The Internet of Things (IoT) is a representative technological innovation for future computing and communications. IoT technologies such as Radio Frequency Identification (RFID) and sensors have garnered huge attention in both academia and industry. However, the expected rapid adoption and diffusion of IoT technologies have not yet taken place and there is still a lack of understanding about IoT and how industries can apply IoT properly. To understand IoT utilization, predict the diffusion trends of IoT, and provide reliable guidelines for potential IoT adopters, this study investigated the value configuration of IoT technologies, focusing on the utilization of specific technology attributes of IoT in particular business contexts. Based on 762 IoT business cases (2008-2012), this study explored the technology attributes and business contexts of IoT usage and identified five representative value configuration models of IoT through cluster analysis: ID-based service model, Multiple operation management model, Service-combined inventory management model, Intelligent inventory transport model, and Sensor-based multiple service model. In addition, propositions for IoT utilization in each industry were provided according to the five value configuration models. The research results provide a holistic view for understanding IoT utilization in various business areas and the value configuration framework approach provides a more elaborate frame to understand diffusion trends of new technology.