emerging applications of blockchain for supply chains
TRANSCRIPT
Tonight’s Schedule
Emerging Applications
of Blockchain for
Supply Chains
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Emerging Applications of
Blockchain for Supply Chains
• Michael Casey, Senior Advisor, Blockchain Research, MIT Media Lab
– @mikejcasey
• Bill McBeath, Chief Research Officer, ChainLink Research
– @BillMcBeath | [email protected]
• Brigid McDermott, Vice President, Blockchain, IBM
– @brigidmcd7 | [email protected]
• Sam Radocchia, Co-Founder & CPO, Chronicled
– @iamSamsterdam
• Dan Doles, CEO, Mojix
– @MojixInc
• Dan Harple, Founder and CEO, Context Labs
– @dharple | [email protected]
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Stick around for networking
@ R&D Pub (4th floor)!
© ChainLink Research 2017; All Rights Reserved Slide 7
Overview
• What is a Blockchain?
• Blockchain Key Facts/Background
• Where, When is Blockchain Useful?
• Supply Chain Applications of Blockchain
© ChainLink Research 2017; All Rights Reserved Slide 8
What is a Blockchain?
• Ledger—database of ‘transactions’
• Shared—common view across a network of (often untrusted) entities
• Decentralized—broadly replicated and verified by different entities
• Cryptographically Secured—using hashes, digital signatures to secure the chain
• Immutable—transactions never deleted or changed
Secure, Immutable, Decentralized, Shared Ledger
© ChainLink Research 2017; All Rights Reserved Slide 9
Blockchain Key Facts/Background
• Originated from bitcoin
– Building on existing technologies—cryptography, hashing algorithms, BFT, proof-of-work, etc.
– Over 1,000 cryptocurrencies exist today
• Bitcoin vs. Ethereum vs. Hyperledger … vs. Corda, Quorom, Plenum/Sovrin and others
– Various Consensus algorithms
– Public vs. Permissioned vs. Private Blockchains
– Smart contracts
• What belongs ‘on-chain’ vs. ‘off-chain’?
• Blockchain’s rarely stand alone—almost always used in concert with other components and technologies
– Exception, some cryptocurrencies like bitcoin
© ChainLink Research 2017; All Rights Reserved Slide 10
Where, When is Blockchain Useful?
• Lack of trust– Unknown suppliers, customers, service providers
• Many parties who need a single version of the truth– Coordination or multiple parties, processes, and assets needed– Where disputes are common and their resolution expensive– Proving authenticity and ownership
• Where multiple serial steps of paperwork slow things down– Global trade documentation, supply chain finance, etc.
• Where reliable visibility of events across multiple parties has high value– E.g. recalls, chain-of-custody tracking, provenance, etc.
• Where auditability is important– Regulated supply chains– Socially responsible supply chains
• Where fraud and data tampering is a problem– Fraud-prevalent supply chains and information chains
© ChainLink Research 2017; All Rights Reserved Slide 11
Source: Microsoft
© ChainLink Research 2017; All Rights Reserved Slide 12
Supply Chain Applications of Blockchain
• Chain-of-custody tracking, traceability, anticounterfeiting, provenance– IBM/Walmart, Context Labs, Mojix, Chronicled, Microsoft, bext360, Everledger– Often combined with IoT
• Global trade enablement– Workflows, documentation, tendering, port coordination (ocean carriers, drayage),
container no-shows, customs clearance, shipment tracking– IBM/Maersk, 300cubits, Wave
• Supply Chain Finance/Trade Finance– IBM, Microsoft/BoA Standby Letter of Credit, Sweetbridge Foundation, Dubai,
Natixis/Trafigura
• Spot markets & marketplaces, shared resources– Rating for transportation– Trucks, chassis, containers
• Sustainability, Socially Responsible Supply Chains– Factory audits, Carbon emissions tracking, Fair trade, conflict minerals and diamonds
• Cargo security, anti-theft, personnel background check/verification– IBM, T-mining
• Asset management and tracking• Contract management, Dispute resolution• Client ID/Know your customer• And Much More …
© 2017 IBM Corporation
How Blockchain is transforming
Supply Chain
IBM BlockchainBrigid McDermott
VP Blockchain Business Development
@brigidmcd7
14Page© 2017 IBM Corporation
Supply chains have had the same three core problems for millennia ...
Data Visibility Process Optimization Demand Management
14Page© 2017 IBM Corporation
15Page© 2017 IBM Corporation
Supply Chain Prioritized Use Cases
Deep Dive Examples
• Supply Chain
Workflow
• Supply Chain
Visibility
• Food Safety
• Manufacturing
Provenance
• Trade Finance
• Business Supply
Chain Financing
Food Safety Solution
Blockchain holds the history of food items through entire
supply chain providing traceability of food from “farm to
fork”
Supply Chain Visibility
Supply Chain Workflow
Blockchain technology provides visibility to all the participants involved
in moving goods (e.g. logistics provider, buyer, seller) by tracking the purchase order and shipment status.
A new blockchain solution will help manage and track the paper trail of tens of millions of shipping containers across the world by digitizing the supply chain
process • Increased trust – multiplied by each participant in food supply chain
• Traceability to allow rapid pinpointing of the source of compromised food, reducing illness and cost
• Traceability to ensure product accuracy reducing mistakes and fraud
• Transparency to drive process optimization, improving flow and shelf life while reducing waste
16Page© 2017 IBM Corporation
These questions can help prioritize networks (ones to
join or ones your potential members are looking at)
16Page© 2017 IBM Corporation
Technical Ecosystem Business• Does the underlying technology meet
my needs (scalability, security, identity, reliability)?
• Is the solution run in a trusted manner (privacy, governance, etc.)? Who owns the code/network?
• Will the solution interoperate with the systems it needs to? Does it adhere to key or good standards?
• Will the solution be usable by everyone who needs to use it?
• Is it easy to use?
• What is the governance model?
– Who decides who can join network, who is a node, what happens when someone leaves, etc.?
– Who currently controls nodes?
– Who determines permissions (e.g., access to data)?
– Who owns the data?
• How many entities have already joined and how influential are they? Do you think the ecosystem will reach critical mass?
• Is the value proposition attractive to all of those whom I want to have in the network?
• Are the upfront and ongoing
value propositions attractive to
me? Does the solution meet my
business needs?
• Is the implementation
transformative enough and
sustainable enough that it won’t
be killed by another ‘better’
network solution?
• Will the solution generate the
value needed to sustain itself
with necessary improvements
and upgrades?
17Page© 2017 IBM Corporation
© 2017 IBM Corporation
Thank you!
MIT Enterprise Forum – September 1, 2017
Sam Radocchia, Co-Founder & CPO, Chronicled
@iamsamsterdam
Leveraging Blockchain and Internet of Things (IoT)
to Digitize your Supply Chain
SESSION | Agenda
Who am I and what gives me the authority to talk to you
fine folks about all of this stuff?
Company Background: Founded in 2014 with mission of giving objects
and devices unique and trusted digital identities, solving the problem of
representing a tangible good or asset securely and digitally via blockchain.
What We Do: We provide trusted and smart supply chain solutions
How Do We Do It: We leverage Internet of Things (IoT) microchips and
sensors, and community-driven protocols and open standards to power a
smart, secure supply chain
Why Do We Do It: To bring trust into global commerce and society
CHRONICLED | Company Description
PRODUCTS & SOLUTIONS | Overview
TRUSTED IOT ALLIANCE | Rapidly Growing Ecosystem
• Connects Fortune 5000 enterprises, startups, academics, non-profit
organizations, and technology vendors
• To define standards aiming to strengthen IoT interface with the Blockchain
• Establishing trust in IoT devices and interoperability across IoT solutions
TRUSTED IOT ALLIANCE | Protocol Primitives
Protocol Primitives:
- Register
- Verify
- Transfer
- Ledger
- Wallet M2M
CASE STUDY | Responsible Gold Track & Trace
Register & Verify
CASE STUDY | Responsible Gold Track & Trace
CASE STUDY | Cold Chain Monitoring
Ledger
CASE STUDY | Cold Chain Monitoring
CASE STUDY | DSCSA & MediLedger Project
Transfer
CASE STUDY | DSCSA & MediLedger Project
Thank you
Chronicled leverages IoT and blockchain technologies to deliver
smart supply chain solutions. The company secures IoT device
identities, data, and event logs and automates IoT-dependent
business logic through smart contracts. Chronicled is also a
founding member of the Trusted IoT Alliance, with the mission of
creating tools and standards to connect IoT and blockchain
ecosystems to deliver business value.
© 2017 mojix.com, All rights reserved. | 11075 Santa Monica Blvd., Suite 350, Los Angeles, CA 90025
Mojix, Inc.The Future of Supply Chains
MIT Emerging Applications of Blockchain for Supply Chain
September 12, 2017
w w w . m o j i x . c o mMojix, Inc Confidential
34
200+ 12+Engineers Years of Experience
The most talented people in technology in Bolivia
work for Mojix.
Extensive experience in the world of technology.
>40 100+Partners
A network with more than 15 partners of strategic
business.
Clients
Worldwide clients with recurring operations
10+Presence
Direct presence in more than 10 countries
worldwide.
56+Patents
Pioneer and Innovator
About Mojix
w w w . m o j i x . c o mMojix, Inc Confidential
35
Mojix Vertical Market Focus
Manufacturingand Supply Chain• Assets• Inventory• People
Retail• Smart Inventory• Consumer Engagement• Data Empowered Employees
w w w . m o j i x . c o mMojix, Inc Confidential
automatic, accurate,
item level
identification &
location of goods
36
MOJIX DNA
Smart Inventory and Assets
EPC 000002829332901
EPC 000002829332902
EPC 000002829332903
w w w . m o j i x . c o mMojix, Inc Confidential
37
Mojix “Smart Inventory” Solution
Hardware: radio-STARPatented RFID System
Software: Mojix ViZix PlatformBig Data IoT Analytics
Applications and Analytics
Scalable, Rapidly Configurable, BroadSensor, Type Support, Big Data Platform
Real-Time and Historical
ViZ
ix E
dge
ViZix on AzureIOT Platform
The Fog The Cloud
Professional Services - Design, Implementation, Development and Support
Highest Read Rates + RTLS
w w w . m o j i x . c o mMojix, Inc Confidential
Working Together to Improve Global Supply Chains
2EPC 000002829332901
EPC 000002829332902
Smart Inventory Smart Contracts
+ +
Blockchain
=
Smart Supply Chains
38
w w w . m o j i x . c o mMojix, Inc Confidential
39
The Future Supply Chain
Automated• Sensor based
• Contextual
• Location Aware
• Self-reporting
• Auto-correcting
Connected• Interconnectivity
• IoT Driven
• Interoperability
• People, Products and
Systems
Intelligent• Advanced Analytics
• Auto-executing
• Dynamic
• Responsive
• Frictionless
w w w . m o j i x . c o mMojix, Inc Confidential
40
Goals• Faster
• More Flexible
• Improved Visibility
• Self-Optimizing
• Self-Orchestrating
Challenges• Digitization
• Data Standards
• Interconnectivity
• Global scaling
• Applied Intelligence
Technologies• RFID & RTLS
• Blockchain
• Smart Contracts
• Cloud IOT Platforms
• Big Data ML & AI
The Future Supply Chain
w w w . m o j i x . c o mMojix, Inc Confidential
Thank YouDan Doles, CEO
Mojix, Inc.
41
EMERGING APPLICATIONS OF BLOCKCHAIN FOR SUPPLY CHAINS
42© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Providing Supply Chain Authenticity, Provenance & Analytics for the Internet of Things (IoT)
43© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
“…..the Beer Game is a table
game, developed in the late 1950s
by digital computing pioneer and
Sloan professor Jay Forrester, SM
’45. Played with pen, paper,
printed plastic tablecloths, and
poker chips, it simulates the
supply chain of the beer industry.
In so doing, it illuminates aspects
of system dynamics, a signature
mode of MIT thought: it illustrates
the nonlinear complexities of
supply chains and the way
individuals are circumscribed by
the systems in which they act.”
Source: MIT Technology Review, Oct. 2013
44© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
EVERYTHING
HAS A
SUPPLY
CHAIN
45© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
THE SUPPLY CHAIN OF
EVERYTHING
PHYSICAL…TO… DIGITAL
Verified Supply Chain
Unique IDon all Assets Shipping/Supply
Chain
Tx Tx Tx Tx
CXL ScrivenerCXL Analytics
Asset & Consumer Analytics
Predic' veanaly' cs
CXL Ledger Events
Consumer Engagement
CX
L P
latf
orm
AP
I
Manufacturing
CXL
API
LSC
API
1 2 3 4
TBD
TBD
TBD
TBD
Adapter
46© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
BLOCKCHAIN
PLAYS A ROLE
AS A KEY
COMPONENT
47© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
BIG DATA INGESTION
CLEANSING AND CURATING
CRYPTOGRAPHY
BLOCKCHAIN
MACHINE LEARNING
TRACK AND TRACE/FRAUD DETECTION
DESCRIPTIVE & PREDICTIVE ANALYTICS
MOBILE APPS
VISUALIZATIONS
SUPPLY CHAIN DASHBOARDS
BLOCKCHAIN PLAYS WELL WITH OTHERSMAIN TECHNOLOGIES AT CONTEXT LABS
48© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
ALL STATES
ARE A
LEDGER
EVENT
49© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
ALL STATES
HAVE A
CONNECTED
CONTEXT
50© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Blockchain & Network Graph Analytics • Supply Chain for Publishing Applications:
• Describing and Predicting Piracy
• Providing Insights into Piracy Prevention
• Providing the ability to understand, using data as the main attributes of any supply
chain phenomenon:
• Who (Supply Chain Actor)
• What (Pirated Assets)
• When (Time Domains)
• Where (Location)
• Insights into “How” and “How to Impact”
CXL Big Data Network Graph Analytics
”Connect the Dots”
Between Seemingly Disconnected
Domains
51© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
SNAPSHOTS OF 3
CONTEXT LABS
BLOCKCHAIN
ENABLED
DEPLOYMENTS
52© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
MAIN THINGS AT CONTEXT LABS
MODEL AND DESIGN INNOVATION
ECOSYSTEMS
DEVELOP TECHNOLOGY TO
TRANSFORM ECOSYSTEM
SUPPLY CHAINS
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017) 53
REFERENCE
IMPLEMENTATIONS
3 TO DISCUSS
TODAY
54© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Blockchain as a Key Component of Context
Labs Supply Chain Solutions
• Context Labs is a leader in deploying enterprise grade blockchain
technology, beyond Proof of Concept to deployment:
• Books: Provides the core platform for the publishing industry,
supporting the printing hundreds of millions of books per year
• Music: Provides industry-wide support for the music industry
• Environmental Data: Provides the core platform for the
leading environmental NGO to provide secure and true data
regarding the world’s climate initiatives
• Work-in-Process:
• Complete Chain of Custody and Data Veracity for Firmware
• From Developer to Distribution (Devices, Consumer
Electronics, Autonomous Vehicles)
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017) 55
SUPPLY CHAIN-
(PHYSICAL)
BOOK
PUBLISHING
AN
NO
UN
CE
ME
NT: P
RIN
TIN
GA
ND
DE
LIV
ER
ING
1 B
ILL
ION
BO
OK
SP
ER
YE
AR
56© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
RR DONNELLEY TO PURSUE NEW BLOCKCHAIN-ENABLED CAPABILITIES FOR PUBLISHING INDUSTRY
Solution Would Enable Publishers To Open New Direct Channels and Have Deeper Relationships With Customers
CHICAGO, March 14, 2016 -- R. R. Donnelley & Sons Company (Nasdaq:RRD) announced today that it is teaming with Context
Labs (CXL) to pursue leading-edge blockchain-enabled technology for its global publishing customers. The companies have
extended their strategic relationship to further integrate the CXL platform technology within RR Donnelley’s Print-to-Digital supply
chain solutions.
“RR Donnelley has continually invested in new technologies, proactively leading and evolving our company through ongoing
disruptions in communications channels for over 150 years. We look forward to bringing these innovative and state-of-the-art
technologies and capabilities to our customers,” commented Thomas J. Quinlan III, President and Chief Executive Officer of RR
Donnelley. “This new offering from CXL, using blockchain technology, has great potential to deliver extended consumer reach for
publishers while reducing their supply-chain costs and providing them with deep, direct, and secure relationships with the
consumers who purchase their products.”
“RR Donnelley, with its global footprint, is uniquely positioned to bring this level of digital transformation to publishers, enabling
them to more seamlessly and securely reach their customers. Using this digital technology, we feel that RR Donnelley can
leverage its scale in the market to enhance the economics for its customers,” commented Dan Knotts, Chief Operating Officer at
RR Donnelley.
“The mission at Context Labs is to provide platform solutions that enable publishers to reach consumers with less friction, reduce
their channel costs, and provide better direct one-on-one customer relationships. The strategic relationship with RR Donnelley, a
leader in publishing supply chain solutions, brings the key capabilities of our platform technology products (Chainplate
Foundation™ for Publishing, Snapshackle™ for Publishing, coupled with VUEgraph Analytics™) to RR Donnelley’s large global
customer base,” commented Dan Harple, Chief Executive Officer of CXL. “Blockchain technology has been evolving for several
years and is now becoming integrated into work flows in supply chains and financial tech. We are delighted with RR Donnelley’s
decision to pursue these technologies for the publishing sector to enhance the role of publishers with the end consumers, at global
scale.”
Supply Chain- (PHYSICAL)
Book Publishing
57© Copyright Context Labs BV, 2013-2017, All Rights
Reserved (12 September 2017)
58© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
59© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
60© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Big Data/Network Graph Analytics Capabilities
• Piracy and Fraudulent Goods in Supply Chains
• Supply Chain analytics
• Finding the Needles in the Haystack using Big
Data, Blockchain, and Network Graph Analytics
61© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Enterprise Dashboards & In-field Mobile Apps
As a visual aid,
CXL has set up
an LSC version
of “The Beer
Game.”
Providing Supply Chain Authenticity, Provenance & Analytics for the Book Publishing Industry
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017) 62
SUPPLY CHAIN-
(DIGITAL)
MUSIC
PUBLISHING
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)63
Supply Chain-
Music Publishing
https://www.wired.com/story/the-music-industry-bands-together-to-get-paid-online/
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017) 64
200+
ME
MB
ER
SA
RE
NO
WP
AR
TO
FT
HE
OM
I200+ Members are now part of the OMI
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)65
OM
I EF
FO
RT
S, L
ED
AN
DM
AN
AG
ED
BY
CO
NT
EX
TL
AB
SOMI Efforts, Led and Managed by Context Labs
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
3 Major WG Meetings (NYC/London/NYC)
85 working group conference calls
70+ companies participated on calls
3400+ person-hours contributed (est.)
50+ use cases written
MilestonesMVI 1.0 Rqmts. Doc. and
API Spec.
Toyota Research Institute, 10 July 2017, Proprietary Context Labs
66
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017) 67
SUPPLY CHAIN-
(DIGITAL)
GLOBAL
ENVIRONMENTAL
DATA
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)68
The World’s
Trusted
Platform
For
Global
Environmental
Data
Supply Chain-
Environmental Big Data (DIGITAL)
environmental & sensor data
geospatial data
activity data: industry, etcIngestCleanse
CurateTrace & trackAnalyze
PredictVisualize
IMPACT Visualizations & Outcomes:
Ingest
Manage
Predict
Analyze
Cleanse/Curate
Trace/Track
69
© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Blockchain and IoT
(Internet of Things)
ED
F P
LA
TF
OR
M: IM
PA
CT
AN
ALY
TIC
SEDF PLATFORM: IMPACT ANALYTICS
70© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
IMP
AC
T A
NA
LY
TIC
S I M
PLE
ME
NTA
TIO
NEDF PLATFORM: USING BLOCKCHAIN FOR DATA VERACITY
71© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Use of Blockchain for Environmental Data:
• No Fake Data
• Invokes Transparency
and Accountability
• Trusted and Reliable
Quotes from EDF Leadership:
“The energy industry owns the narrative - with this
platform we can instill change through transparency”
“We would be able to identify allies in the landowner
community-understand who is most impacted or
disadvantaged”
“Identify Geo locations where energy activity is next to
sensitive institutions – i.e. hospitals, schools, public
facilities, etc.”
I MP
AC
TA
NA
LY
TIC
SS
CO
PE
AT
-SC
ALE
IMPACT ANALYTICS SCOPE AT-SCALE
72© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
IMP
AC
T A
NA
LY
TIC
S: T
AR
GE
TN
OR
TH
DA
KO
TA
IMPACT ANALYTICS: Target North Dakota
Three Affiliated Tribes Of The Fort Berthold Reservation
Summary Impact Analytics
73© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
I MP
AC
TA
NA
LY
TIC
SS
CO
PE
AT
-SC
ALE
IMPACT ANALYTICS SCOPE AT-SCALE
74© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
75© Copyright Context Labs BV, 2013-2017, All Rights Reserved (12 September 2017)
Blockchain as a Key Component of Context
Labs Supply Chain Solutions
• Context Labs is a leader in deploying enterprise grade blockchain
technology, beyond Proof of Concept to deployment:
• Books: Provides the core platform for the publishing industry,
supporting the printing hundreds of millions of books per year
• Music: Provides industry-wide support for the music industry
• Environmental Data: Provides the core platform for the
leading environmental NGO to provide secure and true data
regarding the world’s climate initiatives
• Work-in-Process:
• Complete Chain of Custody and Data Veracity for Firmware
• From Developer to Distribution (Devices, Consumer
Electronics, Autonomous Vehicles)
Emerging Applications of
Blockchain for Supply Chains
• Michael Casey, Senior Advisor, Blockchain Research, MIT Media Lab
– @mikejcasey
• Bill McBeath, Chief Research Officer, ChainLink Research
– @BillMcBeath | [email protected]
• Brigid McDermott, Vice President, Blockchain, IBM
– @brigidmcd7 | [email protected]
• Sam Radocchia, Co-Founder & CPO, Chronicled
– @iamSamsterdam
• Dan Doles, CEO, Mojix
– @MojixInc
• Dan Harple, Founder and CEO, Context Labs
– @dharple | [email protected]
Follow the Convo@mitefcmb | #InnoSeries
www.mitforumcambridge.org
Stick around for networking
@ R&D Pub (4th floor)!