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I believe the idea is still very viable and even easier to launch since local mobile device (smartphone and tablet) penetration is high and it is almost given for free by many operators bundled to their basic data/voice or broadband service. In 2009, biggest barrier I had was the device itself and all of its associated costs, which bloated the total investment amount and made me return back to corporate life. The model is very applicable in Middle East region and cost vs profit does not show linearity (scenario would be different in EU or US market but show similarity in Latin America market) if cloud only services model is preferred due to lack of device cost so it should be, revising the model would be rather trivial... In case edge device model is preferred, IoT connectivity model can be used, further simplifying device connectivity.