[...] This priority is linked to the need for new business models that can support the market uptake of the new solutions in the AHA market. These models have to be based on a thorough understanding of the different markets and consumers – the EU market is strongly fragmented -, so the constraints and challenges of introducing a new solution can be overcome. A wider knowledge of key players in the AHA arena could also have a relevant impact in this area. Furthermore, issues regarding Intellectual Property Rights (IPRs) need to be investigated so that the owners of the solutions are protected in this very competitive market. It will be important to study the feasibility of the existing outcome-based models and possible alternatives to ensure a proper European care and health system.