When data from the third entity— things— gets involved, digital business must contend with the physical world and all its complications: hot and cold, loud and quiet, micro and macro, longstanding and temporary, moving and static, wet and dry. The real world adds a lot of complexity. Here, the number of permutations and combinations of businesses, people, and things becomes very large. Gartner predicts that by 2020 twenty-five billion things will be connected to the Internet24 and estimates that there are at least 130 million enterprises. There are already three billion people online
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