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. https://blogs.cisco.com/partner/embrace-the-white-space-with-iot
blog article
EMBRACE THE “WHITE SPACE” WITH IOT
We all know as technology professionals that chasing after new business in new accounts is exciting, and there is a thrill in the chase. And we also know it can cost 10 times more to acquire a new customer than it does to sell to an existing customer. That’s why it’s important to understand the white space, the gap between the solutions your customer has purchased from you and the opportunity you have to offer additional products and services.We talk about “white space” in IoT because it’s a great analogy to describe how together we can profit in this market. The term originated in printing to describe the area on a document not being covered by print or graphics. It’s a space to either provide more information or sell more advertisements. While in business today the term is used to indicate missed opportunities, I think of white space in IoT as the opportunity to leverage your expertise in intent-based networking and extend the benefits of security and automation into non-carpeted areas. READ MORE