This paper is based on an interpretative multiple case study of two organization where we examine how different middleware architecture approaches affect the utilization of sensor technology, in particular Radio Frequency Identification (RFID). Our study reveals five interesting findings. First, sensor technology is able to digitize and automate previously manual routines but the received value of this process alone is often limited. Second, the possibility of downstream exploitation, and thus innovation, is inhibited when sensor data is too rigidly packaged. Third, organizations should have a clear strategy or vision regarding the desired business benefits when filtering and aggregating sensor data. Fourth, to enable innovative business solutions organizations should combine sensor data with business application data. Fifth, and finally, when utilizing sensor data organizations should prioritize exploitation over exploration since it enables organizations to obtain business innovation.