The advent of centralised and customisable IoT data management has revolutionised the landscape for contemporary IoT data users, facilitating scalability.
The astounding amount of data generated today can be epitomised by a statement from a Google executive: “There were 5 exabytes of information created between the dawn of civilisation and 2003. Now that much information is created every two days.”
Handling such data necessitates more than traditional hard-wired connections. A substantial portion relies on dependable, secure, and cost-effective cellular connectivity. However, outside the realm of large enterprises, major cellular carriers frequently lack the capacity to meet the unique demands of modern IoT data-centric businesses. Consequently, the emergence of IoT data management solution providers, enabling small-to-medium-sized enterprises to construct and deploy their cellular connectivity infrastructure, has proven to be a game-changing development.
IoT data users are not only benefiting from a more streamlined and cost-effective process but are also discovering that a centralised and adaptable IoT data management solution empowers them to expand their operations.
Challenges with cellular data
Managing cellular data has become a growing and vexing challenge for many businesses today, whether it’s for automation, real-time data, video, analytics, asset management, telemetry, or SCADA.
Take, for instance, Stallion Infrastructure Services, which operates a nationwide fleet of mobile surveillance trailers for security monitoring at construction sites, industrial facilities, retail stores, and other critical infrastructure. These trailers depend on reliable cellular connectivity for uninterrupted data transmission to and from the cloud.
Cameron Simon, senior vice president of Industrial, Technology & Services at Stallion IS, emphasises the critical importance of uptime, stating, “We were utilising all of the major cellular carriers, which meant multiple agreements, support teams, account managers, billing dates, and various device hardware. It just became a major operational pain point.”
The story was strikingly similar for MagicTix, a company that employs RFID technology to load digital credits onto wristbands for events like carnivals, fairs, or music festivals. Each ride, game, or food stand utilises a cellular-connected scanner to deduct credits from the user’s account, enhancing the customer experience.
Brian Meade, Vice President of MagicTix, explains their predicament: “We had multiple clients, each with hundreds, or even thousands, of SIM cards. Keeping track of each account was a nightmare. At one point, a scanner was stolen, and because we did not have real-time monitoring through our carrier, they ran up a $16,000 bill before we figured out it was missing and shut it off.”
Data complexity
One of the major issues faced by businesses like MagicTix is that they are not high-priority users for cellular providers due to their lower data consumption.
Meade adds, “We had over 2,000 lines, and they still treated us as if we had one. We told them that we’re only using these scanners as an IoT device. We only wanted data. Yet, the scanners would still receive phone calls and spam texts, which would run up our data bills. There wasn’t a lot of control.”
Another issue experienced with major carriers is known as throttling, which can occur when users exceed their data limits. Typically, carriers do not cut off service but instead reduce data speeds until the next billing cycle starts, which is often impractical for most IoT businesses. Throttling can also arise when the tower’s bandwidth is overwhelmed, leading to unreliable service.
However, independent machine-to-machine (M2M) and IoT data providers can access tier-one data, avoiding the throttling issues associated with major carriers.
Stallion was eager to transfer their cellular data management challenges to one of these providers, as Simon acknowledges, “What we really needed was a one-stop, turnkey solution provider with the ability to assemble all these components as seamlessly, securely, and cost effectively as possible.”
Meade at MagicTix also sought a better solution, stating, “We heard about Simetry and were intrigued by the fact that they were offering an IoT cellular data alternative. Now, we get just the cellular data we need without the telephony, without the throttling, and without the billing and logistics issues.”
Simplifying the IoT experience
Recognising the myriad challenges faced by IoT and data-dependent businesses, companies like Simetry began bridging the gap between what major carriers offered and what large cellular data users needed. This often included features like private Access Point Names (APNs), content filtering, and secure bandwidth management.
By consolidating major carriers into a single high-speed Internet pipeline, these carrier-agnostic providers delivered real-time, high-speed, tier-one cellular data while eliminating typical hassles.
Cash Blackburn, General Manager of Simetry, states, “We know what these data-centric businesses are going through because we had to figure out how to solve all those same hardships as well. You have to set up multiple accounts with the major carriers, procure the hardware from another supplier, then you have to test it and provision it, all that before you even start managing it.”
This is where the problems often mount exponentially, he adds, “Now, you are logging into 3 different platforms to look at data. You also have three different call centres, each with a different account manager. Then, if you have a problem, you spend all your time on something that is not even your core business.”
Leveraging data
For Stallion, their primary focus remains on ensuring the safety and security of people, property, and places.
“Our priority is to provide surveillance and monitoring, and end-to-end communications and connectivity solutions for our clients,” says Simon. “These combined services provide us with many layers of protection so we can avoid any failure points without worrying about managing data, devices, customer service and billing from multiple vendors.”
While every IoT data user has different needs, getting customised plans like connectivity, SIM deployment, network security, account management, support and billing from a single source can not only streamline the IoT experience but also enable scalability.
“We are a unique business and Simetry adapted to us, which has been essential to our success,” concludes Meade from MagicTix. “We’ve grown from 2,000 to 4,000 devices this year and are planning to move into more events. Taking data management off our plate has allowed us to focus on our core business and explore new opportunities which has facilitated our rapid growth.”
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