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Where lies the power in IoT?

Thought based on an article in the Economist.

In a world where data (and information) is key where lies the advantage? In the ones that create the data in the first place (content) or in the ones that distribute/store/analyze it?

There is a layering of sorts here: we first create data, which needs to be stored, distributed to others so that it can be analyzed (and action taken at the end)? Who controls the choke points?

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