While the annual manufacturing volumes of RAIN tags at over 30 Billion are indeed impressive, the potential is in Trillions. I dare to claim we are seriously underperforming! Let’s have a look at how the RAIN market has evolved over the past 20 years, and what has been the driving force that has taken us from one era to another. In the end, I will highlight some of the eco-system challenges ahead, and how to tackle them.