I will answer this from Virginia: "Foote Cone & Belding was assigned to marketing brand owners to activate identifiers, (pictures bar codes, RFID, etc.), to brand owners like P&G, Jeep, General Electric, etc."
That's how it will be accomplished. Millions of brand items that can be signed up. FCB has the contacts and the expertise to make this happen. The current 3 BDMs will work with FCB to make this happen and to service the customers. Silicon Space will help turn these things on.
My opinion now: I believe our recent German friends will have something to do with this in Europe by supporting NEOM's efforts to host PC there. You need the servers, support there as opposed to in the U.S. Eventually I would expect expansion plans to other places with ISPs.