An IoT data packet of IoT data in a first data format is received over a distributed system from an Internet of Things (IoT) device. A determination is made that a second different data format of at least some of the IoT data is being used by at least one application by using an IoT data model of an IoT persistency service storing the IoT data in different data formats supporting different applications. A transformation rule in the IoT data model is used to transform the IoT data packet in the first data format to the second different data format. The IoT data packet in the second different data format is stored in the IoT persistency service.