Enterprise Iot
Article | May 11, 2023
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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Industrial IoT, IoT Security
Article | July 12, 2023
Explore the world of readings on IoT security, to address complex cyber security challenges and privacy issues. It caters to a wide range of readers including industrialists, students & enthusiasts.
The Internet of Things (IoT) has revolutionized industries, enabling innovative applications and improved efficiency. However, along with the numerous benefits of the IoT comes the pressing need for robust security measures. As IoT devices become more prevalent and interconnected, their risks and vulnerabilities also increase. The experts in the domain must stay updated with the latest security practices and techniques to ensure IoT systems' integrity, confidentiality, and availability. A wide range of books has been explicitly tailored address these security concerns.
1. Analytics for the Internet of Things (IoT)
Author: Andrew Minteer
Analytics for the Internet of Things (IoT): Intelligent analytics for your intelligent devices provides a comprehensive guide for businesses aiming to make informed decisions and gain greater control over their IoT infrastructure. Written by an expert in the field, this book equips readers with the essential knowledge and techniques to solve the unique challenges associated with IoT and extract valuable insights from vast amounts of data. The book begins by tackling the complex task of extracting value from large volumes of often complex IoT data, empowering readers to make data-driven decisions. Strategies to address data quality concerns are discussed, ensuring that readers are equipped to handle the inherent challenges. It offers readers approaches to optimize business value and bring down costs. Scaling both data storage and analytics is a critical consideration in IoT deployments, and the book provides practical insights into handling scale effectively. The book covers a range of topics, including transmission protocols, data flow, value extraction, geospatial analytics, machine learning, and optimizing business value.
2. Industrial Internet of Things (IIoT)
Editors: R. Anandan, Suseendran Gopalakrishnan, Souvik Pal, Noor Zaman
One of the essential IoT security books, Industrial Internet of Things (IIoT): Intelligent Analytics for Predictive Maintenance comprehensively explores how the industrial internet is transforming through increased network agility and the ability to deploy, automate, integrate artificial intelligence, orchestrate, and secure diverse use cases at hyperscale. The adoption of industrial automation on a large scale is revolutionizing business processes, with the market for industrial robots projected to reach $73.5 billion by 2023. The book highlights how IoT industrial automation provides numerous advantages, including enhanced efficiency, high accuracy, cost-effectiveness among others. This book presents real-world case studies in IIoT, robotic and intelligent systems, and web-based applications. The content is tailored to appeal to a broad audience, including working professionals, educators, and researchers in various technical disciplines. The book provides industry leaders with valuable insights by proposing business models that revitalize the workforce.
3. IoT and OT Security Handbook
Authors: Smita Jain, Vasantha Lakshmi, Foreword: Dr Rohini Srivathsa
IoT and OT Security Handbook: Assess risks, manage vulnerabilities, and monitor threats with Microsoft Defender for IoT is a comprehensive guide that equips industrial security, IoT security, and IT security professionals with the knowledge and tools to effectively address cybersecurity challenges in the rapidly evolving world of IoT and OT. In the era of the Fourth Industrial Revolution, where digital transformation and connected industries dominate, the book sheds light on the pressing security concerns that must be addressed to ensure data protection and operational resilience. Through a deep dive into the Purdue model of reference architecture, readers gain a solid understanding of common cyber-attacks prevalent in IoT and OT environments. The centerpiece of the book revolves around Microsoft Defender for IoT, a powerful security solution specifically designed to safeguard IoT and OT ecosystems. Furthermore, the concept of zero trust, which is crucial for establishing a robust security foundation, is thoroughly explored with practical insights on its implementation in the context of IoT devices.
4. Practical Internet of Things Security
Author: Brian Russell, Drew Van Duren
Practical Internet of Things Security: Design a security framework for an Internet connected ecosystem is an indispensable guide that navigates the complex realm of securely building and deploying systems in our IoT-connected world. The book primarily targets IT security professionals, security engineers, and individuals responsible for ensuring the security of their organization's data in the IoT landscape. However, it also serves as a valuable resource for business analysts and managers seeking to understand and address the security challenges associated with IoT deployments. Readers will gain a wealth of knowledge and practical skills, including breaking down cross-industry barriers, building a rock-solid security program, applying systems security engineering and privacy-by-design principles, and harnessing cloud-based systems. It delves into the unique security challenges associated with IoT and provides practical guidelines for architecting and deploying a secure IoT ecosystem within an enterprise.
5. IoT: Security and Privacy Paradigm (Internet of Everything (IoE))
Editors: Souvik Pal, Vicente García Díaz, Dac-Nhuong Le
IoT: Security and Privacy Paradigm is a comprehensive and authoritative resource that explores the evolution of security and privacy issues within the realm of the IoT. This book serves as a single reference point for students, researchers, and practitioners seeking to better understand the IoT security platforms and privacy landscape. The book adopts security engineering and privacy-by-design principles to design and implement robust cyber-security solutions within IoT ecosystems. It takes readers on a journey, starting with exploring security issues in IoT-enabled technologies and their practical applications. The book provides practical guidance on tackling security challenges and constructing a secure infrastructure for IoT devices. The book thoroughly discusses security challenges and solutions in areas such as RFID, WSNs, and IoT. The primary audience for this book includes specialists, researchers, graduate students, designers, experts, and engineers focused on security-related issues and research.
6. IoT Security Issues
Author: Alasdair Gilchrist
IoT Security Issues addresses the rapid proliferation of internet-connected devices, where security often takes a backseat to product development. This book delves into the inherent vulnerabilities and IoT security challenges, offering insights on how to address and mitigate these issues. By examining the root causes of these problems and emphasizing the importance of programming and security best practices, the author presents practical solutions to combat the lax security processes prevalent in the IoT landscape. This book caters to a wide range of readers, including programmers who have yet to focus on the IoT, security professionals, and individuals with a keen interest in hacking and making. While a basic programming background would be beneficial for certain chapters later in the book, the core content is explained in a manner that is approachable for readers from various backgrounds.
7. Security and Privacy Issues in IoT Devices and Sensor Networks
Editors: Sudhir Kumar Sharma, Bharat Bhushan, Narayan C. Debnath
This book, of all the IoT security books, delves into the critical aspects of security breaches in IoT and sensor networks, offering a comprehensive exploration of potential solutions. The book takes a two-fold approach, thoroughly examining the fundamentals and theoretical foundations of sensor networks and IoT security. It then explores the practical IoT security solutions that can be implemented to enhance the security of these elements, providing illuminating case studies to reinforce understanding. The book is an invaluable resource for industry professionals working with wireless sensor networks (WSN) and IoT systems, enabling them to elevate the security of these interconnected systems. Additionally, researchers, material developers, and technology specialists grappling with the intricate nuances of data privacy and security enhancement will find the book's comprehensive information highly beneficial.
Final thoughts
IoT security for professionals involves implementing secure communication protocols, strong authentication, device management, data encryption, access control, and regular security audits. It is crucial to stay updated, maintain a security-aware culture, and prioritize the ongoing monitoring and adaptation of security measures to address emerging threats.
The above listed books delve into various aspects of IoT security, providing insights, strategies, and practical solutions to mitigate risks and protect IoT ecosystems. This article highlights some essential IoT security books that are indispensable resources for IoT professionals striving to enhance the security posture of their organizations. They also provide real world case studies, best practices and strategies to minimize risks.
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IoT Security
Article | June 27, 2023
The year 2020 was supposed to be a breakthrough year for many technologies but, most businesses have now been forced back into building an infrastructure to transit their workforce to work remotely and ensure continuity of workflow. Nevertheless, an unprecedented set of events have pushed several industries to accelerate the adoption of technologies as they continue to work from home.
5G and Wi-Fi 6 are two tech advancements that have been turning eyes around the world since their introduction. The two wireless technologies are well on their way to revolutionize the Internet of Things as businesses move fast towards digitization and the world is excited.
Table of Contents:
- Wi-Fi 6: A Breakthrough in Wireless Technology
- 5G: For a Better Connected World
- How are Wi-Fi 6 and 5G Transforming the IoT?
- 5G and Wi-Fi 6: Rivals or Allies?
Wi-Fi 6: A Breakthrough in Wireless Technology
The next-generation Wi-Fi with boosted speed was introduced last year to meet the demand for faster internet amongst the rising internet users. But, Wi-Fi 6 is simply more than a tweak in the speed.
Technically called 802.11ax, Wi-Fi 6 is the advancement in the wireless standard doing the same basic things but with greater efficiency in the device-dense areas, and offering much greater bandwidth than its predecessor 802.11ac or Wi-Fi 5. Wi-Fi 6 promises a speed up to 9.6 Gbps up four times than that of Wi-Fi 5 (3.5Gbps). In reality, this is just a theoretical maximum that one is not expected to reach. Even still, the 9.6Gbps is higher speed and doesn’t have to go to a single device but split up across a network of devices.
A new technology in Wi-Fi 6 called the Target Wake Time (TWT) lets routers set check-in times with devices, allowing communications between the router and the devices. The TWT also reduces the time required to keep the antennas powered to search for signals, which in turn also improves battery life.
Wi-Fi 6 also comes with a new security protocol called WPA3, making it difficult to hack the device passwords by simple guesswork.
In short, Wi-Fi 6 means better speeds with optimized battery lives, and improved security.
5G: For a Better Connected World
5G is the next in line to replace 4G LTE. While Wi-Fi covers small scale internet requirements, cellular networks like 5G are here to connect everyone and everything virtually on a larger scale.
The technology is based on the Orthogonal frequency-division Multiplexing (OFDM) that reduces interference by modulating a digital signal across several channels. Ability to operate in both lower bands (like sub-6 GHz) and mmWave (24 GHz and above), 5G promises increased network capacity, low latency and multi-Gbps throughput. 5G also uses the new 5G NR air interface to optimize OFDM to deliver not just better user experience but also a wider one extending to many industries, and mission-critical service areas.
The 5G technology, in a nutshell, has brought with it ultra-high speeds, increased and scalable network capacity, and very low latency.
How are Wi-Fi 6 and 5G Transforming the IoT?
5G and Wi-Fi 6 will fill up the speed gaps that our existing networks are not able to especially, in crowded homes or congested urban areas. It's not just about the speed. The two wireless technologies will increase network capacity and improve signal strengths.
On the business front, 5G and Wi-Fi 6 are both living up to the hype they created since their introduction.
Wi-Fi 6 has emerged, as the enabler of converged IoT at the edge. It has put IT into OT applications, connected devices and processed data from devices such as IP security cameras, LED lighting, and digital signage with touch screen or voice command. Wi-Fi 6 can now be used in office buildings for intelligent building management systems, occupancy sensors, access control (smart locks), smart parking, and fire detection and evacuation.
It’s (Wi-Fi 6) built for IoT. It will connect many, many more people to mobile devices, household appliances, or public utilities, such as the power grid and traffic lights. The transfer rates with Wi-Fi 6 are expected to improve anywhere from four times to 10 times current speeds, with a lower power draw, i.e. while using less electricity.
- Tom Soderstrom, IT Chief Technology and Innovation Officer at NASA’s Jet Propulsion Laboratory (JPL)
Similarly, 5G will open doors for more devices and data. It will increase the adoption of edge computing for faster data processing close to the point of action. The hype around 5G is because of the three key attributes it comes with: enhanced mobile broadband (eMBB), ultra-reliable low-latency (uRLLC), and massive IoT device connectivity (mMTC). But there is the fourth attribute that sets it apart from its predecessor: use of a spectrum that operates at the low-end frequency range (typically 600 MHz). Called as ‘low-band 5G’, it delivers high speeds with signals that go for miles without propagation losses and ability to penetrate obstacles. The 5G operates in the new millimetre-wave bands (24 to 86 GHz) delivering more capacity to enable many low-power IoT connections.
If we were to point down the benefits, these two wireless technologies are bringing to the Internet of Things those would be:
Increased Human-Device Interactions
Increased Data and Devices
More IoT investments
Advancing to the Edge
Acceleration towards Industrial IoT
Enhanced use of IoT devices
Better VUI
5G and Wi-Fi 6: Rivals or Allies?
In February, Cisco estimated that by 2023 M2M communications will contribute to 50% or about 14.7 billion of all networked connections. Cisco’s Annual Internet Report reveals that 5G will enable new IoT applications with greater bandwidth and lower latencies and will accelerate innovations at scale. The same report estimates that 10.6% of global mobile connections in 2023 will be 5G, while Wi-Fi 6 hotspots will be 11.6% of all public Wi-Fi hotspots growing 13 times from 2020 through 2023.
Wi-Fi6 will serve as a necessary complement to 5G. A significant portion of cellular traffic is offloaded to Wi-Fi networks to prevent congestion and degraded performance of cellular networks (due to demand).
- Thomas Barnett, Director of Thought Leadership, Cisco Systems
The two technologies are here to feed different data-hungry areas with gigabit speeds.
With lower deployment costs, Wi-Fi 6 will be dominating the home and business environments where access points need to serve more users covering devices like smartphones, tablets, PCs, printers, TV sets, and streaming devices. With an unlicensed spectrum, the performance of Wi-Fi 6 depends on the number of users, that are using the network at the same time.
5G, with its longer range, will deliver mobile connections and accelerate smart city deployments and manufacturing operations. Like LTE, 5G speeds will depend upon users’ proximity to base stations and the number of people using that network.
The performance of the two depends largely on the area where they are being deployed. For instance, Wi-Fi can very well handle machine-to-machine communications in a managed manufacturing unit, whereas 5G can enhance campus-wide manufacturing operations efficiently. Businesses will have a decision to make which among the two wireless networks fulfils their data appetite.
In conclusion, the two wireless technologies continue to develop in parallel and causing the next big wave in the Internet of Things.
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Enterprise Iot
Article | July 19, 2022
The concept of "never trust, always verify" is the foundation of the relatively new security architecture known as "zero trust." Zero trust requires that all users and devices be verified every time they connect, even from inside the "moat," in contrast to the conventional castle-and-moat security architecture, which automatically trusts users and devices located within a network's perimeter.
Companies are being forced to reconsider how they safeguard their networks by the internet of things (IoT). Unmanaged smart gadgets connected to the internet expand the number of potential access points for hackers to compromise your security when they are added to a network.
Zero Trust Security Expansion for IoT
After establishing it for users and their devices, organizations must extend zero-trust security to cover unmanaged, non-user devices too. To do this, they require zero trust identity management technologies that automatically register devices, issue credentials, and offer password-less authentication.
Device Visibility
A device may be infected with malware or have a security breach if performance problems or bugs start to appear frequently. In addition, a malfunctioning device may be more vulnerable to attack. Therefore, organizations require device health monitoring that can automatically identify problems and flag them for remedy in order to establish and maintain zero trust security for IoT. Some cutting-edge solutions can also automatically prevent an impacted device from making further connection attempts or carrying out corrective actions without requiring human participation.
The Principle of Least Privilege (PoLP)
The principle of least privilege (PoLP), which argues that any user or device should only obtain the bare minimum access privileges necessary to perform their job functions, is widely used in conjunction with zero trust security. Therefore, organizations must establish the minimal level of network access required for each device to carry out its functions before limiting its potential privileges in order to deploy PoLP for IoT. Implementing identity and access management (IAM) tools and guidelines that support zero trust and PoLP for devices is one approach to accomplishing this.
Security Monitoring
There are other zero-trust security monitoring programs created especially for IoT, such as Palo Alto Networks' IoT Security, which was previously discussed. Businesses can also utilize tools to monitor devices and network traffic, such as next-generation firewalls and intrusion detection and prevention systems (IDS/IPS). The zero trust security solution for IoT must include monitoring in addition to as much automation as possible so that threats can be identified, contained, and remedied even when no one is there to press a button or disconnect a device manually.
One of the leading causes of zero trust security projects failing over time is that people stop adhering to them once they get complicated. This is especially true for IoT security that operates on zero trust. In addition, it can be logistically challenging to keep remote, unmanaged devices at zero trust.
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