Transcript 0:00 [upbeat music] Welcome back to the Peggy Smedley Show, the voice of M2M and connected devices. Hello, and welcome back to the Peggy Smedley Show. 0:14 I'm Peggy Smedley, and we are coming to you live from the AT&T Business Summit here in Dallas. And I am once again joined by Chris Penrose, who is the president of IoT AT&T Business. Yes. 0:25 And I'm also joined with James Brehm. You are-- Say you're the evangelist of, uh, James Brehm & Associates, right? Yes, yes. So thank you for joining me. 0:34 So gentlemen, we've been talking about all the things that are happening here at the BizSum that's gonna start, I guess, late tonight- First night... and tomorrow, the next two days. Exactly. 0:43 But what we've been talking about the trends in IoT, there are a lot of things going on right now, and one of the things we haven't really discussed so far are some of the hurdles. 0:52 And I think when we talk about the great things, but I think for somebody who's been watching or listening wants to know right now, why has it taken so long? 1:01 'Cause I know I've been covering this space since two thousand and three, before it was IoT, and it was still called M2M, but there's been some hurdles. 1:08 But hurdles always are good in some ways because you can en-enjoy the successes. What do you think have been some of the hurdles that we've encountered in, in IoT? 1:19 I'll cover a couple, and I'm sure James has got some thoughts on this as well. But, um, you know, one of the areas that we always hear is security, uh, comes up. Yep. 1:26 Uh, and people are, you know, a little anxious about getting into this un-unless they know that what they're doing is going to be secure. 1:33 And so I think the good news is, is that, you know, there's been a lot of work that's really begin-beginning to ramp in this space. 1:40 I think, um, we made an announcement earlier today with, uh, with Ericsson how, uh, CTIA just passed some cybersecurity guidelines around, uh, device certification, and we're working with Ericsson to help companies really take their devices and certify those around the world, uh, using these cybersecurity guidelines. 1:58 So leaning forward and, and really trying to design, 'cause you have to design security at the device level, at the network level, at the application level, and you really need to be... 2:06 You know, and AT&T sits in a very unique position to... We see a lot of, you know, traffic touching our networks before anybody else sees. 2:13 And so how can we also alert people as to what we're seeing and be able to take action against that? And at AT&T, we wanna... You know, we really wanna design with security in mind. 2:21 Uh, but that's the number one question that we get when we go talk to any c-CIO about doing this is, how are we gonna secure this? So I think security, you gotta tackle head-on. 2:30 Um, I think, I think the ability to actually, you know, a-again, integrate it into your business, as we talked about, was one of the other challenges. 2:36 And I think scaling it, you know, truly being able to take it worldwide, uh, is, is something that, you know, needs, needs thought and needs process. 2:45 And so one of the areas that we've invested very heavily on is how can we help companies that go from creating this initial solution to then helping them deploy it across their entire business. 2:54 They don't wanna have to go talk to, you know, every different carrier under the, under the world, and, and they wanna be able to have some-somebody that can help them navigate that. 3:01 And, and we've made some big investments around, you know... 3:04 One thing we announced recently was a relationship with Nokia around what we're calling Nokia Wing, uh, and it is a global packet core network dedicated for IoT being deployed around the world, so we can give a consistent level of service and keep data in country and be able to meet all the local laws by being able to have this right infrastructure out there. 3:25 So, uh, so I think those are a couple key things that, that people run into. And James, I'm sure you got some thoughts about challenges you've seen along the way. Yeah. 3:32 So we, we, we've done a survey every, every year for the past three years on some of the challenges out there for people that are, are deploying. And, um, three years ago, uh, lack of talent didn't even make the list. 3:44 Didn't even make the list. There were twenty challenges ahead of that. Last year, it cracked the top ten. This year, it's number two behind security, okay? You mentioned security. 3:53 That's-- That was the top player all three, all, all three of those years. 3:57 And I think, um, wh-when I look at, at, uh, all the responses that we get back and, you know, and I shuffle them up, um, sometimes people think, uh, that, that are not doing this, not deploying it, that are out there in, in their enterprise and they know they have to do something, think IoT is a thing, and it's really not a thing, right? 4:15 You don't go buy a bucket of IoT. [laughs] And, and, and it's not just like you're getting connectivity for a d- for, for a device. It's a lot more complex than that. 4:23 Um, and, and I, I s- I thought about this last, last week at, uh, or two weeks ago at Mobile World Congress, that, um, you know, ten, fifteen years ago, twenty years ago, we, we had VoIP, um, 4:36 as a, as the number one buzzword in all of communications, right? And now we don't even talk about it. We just talk about the quality of service that you get when you get a dial tone, right, with AT&T. 4:45 We're using, using, uh, a technology like voice over internet protocol. We don't think about it. We don't think about the cloud like we thought about managed hosting or cloud services, uh, ten years ago, you know? 4:56 In each of those areas, there were around fourteen, fifteen, sixteen hundred participants. Well, today there's about sixteen hundred different companies out there playing in this IoT space. 5:08 There's, there's over seven hundred that, that claim to have a platform in IoT. And to make it simplistic for... This is complex stuff. We still need to think about business model first, right? 5:19 How it impacts your organization i-in making the right decision. So, uh, that dearth of talent that we have right now is the one that we need to-- we-- I think the, the next big one that we need to get over. 5:30 So there's two things that, that I want you both to address. One, when we talk about talent, this next generation, we lack that. We lack that in, in so many verticals. 5:39 Manufacturing is gonna come up with about two million short. Yeah. Construction's two point three. Professional services is coming up short a couple million when we talk about... 5:48 So we're a couple, couple million in each of these verticals. So fleets are coming up with a couple million short. Yeah. Yeah. I mean, every vertical has a, a problem with don't have... 5:58 They don't have enough of the talent. So that's first on there. Number two, when we talk about security, when we talk about-That we're doing the right things in security. 6:06 Sometimes I think even though as AT&T we're doing the right things, that very thing happens in companies' mind that they don't need to do what they need to do on their end on the security side. 6:17 And that talent becomes so secure and critical because even though we still have those bad guys, those nefarious characters doing their thing. 6:25 So even though you do and you're seeing on AT&T's part and your partners, we still have to remind all those partners, they still have to be on their guard because those bad guys are constantly attacking. 6:38 And that's why you have to do your part, and you work so hard at it. That's why everybody has to work, right? That, yeah, it's, it's- It's, it's like they're constantly attacking, right? 6:46 The, the chain's on- only as strong as the weakest link, right? Yeah. 6:48 And that's always true, and, and that's candidly why we've really gone, you know, much further than just worrying about, you know, what we're doing on our side. 6:56 We, we literally have an entire security practice where we offer, you know, both, you know, the ability to go in and actually, you know, run penetration testing and do, you know, work with the company to, to see how secure is their solution that they are deploying, and how can we wrap a bunch of the security solutions that, that, you know, we've got inside of AT&T. 7:15 And I think you, you might have seen we just made a- another announcement with an acquisition with AlienVault, uh, to really try to, again, make it easy. That's why we've got some aliens behind us [laughs]. 7:23 We've got some aliens, I think, behind us there. Uh, but, but, you know, but I think you're seeing AT&T really leaning in to really be a player to help you manage security end to end. 7:33 Uh, and, you know, and we'll play whatever role. 7:35 If you've got resources on your side, and you've got the talent, and you, and you, and you wanna run it, then we can help you, you know, give you the information to go run it. 7:43 But if you wanna actually have us manage all that, that's something we can do as well. But that's almost why you have to now- Yeah... because of that very reason that we're just talking about- Mm-hmm... 7:50 is companies don't realize that the nefarious characters are out there. They're constantly... 7:55 And that companies like AT&T have to do this because we've talked about we bring these products to market so quickly that the bad guys are out there. 8:03 So and then when we get back to the talent part, you, as you're bringing up, James, we don't have the great talent, and we need to get these younger minds to constantly be innovating, right? And you have to find them. 8:16 Mm-hmm. Isn't that what we're talking about? It is. I mean, there's so much going on. Yeah, and we're seeing more and more and more of that. But, but also, they don't have to be the young minds- Oh... 8:24 that, that are doing this as well. Great point. And a couple of years ago, um, you know, you guys made a lot of noise around, I think it was called AT&T University. Yeah. Still, still. Right? 8:31 And, and retraining- Exactly... and then training people, uh, into, into the right job, right? Uh, a lot of industries haven't done that yet, right? 8:38 And as they, they go through the digitalization process themselves, they will find themselves retraining their workforces into these, into these technological areas as well. 8:48 But, uh, I think one of the bigger issues right now is, is people are trying to shortcut the process of doing this by, by trying to tie together platforms. 8:57 [laughs] And, and, and the problem is, right, it's about s- uh, doing things in a standards-based way, right? And AT&T- Yeah... is, is, is, is always been huge on, on that. 9:07 Now, we take a look at, at the, the world out there, um, people don't realize how successful AT&T has been in this space compared to its competitors. That's the other thing. It... 9:19 You guys make it look simple because you're do- you're taking a look at this differently than a lot of your competitors out there. You're five times bigger than T-Mobile USA. 9:30 You are, uh, four times bigger than, than Sprint. Uh, you're more than double the size of Verizon from a connection count of IoT stuff right now today. Um, and it, and it's, and it's just... 9:43 You've, you created platforms, these mega platforms tying these small guys together for the connected car space in, in, in, uh, Drive Center or, uh- Drive Studio... Drive Studio. Mm-hmm. 9:54 And, and that's, that's been a big boon for you. Yeah. We're, we're seeing that now through the foundries as well in, in other areas. 10:00 So I think that's, that's the other aspect is- In, in bringing that up, the platform discussion- Yeah... 10:06 is an interesting one because that was probably the third point I probably should have raised as you made that point, James. It's an interesting one because when we hear the word platforms- Yeah... 10:14 don't a lot of people get confused because you raised- Yeah... there's a lot of them. Yes. And platforms doesn't... They, they don't mean a lot to a lot of people because there's so many. Yeah. 10:24 And, and the, the real need is you have to understand what it means to be effective, going back to my original point in, in s- Yeah... in the first segment- Yeah... is to be able to service your customer. That's right. 10:35 The sake of platforms for the sake of platforms doesn't mean anything if you're not understanding what it's doing, and that's why you've built an understanding of IoT to really be able to deliver something that customers can get what they need. 10:47 And service the customer the way the customer- Wants... wants to be serviced. Yep. That's right. That's the other aspect. 10:52 Yeah, and, and again, and I, you know, I do think you're right, and there's lots of platforms out there. 10:56 And what, and what we really try to do is, is take that customer journey and say, "What, what do you need along the way, and then what are the tools and capabilities that you need?" 11:03 Obviously, you know, the power of IoT is not just connecting it, but it's once you've con-connected it, what do you do with that data? 11:09 Uh, you know, and so that data has to go somewhere and, and how do you get the data off those endpoints in a secure, effective manner? 11:15 You know, we've got capabilities with our, with our flow platform to do that, but we can also direct that into other people's platforms. 11:23 So if you've chosen another environment, if you've chosen a cloud environment, whether you've chosen IBM, or you've chosen Amazon, or you've chosen Microsoft, you know, we've tied off securely into all those platforms as well to ex- make sure we can get your data securely into that environment to take action against it. 11:37 So I think what you're seeing is AT&T's approach has been very modular. 11:41 Um, but we've built out capability sets all along the sack, you know, from basic activation to, to, you know, lifecycle management of the device, um, and, you know, and also data analytics. 11:55 But we also are very, uh, much willing to partner and work with other solutions that businesses may have standardized on, and I think that's a little bit different than, than in our approach than maybe many others.Talk about the idea of, of those data analytics that we're talking about because that's what the critical point is now. 12:12 Because I think it's... Years ago, we talked about we all wa-want to get the data out. Yeah. 12:17 Getting the data out doesn't mean anything, again, unless you're getting the right data points to make the right decisions- Yeah... 12:24 for your entire operation, from the front office to the back office to what's happening on the plant floor, all the way through the supply chain right now- Yeah... 12:32 through the logistics, to be able to communicate with everybody, and that's what you're talking about right now. And- Yeah... being able to tie it into different systems as you just mentioned- Yeah... 12:43 because you are gonna have different operations going on, and being able to communicate at the right time because you don't know if that truck is ju-delayed in North Carolina and you need to get a different truck in- Yeah... 12:55 Mississippi. Yeah. And those, those are important decisions that have to be made to keep that operation moving when you need it to move at the right time. Yeah. No, I... Listen, I, I agree with you a hundred percent. 13:05 And I, and I think that, you know, a-another good example of, w-you know, where we see this playing out is in the smart cities world, as we were talking about earlier, you know, we've worked with, uh, Miami, uh, Dade County on what we call the Smart City Operations Center, uh, because they had different platforms that are out there for water versus energy versus traffic versus airports, uh, versus ticketing, you know, and public safety, and how can we take all that data, you know, get it, you know, into being good data, and then being able to pull it into an environment that you could then take action and even get predictive, and that's where I really think the... 13:39 this is all going, is that we've kind of... 13:41 We're now g- I think we're starting to get pretty good about being able to get the data in, and we're even being able to start to take action against some of that data, but where I really see it going is, is how do we then get more into being able to then predict where things are gonna go for the future using AI, using, you know, just the, the different algorithms that you've got out there to, to now get in front of it, so, you know, predictive maintenance and not, you know, not having... 14:03 You know, at AT&T, we've got 80,000 trucks, you know, that are, are running around. 14:07 How do we make sure that we, uh, know what the battery le- you know, is like in every one of those trucks so that we don't strand any one of our technicians on the road? 14:15 You know, we build an algorithm to be able to look at that and be able to repair that battery before we get out there, right? And if we... 14:20 And oh, by the way, if it didn't work, we actually have the, the dispatch system to know who's the next closest one that can get over there to take that appointment. 14:26 And so I think it is, you know, very much about, you know, taking these platforms, beginning to stitch them together, driving outcomes, and, and driving prediction. What are you seeing is some of the most innovative 14:41 IoT applications that are transformative? Let's say if we don't wanna call it, we wanna say digital transformation- Yeah... 14:48 if we don't call it IoT because now we're seeing, you know, AI and deep learning, and we're gonna be calling quantum next. Yeah. We're really gonna make those moves. 14:56 Where are you seeing it that you're really saying, "We're really starting to move faster now," you know? 15:02 Things are starting to be embraced, and now the, the, the next generation is really starting to occur in Industry 4.0. So this... You know, where we're going here. Yeah. We worked with a steel company. 15:14 They sell cold rolled steel, s-steel that y- that gets molded into whatever product out there. It could be the, the shroud around your, your air conditioning unit, or, or it could make, um, a toy die-cast car, right? 15:28 A steel company transformed themselves into a IoT company by providing IoT consulting and services because they, they, they provided consulting services to their customers already around steel, right? 15:42 They just saw the move into that. 15:43 So their customers were having trou- And, and, and they got into this because the CEO of the company decided to ride along with a truck driver on w- uh, and just see what the experience was like, and when they got there, they couldn't find the forklift. 15:55 [laughs] Right? So they enabled forklifts. They actually took a look at the camera usage. We talked about cameras earlier. They can measure the amount of steel 16:05 spun on, on one of these big rolls by the diameter of it, so they're, they're using a smartphone camera to estimate the weight and the tonnage that they're, that they're delivering before it gets weighed. 16:15 Um, uh, they're, they're actually, uh, helping with the manufacturing process of their customers as well. So, um, you know, in the steel industry, they use a lot of robotics that, that is, is doing welding. 16:27 Well, they're tying the shipment data, the tonnage data, 16:33 and the p-predictive maintenance data of the robots all together to know when to do predictive maintenance, right, when to, when to take things offline because a shipment may not be arriving or, or, or things like that. 16:47 So we're starting to see whole industries change. This company goes from a steel company, uh, founded, founded, uh, by a grandfather, you know, uh, 60 years ago, to a true technology consultancy. 17:03 It's, it's, it's interesting. No, it's, it's- Still selling steel, right? Still selling steel, exactly. [laughs] But they're even better at it now- Yeah, yeah... which is great. 17:09 Yeah, I, I'd, I'd say some of the other key trends we're seeing out there, obviously, there's so much buzz about 5G, uh, you know, right now, and I do think that, you know, 5G obviously has, you know... 17:21 You know, some of the low power stuff is, is in the 5G standards, but what everybody's really excited about are these new ultra-low latency applications, and I, I almost call it the remote control of everything, right? 17:31 Um, you know, eh, whether you're doing remote surgery, you know, whether you're actually, uh, you know, doing remote mining, um, you know, how great would it be, you know, instead of having to be in the mine, why, why couldn't I be 1,000 miles away and be controlling all that equipment, you know, over 5G? 17:47 Um, and even, you know, obviously, tons of talk about autonomous and, you know, and where the cars are going, but, you know, whether it's in, whether it's in, you know, cars or whether it's in agriculture, I think, I think, you know, the, the use of drones and the use of autonomy, you know, is, is gonna become more and more prevalent, you know, with these ultra-low latency applications. 18:05 And so, so that's I- where I see a very exciting kind of new, new shift of, of being able to do things you couldn't do already. 18:12 Um, but I would also tell you there's so much that, that, you know, can be done, you know, even today with today's technologies. 18:17 We just have to keep coming up with use cases, keep coming up with the ROIs, and keep coming up with the, uh, secure and safe way to do them. 18:24 When you talk about things like even mining, autonomous mining, that we're already seeing those applications. Right. And it's so exciting to think that just a few years ago it wasn't even on our minds- Right... 18:34 but now we're seeing that. Or, or evenAre autonomous c- trucks, where is in construction job sites- Yeah. You know, where- Exactly. -to save lives there. I mean, we're talking... 18:44 When we talk about distracted driving, but we're talking about an entirely different way to save construction sites where, you know, we all drive, you know, fifty-five miles an hour, and a construction worker is hit because somebody's trying to avoid a construction site or something happens. 18:59 I mean, now we're able to use, you know, autonomous vehicles in those things. So there's a lot of IoT applications that before we could never use before. No, it's... I think this is exactly right. 19:08 I, I think that, uh, you know, it, it's interesting. 19:10 And just think about how, um, you know, we, we have a relationship with Caterpillar connecting a lot of their machinery around the world, and, and they've, they've shown, you know, videos of this idea where, you know, the ability to do remote construction, you know, not only is it, is it, you know, faster because these machines can run twenty-four hours a day versus, you know, you know, only being able to operate during a certain window, um, the quality is actually, you know, s-superior, and you are actually getting it done, uh, you know, at a, uh, at a lower cost. 19:42 And so, so this is a very interesting way where, you know, autonomy is now becoming, you know, a, a way to do all those things, you know, even better and even, you know... and, and, and having even more efficiency. 19:53 So I think, uh, you know, we're, we're working, I, I think, uh, really across each industry to say, you know, what are these things that do... 20:00 that are now can be enabled with some of these new technologies that are coming, and, and how can we go and, and kind of get to the future, you know, to help those companies, you know, achieve those things? We... 20:10 You know, in the connected car space, we opened up, uh, you know, in conjunction with the American Center for Mobility, you know, a facility up in Michigan in Ypsilanti to be able to be a proving ground for the 5G, you know, autonomous cars, uh, and, uh, and really being able to let automakers be able to come in and be able to test out all these different technologies from 5G to 4G, all the way back into the low power networks to know that they're able to be able to deliver on that great vision of hopefully being able to get in our back seat someday and, and just ride, right? 20:41 Well, just like, you know, where we have, you know, autopilots, right? We, we have to train people to know, you know, those very things. 20:47 In, in, in anything, you know, we have this great technology, but why is it in multiple industries, and I'll go back to my earlier statement about generations, are not as interested in things like construction, manufacturing? 21:02 Even though we have this great new transformative technology, why are we in vertical markets failing to encourage students to want to get into STEM programs right now? You know, we're, we're seeing not as many women. 21:17 We're seeing not as many boys, you know, you know, young men wanting to be in the programs that are amazing things can happen. 21:25 Do we as an industry need to do something to want to stimulate this excitement that we seem to have- Yeah. 21:32 -for the Internet of Things, but they think, you know, construction or manufacturing or the fleet market isn't as exciting as we might see it? 21:40 Because, you know, as I always say, like you were talking about Caterpillar, to get into a crane is like running a gaming system today. [laughs] It is. It's pretty sophisticated up there, you know. It is. 21:50 You know, Peggy, I'm an animal science pre-vet med major, right? That qualifies me for IoT how? [laughs] Right? No, I, seriously, I got my dream job out of college. I worked for a company called IBP Incorporated. 22:03 It's a division of Tyson Foods now, and it was at a time when they digitized themselves. That's right. Right? So this is, this is twenty-five, almost thirty years ago, I'm working for them, and I was the kid, right? 22:15 So they sent the kid. All these, all these guys in the meatpacking industry, they didn't wanna do anything with computers. We'll send a kid. I got hooked on it. Mm-hmm. 22:23 I found my way, uh, finding when my, my options were, uh, were, were, uh, vestable. I cashed them in, and I found my way to, to working in technology. 22:34 I think that, that if I wouldn't have found my way that way through that job, right, through, through opening my eyes through that, I wouldn't have been in technology, and I think that that's part of it today. 22:45 Technology is so pervasive. It's, it's the opposite spin on it. Technology is so pervasive. The kids are like, "Ah, that's kind of meh," you know. I got my cell phone. I've got my, my smartphone. I got... 22:56 I'm on it all day long. I'm, I, I have computers in the classroom. I... 23:00 There's no lack of technology around the bright minds today that we, we, we need to show them, uh, that we need their minds for the art of the possible- Yeah. -to transform- Yeah. -stogy industry. Yeah. 23:14 And I would say, you know, at AT&T, this is a huge focal point for us, so we, we work really, really hard not only to, you know, train our internal employees but also working closely with universities, uh, you know, like, like Georgia Tech to create, you know, ultra-low-cost engineering degrees through online, massive online learning. 23:31 Uh, I think, you know, you know, you're able to get an engineering degree now, you know, through certain programs for six thousand dollars, uh, you know, to get an engineering degree from Georgia Tech. 23:40 You know, we're trying to really take the technology and actually bring it into education to expand that reach for more and more people. 23:46 And then I think the final piece to your point, and, and, and you, and you hit the nail on the head, is how do we, how do we talk about how these, these industries are actually merging together? 23:55 The future of, you know, manufacturing is technology. You know, the- So- -the future of trucking is, is technology. You know, the future of, of ag is technology. And I think... 24:05 And so I think if you can, if you can really show how you can actually make these huge impacts, you know, the last thing I'd say too is that, you know, people do wanna make an impact though. 24:13 And, and what I do see, you know, I've got two young kids, you know, they're both in college, but they both, they both wanna, you know, feel like they're having a bigger impact on the world. 24:23 Uh, and, and I think this is something we need to be making sure we're appealing to, and I think IoT can play a great role in that about how we can use IoT to help really not just transform industry, but really change the world, and whether we're making cars safer and saving lives or whether we're making, you know, things more sustainable, um, you know, and by improving farming. 24:41 You know, there's, there's so many great ways where IoT is really being brought out as a way to drive, you know, a greater impact on society, and I think we have to tap that really hard to make sure that these, this next generation gets excited about those things. 24:55 I agree. I agree. All right, gentlemen, we've got just about another minute and a half left.Looking ahead, what would your... We talked about next generation. 25:02 Give me your prediction, so to speak, about where you see the Internet of Things, I'd love to say five years out, but I know you can't predict that- [laughs] -because I don't think we can predict the next twelve to twenty-four months. 25:15 But go ahead, get your crystal balls out there. Who wants to go first? James, you wanna go first? James. You know, I've always said that I hate the healthcare industry- [laughs] -um, uh, from an IoT standpoint. 25:26 But right now, I think I'll really like it for the next five years, um, because- It's gonna save your life... because it's gonna save lives. 25:34 It's gonna, it's gonna throw this big impact o- on things, and people are realizing, um, uh, it... Before, it was about the, the who's gonna pay for it type, type aspect. 25:45 We all understand that we have to change our, our healthcare industry in the US, so we're gonna get that done somehow. 25:51 I don't know how, but, but, but I think it's gonna happen over the next few, few years, and then technology is gonna lead the way there. 25:57 Lower costs, um, better information, better diagnosis, uh, and it's got the s- the single biggest impact to change lives. 26:06 So basically, we're all gonna be wearing medical devices that are gonna tell us when we're having heart attacks, whether... whatever medical device we need. That's what you see? It mi- might not be a medical device. 26:16 It might just be your personal device- Yeah... that you're carrying that, that also then ties into other, other pieces. Like, it could be a medical... 26:24 uh, it could be a device in the seat of a car that knows that you're falling asleep or, or, or, or... and, and notices an irregular heart pattern. 26:31 Uh, um, diabetics are now able to wear patches as opposed to prick their finger every day. True. So i- it, it may not be, uh- Whatever it might be. Yeah, yeah. 26:38 Something that's going to be able to diagnose something- Yeah, absolutely... that we might need. Absolutely. All right. Yeah. Great. Good talk. 26:43 And I'd say, uh, you know, I'd, I'd say in addition to several industries, I would just say as a whole, I, I think that... 26:50 I think we are, are gonna see this, the true embracing of every business completely changing the way that they operate- Yeah... 26:58 you know, by introducing IoT into, into their processes, and then they really will be creating more efficient, you know, business. They'll be creating more unique revenue streams. 27:08 Everything becomes a service, you know, when you can actually know everything about [laughs] things in real time, uh, a- and ultimately changing the customer experience. 27:14 And, and I think that's what, you know, what it's gonna take to make sure that we can, you know, really unlock this true potential i- is to make sure that we are weaving this through the lens of what the customer is really wanting, uh, and, and bringing these solutions to bear using the IoT technologies. 27:31 All right. Well, James Bren, founder of James Bren & Associates, thank you very much. Thank you. Chris Penrose, IoT President at AT&T, thank you very much. All right. Well, that's all the time we have for today. 27:43 We want you to check out The Peggy Smedley Show. Go up to thepeggysmedley show.com. You can tweet at us at ConnectedWMag. Thanks for listening. Remember, we broadcast live every Tuesday at 12:00 PM Central. 27:55 And remember, this is The Peggy Smedley Show, the podcasting voice of IoT and relevant technology. And remember, with great technology comes great responsibility. Have a great week. Gentlemen, thank you so much. 28:07 Thank you. Thanks so much.
