IoT solutions have the potential to help both vertical and horizontal industries. A holistic approach is achieved when these solutions are utilized throughout the whole spectrum of an industry. Thus, the Internet of Things gains new possibilities and adds value to the lives of individuals. Take a look at the following scenarios. Identify two of them to see whether the situation is a solution for a horizontal market, or a vertical market solution Please give a rationale for your choice. An energy management system that automatically changes the temperature of a space in response to the surrounding environment and use patterns. When swallowed, microchips send a signal to a doctor, alerting him or her that the tablet has been consumed

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Business to Business

Business to Business marketing is a business model where businesses make transactions or work with one another. It is a model in which one business is involved in the sales of products and services to other businesses rather than to the end-users or customers. The best way to understand a B2B model is by considering the relationship between a wholesaler and a retailer. In this case, the wholesaler (business) supplies its goods to a retailer, which is another business entity. So, here the transactions occur between two different business entities.