IoT Security
Article | June 28, 2023
As development teams race to build out AI tools, it is becoming increasingly common to train algorithms on edge devices. Federated learning, a subset of distributed machine learning, is a relatively new approach that allows companies to improve their AI tools without explicitly accessing raw user data. Conceived by Google in 2017, federated learning is a decentralized learning model through which algorithms are trained on edge devices. In regard to Google’s “on-device machine learning” approach, the search giant pushed their predictive text algorithm to Android devices, aggregated the data and sent a summary of the new knowledge back to a central server. To protect the integrity of the user data, this data was either delivered via homomorphic encryption or differential privacy, which is the practice of adding noise to the data in order to obfuscate the results.
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Industrial IoT, IoT Security
Article | July 11, 2023
Enhancing IoT security: Unveiling the significance of penetration testing in securing real-world IoT applications, identifying vulnerabilities, and mitigating risks for the protection of IoT data.
Contents
1. Introduction to IoT Application Security and Penetration Testing
1.1 Vulnerabilities of IoT application security
2. Fundamentals of IoT Penetration Testing
3. Considerations for IoT Penetration Testing
4. Methodologies and Approaches for IoT Penetration Testing
5. Takeaway
1. Introduction to IoT Application Security and Penetration Testing
Securing real-world IoT applications is paramount as the Internet of Things (IoT) permeates various aspects of any individuals lives. Penetration testing serves as a vital tool in identifying vulnerabilities and assessing the resilience of IoT systems against cyber threats. In this article, delve into the significance of penetration testing in securing IoT applications, exploring its role in identifying weaknesses, mitigating risks, and ensuring the integrity and confidentiality of IoT data.
1.1 Vulnerabilities of IoT application security
Expanded Attack Surface: The proliferation of IoT devices has dramatically expanded the attack surface, increasing the potential for security breach enterprise networks. With billions of interconnected devices, each presenting a potential vulnerability, the risk of unauthorized access, data breaches, and other security incidents is significantly heightened.
Risks: IoT devices often possess limited computational resources, making them susceptible to software and firmware vulnerabilities. Their resource-constrained nature can limit the implementation of robust security measures, leaving them exposed to potential attacks. Furthermore, a significant concern is the prevalence of default or weak credentials on these devices.
Diverse Threat Landscape: The threat landscape surrounding IoT devices is extensive and ever-evolving. It encompasses various attack vectors, including malware, botnets, DDoS attacks, physical tampering, and data privacy breaches. One notable example is the Mirai botnet, which compromised a vast number of IoT devices to launch large-scale DDoS attacks, leading to significant disruptions in internet services. In addition, IoT devices can serve as entry points for infiltrating larger networks and systems, allowing attackers to pivot and gain control over critical infrastructure.
Botnets: IoT devices can be infected with malware and become part of a botnet, which can be used for various malicious activities. Botnets are often utilized to launch distributed denial-of-service (DDoS) attacks, where a network of compromised devices overwhelms a target system with traffic, causing it to become inaccessible.
Ransomware: IoT devices are also vulnerable to ransomware attacks. Ransomware is malicious software that encrypts the data on a device and demands a ransom payment in exchange for the decryption key.
Data Breaches: IoT devices can be targeted to steal sensitive data, including personal identifiable information (PII) or financial data. Due to inadequate security measures, such as weak authentication or unencrypted data transmissions, attackers can exploit IoT devices as entry points to gain unauthorized access to networks and systems.
2. Fundamentals of IoT Penetration Testing
IoT penetration testing, also known as ethical hacking or security assessment, is a critical process for testing and identifying vulnerabilities and assessing the security posture of IoT devices, networks, and applications. It involves simulating real-world attacks to uncover weaknesses and provide insights for remediation.
IoT penetration testing involves identifying vulnerabilities, conducting targeted attacks, and evaluating the effectiveness of security controls in IoT systems. IoT pen-testing aims to proactively identify and address potential weaknesses that malicious actors could exploit. The methodology of IoT pen-testing typically follows a structured approach. It begins with attack surface mapping, which involves identifying all potential entry and exit points that an attacker could leverage within the IoT solution. This step is crucial for understanding the system's architecture and potential vulnerabilities. Pentesters spend considerable time gathering information, studying device documentation, analyzing communication protocols, and assessing the device's hardware and software components.
Once the attack surface is mapped, the following steps involve vulnerability identification and exploitation. This includes conducting security tests, exploiting vulnerabilities, and evaluating the system's resilience to attacks. The penetration testers simulate real-world attack scenarios to assess the device's ability to withstand threats. After exploitation, post-exploitation activities are performed to determine the extent of the compromise and evaluate the potential impact on the device and the overall IoT ecosystem. Finally, a detailed technical report summarizes the findings, vulnerabilities, and recommendations for improving the device's security.
3. Considerations for IoT Penetration Testing
Fuzzing and Protocol Reverse Engineering: Employ advanced techniques like fuzzing to identify vulnerabilities in communication protocols used by IoT devices. Fuzzing involves sending malformed or unexpected data to inputs and analyzing the system's response to uncover potential weaknesses.
Radio Frequency (RF) Analysis: Perform RF analysis to identify weaknesses in wireless communication between IoT devices. This includes analyzing RF signals, monitoring wireless communication protocols, and identifying potential vulnerabilities such as replay attacks or unauthorized signal interception.
Red Team Exercises: Conduct red team exercises to simulate real-world attack scenarios and evaluate the organization's detection and response capabilities. Red team exercises go beyond traditional penetration testing by emulating the actions and techniques of skilled attackers. This helps uncover any weaknesses in incident response, detection, and mitigation processes related to IoT security incidents.
Embedded System Analysis: Gain expertise in analyzing and reverse engineering embedded systems commonly found in IoT devices. This includes understanding microcontrollers, debugging interfaces, firmware extraction techniques, and analyzing the device's hardware architecture. Embedded system analysis helps identify low-level vulnerabilities and potential attack vectors.
Zero-Day Vulnerability Research: Engage in zero-day vulnerability research to identify previously unknown vulnerabilities in IoT devices and associated software. This requires advanced skills in vulnerability discovery, exploit development, and the ability to responsibly disclose vulnerabilities to vendors.
4. Methodologies and Approaches for IoT Penetration Testing
Mobile, Web and Cloud Application Testing
Mobile, web, and cloud application testing is integral to IoT penetration testing, focusing on assessing the security of applications that interact with IoT devices. This methodology involves various steps to evaluate the security of these applications across different platforms. For mobile applications, the methodology includes reviewing the binary code, conducting reverse engineering to understand the inner workings, and analyzing the file system structure. Sensitive information such as keys and certificates embedded within the mobile app are scrutinized for secure storage and handling. The assessment extends to examining the application's resistance to unauthorized modifications. In web applications, the testing covers common vulnerabilities like cross-site scripting (XSS), insecure direct object references (IDOR), and injection attacks. Application reversing techniques are employed to gain insights into the application's logic and potential vulnerabilities. Additionally, hardcoded API keys are identified and assessed for their security implications.
Firmware Penetration Testing
Firmware penetration testing is a crucial aspect of IoT security assessments, aiming to identify vulnerabilities within the firmware running on IoT devices. The methodology encompasses multiple steps to uncover weaknesses. The process begins with binary analysis, dissecting the firmware to understand its structure, functionality, and potential vulnerabilities. Reverse engineering techniques are applied to gain deeper insights into the firmware's inner workings, exposing potential weaknesses like hardcoded credentials or hidden functionality. The analysis extends to examining different file systems used in the firmware and evaluating their configurations and permissions. Sensitive keys, certificates, and cryptographic material embedded within the firmware are scrutinized for secure generation, storage, and utilization. Additionally, the resistance of the firmware to unauthorized modification is assessed, including integrity checks, secure boot mechanisms, and firmware update processes.
IoT Device Hardware Pentest
IoT device hardware penetration testing involves a systematic methodology to assess the security of IoT devices at the hardware level. This comprehensive approach aims to identify vulnerabilities and weaknesses that attackers could exploit. The methodology includes analyzing internal communication protocols like UART, I2C, and SPI to understand potential attack vectors. Open ports are examined to evaluate the security controls and risks associated with communication interfaces. The JTAG debugging interface is explored to gain low-level access and assess the device's resistance to unauthorized access. Extracting firmware from EEPROM or FLASH memory allows testers to analyze the code, configurations, and security controls. Physical tampering attempts are made to evaluate the effectiveness of the device's physical security measures.
5. Takeaway
Penetration testing is crucial in securing real-world IoT applications, enabling organizations to identify vulnerabilities and mitigate risks effectively. By conducting comprehensive and regular penetration tests, organizations can proactively identify and address security weaknesses, ensuring the integrity and confidentiality of IoT data. With the ever-growing threat landscape and increasing reliance on IoT technologies, penetration testing has become indispensable to safeguard IoT applications and protect against potential cyber-attacks.
Several key factors will shape the future of IoT penetration testing. First, the increasing complexity of IoT systems will require testing methodologies to adapt and assess intricate architectures, diverse protocols, and a wide range of devices. Second, there will be a greater emphasis on security by design, with penetration testing focusing on verifying secure coding practices, robust access controls, and secure communication protocols. Third, supply chain security will become crucial, necessitating penetration testing to assess the security measures implemented by vendors, third-party components, and firmware updates. Fourth, integrating IoT penetration testing with DevSecOps practices will ensure continuous monitoring and improvement of IoT system security. Lastly, as attackers become more sophisticated, future IoT penetration testing methodologies will need to keep pace with evolving IoT-specific attack techniques. By embracing these advancements, IoT penetration testing will play a vital role in ensuring the security and privacy of IoT deployments.
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Enterprise Iot
Article | May 11, 2023
IoT has undeniably become the massive growth propellant for modern-day business. Enterprises employ intelligent systems to improve production in factories, and reduce costs, build industrial automation systems to replace human assignments, monitor and reduce energy; and develop autonomous transportation to enhance driver safety.
Inside these embedded systems are sensors that rapidly transmit data that must be immediately captured, processed, and acted upon.
Traditional embedded database solutions don't understand and meet the complex needs of IoT devices when it comes to processing and managing data. IoT edge database solutions that can understand the constant data stream from sensors enable devices to make crucial decisions in milliseconds.
Real-time Edge Data Processing
Enterprisers and business owners prefer scalable edge data management solutions to deploy hundreds of IoT devices so that each device can manage, collect, and analyze the massive amounts of data these IoT sensors produce without losing performance.
These devices must capture and store critical information so that the IoT node can make independent decisions and trigger appropriate reactions.
Database queries allow device apps to get the information they need to make intelligent decisions in real-time, quickly and without wasting time. To be successful in the IoT, you need the right data management software and the ability to quickly collect and connect device data rapidly to get low latency.
IoT Data Processing and Management
Standard data management solutions do not fully address the complexity of architecting software for IoT data processing. Despite being the primary data source, sensors are often constrained by their limitations and fail to provide sophisticated analysis.
The focus of IoT data analysis and management is to harvest real-time information and make sense of it quickly.
A good solution uses technologies that many developers are already familiar with, like SQL, to solve the new problem of analyzing IoT sensors directly on edge devices.
Conclusion
While building a device application, at every stage, developers must make tough calls to select the best data management and database software to launch their edge-centric IoT systems. Such costly decisions consume significant development and validation time as well.
Using existing IoT data management platforms is a better way to deal with scaling, security, and the weight of data. Businesses can set up, connect, and grow their IoT infrastructure with these platforms. Organizations don't have to build their own IoT infrastructure from scratch. Instead, they can use IoT platforms that give them access to IoT devices, cloud infrastructure, and networks worldwide. Small and medium-sized businesses may find this method saves money.
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Article | January 29, 2021
If you’re struggling with creating a value proposition in volatile markets, you’re not alone. According to Neil Patel, 40% of marketers struggle to acquire leads by traditional marketing methods. As competition grows in each industry, even fairly monopolistic markets like tech are seeing rising competition in all areas.
To combat market uncertainty, as well as stand out amongst your competitors, you need a market strategy that not only offers a direction but actively targets your goals. A market strategy is your go-to plan when things get rough and it is a map for when the waters are calm. Moreover, marketers with a documented strategy are 313% more likely to report success.
We’re sure you already have a market strategy that is just right for you. But have you considered if it can be refined further? Thanks to emerging technologies like IoT, we now have access to the most mundane customer decisions that are taken on a day-to-day basis. This data is your ticket to a better market strategy without having to spend a bomb.
This is how you can refine your market strategy with the help of IoT.
Data-driven Decisions
The Internet of Things has offered us insurmountable amounts of consumer data. A caffeine brand can now access information such as what time consumers have coffee, whether it is at home or office, what flavors they prefer, how much they’re willing to spend on coffee, and what other alternatives they consume. This kind of data, collected on an IoT device such as a coffee machine, is instrumental in making marketing decisions. If you know that your consumer prefers to have coffee at work in peace rather than in a rush at home, you can target offices in the area with your product rather than targeting individual consumers.
IoT offers you the right information to make the right decisions. But you can also leverage this data to drive your market strategy. In the above example, the marketing team can account for campaigns geared towards workplaces based on the available data in the budget. Data-driven strategies prove to be more effective than otherwise, and as marketers, you must absolutely leverage any IoT data that may be relevant.
Respect your Customers
While IoT offers marketers a truly astounding amount of data, not all users are aware of what data is being tracked. This raises concerns for privacy and security among the users. Even though most of the users waive their rights to withhold the information when signing into an app or wearables software, they are not always comfortable sharing certain data.
As marketers, it is important to keep your practices ethical and legal. Using consumer data may be completely legal, but it is best not to offend your customers by overt use of data that they aren’t comfortable sharing. Make sure that the usage of data in marketing campaigns and strategy is limited to what data has been consciously shared by your consumers. This will bolster your goodwill, as well as make your customers trust your brand.
Offer Valuable Solutions
With the advent of Big Data and AI technologies, the internet of things is turning over a new leaf. As there is a vast amount of data that can be processed fast with AI, marketers can now target individuals rather than households or groups. With precise data available over consumer decisions and actions, it is possible to know if there are any unlikely customers that you have been ignoring so far.
IoT allows you to not only target these customers but also solve their problems. If we continue the caffeine example, the connected coffee machine can tell you when the coffee is about to be over, this can send you reminders to buy coffee, or in case of further automation, place an order on Amazon on your behalf. These solutions can be now hyper-personalized to suit individual needs through IoT.
IoT Based Campaigns
Your market strategy will have to account for campaigns throughout the year, but if you’ve noticed closely, the only marketing campaigns that gain significant traction are the ones that have a ‘wow factor’. A lot of marketers mistake the wow factor to be a subjective preference that customers have but it couldn’t be further from the truth. The wow factor is simply the effect produced when a business goes above and beyond to meet customer needs. IoT offers us the resources required to manufacture the wow factor in every single campaign.
A great example of this phenomenon is beacon marketing. Beacon marketing is considerably new in the marketing industry and uses Bluetooth technology to transmit information to nearby mobile devices. It is heavily used in retail across the globe and giants like Target and Walmart are already using the technology to market its services. Walmart places beacons in its lights across its stores and sends offers to its customers based on their location. It not only personalizes the shopping experience, but also saves a large amount of electricity bill for its stores.
Target Existing Customers
Many times, in a bid to appease new customers, marketers often forget about their existing customers. Your existing customers already know you, have tried your product or service, and are clearly interested in the product. A good product or service is often enough to keep the customers returning, but with the current levels of competition, customers often find themselves wondering if they should try new things. As a marketer, all you need to do is deter your existing customers from straying. You can do this by either providing an unparalleled service, which is quite unlikely in today’s market, or you give them a reason to stay.
Thankfully, targeting existing customers is much easier than targeting new ones. You already have their data over their preferences and habits. If you know that a certain firm updates their applications every second quarter, you can send them offers just before the second quarter starts and remain fresh in their memories when they decide to make the decision.
Allergy medication Zyrtec leveraged IoT when targeting their existing customers with a voice-enable application. Its users could just ask the application about the daily allergens and pollutants in their area so they could prepare ahead. The app offered a powerful solution to its users while making great use of its brand image and retaining almost all of their existing customers.
Leverage New Technologies
We have already discussed several complementary technologies to IoT that can help you make the most out of your market strategy. AI and Big Data are some of the strongest allies for IoT that can help change the norms across industries. But even limited technologies like voice-enabled applications, QR scanners, beacons and so can open up a lot of opportunities for marketers.
Consider adopting some of these technologies such as geofencing which are inexpensive and effective at the same time. Burger King is a great example of using geofencing for marketing. Geofencing is a technology wherein you can transmit messages or information to mobile devices within a certain area. Burger King set up their geofences across all McDonalds in the UK and as soon as anyone entered within a 500 m radius of a McDonald’s outlet, they received Burger King coupons and directions to the nearest store.
Case Studies
There are a lot of examples of IoT being used to enhance strategies or campaigns. Some of these examples are given below.
Diageo, a whisky brand in Brazil innovatively used IoT to run a father’s day campaign. They encouraged men to buy whisky for their fathers and placed a QR code on their bottles. Once the bottle was received, the fathers could scan the code which would play a personalized father’s day message by their sons. This concept was so loved by people in Brazil that Diageo saw a 72% sales uplift in the two weeks leading up to Father’s Day.
South East Water, CRM leveraged IoT by building an end-to-end IoT ecosystem powered by IBM’s Maximo. This helped them roll out an app that offered near real-time insights into customer requirements for over 80 engineering teams. This alone helped them ensure higher customer satisfaction and accelerated access to critical reports by 99 percent!
Uber and Spotify rolled out an IoT campaign together wherein you could access your Spotify playlists through the Uber app and once you were in an Uber, you could play whatever you liked through the app and it would play on the car’s speakers. This increased customer satisfaction for both Uber and Spotify users.
There are several examples of using IoT in marketing campaigns, and there is never a dearth of ideas. However, in order to appeal to your unique customer base, you need to innovate your product with IoT.
Frequently Asked Questions
What is the IoT strategy?
IoT Strategy refers to an organization’s strategy to inculcate IoT in their business, whether as a marketing tool or as an integral part of the process.
How does IoT affect the marketing industry?
IoT offers a lot of insights and resources to marketers which helps them target their customers better and optimizes any marketing efforts, thereby effectively obliterating traditional marketing practices.
What is the best internet of things marketing strategy?
There is no one IoT marketing strategy that fits all businesses. Each business needs to identify its customer requirements and strategize accordingly.
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