RUMBLE co-founder Perry Lea recently scribed an in-depth analysis and recommendation for connecting industry and manufacturing through the adoption of Industry 4.0.

In his 12-page dissertation Connecting Industry and Manufacturing, Lea provides a historical analysis of the first three Industrial Revolutions and how their adoption and adaptation has helped manufacturers achieve production growth. But as he introduces Industry 4.0 to his audience, he reinforces its implementation as a quantum leap in how manufacturers will do business in the future by moving past reactionary industry.

“All of these tools of modern industry are reactionary,” writes Lea. “What is needed are systems that extend beyond reacting in a predictable manner to a set of prescribed events, to cyber-physical systems where the factory (the system) responds to observed and predicted events.”

Four Things IIoT Needs

Lea reviews the four phases outlined by the World Economic Forum, in anticipation of the macro effects of Industrial Internet of Things (IIoT), needed to achieve the benefits of fully autonomous manufacturing:

  • Phase 1 – Operational Efficiencies. Taking full advantage by closing the gaps of industries not fully embracing Industry 3.0.
  • Phase 2 – New Products and Services. Examining and incorporating pay-per-use models, software-based systems and monetization of data.
  • Phase 3 – Outcome Economy. In this phase, manufacturers examine pay-per-outcome economies by going beyond pricing their products based on demand or operational margin alone and factoring in the value the customer places on their product into the mix.
  • Phase 4 – Autonomous, Pull Economy. This is the IIoT goal – a demand-driven, globally- connected, demand-sensing and predictive system that connects what was once perceived as dumb or un-connectable into an interactive and intuitive business tool.

Lea spends the remaining pages of this white paper detailing the many benefits of a pull economy through IIoT and digital transformation and outlines six best business practices for manufacturers to consider immediately to take advantage of these benefits. He closes the document with a thought-provoking invitation on “where to go next.”

Perry Lea, co-founder of RUMBLE, is a 27-year veteran of the technology industry. He’s served as a technologist, strategist, business developer, entrepreneur, researcher, and inventor. He is the author of over 50 patents and the Amazon best-seller “The Internet of Things for Architects.” He holds three engineering degrees and a postgrad degree in electrical engineering from Columbia University.

As organizations explore and define their cloud strategy, they identify expected benefits including reduced capital investment, improved geographic diversity, scalability, agility, and performance. What the cloud can bring to a given scenario varies, but most organizations find clear-cut benefits.

So, what are the challenges?

Any system or device connected to a network can be compromised and, if the data is sensitive, the reputation and economic risks grow. Cloud-hosted solutions offer both hardware and software on demand over the Internet. Since they are offered over the Internet, the systems themselves are subject to attack. It is only through well-constructed controls that data and systems are safe.

Companies using a cloud provider’s environment should make sure they know who owns the data on that platform. Does the cloud provider own the data? If the company using the cloud owns the data, do they incur 100% of the responsibility associated with a breach? The results of exposure of sensitive information, including personally identifiable information, personal financial information or personal health information, constitute a data breach subject to fines and legal action. So, the first control necessary is a contract that states the company owns the data.

Cloud providers know keeping their cloud secure is essential to ensuring efficiency and maintaining the credibility of their business. Cloud customers reap the benefits of the public cloud provider’s security but must recognize they are in a shared security model where they own the risk scenarios associated with mitigating controls of their applications and data.

A company can reduce risks by applying strong controls. Fortunately, providers offer cloud-based controls that help mitigate risk. Key areas to consider include:

1. Identity Management

Cloud-based identity management provides users with efficient access to applications, data and network services. Customers can implement a low-cost, rapidly deployed single sign-on and identity management solution using tools provided by the cloud provider. Identity management solutions are not limited to applications hosted in the cloud provider’s space but can also benefit by tying application access offered by software as a service to those hosted on premise or deployed in another cloud. Help desks become more efficient as users are no longer required to remember, and often forget, separate User IDs and passwords for each system. The solutions also typically offer advanced security features like multi-factor authentication.

2. Rights Management

Public secure cloud providers offer the use of tools to grant the appropriate level of access to individual users. The recommended approach is to use the philosophy espoused by the “rights of least privilege” so only users with a bona fide need can access a specific resource. Ensuring data is classified provides the framework to deploy a rights management solution.

3. Data Encryption in flight and at rest

Public cloud providers offer data encryption solutions for data in-flight and at rest on the provided storage. Encryption ensures that information cannot be easily monitored, viewed or improperly disclosed.

4. Network Security

Secure cloud providers offer controls to isolate network segments to ensure data from one tenant is not accessible to or from other tenants. These include traditional concepts like firewalls, application firewalls, and network and data segmentation.

5. Monitoring

Monitoring assets provide the ability to proactively collect performance and system utilization information, monitor and audit system and device logs and, based on the information discovered, proactively respond to incidents with alerts or automated actions.

Many secure cloud providers offer security monitoring solutions to allow customers to monitor for unusual network traffic or connections with known bad players and alert administrators or automatically block the known bad traffic.

6. End Points

Most organizations leverage the ubiquitous mobile communications capabilities end users now utilize to connect to cloud solutions from anywhere. Devices, whether owned by the enterprise or end user-owned, often exist outside the protection of internal company controls and therefore additional controls should be considered for these devices. 


Building a cloud security strategy requires a thoughtful approach to select protections, monitoring, and governance needed to reach a level of acceptable risk. There is no single formula to dictate an acceptable level of security. The security deployed must be aligned with regulatory requirements, the application architecture and an individual organization’s tolerance for risk and then balanced against the cost of implementing the identified controls.


(Article by John Leek, RUMBLE’s strategic technologist and director of the RUMBLE Lab.  John’s 34 years of experience as a business leader, department head at large enterprises, business owner, and software developer provides a strong foundation for understanding the challenges facing RUMBLE’s customers.) 

Companies across almost every industry are trying to figure out how to take advantage of IoT (Internet of Things) to transform their businesses, and the task can be daunting. According to Don Sharp, CEO of Coolfire Solutions, IoT is much like the internet boom 20 years ago.

“We see a lot of money and activity going into the infrastructure of IoT,” Sharp says. “This is the new horizon, but a lot of companies don’t yet know or understand what IoT can mean and what they can do with it. For those that do, it can be transformational.”

The first thing is understanding that all data is not created equal. A lot of companies take the approach they need to integrate ALL their data, a slow and expensive approach. Sharp says that’s simply not true.

“We have a concept here at Coolfire Solutions: it’s not BIG data, it’s tiny data.”

Four or five years ago, the way you tried to integrate data was to create this big data warehouse or operational data store and bring it all together. It was risky, and a slow, expensive process. But the reality is, you can start with just some of the data––but it must be the right data. You need the data that is important for whatever you’re trying to accomplish.

“I’ve led a number of companies in my career, and interact with many organizations, and I’ve found companies don’t have an issue with having enough data,” Sharp says. “The problem is they can’t get to the data they have and do something meaningful with it to impact their bottom line. At Coolfire Solutions, we talk about actionable data and, first and foremost, it’s taking the data you have and getting into the right people’s hands.”

Coolfire created a mobile software platform, called the Ronin Platform, that enables companies to connect employees with relevant data across all operations on a single dashboard using their existing systems and infrastructure. It provides mission-critical “situational awareness,” which means knowing what’s going on around you at any time.

The Ronin Platform was developed for the U.S. Military in 2012 to improve communications on the battlefield.

“The problem was, when they’d send out a team of war fighters on a mission, the command post had access to all the information they could want –satellite imagery, video from aircraft drones, you name it, they had it,” Sharp explains. “But when they dropped the war fighters on the ground, all they had was their weapons and their radios. The military needed to get more information in the hands of the people on the ground.”

The military contracted with Coolfire Solutions to test the idea of providing a data stream from an aircraft to an off-the-shelf mobile device and do it with less than a second latency. Coolfire was successful and the technology they created became the genesis for the Ronin Platform.

Coolfire Solutions knew Ronin could have a dramatic impact in commercial settings as well.

The Ronin Platform doesn’t replace customers’ existing data systems; it layers on top of them.

“We’re about taking what you have and making it more valuable,” Sharp explains. “In many cases, we can extend the life of legacy systems. The Ronin Platform is unique in that it allows you to pull data from wherever it resides, be it a legacy system, IoT sensors or anywhere else, and ingest it into Ronin. Once there, it can go wherever the customer needs it to go. That’s a strength of this platform; it’s future proof. As new data becomes available you plug it in. You replace a system, you unplug that and plug in the new system. The Ronin Platform also has functionality, capability and situational awareness pre-built into it. It provides up to 95%+ of the solution customers need, depending on what they’re trying to do.

“Our value proposition is speed to market, lower risk, and lower cost. In many cases, we can have the platform up and running for our customers in two weeks to two months,” Sharp says.

Coolfire Solutions believes in agile development methodology and an iterative approach. This approach is important because typically when you’re trying to do new things, until you get the technology into people’s hands, it’s hard to understand the potential and power of it. So instead of trying to define some big monolithic picture upfront, they start with small, valuable functionality or workflow the customer needs and then iterate off that.

So, if the functionality is built in, what is left for the customer to do?

“I call that the last mile,” Sharp says. “This is where the platform is customized or tailored to the workflow that is unique to your business. You can change the user interface to whatever you want it to be. Unlike most software systems that can only be used one way, we give you all the core functionality you need but leave the last mile, so you can tailor it and differentiate your business in whatever way you want.”

Sharp explains that many companies need help with this phase of the transformation. Coolfire Solutions has established a program with Premier Partners who are able to help customers through this process.

“At our core, we are a software company,” Sharp explains. “We partner with the best and brightest technology services organizations. When a customer wants to use the Ronin Platform to transform their business and improve performance, they may not have all the necessary expertise on staff to achieve that transformation. Our partners bring a broad portfolio of services and skills, so they can help customers through any transformation they may want to do.

“The reality is, there is more to it than just the software. A business needs to think about change management within the organization, new processes, new workflows, all the organizational changes that need to occur. Those are all consulting services that we will never do. I am not going to build those kinds of capabilities in our company because we have tremendous partners, like RUMBLE, who know how to do that. And that’s where the partners become so important because many companies need help in driving change in their organizations and implementing new technology.”

It’s a universal challenge; leadership needs access to critical data and the ability to push useful, actionable data out to the people at the edge of an organization, so they can do their jobs more effectively.

A great example of this is Enterprise Rent-A-Car. The company wanted to bring data together and into the hands of their front-line employees, so they could transform the customer experience. Using the Ronin Platform, Coolfire Solutions integrated and aggregated Enterprise’s existing operational investments, legacy systems, and processes into a central dashboard accessible on a tablet known as LaunchPad. Previously, if there was an inventory problem at one of its locations, an employee might have to make numerous calls to find the vehicle the customer wanted and have it moved. This created a lot of unnecessary work and an inefficient process.

Today, with 23,000 daily users, their employees are out from behind the counter and interacting with customers. Enterprise has integration of its reservation and inventory data in real-time on the digital dashboard and has optimized its workforce efficiency. People get the cars they reserved and get them more quickly, so customer satisfaction is enhanced.

“The expected payback for this investment was projected to be three to five years,” Sharp says, “but it ended up being less than a year, a dramatic improvement. The promise of the Ronin Platform has played out in this Enterprise scenario.”

The organizations using Ronin may be dramatically different from each other, but the need to get information out to the edge is the same. From the military war fighter to the border patrol security officer in Central Asia, to Enterprise Rent-A-Car’s front-line employee, to a trucking or utility company. The workflow, the user experience, the core capability and functionality are the same.

You’ve got all these sensors and data coming in, but what do you do with that? It all comes back to architecting solutions to make data actionable, by getting the right data in the right people’s hands, in as close to real-time as possible.

Industrial IoT is arguably the next wave of technology that is out in front of us and businesses should not miss the opportunity to leverage their data to improve their operational efficiencies and drive revenue.

Terri Foudray, Founder and CEO of RUMBLE, recaps an exciting week at IOT World in Santa Clara, California. All the giants in the industry were here sharing learning and discussing what is on the horizon. It’s all about data and its power to drive revenue, increase efficiency. She met one business after another who are full-on engaged in providing their customers with point solutions in IoT. They are a platform, a security service, a communications tool, a sensor, a data management service, or another piece of the complete picture. Whether it is Smart Cities, Manufacturing, Transportation, Healthcare, or any other industry, organizations are adopting IoT solutions and those that aren’t, will be left behind.


Internet of Things World kicked off at the Santa Clara Convention Center May 15th with a lineup of powerhouse speakers. The message was clear and consistent, the Internet of Things (IoT) is not only here, it is driving change and improving business across all industries. Data is power and those who know how to use it, will win!

Outstanding Lineup of IoT Experts Spoke at IOT World 2018

Avnet’s Vice President, Internet of Things, Lou Lutostanski, spoke on IoT in Action: De-risking IoT for Market Deployments. We ran into each other in the hall after his presentation and we talked about how RUMBLE could partner with Avnet utilizing our situational intelligence software, the Ronin Platform from Coolfire. He asked me if my friends have any idea what I am talking about when I tell them what I do? My response: not really. We both laughed and knew we had found kindred, geeky souls in each other. What Lou and I agree on is that architecting a solution in IoT is not easy and not for the unqualified. It is complex and can be costly if things go wrong. And, it always needs to start with a business solution.

Russ Benson, Vice President, IT, Boeing, spoke about the fact that Boeing didn’t invent flight, but they have reinvented it many times since then. Everything is connected in the Boeing engines and prescriptive analytics is their focus. Juan Perez, Chief Information & Engineering Officer at UPS, has gone from being a UPS driver in Beverly Hills 90210 (no kidding!) to running their data value stream. Juan said that UPS is a technology company that happens to deliver packages. Using data to decrease driving distance for each UPS driver by one mile a year is worth $50M annually.

Tony Shakib, General Manager, Internet of Things and Intelligent Cloud, Microsoft, talked about the recent announcement of Azure IoT and the significant advantages it presents to companies building IoT solutions in the cloud with much of the necessary tools already present. He said Microsoft is doubling down year-over-year on IoT and that it is one of Microsoft’s top priorities.

Bob Bennett, Chief Innovation Officer for Kansas City (RUMBLE’s hometown), was part of a Smart Cities panel that included representatives from San Francisco and Portland. Bob made the point that he is not interested in tech for tech sake. It all has to start with a benefit for the citizens of Kansas City and result in his 16- year-old daughter choosing to live in the area when she grows up because the metro delivers the connected world she has come to expect.

I saw one person sitting by himself and went up to introduce him to Rumble. He turned out to be Markku Moilanen, Head of IoT Industry Partner Marketing for Ericsson. He’s a big deal! You bet I’ll be following up with him to see how we might work together. I also met Douglas Standley, CEO niolabs. Doug is a recognized leader in the design of disruptive technology innovation strategies and new ventures. At nio, he’s built an exceptional team and patented architecture that enables advanced, streaming logic and actuation to be distributed throughout any system and architecture: chip-to-cloud, peer-to-peer, or client-server.

I also met Daniel Obodovski, author of The Silent Intelligence, which is a book about the Internet of Things phenomenon. Daniel’s technology firm, of the same name, consults with companies to help them succeed in technology commercialization and deployment and leveraging the value of data. We also connected with Franco Potepan, Director, Product Management for Eurotech, a frequently featured speaker in high level IoT focused events. And, Peter Orban, Chief Commercial Officer for Augmate, which empowers enterprise IT to securely manage IoT and wearable devices. These people are huge in this industry! The list goes on and on. The fact is, if you want to play in this fast-changing, industry-revolutionizing space, you’ve got to be meeting these people and engaging them. We are and will continue to do so.

It’s All About the Data

It’s all about the data, baby: collecting it, transferring it, organizing it, analyzing it, protecting it, and making decisions from it. Everyone at IOT World fits into one of these categories, or more, with the exception of the back-massaging device I got talked into buying. There are big companies including AWS, Microsoft, SAP, Juniper, Verizon, Avnet, Google Cloud, Mastercard, and T Mobile. And there are smaller companies here like Jerasoft Limited that provides IoT billing solutions for providers, or HarperDB . I’d read about HarperDB’s launch about a year ago and thought they were cool, and here they were in person! They named their company after one of the founder’s dogs.

All these businesses are full-on engaged in providing their customers with point solutions in IoT. They are a platform, a security service, a communications tool, a sensor, a data management service, or another piece of the complete picture. If you are into IoT, really, you are here. Whether it is Smart Cities, Manufacturing, Transportation, Healthcare, or any other industry, organizations are adopting IoT and those that aren’t, will be left behind.

RUMBLE is Unique

There are not any companies, other than Avnet, doing what we do at RUMBLE. There are no companies besides RUMBLE who have distinguished authors like Perry Lea, The Internet of Things for Architects, working with them. There are a few custom software development companies here, but they are not IoT engineers and implementers. As they say, we are outstanding in our field, literally standing in our field by ourselves!

We are excited to be interacting with these industry giants. Internet of Things World 2018 lived up to expectations and delivered new partnerships, learning, and challenges for the RUMBLE team. We continue our quest to bring the best of IoT, Data Enabled Performance Improvement, Robotics, Blockchain, and other cutting- edge solutions to our clients. Let us know what we can do for you!