The Talk explores the the evolution of technologies in the ICT area and points out a significant change in the market that is leading to embedded communications. Sensors and pervasive connectivity are creating biz ecosystems and new biz models are required to sustain telecommunications in this decade. Storage, processing, displays, sensors, data and metadata are creating new opportunities for new players and the established ones have to reinvent their biz. Examples will be given in the education, retail, smart city areas derived from research being conducted at the Future Centre of Telecom Italia.