Internet of Things (IoT) Market Ecosystem Map

Chris McCann
3 min readJul 28, 2015


I wanted to gain a better understanding of the Internet of Things market and how all of the different players fit together. I created a map for myself, hopefully you will find it useful too.

Some caveats before we dive into the analysis.

This ecosystem map is not designed to be 100% comprehensive. It’s more to understand all the different spaces within IoT.
I am biased towards startups in the space.
If I am missing something tweet me @mccannatron.
This space is developing quickly so take this into consideration.


Company observations


  1. Nest vs. SmartThings — In the long run is it better to have one dominant product and build a platform around that (Nest), or build the platform first and the devices around that platform (SmartThings/Samsung)?
  2. Hue/Smart Lights — Smart light bulbs receive a much higher margin vs. traditional LED Bulbs. The Hue bulbs sell for $60 each.
  3. Mistfit and Withings — Are both interesting platforms and could potentially be worth more than Fitbit given their product lines.
  4. Athos — Looks interesting and they just hired a great VP of product.
  5. *For Fun — Pet Devices* — I can’t believe how many pet devices are here already. Catfi will help you remotely feed your cat, Fishbit will monitor your fish, and CleverPet will help you play with your dog while you are at work.


  1. Weft — Cost of sensors and ability to transmit low power data could really change the shipping and logistics industry.
  2. Granular — Was surprising to me how many startups are in the “Smart Agriculture” space.
  3. Bastille — If IoT is adopted within enterprise applications, IoT security will be a huge market.
  4. Proteus — they produce a FDA approved chip embedded inside pills and is powered by the body itself (no battery / no sensor) to let doctors monitor if and when patients take their pills.


  1. Jasper — A $1 billion company I had never heard of. They provide cloud software to help companies connect devices, manage data, and monetize IoT services.
  2. Helium — Building a platform that connects devices without relying on WiFi, Bluetooth, or cell networks. Could be important especially for areas of limited bandwidth, low network reliability, etc.
  3. Platfora— Whole new companies will have to deal with ingesting all of the sensor data, storage of that data, and analytics on top of all of this streaming data.



Chris McCann

Partner @RaceCapital, former community lead at Greylock Partners, founder of StartupDigest