It’s no mystery that data opens many new doors for both the disruptive data unicorns of the 21st century and traditional companies seeking to optimize business benefits. Due to the value of sensor data, the Internet of Things (IOT) and Industrial Internet of Things (IIOT) offer great promise to organizations seeking to establish entirely new markets or enable greater, more beneficial differentiation. Only time will tell if established market leaders can adapt to the modern data environment using purpose-built, cloud-optimized data analytics platforms, equipped with machine learning, or be rendered irrelevant by the more agile data-driven upstarts.