Most companies get caught up in the first few stages of product development and miss out by not planning for Stage 4 sources of value. The challenge for manufacturers aiming to profit from IoT opportunities is to manage their product development road-map strategically. They have to anticipate solution “mash-ups” and data from different ‘vertical’ silos or third-party sources. The supply-side of the IoT market faces its own challenges. Basic connectivity will be commoditised once technology choices are simplified. By then, network and platform interoperability will drive value through new business models based on shared resources and data assets.