This study mainly applied innovation intensive service matrix as basic structure to set up position analysis of the strategic alliance in the Internet of Things (IoT). Analyze a sound exploitation of the four IoT service potential business models is not only for the existing incumbents but also new and innovative players. Based on innovation intensive service positioning matrix, we got the present and future positions of the four IoT service potential business models, and service value activities factors corresponding to the positions, which assisted to develop the service models according to industry experts' opinions. The results of the study indicate: (1) Government: to develop relevant laws, regulations and appropriate incentives to encourage industry investment is necessary. (2) Telecom operators: to provide potential and innovative service platform with advanced technologies. (3) System and service integrator: to develop different business or service platform in diversity and flexibility for various applications. (4) Hardware and software integrators: to cooperate with telecom operators to build multi-functional intelligent terminal system to construct a friendly virtual platform or APP stores.