Years ago, Pirelli just made and sold tyres. Nowadays it is a service provider, helping business customers to optimise fuel consumption and maximise the lifespan of each tyre. Pirelli does this by collecting analysing data from smart tyres – tyres with sensors.

This is an example of the new opportunities opened up by the internet of things (IoT), a world where things talk to things, and processes have two-way connectivity. Research firm IDC estimates that by 2020, 40% of all data will be machine-generated, with 20 to 50 billion devices fuelling that growth.

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