In the technical quality logic of IoT, the final end user is one of the ‘things’. However, to build a long-term business model and manage it successfully, this is not enough.

For an effective and sustainable business model, customers must be the reference, because they are the origin of cash flow. Business success comes as a result of all positive decisions taken by individuals.

An IoT service – be it a home application, a health service, or one in automotive – IoT solutions need to supply enough positive experience to the single customer to move the money into the own direction.

For economic reasons, for the success of business models, and for the improvement of the quality of services, it is necessary to understand the subjective drivers of buying behavior. In other words, it is necessary to measure Subjective Quality of these services.