B2B Innovation Management Mass Marketing 
Harvard Business Review
APRIL 29, 2016
applications pushed technology to address B2B market requirements. However, as the application of IoT expands to a broader range of commercial opportunities, enterprise B2B applications have become B2B2C. Machine-to-machine (M2M) connectivity — the forerunner of consumer-focused IoT — has been around for decades.
Harvard Business Review
JANUARY 3, 2013
Roche allows you to monitor and manage your own diabetes like a doctor. The average consumer did not have access to the quality of equipment that professional athletes and healthcare providers had, until breakthrough innovation created higher quality yet affordable options. They also are finicky about marketing ("how you market it").sometimes
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