Cognizant 20-20 Insights

The Internet of Things: Impact and

Applications in the High-Tech Industry
To make good on the abundance of opportunities that accompany the IoT,
high-technology companies must retool how they spec, design and deliver
their products and services, and find new partners that can turn IP
addressability and awareness into business advantage.
Executive Summary

Overview: IP Addressability Everywhere

The Internet of Things (IoT) is quickly

going mainstream. In fact, by 2020 there will be
nearly 50 billion Internet addressable and aware
devices which translates into a $14.4 trillion
business opportunity, according to networking
vendor Cisco Systems, Inc. 1 However, along with
vast opportunity comes massive hype about how
the IoT is going to impact various industries and
change the way business is done.

Defining IoT

Given its core IP, it comes as no surprise that high

technology is on the cusp of this mega-trend.
Across the industry, the IoT is creating opportunity
for newer models, channels and ways of delivering
adjacent services to end customers, meeting their
evolving needs for more personalized products.
To take advantage of the proliferating IoT,
high-technology vendors must first define
pertinent business cases that not only anticipate
customer requirements but enable them to
outmaneuver the competition. This white
paper helps to do this by cutting through the
technological maze to identify potential use
cases and key capabilities that will ensure IoT
implementation is smooth and seamless.

cognizant 20-20 insights | march 2015

The IoT is a global system of IP-connected sensors,

actuators, networks, machines and devices.
It is made possible by the development and
proliferation of Internet Protocol (IP) addressable
devices connected to the Web. It represents a
dramatic leap in the Internets development, as
connections move beyond computing devices to
power billions of everyday devices, from parking
meters to home thermostats.2
IoT architecture can be represented by four
systems (see Figure 1, next page):3
1. Things: These are defined as uniquely identifiable
nodes, primarily sensors that communicate without
human interaction using IP connectivity.4 There
are millions of IP addressable things around us
already from RFID tags to fitness bands and
their numbers are expected to rise exponentially
as sensors become cheaper, smaller and more
power-efficient. Morgan Stanley estimates that
this number could be as high as 50 billion by 2020,
which translates to approximately 6.4 devices for

IoT Topology
Services-creation and solutions layer

Network
Infrastructure

72

Things

Gateway

Cloud
Infrastructure

Network and cloud

Figure 1

every one of the 8 billion human beings who are

expected to be on the Earth at that time.5
2. Gateways: These act as intermediaries between
things and the cloud to provide the needed
Internet connectivity, security and manageability.
3. Network infrastructure: This is comprised
of routers, aggregators, gateways, repeaters
and other devices that control data flow. They
also connect to the telecom and cable networks
(3G,4G/LTE) operated by service providers.
4. Cloud infrastructure: Cloud infrastructure
contains large pools of virtualized servers and
storage that are networked together. Supporting
the IoT, this infrastructure runs applications that
analyze data from devices and sensors in order to
generate actionable information used for services
and decision-making.
Defining the Opportunity for High-Tech Companies
IoT adoption is fueled by a combination of forces,
including the exponential growth of connected
devices, a confluence of low-cost technologies

(things, gateways, big data and computing

power), pervasive connectivity and massive
volumesof data. Estimates of the future market
size of the IoT vary, but most experts agree
that it will dwarf any other market. A recent
GE and World Bank study predicts that the IoT
opportunity could be as big as $32 trillion, or
46% of the size of global economy today.6 This,
in turn, will drive the next wave of growth for all
segments of the high-tech industry, beyond
mobile devices, such as the semiconductor space
where new IoT chip opportunities could power the
industry across the $400 billion mark by 2020
(see Figure 2).7
The IoTs Impact on the High-Tech Industry
High-tech companies will be both producers
and consumers of IoT products and services.
Market leaders will harness IoT value to either
increase sales by delivering more personalized
and curated offerings, or decrease input costs by
optimizing operations, or both. The IoT represents
an opportunity to reshape competition within
the industry and expand industry boundaries. It
can shift the base of competition from discrete
products to highly-customized product systems
containing closely related products to softwareenabled services based on machine-to-machine
communications (see Figure 3, next page).
It is important to note that high-tech companies
will find it hard to realize the full potential of the
IoT on their own. To deliver compelling consumer
experiences across a heterogeneous ecosystem
of things, high-tech companies will need to
collaborate to establish industry standards.

Framing the IoT Opportunity for High Tech

Bringing the industry to over $400Bn...

...and doubling IP device volumes

Semiconductor industry revenue, bn USD

Connected devices in use, bn Units

IoT

450

Machine-2-machine (M2M)

Smartphone
and tablet

350
250

Personal
computer

150

50

PC, laptop, Smartphones

9-12

Cellphone

Mainframe

50
0

Mainframes

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Driver

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cognizant 20-20 insights

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Computer

2011
Smartphone

2020
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For example, Ford is working to create compatibility

standards for in-case entertainment systems
through its 2013 acquisition of Livio and through
the sharing of its Smart Device API.8

business cases that not only cut costs but also

create new revenue streams by anticipating
customer requirements in order to outmaneuver
the competition.

The Dynamic High-Tech Industry

How the IoT Can Increase Sales

The IoT is expected to drive significant changes

in the high-tech value chain (see Figure 4). To
take advantage of the proliferating IoT, hightechnology vendors must first define pertinent

The IoT can help high-tech companies boost

sales by creating opportunity for newer models
and channels and ways of delivering adjacent
services to end customers, meeting their evolving

IoT Use Cases in the High-Tech Industry

IT Original
Equipment
Manufacturers

Integrated Chip
Manufacturers
Fabless Chip
Manufacturers

Distributors

EMS/
ODM

Distributors
Non-IT Original
Equipment
Manufacturers

Foundries

Resellers
& System
Builders

End Users

Software
& Services
Vendors
1

Segment

Semiconductors

Distributors

OEMs

Increase
Sales

Product
Monetization

Contract
Manufacturers
Near-shoring

Solution Sales

Contextual
Offerings

Improve
Operations

Creating new recurring

revenue streams by
adopting the services
model.

Shifting production
closer to demand to
enable personalization.

Moving beyond
traditional physical
sales to consultative
selling.

Leveraging consumer
code halos to enable
personalized
experiences.

Yield Management

Proactive
Maintenance

Counterfeit
Detection

Manufacturer
Partnering

Improving yield by
dynamically altering
process parameters
at fabs.

Monitoring equipment
performance levels to
identify maintenance
requirements.

Tagging and tracking

electronic components
through supply chain
to identify fakes.

Sharing real-time
usage data with
suppliers to unlock
innovation.

Figure 4

cognizant 20-20 insights

needs for more personalized products. In this

section, we will explore potential use cases
that can help players across the different hightech subsegments increase revenue and create
differentiated value propositions.

Cloud delivery.
Customer support (with the new model).
Sales process (move from selling boxes

to

solutions).

Revenue allocation, recognition, deferrals, etc.

Semiconductors: New Approaches to Monetization

Similar to traditional software vendors,
semiconductor vendors can monetize IoT products
by adopting new licensing and entitlement
management systems that control access to the
Internet-connected device, its functions and its
features. Licensing and entitlement management
also offers more flexible pricing and packaging,
enabling the manufacturer to bundle product
features and capabilities, ensure payment, provide
upgrade paths and create new revenue streams.
To accommodate the business opportunities
opened by the connected devices, semiconductor
companies will need to develop a road map (see
Figure 5) for high-level business transformation
strategies that include:

Adapting CRM/ERP/IT systems to accommodate

and manage the new licenses and entitlements.

Contract Manufacturers: Overhauling the

Operating Model
Traditionally, original design manufacturers
(ODMs) and electronic manufacturing services
(EMS) vendors have manufactured high-tech
products in low-cost geographies and shipped
finished goods to customers across the globe.
This operating model, though efficient for longestablished product categories such as desktop
computers and servers, has led to increased price
competition with low-cost, second-tier Asian
manufacturers and reduced industry profitability.
However with the advent of the IoT, contract
manufacturers must adjust their client/product
base as IoT devices have a much shorter life span,
require personalization and respond to demand
that is often unknown.

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cognizant 20-20 insights

To address this supply-chain challenge, ODM

and EMS companies can move production closer
to demand. This trend, known as near-shoring,
involves splitting the production process and
moving the last step of product integration
and packaging to locations such as Mexico
(for the U.S.) and Eastern Europe (for Western
Europe). Near-shoring also optimizes lastmile customization; for instance, enabling IoT
devices such as wearables to be customized to
users tastes and preferences. This would enable
contract manufacturers to create a differentiated
offering (from second-tier vendors), tailored to
IoT demand, and improve long-term profitability.
Distributors: An Evolving Value Chain
The IoT can help electronic component distributors reinvent their existing business models and
break through into adjacent markets. Customers
of these companies are looking for guidance
in areas such as connectivity, cloud operations
and potential business models. Oftentimes,
this can translate into service and consulting
opportunities for traditional hardware distributors. For example, Arrow Electronics, a leading
component distributor, has been able to increase
its component sales through solution selling
offering the nuts and bolts of the IoT system,

from the device to the control, storage and

analysis modules.
OEMs: Altering Commercial Practices
Device
manufacturers
such
as
Apple
(e.g., iBeacon) are implementing Bluetooth
low-energy (BLE) wireless technology to
create a streamlined platform for sharing
location-based
information
and
services.
When used in a retail environment (such as a
supermarket), this particular application of the
IoT has the potential to dramatically personalize
users shopping experiences. Whenever a user
carrying a smartphone walks into a store,
apps installed on the consumers smartphone
listen for nearby sensors. When an app hears
a sensor, it communicates the relevant data
(UUID, major, minor) to its server, which then
triggers an action. This could be something as
simple as a push message (Welcome to Target!
Check out Doritos on aisle 3!), or it could include
targeted advertisements and special offers (see
Figure 6).
Other potential applications for wireless
transmitters include mobile payments where
digital wallets can be enabled, based on the
shoppers location, and complete the transaction

Analytics

Transmitter
connects with
buyers social
network

Maps users on this social network

to the store.
Identify their buying behavior, habits,
history.
Previous purchases at store.
Identify non-visitors of store.
Finds stores from where they currently
purchase.
Monitor their social profiles and map
interests.

Contextual Offerings

Enabling Contextual Offerings Using IoT

Identify which stores are being visited

most by friends.
Ratings, likes, dislikes, comments,
feedback of social friends for stores.
Map best store to shop at based on
shopping habits.
Relevant discounts, offers, loyalty
programs available.
New products, alternatives,
complementary products available
at these stores.

Internet of
Things

Customer
shopping at
favorite store

Device does the following:

Provides in-store guidance
Product locator facility
Gathers customer buying details
Shopping behavior
Figure 6

cognizant 20-20 insights

without the need for the shopper to take out

cash or credit cards. Merchants can leverage this
technology as well to drive shopper analytics
inside and outside their stores. Smart solutions
can also be implemented beyond retail, including
airports, concert venues and theme parks.

Improve Operations
The high-tech industrys operational model
is particularly well-suited for IoT applications
due to its globalized supply chain, distributed
manufacturing, connectivity-enabled products
and intense competition. In this section, we will
look at some potential IoT use cases that can
improve operations and cut costs across the
different high-tech subsegments.
Semiconductors: Yield Management
It is critical for semiconductor fabs to maintain
high yields as the production process is highly
capital-intensive (with setup costs ranging
from $2-4 billion), involves a large number of
processing steps (>150), has long production cycle
times (>6 weeks) and uses expensive raw materials
(with individual wafers costing up to thousands
of dollars). However, they have struggled with
low yields as long process and testing times in
semiconductor manufacturing make it difficult to
implement real-time statistical process control.

The IoT makes it possible to deploy sensors to

record yields and settings at different production
steps, which then, combined with analytics,
can help the yield application to keep up with
the incoming data and lower the reaction time
between detecting an actionable event and
making decisions to adjust the manufacturing or
test process (see Figure 7). In the long term, IoTdriven yield models, linked with statistical process
control methods, ensure process improvements
as process engineers can quantify their own
process sectors influence on test yields instead
of waiting for months to get the final test results.
Contract Manufacturers: Proactive Maintenance
Surface mount technology (SMT) production lines
and wave solder machines are a major capital
expenditure for high-tech manufacturers such
as EMS, ODM and OEM companies. Even a single
fault in one machine in an SMT production line
can cause significant production delays and repair
expenditures. Traditional preventive maintenance
approaches are inefficient in predicting and
averting breakdowns as they do not properly
account for the progressive degradation of the
production asset.
IoT-driven predictive maintenance uses sensors
placed in the different parts of the machine to
provide continuous visibility into the machine and

Yield Management Using IoT

Semiconductor Fab

Weather &
temperature feeds
Facility lighting &
cooling data
Cleanroom air
contamination data

Sensor

IC
Manufacturing

Wafer Sort &

Testing

Wafer manufacturing process parameters

Testing
Services

Assembly

Final Test

Packaging &
performance

Functional
testing

Manufacturing equipment data

performance, uptime, etc.

Performance
testing

Manufacturing
Execution System

Facility
Parameters

Assembly
Services

Electrical/metrology performance of the

wafer

Sensor

Sensor

Sensor

Closed
feedback loop
Service to manage
yield drops
Figure 7

cognizant 20-20 insights

Proactive Maintenance Using IoT

EMS/ODM/OEM Manufacturing Plant

Legend
Asset put in life

Traditional SMT*/Wave Solder Maintenance Scheduling

Maintenance
Asset failure

Proactive SMT/Wave Solder Maintenance Using IoT

Error detection
Time/asset usage
Asset sensor data

* SMT: Surface Mount Technology

Figure 89

its operating conditions (see Figure 8). This data

can be analyzed in real time and alarms can be
triggered whenever the data falls outside standard
operating limits, indicating that the machine
needs maintenance. Moreover, the sensor data
can be distilled with predictive analytics tools to
suggest a more appropriate maintenance schedule
that maps with the anticipated deterioration of
the machine. Over the long term, companies can
align their repair resources human, cash and
spares to a place where theyd be in sync with the
manufacturing footprint and increase throughput
by reducing downtime.

at the manufacturing site. These products are

then shipped, through multiple points, to an
EMS, ODM or OEM manufacturing facility and are
authenticated at every step. An alert is triggered
to the component manufacturer/distributor
whenever a counterfeit product is detected.
Thus, by linking physical products with digital
identities through IoT sensors, component
distributors can prevent counterfeit products
from entering the distribution channel. In the
long term, the awareness of counterfeits and the
knowledge about items most recent locations
can be used to effectively deter counterfeiting.

Distributors: Counterfeit Detection

OEMs: Manufacturer Partnering

Leading high-tech OEMs are increasingly
leveraging their suppliers expertise in product
design to improve quality and reduce costs. These
collaborations formalized through manufacturer partnership programs are fast becoming
hotbeds of innovation. However, these programs
suffer from a flaw: suppliers have no access to
real-time product usage information and, by
extension, insights into customer preferences and
needs. There are also other challenges such as:

Fake components are a major headache

for
electronic
component
manufacturers,
distributors, OEMs and consumers. Such
components, when sold as genuine products,
can cause product performance issues and raise
warranty costs. In some cases, such as medical
and automotive applications, they can pose a very
real threat to the health and safety of the user.
Efforts to counter the counterfeit menace have
met with only limited success as the globalized
supply chain of high-tech companies provides
ample avenues for injecting fake components in
the distribution chain.
The anti-counterfeiting approach for the
pharmaceuticals industry, suggested by A. Ilic,
M. Lehtonen, F. Michahelles and E. Fleisch, can
be used for electronic components using IoT (see
Figure 9, next page).10 A component manufacturer
can insert sensors in individual parts/packages

cognizant 20-20 insights

Most product usage data, if recorded, lies

unused with the OEM.

There are security concerns and classification

issues with sharing raw, unstructured data
with the suppliers.

The

amount of data is voluminous and

post-processing is extremely complex and
time-consuming.

Counterfeit Tracking Using IoT

Counterfeit
Products

Distributor

RFID Sensor

Component Manufacturer

Stocking

RFID Sensor

Shipping
Ship

RFID Sensor

Tagging

RFID Sensor

Production
tion

Receiving

Usage

EMS/OEM

Service to detect counterfeit products

Figure 9

If post-processing takes too long the date

is often rendered meaningless as product
lifecycles contract.

Researchers from the Eindhoven University of

Technology have suggested one possible IoT
solution, in their paper Improving Product
Usage Monitoring and Analysis with Semantic
Concepts, to automate the process of usage data
collection and standardize relevant data available

to both OEMs and suppliers.11 This can be done

by incorporating an IoT sensor in the product
itself. The sensor needs to be complemented
with a predefined observation specification to
ensure that recorded data is relevant, accurate
and formatted appropriately. Once implemented,
the preprocessed data can be shared with
corresponding suppliers that, in turn, can use it
to understand user preferences and incorporate
them into the design.

Manufacturer Partnering Using IoT

Observation
Specification

Observation

Data Analysis
supplier 1

Supplier
specific
data
streams

Product
Service to
collect &
classify usage
data by supplier

Specify

Observe

Observation
Analysis
Enviroment
supplier 2

Usage
Insights

Observation
Authoring
Enviroment

Sensor

Observation
Analysis
Enviroment
Analyze

Source: Improving Product Usage Monitoring and Analysis with Semantic Concepts, Eindhoven University of
Technology

Figure 10

cognizant 20-20 insights

Prioritizing IoT Use Cases

List of Potential IoT Use Cases
for an EMS Vendor

Core

Product to Service
Licensing & Pay-as
You-Go
Near-shoring
Contextual Offerings
Personalization

Solution Selling
Digital Content
Delivery
Umbrella Services

Yield Management
Predictive
Maintenance

Manufacturer
Partnering
Counterfeit Detection
Remote Operations

Increase Sales

Collaborate

Improve Operations

Improve Operations

Increase Sales

Core

Prioritized List of IoT Use Cases

for an EMS Vendor

Product to Service
Near-shoring

Yield Management
Predictive Maintenance

Collaborate
Solution Selling

Counterfeit Detection

Priority

Figure 11

A Consultative Approach

Developing the IoT-Enabled Future Solution

Our IoT approach is to help high-tech companies

understand the impact that IP-connected devices
can have in their business, choose the right tools
and operate these tools efficiently to extract
maximum value. Our service offerings cover the
end-to-end IoT future state development cycle
including:

After determining usage models and exploring

IoT architectures, its time to invest in
the technology and partners that can build out
specific use cases and then build and deliver
value. We help clients evaluate IoT platforms
as an extension of the work performed by their
IT departments. As a part of our consulting
methodology, we bring multiple perspectives
to the research table like analyzing industry
research and drawing from our past experiences.

Building a roadmap for an IoT-enabled future.

Developing the IoT-enabled future solution.

Supporting

the operating
IoT-enabled future state.

model

of

an

Building a Road Map for an IoT-Enabled Future

As the first step, its critical to create an IoT
road map for the short- and long-term horizons.
We work with clients to explore IoT use cases
so they can determine where sensors will have
maximum impact in their businesses and value
streams. For example, an EMS manufacturer that
operates in a low-margin, highly-commoditized
market can potentially leverage IoT to improve
asset utilization in the short term and create
differentiation in the medium term (see Figure 11).

cognizant 20-20 insights

Supporting the Operating Model of the

IoT-Enabled Future State
The final piece of the puzzle is to define and
execute the operating models of the IoT solution.
Our breadth of expertise can help clients quicken
their go-to-market cycle, execute at scale and
incorporate client feedback. For example, our
subscription enablement teams have been
helping high-tech companies rapidly experiment
with subscription offerings, identify plans that
work and quickly deploy them across different
geographies.

Footnotes
1

Embracing the Internet of Everything to Capture Your Share of $14.4 Trillion, Cisco, February 2013,
www.cisco.com/web/about/ac79/docs/innov/IoE_Economy.pdf.
Postscapes infographic, http://postscapes.com/what-exactly-is-the-internet-of-things-infographic.

www.intel.com/content/dam/www/public/us/en/documents/white-papers/
developing-solutions-for-iot.pdf.

Internet of Things in Manufacturing: Driving Revenue and Improving Operations, Robert Parker,
September 2014.

www.morganstanley.com/articles/internet-of-things-opportunities-for-investors/.

Industrial Internet: Pushing the Boundaries of Minds and Machines, Peter C. Evans and Marco
Annunziata, General Electric, November 2012.

NXP and the Internet of Things (IoT), Andrew C. Russell, NXP Corporation.

http://techcrunch.com/2013/09/26/ford-buys-automotive-app-maker-livio-radio-for-less-than-10m/,
Matt Burns, September 2013.

http://blog.bosch-si.com/categories/manufacturing/2013/02/iot-and-predictive-maintenance ,
Steve Hilton, February 2013.
Synchronized Secrets Approach for RFID-enabled Anti-Counterfeiting, by A. Ilic, M. Lehtonen,
F. Michahelles, E. Fleisch, May 2013.

10

11

Improving Product Usage Monitoring and Analysis with Semantic Concepts, Mathias Funk, Anne
Rozinat, Ana Karla Alves de Medeiros, Piet van der Putten, Henk Corporaal and Wil van der Aalst,
Eindhoven University of Technology, 2013.

cognizant 20-20 insights

10

About the Authors

Dipesh Biswas is a Senior Director within Cognizant Business Consultings High-Technology Consulting
Practice. He has 29-plus years of business and IT consulting experience, the last 20 years of which
have been spent in Silicon Valley. Dipesh has served the high-tech sector for the last eight years,
focusing exclusively on helping these companies transform their business models and leverage SMAC
technologies. He can be reached at Dipesh.Biswas@cognizant.com.
Raghu Ramamurthy is a Director within Cognizant Business Consultings High-Technology Consulting
Practice. He has 14-plus years of experience in various areas of supply chain management and has
worked on business transformation initiatives for clients across the U.S., Europe and APAC. Raghus
key areas of expertise include supply chain planning optimization, business process harmonization
and IT road map development. He holds a masters degree in management from the Indian Institute of
Management, Lucknow. Raghu can be reached at Raghu.Ramamurthy@cognizant.com.
Stephen Pradeep Edward is a Senior Manager within Cognizant Business Consultings High-Technology
Consulting Practice. He has 15-plus years of experience and has worked extensively in executing
various supply chain consulting projects and programs for numerous high technology companies,
ranging from OEMs to equipment manufacturers. Stephens experience spans package implementation
and developing custom service offerings for the high-tech segment. He can be reached at
Stephenpradeep.Edward@cognizant.com.
Aditya Dixit is a Senior Consultant within Cognizant Business Consultings High-Technology Consulting
Practice. He has worked across diverse consulting engagements with leading high-tech and semiconductor
companies. Adityas key areas of expertise include supply chain management, trade compliance, business
strategy and program management. He can be reached at Aditya.Dixit@cognizant.com.

About Cognizant
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process
outsourcing services, dedicated to helping the world's leading companies build stronger businesses. Headquartered
in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep
industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With
over 75 development and delivery centers worldwide and approximately 211,500 employees as of December 31, 2014,
Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked
among the top performing and fastest growing companies in the world.
Visit us online at www.cognizant.com or follow us on Twitter: Cognizant.

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