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in IoT, there’s no such thing as a straightforward B-to-B or B-to-C market approach. You can have many different kinds of customers. The physical device is just an enabler. Your value lies in your IP, the usage data from your customer base, and your ability to trade information across multiple markets.
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Tien Tzuo (Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It)