IoT Commercialization & Business Model Report

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189-page adoption report with detailed insights on IoT Commercialization and Business Models including:

  • 64 detailed analyses of commercializations of smart connected IoT products from 9 industries and 18 countries
  • Deep-dive on included features and services and their respective uptake
  • Market positioning strategy insights
  • Major roadblocks and learnings
  • Insights on pricing and the revenue model
  • Key learnings on how to drive adoption of the IoT product
  • 7 characteristics of successful commercializations
  • 10 case studies
  • And more

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IoT Commercialization & Business Model Adoption Report 2020

The IoT Commercialization and Business Model Adoption report 2020 and is part of IoT Analytics’ ongoing coverage of Industrial IoT and Industry 4.0 (Industrial IoT Research Workstream).

The purpose of this report is to inform other market participants, most notably other OEMs that start developing their own connected IoT product as well as their vendors.

Read the corresponding blog post here.

Find out:

  • Which features are companies offering alongside their smart connected products and what is the time-to-market?
  • How do companies position their products in the market (customer segment, target geography, novelty of product)?
  • How to align the value chain with the new product offering (specific actions and organizational processes on department-level)?
  • Which revenue model to select (what to monetize, how to design the revenue stream, which sales channel to use)?
  • How well-perceived is the Equipment-as-a Service (pay per use) model and what are its drivers or barriers?
  • How to price the smart connected IoT product (pricing strategy, billing frequency, finding the right pricing level)?
  • How to drive adoption once the product is launched (adoption success factors, which customers to target first)?
  • How to measure success of the IoT connected product (time to amortization of investments, which KPIs to use)?
  • What are successful companies doing differently compared to their competitors?
  • What are some examples (case studies) of recent introductions of Smart Connected IoT products?

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At a glance:

The IoT Commercialization and Business Model Adoption Report 2020 analyses the process of commercializing smart connected IoT products along three main chapters. Additional learnings are incorporated into 7 characteristics of successful IoT implementations and underlined by 10 case studies.

IoT Commercialization and Business Model Adoption Report - Overview of analyses

Different market positioning strategies are examined by industry, region, and costumer focus. The market is analyzed along product novelty, customer decision makers, customer segment and the geography of the customer.

IoT Commercialization & Business Model Report 2020 - Product offering new or existing

Major roadblocks and key learnings are revealed along the value chain. Relevant departments are ranked by how much they are affected by the introduction of the smart connected IoT product.

IoT Commercialization & Business Model Report 2020 - Departments affected by IoT product introduction

A deep-dive on Equipment-as-a-service (EaaS) shows not only the diffusion of this model but also drivers, barriers and expectation of customers’ shift.


Not only are the most common frequencies of billing and the pricing determination techniques shown, but also detailed quotes and insights on how to find the right price.

IoT Commercialization & Business Model Report 2020 - Billing frequency and pricing

Asked for the importance of 11 success factors for driving customer adoption, respondents had a clear first place, along all regions and disregarding the customer focus.

IoT Commercialization & Business Model Report 2020 - Success factors

Based on an open text question that asked for things that did and did not work for the respondents when driving customer adoption unique insights are deducted.

IoT Commercialization & Business Model Report 2020 - How to get customers to adopt

7 key insights that differentiate successful from less successful commercializations are drawn from the analysis and presented in a separate chapter


Finally, 10 case studies underline the findings and show issues and respective solutions. For each product commercialization a project description, business model, technology partners and notable highlights are shown.

IoT Commercialization & Business Model Report 2020 - Case study

Table of contents:

IoT Commercialization & Business Model Report 2020 - Table of content

Selected companies mentioned in the report:

Schindler, thyssenkrupp, Atlas Copco, Caterpillar, Boeing, Toshiba, Volvo, Faurecia, irobot, KSB, La Ciambali, and more.


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Additional information

Publication date

June 2020


189 page PDF/PPT

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+49 (0) 40-63911891

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Table of Contents

1. Overview & main findings
2. Report methodology & definitions
3. Introduction to IoT commercialization & business models
4. Developing the IoT product
4a. Taking the IoT product to market
4b. Developing connected features
5. Developing the business model
5a. Positioning the IoT product in the market
5b. Aligning the value chain
5c. Selecting the revenue model
6. Commercializing the IoT product
6a. Pricing the IoT product
6b. Driving adoption of the IoT product
6c. Measuring the success of the IoT product
7. Characteristics of successful IoT commercialization
8. Case studies
9. Appendix