Introduction to Charles Reed Anderson & Associates 1. The IoT Challenge 2. The CRA Value Proposition 3. The CRA Service Offering 4. Market Engagement Customer List 5. Customer Testimonials 7. CRA Thought Leadership 8. About CRA: Bio

1. IOT ADVISORY SERVICES
OCTOBER 2018
INTRODUCTION TO CRA & ASSOCIATES

2. INTRO TO CRA & ASSOCIATES: TABLE OF CONTENTS
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4
5
12
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14
15
THE IOT CHALLENGE
THE CRA VALUE PROPOSITION
ABOUT CRA
CRA THOUGHT LEADERSHIP
CUSTOMER TESTIMONIALS
THE CRA SERVICE OFFERING
MARKET ENGAGEMENT CLIENT LIST
PAGE

3. THE CRA SOLUTION
CRA & Associates provide independent technology- and
vendor-agnostic advice on emerging IoT trends and the IoT
solution ecosystem.
We advise Technology Vendors on how to:
§ Define their role in the IoT solution ecosystem, assess the
competitive landscape and identify solution partners
§ Understand the customer’s IoT solution buying criteria
§ Engage with their customers, partners & employees
We advise Technology Buyers, including enterprise
customers and government organisations, on how to:
§ Identify use cases that deliver tangible business value
§ Evaluate technologies and vendors against requirements
§ Engage with internal and external stakeholders
We help customers connect the dots.
THE INTERNET OF THINGS ECOSYSTEM
CHALLENGE
The IoT ecosystem is complex and creates many challenges
for tech vendors and tech buyers, including:
§ What problem am I trying to solve?
§ Which technologies and solutions can deliver value today and
which are overhyped?
§ Who should I partner with across the IoT solution ecosystem?
THE IOT CHALLENGE

4. INSIGHTS, CONNECTIONS & DATA
INDUSTRY
OVERVIEW
§ IoT alignment with business objectives
§ Industry drivers and inhibitors
§ Market understanding of IoT “buzzwords”
§ LPWAN (NB-IoT, LoRa, Sigfox) market readiness
COMPETITIVE
ANALYSIS
§ Top vendors by tech (e.g. platforms, hardware)
§ Preferred vendor partners for existing and planned IoT
initiatives
§ Tech vendor IoT brand awareness
CUSTOMER
INSIGHTS
§ IoT solutions deployed by vertical
§ Tech buyer views of vendor pros/cons
§ IoT budgets (overall, CapEx v OpEx)
§ Internal stakeholder involvement
THE CRA VALUE PROPOSITION
We combine qualitative market insights gained through our interactions with IoT tech vendors & buyers with quantitative data to
deliver actionable insights into the rapidly evolving IoT ecosystem.

5. ENGAGE
YOUR CUSTOMERS.
PARNERS &
EMPLOYEES
ANALYSE
THE
MARKET
POSITION
YOUR
OFFERING
LAUNCH
YOUR
SOLUTION
IOT MARKET INSIGHTS &
ANALYSIS1
PRODUCT & SOLUTION
STRATEGY2
4
MARKET
ENGAGEMENT
3
GO-TO-MARKET
STRATEGY
CRA SERVICES
VC FIRMS
TECH
VENDORS
GOVERNMENTS ENTERPRISES
CRA & Associates provide services that help technology buyers, vendors and investors to understand and effectively
navigate the complex IoT Solution Lifecycle.

6. ANALYSE THE MARKET1
OPTION 1: MONTHLY RETAINER
Retainer Engagements allow customers to
leverage our independent, vendor- and
technology-agnostic insights as well as our
extensive network to evaluate and evolve their
IoT strategies, solutions and initiatives to meet
their business objectives.
This “problem solver on call” approach helps
save time, money and resources by providing
regular inputs and guidance based on the latest
IoT industry developments.
These engagements can be delivered as a set
number of days per month or ”drawn down”
from a package of purchased days.
PROVIDE
INSIGHTS
§ Industry
§ Technology
§ Competitors
§ End Users
ASSESS/
IDENTIFY
§ Skills
§ Portfolio
§ Ecosystem
§ Opportunities
ADVISE/
INFLUENCE
§ Partnerships
§ GTM Messaging
§ Connections
§ Brand Awareness

7. ANALYSE THE MARKET1
OPTION 2: IOT STRATEGY QUICK START INITIATIVE
PRIORITISED NEXT
STEPS
ROLES &
RESPONSIBILITIES
BUSINESS CONTEXT1
2
3
PLAN3
INDUSTRY
OVERVIEW
COMPETITIVE
ANALYSIS
COMPANY
ASSESSMENT
CUSTOMER
INSIGHTS
ANALYSE1
OPPS
RISKS
ASSESS2
IoT Quick Starts combine quantitative data with qualitative insights to provide customers
with a foundation on which to develop their IoT strategies and initiatives. IoT Quick Starts
can be delivered in document format or as an interactive workshop.

8. POSITION YOUR OFFERING2
OPTION 3: CONSULTING ENGAGEMENTS
Consulting engagements
are tailored to help
customers find solutions to
their IoT problems and
challenges.
These engagements can be
delivered independently -
or we can integrate into
your team, whichever
model will deliver the best
results.
SOLUTIONS IoT ecosystem needs-gap
assessment
Identify internal and
external stakeholders
Opportunity and risk
assessment
Solution ”ideation” and
concept validation
Product and solution
strategy and roadmaps
Value proposition
development
Customer needs
assessment
Business process end
user profiling
Customer decision
criteria mapping
PROBLEMS § What is your company’s role in the IoT solution ecosystem?
§ Which channel and solution partners should you engage?
§ What are your competitive differentiators?
§ Which internal and external stakeholders should you engage?
§ What are the customer’s solution needs and requirements?
§ What are the customer’s IoT solution buying criteria and preferred vendors?

9. OPTION 4: CUSTOMER-FOCUSED GTM INITIATIVES
§ Tailor GTM messaging and
content to reach desired
audience
§ IT v Lines of Business
§ Customer v Partner
§ Define your role in the IoT
solution ecosystem
MESSAGING
STRATEGISE1
§ Leverage survey data and
qualitative insights to create:
§ Whitepapers
§ Infographics
§ Videos
§ IoT Ecosystem Maps
§ Campaign strategy and delivery
CONTENT
CREATE2
Customer-focused go-to-market initiatives help customers tailor their messaging and
content to reach the increasingly diverse tech buyers (e.g. shift from IT to lines of business).
Brand Strategy and Marketing
PARTNERS
DELIVER3
Global IoT Survey Data
LAUNCH YOUR SOLUTION3

10. LAUNCH YOUR SOLUTION3
OPTION 5: INTERNAL- & PARTNER-FOCUSED GTM INITIATIVES
PARTNER Partnership
strategy
Customer decision maker
identification
Unified GTM
messaging
Target market
engagement plan
Joint value
proposition
Preferred vendors for
target market
INTERNAL IoT industry
training
IoT solution selling
strategies
Solution playbooks and
crib sheets
Strategies to sell against
the competition
Account-based
marketing
Sales enablement
training sessions
Internal & partner go-to-market initiatives are
often overlooked. However, these activities are
equally important and ensure your IoT
advocates and stakeholders:
§ Comprehend the increasingly complex IoT solution
ecosystem and your role in it
§ Better understand the customer, their solution
requirements and their purchasing decision criteria
§ Deliver a unified message about your
value proposition

11. ENGAGE THE MARKET4
OPTION 6: CUSTOMER, PARTNER & EMPLOYEE ENGAGEMENT
§ Event strategy
§ Keynote presentations
§ Panel moderation
§ Customer roundtables
§ Customer, partner and internal
workshops
EVENT
SUPPORT
§ Advocate/influencer
identification and management
§ Social media engagement
§ Blogs, interviews and coverage
§ Role in the IoT ecosystem
BRAND
POSITIONING
§ Identification and introductions
§ Partner vetting
§ Joint-messaging and collateral
development
§ Partnership brand awareness
PARTNER
MANAGEMENT
Market Engagement expands the reach of your GTM messaging, captures
market requirements & eliminates hurdles in the sales process.

12. CRA MARKET ENGAGEMENT CLIENT LIST
HARDWARE/SOFTWARE
NOTE: This list includes public-facing market engagements only. Retainer and consulting customers are strictly confidential.
SERVICE PROVIDERS GOVERNMENT & INDUSTRY CUSTOMERS
INDUSTRY EVENTS

13. CRA CUSTOMER TESTIMONIALS
ANTHONY BARTOLO
CHIEF PRODUCT OFFICER
“Unrivalled domain expertise, industry influence & insight.”
THOMAS JAKOB
REGIONAL PRESIDENT, ASIA PACIFIC
“Especially impressive is Charles’ ability to crystallise large amounts of
information into actionable insights.”
SAJ KUMAR
VICE PRESIDENT, DIGITAL TRANSFORMATION & IOT
“His understanding of the IoT market from sensors to platforms is
unparalleled…my go-to guy for market perspectives on IoT.”
MAARTEN SCHELLEKENS
VICE PRESIDENT, GLOBAL MARKETING & BRANDING
“Charles is a charismatic speaker, able to capture the audience’s imagination
on what the future of our cities behold for us.”
VERDON KELLIHER
DIRECTOR, STRATEGIC INNOVATION
“Charles is without a doubt the go-to guy for IoT. His knowledge and
understanding are second to none.”
NOTE: For full testimonials, please go to: http://charlesreedanderson.com/testimonials/
BERNARD LEONG
HEAD, AIRBUS AERIAL ASIA
“Charles is definitely the thought leader on IoT, Mobility & Digital
Transformation in Asia Pacific.”
CHIN-RONG (CHARLES) LIN
DEPUTY MAYOR OF TAIPEI CITY, TAIWAN
“Charles is a great ambassador who employs a witty sense of humour when
delivering his pointed views on the IoT, Mobility & Digital fields.”
SILVIA YU
CEO
“Charles is without a doubt the best IoT speaker in the market.”
JEAN-FRANCOIS GEBHART
HEAD OF IOT, ASIA PACIFIC
“Charles separates the IoT hype from the tangible opportunities, helping
vendors & customers understand what is possible today – and what will be
possible in the future.”
CHIRAYU WADKE
PARTNER, IOT & CONNECTED DEVICES, VENTURE CAPITAL
“Charles has possibly the most unique & candid insights into IoT in Asia. He
grasps the changing landscape and does not mince words when it comes to
stating facts.”
ZACH BUTLER
PORTFOLIO MANAGER, INTERNET OF THINGS WORLD SERIES
“Next level engagement, unrivalled credibility, Charles is the go-to thought
leader on IoT across Asia.”
DANIAL MAUSOOF
GLOBAL HEAD OF SALES & PRACTICES, ENTERPRISE
“Charles brings a view that is honest reflection, which is needed in an
industry that is often bullish & biased on their products.”
DANIAL MAUSOOF
GLOBAL HEAD OF SALES & PRACTICES, ENTERPRISE

14. CRA THOUGHT LEADERSHIP
Charles’ opening keynote at the world’s largest IoT event
INTERNET OF THINGS WORLD
Santa Clara, USA, May 2018
http://charlesreedanderson.com/cra-keynote-iot-world-2018-santa-clara-usa/
http://charlesreedanderson.com/insights/
Charles’ keynote videos, infographics, blogs, podcasts and
press coverage can be found on the INSIGHTS page of the
CRA & Associates website

15. CHARLES REED ANDERSON is a globally-recognised IoT
industry thought leader who has presented at over 180 industry
events over the past six years. He is renowned for his thought-
provoking presentations that not only deliver insights based on
the latest trends, but also provide guidance to both technical-
and business-minded audiences on how to avoid the potential
pitfalls of IoT solution deployment.
Charles has over 25 years’ experience in Asia, Europe and the US
advising technology vendors, enterprise customers and
government organisations on how to leverage emerging
technologies and solutions to drive business and digital
transformation initiatives.
Prior to starting his own IoT Advisory Services firm, Charles led
the Telecoms, Mobility & IoT practices for IDC Asia/Pacific and
has worked for leading global operators including BT, Vodafone,
and O2.
Charles sits on the advisory boards of IoT start-ups, industry
associations and event organisations and is a co-founder of
#HeForShe Singapore.
ABOUT CRA

16. CHARLESREEDANDERSON.COM
CRA@CHARLESREEDANDERSON.COM
@CRASINGAPORE
LINKEDIN.COM/IN/CHARLESREEDANDERSON