The landscape of the IoT market has been changing. Nowadays, it belongs to almost any company of any size that wants to preserve or gain more market share. Many companies have deployed proofs-of-concept (POC) and pilots. On the other hand, only a few have scaled to mass deploy the solution across their company. The scope of this article is to expose the different challenges and barriers to mass scale IoT deployments. Plus, how to solve them by understanding the different dimensions of business value and how to benefit from them.