What are the benefits of IOTA?

Could you please elaborate on the advantages of IOTA? I'm interested in understanding how this cryptocurrency stands out from others in terms of its technology, scalability, and potential use cases. Also, could you discuss the security features that IOTA offers, as well as any challenges or limitations that it might face in the current market? Additionally, how does IOTA contribute to the wider blockchain ecosystem, and what are some of the industries or applications that could benefit the most from its unique features?