[...] Awareness is one of the first think to address if a good policy for take up have to be implemented. It’s not unusual that successful service implementations fail in providing the needed awareness building, in part frustrating the whole process of innovating services. Dissemination and awareness raising should be considered an integral part of the innovation process and proper budget should be allocated for that. This dissemination and awareness building process should also include an informational and educational effort on the business side. Successful take up of services is based not only on awareness building and dissemination, but has to include proper design of services that take into account the diversity of potential users of the services. This means build a multisided strategy in which different answers are given to the different needs of the users. Needs that can change over time. In services for businesses this means do not consider the “business sector” as composed of a single type of actor, but consider the diversity among them (the basic ones being the distinction between large companies and SMEs).