The IoT is the manifestation that the raw material of the information age is data. Data is the new source of innovation and the lever to achieve business sustainability. By extracting data from assets and products, companies can become more efficient through a strategic rethinking of their value chains and business processes. In so doing, companies will add the required readiness to shift from products to services, and eventually enter in the outcome economy. To truly embrace the digital transformation, organizations need to collect actionable data from their assets, processes, and products and then connect the OT world where data are generated to IT world where data are consumed. To make this happen, a IoT integration platform, that gives to the App an easy and versatile access to the data, is required . As a matter of fact the IoT essence resides in an impressive simplification of the OT-IT integration through a loosely coupled containerized layered (LC2L) architecture. The benefits are huge: the transformation of any business into a smart business, increasing competitiveness also in mature markets; the creation of new innovative products and services; and the enablement of service prosumerization. Abundance of data is the real essence of IoT, where the App is the tip of the data iceberg.