Lack of awareness of IoT is holding back its adoption

Analysys Mason market resarch
1 It may be incorrect to assume that the take-up of IoT is being held back by competing technology standards, an uncertain business case or security concerns: enterprises would need to have explored IoT to understand any of these issues. Indeed, IoT may be restrained by a more basic problem of awareness. There is a positive message to take from this: there is still a massive, untapped market for IoT solutions providers that get their product and messaging right.
2 The interest in IoT suggests that Chinese providers, including mobile operators, are doing a better job of raising awareness of IoT than those in Europe.