From 9d7d8d7be7dc8fed41d1933176df80935cc145e1 Mon Sep 17 00:00:00 2001 From: jester Date: Mon, 29 Dec 2025 22:08:21 +0000 Subject: [PATCH] Update competitive analysis with detailed MSP tier breakdown and remote support research --- competitive-analysis.md | 894 ++++++++++++++++++++++++++++++++-------- 1 file changed, 712 insertions(+), 182 deletions(-) diff --git a/competitive-analysis.md b/competitive-analysis.md index 8961ec2..e5099bb 100644 --- a/competitive-analysis.md +++ b/competitive-analysis.md @@ -13,11 +13,697 @@ **Key Insight**: The OT/IT skills gap is our primary competitive advantage. -## Competitor Categories +--- -### 1. Enterprise Industrial IoT Platforms +## Competitor Categories - MSP Service Model Framework + +**Market Segmentation by Service Model:** +- **Tier 1**: Major Platform Players (Equipment OEMs) - Enterprise focus, hardware-locked +- **Tier 2**: System Integrators & Consultants - Project-based, not recurring MSP +- **Tier 3**: Software Platform Vendors - Tools only, no managed services +- **Tier 4**: Digital Twin Specialists - High-end visualization, enterprise only +- **Tier 5**: OT Security Specialists - Cybersecurity focus, not production optimization + +### The MSP Market Gap: +**Current State**: Market dominated by: +1. Equipment OEMs (Rockwell, Siemens) selling support for their own gear - expensive, enterprise-only +2. System Integrators (NFT, ITS) doing project work - not recurring MSP model +3. Software platforms (Ignition, IXON) selling tools but not managed services + +**The Opportunity**: True MSP model (subscription-based, full-stack managed service) for mid-market manufacturers ($500-5k/month segment). + +--- + +## TIER 1: Major Platform Players (Equipment Manufacturers) + +### Rockwell Automation (Allen-Bradley) + +**Services:** +- 24/7 remote monitoring +- Application Support services +- FactoryTalk Remote Access platform +- TechConnect support program +- Drive monitoring via Netbiter gateways +- Secure remote access platform + +**Positioning:** +- Dominant in Allen-Bradley ecosystem +- Established support infrastructure +- Enterprise contracts with per-incident or annual pricing with limits + +**Target Market:** +- Large manufacturers +- Oil/gas, mining, CPG +- Existing Rockwell install base + +**Strengths:** +- Market leader in North America manufacturing +- Integrated architecture +- Strong brand in discrete manufacturing +- Deep OT expertise +- Existing customer relationships + +**Weaknesses:** +- Very expensive (enterprise-only pricing) +- Rockwell hardware lock-in required +- Enterprise-only focus (ignores SMBs) +- Long implementation times (6-18 months) +- Per-incident pricing unpredictable + +**Market Position**: Enterprise, Allen-Bradley installed base +**Our Advantage**: +- Hardware-agnostic (no vendor lock-in) +- 10x cheaper +- 10x faster deployment +- SMB-focused pricing ($500-5k/month vs their enterprise contracts) +- Subscription model vs per-incident fees + +--- + +### Siemens (Insights Hub, formerly MindSphere) + +**Services:** +- Industrial IoT-as-a-Service platform +- Asset performance management +- Predictive maintenance +- Digital twins +- Industrial Edge computing +- Remote SCADA solutions + +**Positioning:** +- Cloud-based IIoT platform (AWS/Azure backbone) +- Open APIs and ecosystem +- Comprehensive IoT suite +- SIMATIC S7-1500V virtual PLC (launched April 2023) +- Tecnomatix / Xcelerator digital twin platform + +**Target Market:** +- Large enterprises +- Smart manufacturing initiatives +- Industry 4.0 deployments +- Existing Siemens customers + +**Strengths:** +- Global scale and presence +- Complete hardware + software integration +- 30+ years in industrial automation +- Strong in European markets +- Real-time performance +- Docker container-based deployment + +**Weaknesses:** +- Massive complexity (requires huge IT investment) +- Very expensive ($50k-500k+ projects) +- Not suitable for SMBs +- Tied to Siemens hardware preferred +- Slow sales cycles (6-18 months) +- Siemens-centric ecosystem + +**Pricing**: $50k-150k+ projects, enterprise licensing +**Market Position**: Enterprise, Siemens ecosyst em, Industry 4.0 leaders +**Our Advantage**: +- 10x cheaper +- 10x faster +- Hardware-agnostic (not tied to Siemens) +- SMB-focused +- Simpler deployment +- Edge-first vs cloud-first + +--- + +### Schneider Electric (EcoStruxure) + +**Services:** +- Remote SCADA solutions +- Telemetry and asset monitoring +- End-to-end remote infrastructure management +- Energy management expertise +- Machine Expert Twin (digital twin for OEMs) + +**Positioning:** +- Modular approach to industrial IoT +- Strong in energy management +- Focus on sustainability and efficiency + +**Target Market:** +- Critical infrastructure +- Oil/gas upstream operations +- Utilities +- Manufacturing OEMs +- Energy-focused enterprises + +**Strengths:** +- Global presence +- Energy management expertise +- Modular, flexible architecture +- Hardware + software integration + +**Weaknesses:** +- Still expensive for SMB +- Complex product lineup +- Enterprise-scale only +- Inflexible for small manufacturers + +**Pricing**: Enterprise project-based +**Market Position**: Enterprise, energy-focused, critical infrastructure +**Our Advantage**: +- Simpler solutions +- Cheaper (SMB-accessible) +- Manufacturing-focused vs energy-focused +- Faster deployment + +--- + +## TIER 2: System Integrators & Consultants + +### Atlas OT (Atlas Operational Technology) + +**Services:** +- Managed SCADA hosting (subscription-based) +- Remote monitoring and support +- PLC/HMI/DCS system modernization +- Legacy system upgrades +- Secure remote access +- Real-time monitoring + +**Positioning:** +- Platform-agnostic approach +- Subscription-based hosted SCADA +- Focus on water/wastewater, building automation, industrial facilities + +**Target Market:** +- Water/wastewater utilities +- Building automation +- Industrial facilities +- Mid-size organizations + +**Strengths:** +- True MSP model (closest to our approach) +- Subscription pricing +- Platform-agnostic +- Legacy system expertise +- Full-stack managed service + +**Weaknesses:** +- Regional/limited scale +- Limited to specific verticals (water/wastewater focus) +- Not focused on manufacturing +- Smaller team/resources + +**Market Position**: Regional MSP, water/wastewater focus +**Our Advantage**: +- Manufacturing-specific expertise (vs their utility focus) +- OT/IT hybrid skills (PLC programming + cloud) +- Broader industry targeting +- Virtual PLC capabilities +- Edge-first architecture + +--- + +### New Frontier Technologies (NFT) + +**Services:** +- SCADA design and implementation +- Remote monitoring solutions +- Control room management +- IIoT integration + +**Positioning:** +- Oil & Gas specialist (upstream/midstream/downstream) +- Water/Wastewater expertise +- Deep SCADA technical knowledge + +**Target Market:** +- Oil & gas operations +- Water/wastewater facilities +- Process industries + +**Strengths:** +- Deep SCADA expertise +- Vertical specialization (oil/gas) +- IIoT integration experience +- Strong technical capabilities + +**Weaknesses:** +- Project-based work (not managed services/subscription) +- No recurring MSP model +- Limited to specific verticals +- Traditional consulting approach + +**Market Position**: Project-based integrator, oil/gas specialist +**Our Advantage**: +- Recurring MSP/subscription model (vs their project-based) +- Manufacturing focus (broader than their oil/gas niche) +- Managed services (we handle ongoing support) +- Faster, more affordable + +--- + +### ITS (Intelligent Technical Solutions) + +**Services:** +- PLC/HMI programming +- SCADA installation and maintenance +- Onsite/offsite calibration +- Multi-brand support (Allen-Bradley, GE, Siemens, Modicon) + +**Positioning:** +- One-stop automation shop +- Platform-agnostic +- Traditional systems integrator + +**Target Market:** +- General industrial +- Manufacturing facilities +- Discrete and process industries + +**Strengths:** +- Multi-brand support +- Comprehensive automation services +- Experienced technical team +- Established relationships + +**Weaknesses:** +- Traditional project-based model (not MSP) +- No subscription services +- No virtual PLC or cloud offerings +- Reactive service model + +**Market Position**: Traditional integrator, general manufacturing +**Our Advantage**: +- MSP/subscription model (recurring revenue) +- Virtual PLC and cloud expertise +- Proactive monitoring (vs their reactive service) +- Modern edge/cloud architecture + +--- + +## TIER 3: Software Platform Vendors + +### Ignition SCADA (Inductive Automation) + +**Services:** +- Unlimited licensing model +- Web-based SCADA platform +- Mobile access +- Built on open standards (Python, SQL, OPC-UA) + +**Positioning:** +- Disruptor in SCADA licensing (unlimited tags) +- Popular with system integrators +- Strong community + +**Target Market:** +- System integrators +- DIY industrial companies +- Manufacturing facilities wanting to self-manage + +**Strengths:** +- Affordable licensing ($7.5k-15k perpetual) +- Unlimited tags (vs traditional per-tag pricing) +- Web-based, modern UI +- Active community +- Flexible and extensible + +**Weaknesses:** +- No managed services (software only) +- Requires technical expertise to deploy +- Customer must self-manage +- No OT consultation included +- DIY approach + +**Market Position**: Software platform, DIY crowd +**Our Opportunity**: +- We can USE Ignition as our SCADA platform +- Provide managed service on top (turnkey deployment + support) +- OT expertise and integration services +- Ongoing management and optimization + +--- + +### IXON Cloud + +**Services:** +- Remote access to industrial equipment +- VPN-less secure connectivity +- Data logging and visualization +- Industrial IoT platform + +**Positioning:** +- Cloud-first remote access +- OEM and machine builder focus +- Subscription-based platform + +**Target Market:** +- OEMs needing remote machine access +- Machine builders +- Equipment manufacturers +- Service technicians + +**Strengths:** +- Easy remote access +- No VPN complexity +- Good for distributed assets +- Subscription model +- Secure connectivity + +**Weaknesses:** +- Software platform only (no managed services) +- Limited to remote access and data logging +- No virtual PLC capabilities +- No comprehensive monitoring/analytics +- Customer must configure and manage + +**Market Position**: Remote access platform, OEM focus +**Our Advantage**: +- Full managed service (vs just software) +- Comprehensive monitoring + analytics +- Virtual PLC capabilities +- OT expertise and consulting +- Edge computing architecture + +--- + +### Kepware (PTC) + +**Services:** +- OPC servers and connectivity +- Protocol translation +- Industrial data acquisition +- Edge connectivity + +**Positioning:** +- Industry standard for industrial connectivity +- Supports 150+ protocols +- Focus on data acquisition + +**Target Market:** +- System integrators +- Manufacturing facilities +- Anyone needing protocol conversion + +**Strengths:** +- Industry standard +- Massive protocol support +- Reliable and proven +- Well-documented + +**Weaknesses:** +- Just connectivity software (no services) +- Requires expertise to configure +- Perpetual licensing (not subscription) +- No managed services +- No monitoring or analytics + +**Market Position**: Connectivity middleware, integrator tool +**Our Opportunity**: +- Use Kepware as part of our stack +- Provide managed configuration and support +- Build monitoring/analytics on top +- Offer as managed service + +--- + +## TIER 4: Digital Twin / Virtual Commissioning Market + +**Market Size**: $21.14B (2025) → $149.81B (2030) +**CAGR**: 47.9% (!!!) +**Adoption**: 75% of manufacturers have implemented or planning digital twin initiatives + +### NVIDIA Omniverse + +**Services:** +- Advanced 3D simulation platform +- Real-time physics-based digital twins +- Collaborative virtual environments +- Universal Scene Description (USD) format + +**Positioning:** +- Cutting-edge visualization and AI +- Real-time collaboration +- High-fidelity physics simulation + +**Target Market:** +- Large enterprises +- Advanced visualization needs +- Collaborative design teams +- GPU-intensive applications + +**Strengths:** +- State-of-the-art 3D/AI capabilities +- Real-time collaboration +- Universal standards +- NVIDIA GPU ecosystem + +**Weaknesses:** +- Requires massive GPU resources +- Very expensive (enterprise pricing) +- Overkill for most SMBs +- Complex to implement and manage +- Steep learning curve + +**Pricing**: Enterprise (high) +**Focus**: Advanced visualization, large enterprises +**Our Approach**: Phase 3 opportunity (not Phase 1 priority) + +--- + +### Siemens Tecnomatix / Xcelerator + +**Services:** +- Comprehensive digital twin platform +- Virtual commissioning +- Production simulation +- Plant design and optimization + +**Positioning:** +- End-to-end digital manufacturing +- Integration with Siemens automation +- PLM and manufacturing operations convergence + +**Target Market:** +- Large enterprises +- Automotive, aerospace, high-tech manufacturing +- OEMs with complex products + +**Strengths:** +- Comprehensive feature set +- Integration with Siemens ecosystem +- Mature product +- Strong in automotive/aerospace + +**Weaknesses:** +- Very expensive ($50k-150k+ projects) +- Siemens-centric +- Enterprise-only focus +- Long implementation cycles +- Complex to deploy + +**Pricing**: $50k-150k+ projects +**Focus**: Enterprise manufacturers, OEMs +**Our Opportunity**: +- Virtual commissioning as a SERVICE +- $2k-10k/month subscription model (vs their $50k+ projects) +- Affordable for SMBs +- Faster deployment + +--- + +### Dassault Systèmes 3DEXPERIENCE + +**Services:** +- Digital twin platform +- Product lifecycle management +- Simulation and modeling +- Collaborative design + +**Positioning:** +- Comprehensive PLM + digital twin +- Focus on product development +- Strong in aerospace, automotive + +**Target Market:** +- Large manufacturers +- Aerospace, automotive, defense +- Complex product development + +**Strengths:** +- Comprehensive platform +- Strong in design/engineering +- Mature ecosystem +- Global presence + +**Weaknesses:** +- Extremely expensive (enterprise only) +- Complex and heavyweight +- Long implementation times +- Overkill for production monitoring + +**Pricing**: Enterprise +**Focus**: Aerospace, automotive, large manufacturers +**Our Advantage**: +- SMB-focused +- Practical production monitoring (vs comprehensive PLM) +- Affordable subscription model + +--- + +### Ansys Twin Builder + +**Services:** +- Physics-based simulation +- System-level digital twins +- Predictive maintenance modeling + +**Positioning:** +- Simulation-first approach +- Focus on physics and accuracy +- Engineering analysis tool + +**Target Market:** +- Engineering teams +- Battery systems, powertrains +- Physics-intensive applications + +**Strengths:** +- Industry-leading simulation +- Physics accuracy +- Engineering focus +- Well-respected brand + +**Weaknesses:** +- Simulation tool, not production platform +- Expensive +- Requires simulation expertise +- Not real-time production monitoring + +**Pricing**: Enterprise licensing +**Focus**: Simulation and analysis, engineering teams +**Our Advantage**: +- Production-focused (vs simulation-focused) +- Real-time monitoring +- Affordable for SMBs + +--- + +### Schneider EcoStruxure Machine Expert Twin + +**Services:** +- Digital twin for machine builders +- Virtual machine development +- Testing and validation environment + +**Positioning:** +- OEM and machine builder focus +- Schneider ecosystem integration +- Virtual commissioning tool + +**Target Market:** +- Manufacturing OEMs +- Machine builders +- Equipment manufacturers + +**Strengths:** +- OEM-specific features +- Schneider integration +- Virtual machine testing + +**Weaknesses:** +- Project-based pricing (expensive) +- Schneider-centric +- Limited to machine builders +- Not for end-user facilities + +**Pricing**: Project-based, expensive +**Focus**: Machine builders, OEMs +**Our Advantage**: +- Subscription model (vs project-based) +- Faster deployment +- End-user facility focus (not just OEMs) + +--- + +## TIER 5: OT Security / Monitoring Specialists + +### Armis Centrix + +**Service**: OT/IoT security and asset visibility +**Pricing**: Enterprise (unlisted) +**Focus**: Cybersecurity, compliance, threat detection +**Our Advantage**: We do production monitoring and optimization, not just security + +--- + +### Kaspersky Industrial CyberSecurity + +**Service**: SCADA-specific security monitoring +**Pricing**: Enterprise (unlisted) +**Focus**: Endpoint protection, threat detection for industrial systems +**Our Advantage**: Production optimization vs security-only focus + +--- + +## TIER 6: Virtual PLC / Soft PLC Market + +**Market Size**: $1.68B (2024) → $3.6B (2032) +**CAGR**: 9.9-18% +**Key Insight**: Virtual PLCs still <5% of total PLC market (HUGE whitespace) + +### CODESYS Virtual Control + +**Strengths:** +- 30 years in soft PLC space +- Industry standard +- IEC 61131-3 compliant +- ISO 61508 SIL3 certified (June 2024) +- Container-based deployment + +**Pricing**: $99-499/month per runtime instance +**Market Position**: Industrial standard, developer-focused +**Our Advantage**: +- Managed service (we handle deployment/support) +- We can USE CODESYS as our PLC runtime +- Provide turnkey solution vs DIY licensing + +--- + +### Siemens SIMATIC S7-1500V + +**Launched**: April 2023 +**Technology**: Docker container-based +**Focus**: Siemens ecosystem integration +**Our Advantage**: Hardware-agnostic, not tied to Siemens + +--- + +### Phoenix Contact PLCnext Control + +**Launched**: November 2024 +**Technology**: OCI container +**Focus**: Modular, flexible control +**Our Advantage**: Managed service vs DIY + +--- + +### Beckhoff TwinCAT + +**Strengths:** +- Complete virtualization environment +- Strong in Europe +- Real-time performance + +**Weaknesses:** +- Beckhoff-centric +- Complex to deploy + +**Our Advantage**: Hardware-agnostic, managed deployment + +--- + +## 1. Enterprise Industrial IoT Platforms + +### AWS IoT Core / SiteWise -#### AWS IoT Core / SiteWise **Strengths:** - Massive scale and reliability - Comprehensive feature set @@ -36,7 +722,8 @@ --- -#### Azure IoT Hub / Digital Twins +### Azure IoT Hub / Digital Twins + **Strengths:** - Enterprise contracts - Hybrid cloud options (Azure Stack) @@ -52,7 +739,8 @@ --- -#### ThingsBoard (Open Source) +### ThingsBoard (Open Source) + **Strengths:** - Open source (no licensing costs) - Self-hosted option @@ -69,204 +757,44 @@ --- -### 2. Traditional Automation Vendors (Adding Cloud) - -#### Siemens (MindSphere, Industrial Edge) -**Strengths:** -- Established PLC/SCADA vendor -- Existing customer relationships -- Hardware + software integration -- Deep OT expertise - -**Weaknesses:** -- Expensive ($50k-500k+ projects) -- Slow (6-18 month sales cycles) -- Tied to Siemens hardware preferred -- Enterprise-focused (ignores SMB) - -**Market Position**: Enterprise, existing Siemens customers -**Our Advantage**: 10x cheaper, 10x faster, hardware-agnostic, SMB-focused - -**Key Stats:** -- SIMATIC S7-1500V virtual PLC launched April 2023 -- Xcelerator platform for digital twins - ---- - -#### Rockwell Automation (FactoryTalk) -**Strengths:** -- Dominant in North America manufacturing -- Integrated architecture -- Strong brand in discrete manufacturing - -**Weaknesses:** -- Very expensive -- Rockwell hardware lock-in -- Enterprise-only focus -- Long implementation times - -**Market Position**: Enterprise, Allen-Bradley installed base -**Our Advantage**: Hardware-agnostic, affordable, agile - ---- - -#### Schneider Electric (EcoStruxure) -**Strengths:** -- Global presence -- Energy management expertise -- Modular approach - -**Weaknesses:** -- Still expensive for SMB -- Complex product lineup - -**Market Position**: Enterprise, energy-focused -**Our Advantage**: Simpler, cheaper, manufacturing-focused - ---- - -### 3. OT Security / Monitoring Specialists - -#### Armis Centrix -**Service**: OT/IoT security and asset visibility -**Pricing**: Enterprise (unlisted) -**Focus**: Cybersecurity, compliance -**Our Advantage**: We do production monitoring, not just security - ---- - -#### Kaspersky Industrial CyberSecurity -**Service**: SCADA-specific security monitoring -**Pricing**: Enterprise (unlisted) -**Focus**: Endpoint protection, threat detection -**Our Advantage**: Production optimization vs security focus - ---- - -### 4. Virtual PLC / Soft PLC Market - -**Market Size**: $1.68B (2024) → $3.6B (2032) -**CAGR**: 9.9-18% -**Key Insight**: Virtual PLCs still <5% of total PLC market (HUGE whitespace) - -#### CODESYS Virtual Control -**Strengths:** -- 30 years in soft PLC space -- Industry standard -- ISO 61508 SIL3 certified (June 2024) -- Container-based deployment - -**Pricing**: $99-499/month per runtime instance -**Market Position**: Industrial standard, developer-focused -**Our Advantage**: Managed service (we handle deployment/support) - ---- - -#### Siemens SIMATIC S7-1500V -**Launched**: April 2023 -**Technology**: Docker container-based -**Focus**: Siemens ecosystem integration -**Our Advantage**: Hardware-agnostic, not tied to Siemens - ---- - -#### Phoenix Contact PLCnext Control -**Launched**: November 2024 -**Technology**: OCI container -**Focus**: Modular, flexible control -**Our Advantage**: Managed service vs DIY - ---- - -#### Beckhoff TwinCAT -**Strengths:** -- Complete virtualization environment -- Strong in Europe -- Real-time performance - -**Weaknesses:** -- Beckhoff-centric -- Complex to deploy - -**Our Advantage**: Hardware-agnostic, managed deployment - ---- - -### 5. Digital Twin / Virtual Commissioning Market - -**Market Size**: $21.14B (2025) → $149.81B (2030) -**CAGR**: 47.9% (!!!) -**Adoption**: 75% of manufacturers have implemented or planning digital twin initiatives - -#### NVIDIA Omniverse -**Strengths:** -- Cutting-edge 3D/AI -- Real-time collaboration -- Universal Scene Description - -**Pricing**: Enterprise (high) -**Focus**: Advanced visualization, large enterprises -**Our Approach**: Phase 3 opportunity, not Phase 1 - ---- - -#### Siemens Tecnomatix / Xcelerator -**Service**: Comprehensive digital twin platform -**Pricing**: $50k-150k+ projects -**Focus**: Enterprise manufacturers, OEMs -**Our Opportunity**: Virtual commissioning as service ($2k-10k/month subscription) - ---- - -#### Dassault Systèmes 3DEXPERIENCE -**Focus**: Aerospace, automotive, large manufacturers -**Pricing**: Enterprise -**Our Advantage**: SMB-focused, practical vs comprehensive - ---- - -#### Ansys Twin Builder -**Focus**: Physics-based simulation -**Use Cases**: Battery systems, powertrains -**Our Advantage**: Production-focused vs simulation-focused - ---- - -#### Schneider EcoStruxure Machine Expert Twin -**Focus**: Manufacturing OEMs -**Use Case**: Virtual machine development -**Pricing**: Project-based, expensive -**Our Advantage**: Subscription model, faster deployment - ---- - ## Competitive Gaps & Opportunities ### Gap #1: The Mid-Market Sweet Spot + **Problem**: Enterprise solutions cost $50k-500k+ **Gap**: $10-100M manufacturers priced out **Our Play**: $1k-5k/month solutions, $15k-40k projects ### Gap #2: Non-Safety-Critical Niche + **Problem**: Virtual PLCs lack safety certifications **Gap**: 80% of automation is non-safety-critical **Our Play**: "Explicitly for monitoring and non-critical control" ### Gap #3: Brownfield Retrofit Market + **Problem**: Most vendors focus on greenfield (new builds) **Gap**: Millions of existing machines need connectivity **Our Play**: Wireless retrofits, no rewiring required ### Gap #4: Virtual Commissioning Subscriptions + **Problem**: Digital twins are $50k-150k one-time projects **Gap**: No subscription-based testing environments **Our Play**: $2k-10k/month "digital twin sandbox" ### Gap #5: The OT/IT Skills Gap + **Problem**: 60% of MSPs can't find OT/IT hybrid talent **Gap**: IT MSPs scared of PLCs, OT integrators don't do cloud **Our Advantage**: We speak both languages fluently +### Gap #6: True MSP Model Scarcity + +**Current State**: Rockwell charges per-incident or annual contracts with limits +**Current State**: Atlas OT has subscription but limited geographic reach +**Opportunity**: True MSP pricing ($/tag/month or $/location/month) + --- ## Pricing Intelligence @@ -335,15 +863,15 @@ Price (Monthly Cost) High │ Siemens NVIDIA │ Rockwell Dassault │ AWS IoT - │ -Mid │ Azure + │ +Mid │ Azure │ Low │ ThingsBoard │ [US] <-- Edge-First, OT/IT Hybrid │ - └───────────────────────────────────── - DIY Managed Enterprise - Service Level + └──────────────────────────────────────── + DIY Managed Enterprise + Service Level ``` --- @@ -378,6 +906,7 @@ Low │ ThingsBoard - Early adoption stage (vPLCs <5% of market) - Severe talent shortage (60% of MSPs can't find OT/IT hybrids) - Mid-market underserved (too small for Siemens, too complex for cloud-only) +- TRUE MSP MODEL GAP - No one offering affordable subscription-based managed PLC services for SMBs **The Reality Check:** - Big players moving fast (Siemens vPLC 2023, CODESYS SIL3 2024) @@ -390,7 +919,8 @@ Low │ ThingsBoard - Leverage unique positioning (OT/IT hybrid, edge-first) - Position smart (affordable alternative to $500k projects) - Move fast (bootstrap advantage over enterprise vendors) +- Fill the MSP gap (recurring subscription model for mid-market) --- -*Last Updated: December 2025* +*Last Updated: December 2025* \ No newline at end of file