IOTA has partnerships with established companies. They run PoC and it is very important step towards business adoption. Of course I'm not saying it will succeed 100% but these partnerships can give more confidence in a platform. Another important feature of IOTA is constant grow of their team and foundation members. It will really help.
I like what IOTA is doing. Im surprised that IOTA isnt more popular considering it has no transaction fees and is scalable. These are 2 benefits that are problems for Bitcoin and most other cryptos.