Hitachi Insights Group needed a name for the company’s powerful new IoT core platform, the foundation for all the company’s IoT solutions. The platform blended data orchestration, streaming analytics, content intelligence, simulation models, and other Hitachi software technologies—turning huge amounts of data into actionable insights and illuminating new ways to drive digital innovation. Lumada, a blend of illuminate and data, elegantly expresses this idea, and with its Latin base and consonant-vowel-consonant-vowel construction, the name is easy to say and understand for an international audience. Launched in 2016, Lumada was named the top IoT platform of that year. It continues to grow as part of the Hitachi subsidiary Vantara, which was also named by Catchword.