely efficiency that is absolutely efficiency that is absolutely competitive and differentiated and competitive and differentiated and competitive and differentiated and that's how you get there by thinking and that's how you get there by thinking and that's how you get there by thinking and looking at things holistically but then looking at things holistically but then looking at things holistically but then you know most everyone else especially you know most everyone else especially you know most everyone else especially and I'm going to harp on the open and I'm going to harp on the open and I'm going to harp on the open communities here people who just too communities here people who just too communities here people who just too closely to the open religion of any closely to the open religion of any closely to the open religion of any variety whether open source or Open variety whether open source or Open variety whether open source or Open Standards whatever they get so mired in

Standards whatever they get so mired in Standards whatever they get so mired in that that that Kumbaya um you know Kumbaya um you know Kumbaya um you know overhead they can never get there and overhead they can never get there and overhead they can never get there and they're typically um focus so narrowly they're typically um focus so narrowly they're typically um focus so narrowly on things they they just don't they on things they they just don't they on things they they just don't they struggle with the holistic Vision but struggle with the holistic Vision but struggle with the holistic Vision but more importantly from a governance more importantly from a governance more importantly from a governance standpoint being able to get Hur all the standpoint being able to get Hur all the standpoint being able to get Hur all the cats so that you can those those cats cats so that you can those those cats cats so that you can those those cats can can can collectively run as fast as um you know collectively run as fast as um you know collectively run as fast as um you know the likes of Nvidia or apple or whoever the likes of Nvidia or apple or whoever the likes of Nvidia or apple or whoever else that has this holistic strategy else that has this holistic strategy else that has this holistic strategy thinks about systems and ultimately you thinks about systems and ultimately you thinks about systems and ultimately you know value and experiences in a holistic know value and experiences in a holistic know value and experiences in a holistic way right and that's why you know like way right and that's why you know like way right and that's why you know like iot iot is also kind of funny because iot iot is also kind of funny because iot iot is also kind of funny because it's only one you know you can argue it's only one you know you can argue it's only one you know you can argue that it's just one layer in a stack that it's just one layer in a stack that it's just one layer in a stack right right right or a solution or a solution or a solution discussion and think about what the iot discussion and think about what the iot discussion and think about what the iot community has you know struggled with so community has you know struggled with so community has you know struggled with so hard for all these years is finding you hard for all these years is finding you hard for all these years is finding you know solution relevancy and being able know solution relevancy and being able know solution relevancy and being able to emulate something um like what Nvidia to emulate something um like what Nvidia to emulate something um like what Nvidia has done what Apple has done and you has done what Apple has done and you has done what Apple has done and you know to any degree right so anyway just know to any degree right so anyway just know to any degree right so anyway just throw that out there it it yeah it makes throw that out there it it yeah it makes throw that out there it it yeah it makes it tough right because I think iot is it tough right because I think iot is it tough right because I think iot is all about the the biggest value in iot all about the the biggest value in iot all about the the biggest value in iot to me is going to be from a sensor to me is going to be from a sensor to me is going to be from a sensor instrumentation side you have a problem

instrumentation side you have a problem instrumentation side you have a problem what data points do you need to monitor what data points do you need to monitor what data points do you need to monitor or what kind of process variables do you or what kind of process variables do you or what kind of process variables do you need to monitor then iot is a nice way need to monitor then iot is a nice way need to monitor then iot is a nice way to aggregate all of that into one place to aggregate all of that into one place to aggregate all of that into one place and then so it's solving networking and then so it's solving networking and then so it's solving networking challenges it's solving data source challenges it's solving data source challenges it's solving data source problems there's a there's a a tendency problems there's a there's a a tendency problems there's a there's a a tendency to standardize on one type of sensing to standardize on one type of sensing to standardize on one type of sensing device so all of your data is a lot device so all of your data is a lot device so all of your data is a lot easier to manage you're not doing easier to manage you're not doing easier to manage you're not doing different uh dents and sens and all different uh dents and sens and all different uh dents and sens and all these different data formats right so these different data formats right so these different data formats right so yeah I think I think a lot of people yeah I think I think a lot of people yeah I think I think a lot of people struggle in iot uh when it comes to that struggle in iot uh when it comes to that struggle in iot uh when it comes to that because they're not looking at they because they're not looking at they because they're not looking at they don't know the root cause analysis of don't know the root cause analysis of don't know the root cause analysis of the problem so they don't know their the problem so they don't know their the problem so they don't know their correct correct correct instrumentation uh to to spey for it instrumentation uh to to spey for it instrumentation uh to to spey for it also sounds like some of the customers also sounds like some of the customers also sounds like some of the customers you deal with right they don't they you deal with right they don't they you deal with right they don't they don't see it you know you're you're don't see it you know you're you're don't see it you know you're you're talking about speeds and feeds they they talking about speeds and feeds they they talking about speeds and feeds they they think of it in terms of you know some think of it in terms of you know some think of it in terms of you know some folks might think of it in terms of like folks might think of it in terms of like folks might think of it in terms of like Network bottleneck in ter or you know Network bottleneck in ter or you know Network bottleneck in ter or you know compute IO but you have to think of all compute IO but you have to think of all compute IO but you have to think of all those things in concert and consider the those things in concert and consider the those things in concert and consider the the the the dependencies and what sort of impact it dependencies and what sort of impact it dependencies and what sort of impact it has on overall has on overall has on overall system um performance right reliability system um performance right reliability system um performance right reliability everything else right all those other uh everything else right all those other uh everything else right all those other uh you know non-functional actor you know non-functional actor you know non-functional actor so so so Mark I don't know Mark I don't know Mark I don't know I first first you mention about these I first first you mention about these I first first you mention about these open source open whatever thing I I it

open source open whatever thing I I it open source open whatever thing I I it so I I wanted to ask you about like give so I I wanted to ask you about like give so I I wanted to ask you about like give me an example I don't understand and me an example I don't understand and me an example I don't understand and then then then um I think I think it's more um I think I think it's more um I think I think it's more the I was speaking with a friend who was the I was speaking with a friend who was the I was speaking with a friend who was working on iot project for a training working on iot project for a training working on iot project for a training company and and what he mentioned is company and and what he mentioned is company and and what he mentioned is that they stop all projects because that they stop all projects because that they stop all projects because there was not like a solid business case there was not like a solid business case there was not like a solid business case in any of the projects that they had in any of the projects that they had in any of the projects that they had yeah yeah so um I think as well that we yeah yeah so um I think as well that we yeah yeah so um I think as well that we need to put the business on there as a need to put the business on there as a need to put the business on there as a part of the equation it's not only to to part of the equation it's not only to to part of the equation it's not only to to to see when you see when you say um look to see when you see when you say um look to see when you see when you say um look at the project on on the holistic way I at the project on on the holistic way I at the project on on the holistic way I think the holistic um no needs to think the holistic um no needs to think the holistic um no needs to include as well the the business case include as well the the business case include as well the the business case yeah because yeah you could simplify yeah because yeah you could simplify yeah because yeah you could simplify reduce a friction and get the data know reduce a friction and get the data know reduce a friction and get the data know in a millisecond on on on your phone if in a millisecond on on on your phone if in a millisecond on on on your phone if you need it or on CH GPT or whatever but you need it or on CH GPT or whatever but you need it or on CH GPT or whatever but if it doesn't no help you to if it doesn't no help you to if it doesn't no help you to on this this wouldn't be an iot Coffee on this this wouldn't be an iot Coffee on this this wouldn't be an iot Coffee Talk episode if Leonard did not poop on Talk episode if Leonard did not poop on Talk episode if Leonard did not poop on open source open source open source something well no it's there let's go to something well no it's there let's go to something well no it's there let's go to the open source thing if you want I I I the open source thing if you want I I I the open source thing if you want I I I dig it it's just don't wait for you know dig it it's just don't wait for you know dig it it's just don't wait for you know don't wait for these things and don't don't wait for these things and don't don't wait for these things and don't don't over represent don't over represent don't over represent you know their benefits because there's you know their benefits because there's you know their benefits because there's tradeoffs right uh open source is not tradeoffs right uh open source is not tradeoffs right uh open source is not magic it's not like generative AI magic it's not like generative AI magic it's not like generative AI generative AI is not magic there's a lot generative AI is not magic there's a lot generative AI is not magic there's a lot of hard work that goes into Open

of hard work that goes into Open of hard work that goes into Open Standards open source open Technologies Standards open source open Technologies Standards open source open Technologies blah blah blah it's it it's blah blah blah it's it it's blah blah blah it's it it's challenging um you know either you know challenging um you know either you know challenging um you know either you know it's challenging to get to some form of it's challenging to get to some form of it's challenging to get to some form of consensus so that there's a road map in consensus so that there's a road map in consensus so that there's a road map in a direction everyone agrees that they'll a direction everyone agrees that they'll a direction everyone agrees that they'll go forward with go forward with go forward with and then there's challenges in making it and then there's challenges in making it and then there's challenges in making it industrial consumer and XYZ grade right industrial consumer and XYZ grade right industrial consumer and XYZ grade right um technology itself and standards they um technology itself and standards they um technology itself and standards they don't do anything right um the it's the don't do anything right um the it's the don't do anything right um the it's the implementation the applications that are implementation the applications that are implementation the applications that are important and that you know all these important and that you know all these important and that you know all these things do is either enable or they guide things do is either enable or they guide things do is either enable or they guide the implementation right standards have the implementation right standards have the implementation right standards have a purpose because they standardize the a purpose because they standardize the a purpose because they standardize the implementation so there's implementation so there's implementation so there's interoperability and blah blah blah all interoperability and blah blah blah all interoperability and blah blah blah all these nice features of open but some you these nice features of open but some you these nice features of open but some you know you can't know you can't know you can't forget um you the alignment to standards forget um you the alignment to standards forget um you the alignment to standards and you know the let's call it the um and you know the let's call it the um and you know the let's call it the um industry consumer blah blah blah grade industry consumer blah blah blah grade industry consumer blah blah blah grade um implementations of these technologies um implementations of these technologies um implementations of these technologies that takes that takes that takes somebody or or a collection or somebody or or a collection or somebody or or a collection or Collective of folks to make ensure that Collective of folks to make ensure that Collective of folks to make ensure that that happens so that that Tech that open that happens so that that Tech that open that happens so that that Tech that open technology is viable technology is viable technology is viable without that additional effort which is without that additional effort which is without that additional effort which is what a a proprietary software company or what a a proprietary software company or what a a proprietary software company or technology company does that overhead technology company does that overhead technology company does that overhead doesn't disappear right it it's still a doesn't disappear right it it's still a doesn't disappear right it it's still a cost Factor right oh yeah you can have

cost Factor right oh yeah you can have cost Factor right oh yeah you can have free free free stuff right but is it stuff right but is it stuff right but is it usable right in a actual consumer usable right in a actual consumer usable right in a actual consumer product a uh Enterprise product a product a uh Enterprise product a product a uh Enterprise product a Industrial Dr product I I don't know Industrial Dr product I I don't know Industrial Dr product I I don't know what you mean by free free stuff I don't what you mean by free free stuff I don't what you mean by free free stuff I don't know if you mean open source technology know if you mean open source technology know if you mean open source technology time dude they go oh open source it's time dude they go oh open source it's time dude they go oh open source it's free that's not free I mean you need to free that's not free I mean you need to free that's not free I mean you need to pay for for the server you know how many pay for for the server you know how many pay for for the server you know how many times I hear that crap though then why times I hear that crap though then why times I hear that crap though then why do why do so many people say that it's do why do so many people say that it's do why do so many people say that it's free no I'm I'm just saying I'm free no I'm I'm just saying I'm free no I'm I'm just saying I'm not everything I'm saying is this stuff not everything I'm saying is this stuff not everything I'm saying is this stuff is not really free well but but but is not really free well but but but is not really free well but but but let's give like an example you mention let's give like an example you mention let's give like an example you mention open R I'm not expert on on that side open R I'm not expert on on that side open R I'm not expert on on that side but let's look at for example mqtt right but let's look at for example mqtt right but let's look at for example mqtt right yeah or no node red maybe Mark I I see yeah or no node red maybe Mark I I see yeah or no node red maybe Mark I I see right yeah yeah but you you can choose right yeah yeah but you you can choose right yeah yeah but you you can choose the alternative which is close Source or the alternative which is close Source or the alternative which is close Source or a private product which you get lock in a private product which you get lock in a private product which you get lock in into that and it's really hard to go and into that and it's really hard to go and into that and it's really hard to go and then as happened on no on Google that then as happened on no on Google that then as happened on no on Google that they stop the the service Etc you have a they stop the the service Etc you have a they stop the the service Etc you have a problem or then you go on open source problem or then you go on open source problem or then you go on open source and and you can even manage it yourself and and you can even manage it yourself and and you can even manage it yourself if you have a team and the S and the if you have a team and the S and the if you have a team and the S and the business case actually makes sense that business case actually makes sense that business case actually makes sense that you invest money there but I never say you invest money there but I never say you invest money there but I never say that it's free it's open because it's that it's free it's open because it's that it's free it's open because it's not free at all but you know what that not free at all but you know what that not free at all but you know what that you know I do hear the lock in thing all you know I do hear the lock in thing all you know I do hear the lock in thing all the time but yeah it seems like the

the time but yeah it seems like the the time but yeah it seems like the vendors care about that more than the vendors care about that more than the vendors care about that more than the actual buyers like you know for instance actual buyers like you know for instance actual buyers like you know for instance open ran yeah the the vendor Community open ran yeah the the vendor Community open ran yeah the the vendor Community jumped on this whole oh you know it's jumped on this whole oh you know it's jumped on this whole oh you know it's going to be multi vendor blah blah blah going to be multi vendor blah blah blah going to be multi vendor blah blah blah guess guess guess what most of the operators are going what most of the operators are going what most of the operators are going single vendor open ran oh what happened single vendor open ran oh what happened single vendor open ran oh what happened there is because they The Operators there is because they The Operators there is because they The Operators don't care about lock in and all this don't care about lock in and all this don't care about lock in and all this stuff they just they do want to have stuff they just they do want to have stuff they just they do want to have some some some flexibility yeah but you know what it's flexibility yeah but you know what it's flexibility yeah but you know what it's it's going to boil down to hey uh can I it's going to boil down to hey uh can I it's going to boil down to hey uh can I at least have a manageable set of apis at least have a manageable set of apis at least have a manageable set of apis and some plugins within each of these and some plugins within each of these and some plugins within each of these systems where I can have an systems where I can have an systems where I can have an orchestrator I can plug into an orchestrator I can plug into an orchestrator I can plug into an orchestrator and management platform orchestrator and management platform orchestrator and management platform that's all I need I don't I don't give a that's all I need I don't I don't give a that's all I need I don't I don't give a because my portfolio is because my portfolio is because my portfolio is heterogenous I got all kinds of crap I heterogenous I got all kinds of crap I heterogenous I got all kinds of crap I don't know who the hell is this person don't know who the hell is this person don't know who the hell is this person imagining that I'm going to spend a crap imagining that I'm going to spend a crap imagining that I'm going to spend a crap ton of money making ton of money making ton of money making everything um according to this everything um according to this everything um according to this architecture right when now if you look architecture right when now if you look architecture right when now if you look at what let's say for instance what at what let's say for instance what at what let's say for instance what Nvidia is doing with a AI rant they're Nvidia is doing with a AI rant they're Nvidia is doing with a AI rant they're proposing oh let's go back to proposing oh let's go back to proposing oh let's go back to proprietary full stack you know Cuda proprietary full stack you know Cuda proprietary full stack you know Cuda based Rand for the future of the based Rand for the future of the based Rand for the future of the Ran So going and then no going from De

Ran So going and then no going from De Ran So going and then no going from De you know distributed architecture to you know distributed architecture to you know distributed architecture to more of a centralized right I more of a centralized right I more of a centralized right I mean d the thing is like there's open mean d the thing is like there's open mean d the thing is like there's open and then there's open you know the whole and then there's open you know the whole and then there's open you know the whole bit with Telco is that you know the bit with Telco is that you know the bit with Telco is that you know the whole open rant thing well it for sure whole open rant thing well it for sure whole open rant thing well it for sure made it way more flexible there was made it way more flexible there was made it way more flexible there was there was a level of inter reparability there was a level of inter reparability there was a level of inter reparability in there that was great but dude how do in there that was great but dude how do in there that was great but dude how do you bring and then we and let's make the you bring and then we and let's make the you bring and then we and let's make the jump from telica to Enterprise what jump from telica to Enterprise what jump from telica to Enterprise what happens when you have the most amazing happens when you have the most amazing happens when you have the most amazing piece of code open everything piece of code open everything piece of code open everything interoperability you bring it in and interoperability you bring it in and interoperability you bring it in and what at the bottom what at the bottom what at the bottom Legacy yeah then what then how good is Legacy yeah then what then how good is Legacy yeah then what then how good is this open stack when I got to talk to a this open stack when I got to talk to a this open stack when I got to talk to a monolith buried in a cave with an monolith buried in a cave with an monolith buried in a cave with an IBM I mean now you're converted now IBM I mean now you're converted now IBM I mean now you're converted now you're converted right yeah so now I've you're converted right yeah so now I've you're converted right yeah so now I've got now I've got how do I it's it's got now I've got how do I it's it's got now I've got how do I it's it's tough and you know like and I've always tough and you know like and I've always tough and you know like and I've always loved the what Rakuten dat in Japan loved the what Rakuten dat in Japan loved the what Rakuten dat in Japan where you know where it's like I mean where you know where it's like I mean where you know where it's like I mean they went really natively with this they went really natively with this they went really natively with this whole open everything and it worked out whole open everything and it worked out whole open everything and it worked out but guess what no Legacy they didn't but guess what no Legacy they didn't but guess what no Legacy they didn't pick up Ericson wuwei noia Samsung kid pick up Ericson wuwei noia Samsung kid pick up Ericson wuwei noia Samsung kid from the 1800s yeah but here's the other from the 1800s yeah but here's the other from the 1800s yeah but here's the other thing dude also because I know I know thing dude also because I know I know thing dude also because I know I know Terk um IAL I was talk to talking to him

Terk um IAL I was talk to talking to him Terk um IAL I was talk to talking to him at the very beginning of all this stuff at the very beginning of all this stuff at the very beginning of all this stuff he didn't wait you got to remember he he didn't wait you got to remember he he didn't wait you got to remember he didn't wait for open open wasn't ready didn't wait for open open wasn't ready didn't wait for open open wasn't ready he just said I'm going to just do it he just said I'm going to just do it he just said I'm going to just do it and he actually the work that they did and he actually the work that they did and he actually the work that they did at rockington mobile actually informed at rockington mobile actually informed at rockington mobile actually informed open because he's the only guy with a a open because he's the only guy with a a open because he's the only guy with a a semi you know whatever sort of what semi you know whatever sort of what semi you know whatever sort of what looks like an open uh ran looks like an open uh ran looks like an open uh ran Network yeah but but back to your your Network yeah but but back to your your Network yeah but but back to your your your your comment L of like you know your your comment L of like you know your your comment L of like you know carriers that want to go single vendor carriers that want to go single vendor carriers that want to go single vendor again um it's again um it's again um it's nuts yeah nuts yeah nuts yeah and and the crazy thing is rocken didn't and and the crazy thing is rocken didn't and and the crazy thing is rocken didn't tune into to that because they drank the tune into to that because they drank the tune into to that because they drank the open Kool-Aid thinking that you know uh open Kool-Aid thinking that you know uh open Kool-Aid thinking that you know uh telling everybody uh along with the open telling everybody uh along with the open telling everybody uh along with the open R Community the most important thing was R Community the most important thing was R Community the most important thing was multivendor it turns out operators don't multivendor it turns out operators don't multivendor it turns out operators don't give a crap about so you know we're give a crap about so you know we're give a crap about so you know we're talking about Telco here but this is a talking about Telco here but this is a talking about Telco here but this is a really great example for the iot really great example for the iot really great example for the iot community to learn from right and um community to learn from right and um community to learn from right and um it's an it's an it's an absolutely un appreciated un you know no absolutely un appreciated un you know no absolutely un appreciated un you know no one's focused on on this analysis this one's focused on on this analysis this one's focused on on this analysis this what we're talking about right now what what we're talking about right now what what we're talking about right now what they do is they're making excuses for they do is they're making excuses for they do is they're making excuses for why things didn't turn out and it why things didn't turn out and it why things didn't turn out and it depends who is the buyer if the buyer is depends who is the buyer if the buyer is depends who is the buyer if the buyer is the marketing department that's one the marketing department that's one the marketing department that's one thing it's if it's the IT department

thing it's if it's the IT department thing it's if it's the IT department it's another Complete product right that it's another Complete product right that it's another Complete product right that you will buy and and look another thing you will buy and and look another thing you will buy and and look another thing like uh I mean so let's say also like uh I mean so let's say also like uh I mean so let's say also something positive that's happening something positive that's happening something positive that's happening here's the thing um the I think the here's the thing um the I think the here's the thing um the I think the folks that are making that are folks that are making that are folks that are making that are delivering value therefore making money delivering value therefore making money delivering value therefore making money with iot are those system integrators with iot are those system integrators with iot are those system integrators that have put your ear to the ground and that have put your ear to the ground and that have put your ear to the ground and I'm G I'm gonna I'm going to take uh I'm G I'm gonna I'm going to take uh I'm G I'm gonna I'm going to take uh some words out of Ryan's mouth are some words out of Ryan's mouth are some words out of Ryan's mouth are experts in experts in experts in instrumentation so when you're talking instrumentation so when you're talking instrumentation so when you're talking about a business problem that sounds about a business problem that sounds about a business problem that sounds like it's a data acquisition issue built like it's a data acquisition issue built like it's a data acquisition issue built on top of legacy on top of legacy on top of legacy and the system integrator knows hey you and the system integrator knows hey you and the system integrator knows hey you know there are these three four brands know there are these three four brands know there are these three four brands that make great instruments and I know that make great instruments and I know that make great instruments and I know these couple of protocols where I can these couple of protocols where I can these couple of protocols where I can use the instruments to get data use the instruments to get data use the instruments to get data acquisition and I know of these couple acquisition and I know of these couple acquisition and I know of these couple of platforms that will just integrate of platforms that will just integrate of platforms that will just integrate onto your business backend and but for onto your business backend and but for onto your business backend and but for the customer they're buying a the customer they're buying a the customer they're buying a consultancy and a solution you know consultancy and a solution you know consultancy and a solution you know they're not going you know you know they're not going you know you know they're not going you know you know brand one two three of hardware and and brand one two three of hardware and and brand one two three of hardware and and protocol translation one two three of protocol translation one two three of protocol translation one two three of choice and I they're not and those guys choice and I they're not and those guys choice and I they're not and those guys are making a killing and rightfully so are making a killing and rightfully so are making a killing and rightfully so and Mark they don't have a marketing and Mark they don't have a marketing and Mark they don't have a marketing department because and I don't know I department because and I don't know I department because and I don't know I don't know if it's the same across the don't know if it's the same across the don't know if it's the same across the pond but you know here uh the industrial pond but you know here uh the industrial pond but you know here uh the industrial control system integrators this is a control system integrators this is a control system integrators this is a word of mouth thing yeah if you're if

word of mouth thing yeah if you're if word of mouth thing yeah if you're if you're the best guy to optimize the you're the best guy to optimize the you're the best guy to optimize the cycle count for a machine that owner is cycle count for a machine that owner is cycle count for a machine that owner is going to tell the other owner two states going to tell the other owner two states going to tell the other owner two states away that's how it is these guys are not away that's how it is these guys are not away that's how it is these guys are not at Mobile World Congress they are not at at Mobile World Congress they are not at at Mobile World Congress they are not at net app they're not doing they're not net app they're not doing they're not net app they're not doing they're not because they don't there's in the because they don't there's in the because they don't there's in the marketing department there is no marketing department there is no marketing department there is no marketing department so they're usually marketing department so they're usually marketing department so they're usually in a field somewhere working out of a in a field somewhere working out of a in a field somewhere working out of a barn yeah yeah yeah with overalls barn yeah yeah yeah with overalls barn yeah yeah yeah with overalls on look I'm from Michigan right I'm from on look I'm from Michigan right I'm from on look I'm from Michigan right I'm from Michigan and I was working for different Michigan and I was working for different Michigan and I was working for different instrumentation sensor companies in that instrumentation sensor companies in that instrumentation sensor companies in that space and to David's point it was a lot space and to David's point it was a lot space and to David's point it was a lot of word of mouth and there were I would of word of mouth and there were I would of word of mouth and there were I would go to these companies and I would drive go to these companies and I would drive go to these companies and I would drive through cornfields forever in northwest through cornfields forever in northwest through cornfields forever in northwest Ohio and there'd be a huge Barn right Ohio and there'd be a huge Barn right Ohio and there'd be a huge Barn right but with that Barn there's fully AED but with that Barn there's fully AED but with that Barn there's fully AED fully automated machines and just like fully automated machines and just like fully automated machines and just like literally a guy in overalls that's like literally a guy in overalls that's like literally a guy in overalls that's like yeah I did this and I optimized the PLC yeah I did this and I optimized the PLC yeah I did this and I optimized the PLC scan time and then I threw a Machine scan time and then I threw a Machine scan time and then I threw a Machine Vision sensor on here and I'm like what Vision sensor on here and I'm like what Vision sensor on here and I'm like what has happened I don't know when he became has happened I don't know when he became has happened I don't know when he became Southern I don't Southern I don't Southern I don't I don't know when you became Southern I I don't know when you became Southern I I don't know when you became Southern I don't know I don't know but you get the don't know I don't know but you get the don't know I don't know but you get the picture right to David point they're not picture right to David point they're not picture right to David point they're not at the Hightech trade shows they they're at the Hightech trade shows they they're at the Hightech trade shows they they're just really do get they're just guys just really do get they're just guys just really do get they're just guys working hard out of a barn somewhere working hard out of a barn somewhere working hard out of a barn somewhere that's where the expertise lies there that's where the expertise lies there that's where the expertise lies there yeah yeah and this is for Mark I mean yeah yeah and this is for Mark I mean yeah yeah and this is for Mark I mean consider how much I well you know who consider how much I well you know who consider how much I well you know who knows maybe a uh calling a plumber to

knows maybe a uh calling a plumber to knows maybe a uh calling a plumber to come out and check out your toilet come out and check out your toilet come out and check out your toilet doesn't cost that much in in um barcel doesn't cost that much in in um barcel doesn't cost that much in in um barcel but it costs a hell of a lot here in the but it costs a hell of a lot here in the but it costs a hell of a lot here in the US and you know this is why you have to US and you know this is why you have to US and you know this is why you have to watch iot coffee talk cuz in the plumber watch iot coffee talk cuz in the plumber watch iot coffee talk cuz in the plumber episode we talked about that that episode we talked about that that episode we talked about that that plumbers actually make more than the plumbers actually make more than the plumbers actually make more than the folks in the iot I mean these guys I folks in the iot I mean these guys I folks in the iot I mean these guys I mean some of the richest people I know mean some of the richest people I know mean some of the richest people I know are fraking are fraking are fraking plumbers or not doctors plumbers people plumbers or not doctors plumbers people plumbers or not doctors plumbers people who own like freaking Plumbing companies who own like freaking Plumbing companies who own like freaking Plumbing companies and um key and um key and um key Smiths you know I'm serious dude there Smiths you know I'm serious dude there Smiths you know I'm serious dude there will be an analysis 20 years from now will be an analysis 20 years from now will be an analysis 20 years from now giving us credit for driving the giving us credit for driving the giving us credit for driving the movement of the trades back in America movement of the trades back in America movement of the trades back in America okay iot coffee talk nothing wrong with okay iot coffee talk nothing wrong with okay iot coffee talk nothing wrong with being a plumber an electrician you know being a plumber an electrician you know being a plumber an electrician you know go you know the cabinets REM Mak it I go you know the cabinets REM Mak it I go you know the cabinets REM Mak it I mean I welder right thank you sir hard mean I welder right thank you sir hard mean I welder right thank you sir hard skills yes and I know you know um Ryan skills yes and I know you know um Ryan skills yes and I know you know um Ryan has got a marketing budget from uh the has got a marketing budget from uh the has got a marketing budget from uh the Walt back there because I see the black Walt back there because I see the black Walt back there because I see the black and yellow gear uh if Ryobi is listening and yellow gear uh if Ryobi is listening and yellow gear uh if Ryobi is listening if Hilty is listening help the man out if Hilty is listening help the man out if Hilty is listening help the man out he needs more drills yeah why don't you he needs more drills yeah why don't you he needs more drills yeah why don't you drop some sponsorships you know it's for drop some sponsorships you know it's for drop some sponsorships you know it's for the kids DeWalt we got to drill here we the kids DeWalt we got to drill here we the kids DeWalt we got to drill here we got a Dr you know just toss a few Grands got a Dr you know just toss a few Grands got a Dr you know just toss a few Grands the kids need laptops okay there you go

the kids need laptops okay there you go the kids need laptops okay there you go there you go we'll have to we'll have to there you go we'll have to we'll have to there you go we'll have to we'll have to call them out #the wall and the folks at call them out #the wall and the folks at call them out #the wall and the folks at Adidas too come on guys I know you have Adidas too come on guys I know you have Adidas too come on guys I know you have nothing to do with iot but I'm sure that nothing to do with iot but I'm sure that nothing to do with iot but I'm sure that you use them in your factories wherever you use them in your factories wherever you use them in your factories wherever they're located right they're located right they're located right so CH and Vietnam so yeah um yeah man it's tough Vietnam so yeah um yeah man it's tough to monetize you're right there's there's to monetize you're right there's there's to monetize you're right there's there's a lack of Trades from the bottom up and a lack of Trades from the bottom up and a lack of Trades from the bottom up and that's where a lot of the issues issues that's where a lot of the issues issues that's where a lot of the issues issues are happening right it's a lot of people are happening right it's a lot of people are happening right it's a lot of people coding and it's like what does your code coding and it's like what does your code coding and it's like what does your code do if it never gets deployed you know do if it never gets deployed you know do if it never gets deployed you know what does your infrastructure do if no what does your infrastructure do if no what does your infrastructure do if no one actually goes out and installs it one actually goes out and installs it one actually goes out and installs it and then you know how do you ever sell and then you know how do you ever sell and then you know how do you ever sell anything if nobody explains to anybody anything if nobody explains to anybody anything if nobody explains to anybody why all of this stuff matters and you why all of this stuff matters and you why all of this stuff matters and you know I mean man guys after all these know I mean man guys after all these know I mean man guys after all these years we've been doing this for more years we've been doing this for more years we've been doing this for more than four years we're going to go on than four years we're going to go on than four years we're going to go on five years of doing the show people are five years of doing the show people are five years of doing the show people are still talking the same thing but I do still talking the same thing but I do still talking the same thing but I do have to give a shout out to uh V and the have to give a shout out to uh V and the have to give a shout out to uh V and the guys at the things industries when the guys at the things industries when the guys at the things industries when the things conference is going on now I I I things conference is going on now I I I things conference is going on now I I I would have loved to have been there but would have loved to have been there but would have loved to have been there but the freaking guys at TM Forum changed uh the freaking guys at TM Forum changed uh the freaking guys at TM Forum changed uh their schedule and had their um digital their schedule and had their um digital their schedule and had their um digital transformation world event in June transformation world event in June transformation world event in June instead of around now where I could have instead of around now where I could have instead of around now where I could have you know double dipped on the travel you know double dipped on the travel you know double dipped on the travel right in terms of or killed two birds right in terms of or killed two birds right in terms of or killed two birds with one stone um but yeah you know it's with one stone um but yeah you know it's with one stone um but yeah you know it's you know one of the things he and I

you know one of the things he and I you know one of the things he and I talked about cuz we tried to do this uh talked about cuz we tried to do this uh talked about cuz we tried to do this uh podcast in um you know with the Vision podcast in um you know with the Vision podcast in um you know with the Vision Pro in in the metaverse it didn't turn Pro in in the metaverse it didn't turn Pro in in the metaverse it didn't turn out it it was but it was a great out it it was but it was a great out it it was but it was a great discussion but the the gist of our talk discussion but the the gist of our talk discussion but the the gist of our talk was how the conversation has changed was how the conversation has changed was how the conversation has changed over time with the things industry right over time with the things industry right over time with the things industry right and where they are right now where and where they are right now where and where they are right now where they're talking a lot more about you they're talking a lot more about you they're talking a lot more about you know projects and value and and think know projects and value and and think know projects and value and and think you know more of the holistic solution you know more of the holistic solution you know more of the holistic solution cell but then also you know um getting cell but then also you know um getting cell but then also you know um getting past past past just the the widgets and the just the the widgets and the just the the widgets and the connectivity and and connectivity and and connectivity and and um and and that I think it's kind of um and and that I think it's kind of um and and that I think it's kind of cool to watch that trans and you know cool to watch that trans and you know cool to watch that trans and you know Mark you're probably well aware about Mark you're probably well aware about Mark you're probably well aware about how all that has transitioned over time how all that has transitioned over time how all that has transitioned over time you know in terms of the thinking I I you know in terms of the thinking I I you know in terms of the thinking I I think the market is maturing right uh think the market is maturing right uh think the market is maturing right uh it's getting more mature but it's still it's getting more mature but it's still it's getting more mature but it's still very small so I I don't think yeah it's very small so I I don't think yeah it's very small so I I don't think yeah it's it's going to the good thing is that as it's going to the good thing is that as it's going to the good thing is that as it's getting more mature the next it's getting more mature the next it's getting more mature the next million of devices will like FL the million of devices will like FL the million of devices will like FL the sensors will be deployed more quickly sensors will be deployed more quickly sensors will be deployed more quickly yeah yeah um but it's yeah it's it's a yeah yeah um but it's yeah it's it's a yeah yeah um but it's yeah it's it's a very Niche technology on the other hand very Niche technology on the other hand very Niche technology on the other hand yeah I don't know it and it depends on yeah I don't know it and it depends on yeah I don't know it and it depends on on the big projects on Logistics smart on the big projects on Logistics smart on the big projects on Logistics smart metering and probably something else I metering and probably something else I metering and probably something else I think these these projects that actually

think these these projects that actually think these these projects that actually have these huge numbers right are the have these huge numbers right are the have these huge numbers right are the ones who will drive this technology on ones who will drive this technology on ones who will drive this technology on the other hand I think it's super the other hand I think it's super the other hand I think it's super interesting that the things industry is interesting that the things industry is interesting that the things industry is fine um they moved from an open source fine um they moved from an open source fine um they moved from an open source project to like a um like a SAS solution project to like a um like a SAS solution project to like a um like a SAS solution yeah and they are helping a lot to to yeah and they are helping a lot to to yeah and they are helping a lot to to build um private networks right that build um private networks right that build um private networks right that solve a problem for specific uh solve a problem for specific uh solve a problem for specific uh companies so they find who are their companies so they find who are their companies so they find who are their target a yeah right and they could um target a yeah right and they could um target a yeah right and they could um basically talk to these target audience basically talk to these target audience basically talk to these target audience and convince them that yeah that they and convince them that yeah that they and convince them that yeah that they can use the things in plugin winky you can use the things in plugin winky you can use the things in plugin winky you know they just I think it was I just know they just I think it was I just know they just I think it was I just looked it up uh they they just released looked it up uh they they just released looked it up uh they they just released a u an indoor um router right we always a u an indoor um router right we always a u an indoor um router right we always talk about you know in the context of talk about you know in the context of talk about you know in the context of cellular and and and lp1 iot how cellular and and and lp1 iot how cellular and and and lp1 iot how difficult it is sometimes to get good difficult it is sometimes to get good difficult it is sometimes to get good quality actionable data from indoors and quality actionable data from indoors and quality actionable data from indoors and they just released something for for they just released something for for they just released something for for just that which I think is uh is pretty just that which I think is uh is pretty just that which I think is uh is pretty cool so to Mark's point there has to be cool so to Mark's point there has to be cool so to Mark's point there has to be a set of customers that prove this out a set of customers that prove this out a set of customers that prove this out with those guys set out to you know with those guys set out to you know with those guys set out to you know produce a new skew for uh indoor indoor produce a new skew for uh indoor indoor produce a new skew for uh indoor indoor connectivity so someone bought it you connectivity so someone bought it you connectivity so someone bought it you know there there's there's money there know there there's there's money there know there there's there's money there otherwise they wouldn't have release otherwise they wouldn't have release otherwise they wouldn't have release that piece of Kit yeah but it's it's a that piece of Kit yeah but it's it's a that piece of Kit yeah but it's it's a tricky technology as well because for tricky technology as well because for tricky technology as well because for example you cannot use it for

example you cannot use it for example you cannot use it for um really important uh um really important uh um really important uh sensor safety like safety and critical sensor safety like safety and critical sensor safety like safety and critical exactly exactly exactly infrastructure it's not ready for that infrastructure it's not ready for that infrastructure it's not ready for that so it's a very specific Niche right so so it's a very specific Niche right so so it's a very specific Niche right so yeah it's it's a tricky solution having yeah it's it's a tricky solution having yeah it's it's a tricky solution having said that I think that they Prov that said that I think that they Prov that said that I think that they Prov that the solution work thanks to the the solution work thanks to the the solution work thanks to the community that they build and on the community that they build and on the community that they build and on the open source solution right so they open source solution right so they open source solution right so they demonstrate to everyone that the things demonstrate to everyone that the things demonstrate to everyone that the things uh Industries and the things network was uh Industries and the things network was uh Industries and the things network was something that was working was solid uh something that was working was solid uh something that was working was solid uh and basically did the work so they could and basically did the work so they could and basically did the work so they could prove well and here's here's another prove well and here's here's another prove well and here's here's another nugget um it is absolutely okay to go nugget um it is absolutely okay to go nugget um it is absolutely okay to go into an environment where lives are at into an environment where lives are at into an environment where lives are at stake mostly industrial sites and tell stake mostly industrial sites and tell stake mostly industrial sites and tell the customer listen this is not here to the customer listen this is not here to the customer listen this is not here to replace critical infrastructure you replace critical infrastructure you replace critical infrastructure you should absolutely not treat this as a should absolutely not treat this as a should absolutely not treat this as a critical part of your business because critical part of your business because critical part of your business because you know we have these reliability you know we have these reliability you know we have these reliability issues down the you know down the line issues down the you know down the line issues down the you know down the line however it could enhance some sort of however it could enhance some sort of however it could enhance some sort of safety procedure where it could be a safety procedure where it could be a safety procedure where it could be a first warning system right uh and and so first warning system right uh and and so first warning system right uh and and so it's okay if they're not uh critical so it's okay if they're not uh critical so it's okay if they're not uh critical so yes folks do not uh run your PLC yes folks do not uh run your PLC yes folks do not uh run your PLC connectivity through not going to work connectivity through not going to work connectivity through not going to work but you know there are things that again but you know there are things that again but you know there are things that again it could could just be uh be like an it could could just be uh be like an it could could just be uh be like an overlay and enhance and bring bit of

overlay and enhance and bring bit of overlay and enhance and bring bit of value if the infrastructure is already value if the infrastructure is already value if the infrastructure is already there in the first there in the first there in the first place um what's the example we always place um what's the example we always place um what's the example we always use uh the use uh the use uh the um um um um evacuation right you know you know um evacuation right you know you know um evacuation right you know you know all these sites have uh procedures of uh all these sites have uh procedures of uh all these sites have uh procedures of uh you know how to exit the building in in you know how to exit the building in in you know how to exit the building in in in a in event of an emergency so I would in a in event of an emergency so I would in a in event of an emergency so I would say all things being equal if there's say all things being equal if there's say all things being equal if there's good you know iot coverage indoors later good you know iot coverage indoors later good you know iot coverage indoors later Mark Mark Mark theas um it's not a simple um it will be theas um it's not a simple um it will be theas um it's not a simple um it will be a simple thing to have like a widget at a simple thing to have like a widget at a simple thing to have like a widget at the ID level and all it does is that in the ID level and all it does is that in the ID level and all it does is that in the event of an emergency I can say I've the event of an emergency I can say I've the event of an emergency I can say I've got two humans still in there and you got two humans still in there and you got two humans still in there and you know and if it's Ryan and David well know and if it's Ryan and David well know and if it's Ryan and David well they're usually a station 17 and 18 let they're usually a station 17 and 18 let they're usually a station 17 and 18 let me let the First Responders know like me let the First Responders know like me let the First Responders know like that is a that is a that is a non-critical application that again if non-critical application that again if non-critical application that again if you have the infrastructure I mean what you have the infrastructure I mean what you have the infrastructure I mean what are we talking about I mean like we can are we talking about I mean like we can are we talking about I mean like we can probably buy this thing for and I'm not probably buy this thing for and I'm not probably buy this thing for and I'm not talking about an expensive air tag I'm talking about an expensive air tag I'm talking about an expensive air tag I'm talking about a sub eight three-year talking about a sub eight three-year talking about a sub eight three-year battery life thing that I put on my battery life thing that I put on my battery life thing that I put on my badge and I forget about yeah that's the badge and I forget about yeah that's the badge and I forget about yeah that's the example that you know the uh this example that you know the uh this example that you know the uh this caffeine made me think caffeine made me think caffeine made me think about it's a great one I mean it's it's about it's a great one I mean it's it's about it's a great one I mean it's it's I think a lot of use cases and iot I run I think a lot of use cases and iot I run I think a lot of use cases and iot I run into a lot of people like addressing into a lot of people like addressing into a lot of people like addressing safety concerns but to Mark's point is

safety concerns but to Mark's point is safety concerns but to Mark's point is sometimes the applications it's not able sometimes the applications it's not able sometimes the applications it's not able to get that time of response time to get that time of response time to get that time of response time locally so if you're looking at trying locally so if you're looking at trying locally so if you're looking at trying to I don't know do a safety light to I don't know do a safety light to I don't know do a safety light curtains connected to a machine those curtains connected to a machine those curtains connected to a machine those are like millisecond response times are like millisecond response times are like millisecond response times because if there's a blade or something because if there's a blade or something because if there's a blade or something that's coming down it needs to stop it that's coming down it needs to stop it that's coming down it needs to stop it before it like milliseconds count there before it like milliseconds count there before it like milliseconds count there right but in this case you're still able right but in this case you're still able right but in this case you're still able to do a safety to do a safety to do a safety where it's not a Time critical where it's not a Time critical where it's not a Time critical millisecond right and the other the millisecond right and the other the millisecond right and the other the other key part of that is the other key part of that is the other key part of that is the interfacing right what how are you how interfacing right what how are you how interfacing right what how are you how are you deploying this like do you have are you deploying this like do you have are you deploying this like do you have to have them wear a wrist strap right to have them wear a wrist strap right to have them wear a wrist strap right they're they're not going to remember to they're they're not going to remember to they're they're not going to remember to wear a wrist strap to work every day but wear a wrist strap to work every day but wear a wrist strap to work every day but if they have something like a badge if they have something like a badge if they have something like a badge already you stick it on the back of already you stick it on the back of already you stick it on the back of they're going to have that no matter they're going to have that no matter they're going to have that no matter what or they're not getting in the what or they're not getting in the what or they're not getting in the building so two two things first of all building so two two things first of all building so two two things first of all uh no one really has made any outside of uh no one really has made any outside of uh no one really has made any outside of the help I fallen and I can't get up the help I fallen and I can't get up the help I fallen and I can't get up things for the you know for the elderly things for the you know for the elderly things for the you know for the elderly yeah no one makes money on the safety yeah no one makes money on the safety yeah no one makes money on the safety applications because that's just yes it applications because that's just yes it applications because that's just yes it is a focus but the way you save you is a focus but the way you save you is a focus but the way you save you increase safety is not through this but increase safety is not through this but increase safety is not through this but the flip side is that if you're the flip side is that if you're the flip side is that if you're deploying an iot solution for something deploying an iot solution for something deploying an iot solution for something that there's a solid business case and that there's a solid business case and that there's a solid business case and you can say hey oh by the way your guys you can say hey oh by the way your guys you can say hey oh by the way your guys carry badges lanyards they're swiping if carry badges lanyards they're swiping if carry badges lanyards they're swiping if you add this little thing and you just you add this little thing and you just you add this little thing and you just glue it there you gain this thing people

glue it there you gain this thing people glue it there you gain this thing people would would would say yes why not so that first comment say yes why not so that first comment say yes why not so that first comment second comment uh most uh all companies second comment uh most uh all companies second comment uh most uh all companies that have a safety evacuation uh that have a safety evacuation uh that have a safety evacuation uh procedure even though it's manual right procedure even though it's manual right procedure even though it's manual right it's kind of like hey we we've got the it's kind of like hey we we've got the it's kind of like hey we we've got the the six green spots in the parking lot the six green spots in the parking lot the six green spots in the parking lot and then there's a leader that's going and then there's a leader that's going and then there's a leader that's going to count you know how many that I mean to count you know how many that I mean to count you know how many that I mean it's it's a very manual thing I think it's it's a very manual thing I think it's it's a very manual thing I think will be a great tool not a tool to use will be a great tool not a tool to use will be a great tool not a tool to use every day just a tool that management every day just a tool that management every day just a tool that management would say hey we have an evacuation would say hey we have an evacuation would say hey we have an evacuation thing we have a thing and this is the thing we have a thing and this is the thing we have a thing and this is the only time I've been wanting to look at only time I've been wanting to look at only time I've been wanting to look at this because all I want to know who's in this because all I want to know who's in this because all I want to know who's in who's out and who's in where are they who's out and who's in where are they who's out and who's in where are they right so so in a way we don't need to right so so in a way we don't need to right so so in a way we don't need to integrate this data stream onto a integrate this data stream onto a integrate this data stream onto a backend no that's that would be a waste backend no that's that would be a waste backend no that's that would be a waste is more of you set you have an emergency is more of you set you have an emergency is more of you set you have an emergency situation and that triggered in a report situation and that triggered in a report situation and that triggered in a report by exception way now you trigger this by exception way now you trigger this by exception way now you trigger this data to be sent somewhere that will be a data to be sent somewhere that will be a data to be sent somewhere that will be a decent implementation of it yeah it's decent implementation of it yeah it's decent implementation of it yeah it's like low velocity low Fidelity like low velocity low Fidelity like low velocity low Fidelity visibility I yeah we don't need visibility I yeah we don't need visibility I yeah we don't need milliseconds we I need 30 seconds to let milliseconds we I need 30 seconds to let milliseconds we I need 30 seconds to let Ryan know that you know he's in the Ryan know that you know he's in the Ryan know that you know he's in the bathroom and he doesn't know we have an bathroom and he doesn't know we have an bathroom and he doesn't know we have an emergency and I like dude you you got to emergency and I like dude you you got to emergency and I like dude you you got to wrap it up right now baby yeah out well wrap it up right now baby yeah out well wrap it up right now baby yeah out well you know for any Wireless stuff that is

you know for any Wireless stuff that is you know for any Wireless stuff that is high high fidelity High Velocity type um high high fidelity High Velocity type um high high fidelity High Velocity type um stuff like all the critical industrial stuff like all the critical industrial stuff like all the critical industrial things that you guys are talking about things that you guys are talking about things that you guys are talking about it's it's it's expensive it cost a lot to implement expensive it cost a lot to implement expensive it cost a lot to implement there's a lot of compute there's a lot of compute there's a lot of compute involved there's a lot of interference involved there's a lot of interference involved there's a lot of interference you have to manage on on the higher end you have to manage on on the higher end you have to manage on on the higher end but if you talk to but if you talk to but if you talk to but if you talk to but if you talk to but if you talk to the risk management folks I mean it's we the risk management folks I mean it's we the risk management folks I mean it's we don't usually talk about it but there don't usually talk about it but there don't usually talk about it but there there is a price per accident there is there is a price per accident there is there is a price per accident there is right there is a number assigned to us right there is a number assigned to us right there is a number assigned to us losing a thumb or you know losing a hand losing a thumb or you know losing a hand losing a thumb or you know losing a hand in a machine um so when those folks are in a machine um so when those folks are in a machine um so when those folks are involved and you have almost like involved and you have almost like involved and you have almost like executive support uh people do make executive support uh people do make executive support uh people do make investments in uh in in not only safety investments in uh in in not only safety investments in uh in in not only safety training but also safety systems but training but also safety systems but training but also safety systems but again they're just not sexy so no one is again they're just not sexy so no one is again they're just not sexy so no one is going to the safety system Conference of going to the safety system Conference of going to the safety system Conference of the americ No One's Gonna do that this episode No One's Gonna do that this episode sponsored by Life Alert yeah exactly yeah yeah no it's Alert yeah exactly yeah yeah no it's it's a good chat hey um I think we got it's a good chat hey um I think we got it's a good chat hey um I think we got to wrap it up let's let's wrap it up but to wrap it up let's let's wrap it up but to wrap it up let's let's wrap it up but Ryan great to see you man you know glad Ryan great to see you man you know glad Ryan great to see you man you know glad great great uh discussion and all right great great uh discussion and all right great great uh discussion and all right folks Che out yeah okay yeah it's about folks Che out yeah okay yeah it's about folks Che out yeah okay yeah it's about that time you've made it yet to the that time you've made it yet to the that time you've made it yet to the another episode of iot coffee talk which another episode of iot coffee talk which another episode of iot coffee talk which means you human are resilient because

means you human are resilient because means you human are resilient because you're here ingesting all this you're here ingesting all this you're here ingesting all this information so what do we talk about information so what do we talk about information so what do we talk about today well AI because we kind of have to today well AI because we kind of have to today well AI because we kind of have to but you know we dumb it down over to let but you know we dumb it down over to let but you know we dumb it down over to let you know what's really happening talked you know what's really happening talked you know what's really happening talked about Safety Systems remind you not to about Safety Systems remind you not to about Safety Systems remind you not to make financial decisions based on any of make financial decisions based on any of make financial decisions based on any of the inform he and we got some plugs out the inform he and we got some plugs out the inform he and we got some plugs out to some you know oems that are going to to some you know oems that are going to to some you know oems that are going to sponsor our charity which is you know it sponsor our charity which is you know it sponsor our charity which is you know it elevator kids.org we're trying to close elevator kids.org we're trying to close elevator kids.org we're trying to close the digital divide the billions of the digital divide the billions of the digital divide the billions of dollars of funding that this podcast dollars of funding that this podcast dollars of funding that this podcast gets it all goes over there so please gets it all goes over there so please gets it all goes over there so please participate and uh with that um remember participate and uh with that um remember participate and uh with that um remember to subscribe follow like screenshot and to subscribe follow like screenshot and to subscribe follow like screenshot and tell your friends and if you have any tell your friends and if you have any tell your friends and if you have any open R discussions that you want to uh open R discussions that you want to uh open R discussions that you want to uh bring up we are the place to have it so bring up we are the place to have it so bring up we are the place to have it so with that stay safe and we'll see you with that stay safe and we'll see you with that stay safe and we'll see you next week on another episode of iot next week on another episode of iot next week on another episode of iot coffee talk peace out coffee talk peace out coffee talk peace out [Music]