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Adoption Report

IoT Software Go-to-Market & Commercialization Report 2023

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A 160-page report on the go-to-market strategies and commercialization tactics of IoT software vendors. Includes deep-dives, examples, trends, and more.
Document type: PDF, PPTX
Published: August 2023
Main author: Dimitris Paraskevopoulos
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About the report

The IoT Software Go-to-Market & Commercialization Report 2023 is part of IoT Analytics’ ongoing coverage of IoT software and platforms. The information presented in this report is based on an extensive survey of IoT software vendors. The purpose is to inform other market participants about the go-to-market market strategy of vendors regarding IoT and related software (e.g., other IT and OT/industrial software). Survey participants were selected randomly, and their knowledge was verified independently. To ensure complete objectivity, IoT Analytics did not alter or supplement any survey results and did not accept participants who were suggested by third parties. The IoT Analytics team added a number of examples to make some of the survey results more “real” for the reader (e.g., Pricing examples and Examples of successful marketing campaigns).

Table of Contents

IoT Software Go-to-Market & Commercialization Report 2023 (PDF)

  • Executive summary and survey highlights
  • 2. Introduction
  • 3. Software development
  • 4. Go-to-market strategy
  • 5. Software commercialization
  • 6 Trends
  • 7. End user vs. vendor perceptions
  • 8. Different types of software: IoT software
  • 8. Different types of software: IT software
  • 8. Different types of software: Mfg./eng./OT software
  • Appendix
  • Methodology
  • About IoT Analytics


Dimitris Paraskevopoulos

Questions answered

  • What are the biggest pain points for IoT software development teams?
  • How often are new IoT software features released?
  • How do IoT vendors expect their revenue to change in the coming years?
  • How are IoT vendors expecting to change their prices in the next two years?
  • What is the preferred go-to-market strategy of IoT vendors (a. pricing, b. billing, and c. distribution channels)?
  • What are the most important factors for driving IoT customer adoption?
  • Which customer segments (regions/industries/company sizes) are the quickest adopters of IoT software?
  • What are the biggest concerns that the customers have when adopting new IoT software?
  • Which marketing channels have had the most success for IoT vendors in the last two years?
  • What are the main reasons for users not prolonging their subscriptions?
  • Which KPIs are vendors using to measure the success of their IoT software?
  • Which current IoT software and applications trends do companies foresee?

Related reading

Companies mentioned

A selection of companies mentioned in the report.



Inductive Automation





Palo Alto Networks

Red Hat

Schneider Electric


Software AG

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