As carriers are trying to identify new tactic given the relatively negative sources of revenue and potential investors sentiment towards advertisements in the ecosystem, there is an opportunity among consumers. for companies and brands to step in to collaborate for success. Beneficiaries differ based on the region and their state of technology maturity. Some (few) companies might be looking towards becoming connectivity providers with direct contact to the end consumers of such services. Meanwhile, verticals that will benefit But the majority should probably be from a more connected ecosystem looking at opportunities to create value through IoT are starting to form alliances for the company through sponsorship or with automotive and manufacturing subsidizing deals. Third-party platforms, companies. While Verizon and AT&T are such as Jana and Opera Max, have already currently focusing much of their attention shown success by tapping into this on connecting mobile devices to their space to garner advertising dollars. The networks, both appear to be placing challenge with this model will be whether greater emphasis on IoT connections and pure sponsoring can be a sustainable management. 76