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Supply chain visibility (SCV) is much sought after in supply chain management, yet SCV remains an intangible topic with no tangible artifacts. The on-demand visibility view required of one decision maker, the seeing role, in a supply chain is quite different to any others – context specific, and managerial varied. Data available for the view must be collected and captured by the being seen role with on-target provenance. IoT technology becomes an integrative glue in supply chain integration fabrics, facilitating on-target design with manageable end-to-end visibility. In this paper, we propose a duality SCV framework to operationalize visibility. Contributions of the paper are firstly to bring current SCV discussions into focus to how IoT technology deployment can be formulated with on-target precision by the being seen, and secondly to extend to how on demand supply chain visibility to the seeing is enabled anywhere anytime.