IoT Security
Article | June 27, 2023
Trying to secure the industrial network in one go is like boiling the ocean. Better to view it as a journey. At each step in the journey, you’ll make incremental changes to people, process, and technology.
Minimal security. This is the current state for most manufacturers. If you’re here, you’ve segmented the industrial network from the IT network. Traffic can’t cross from the IT network to the industrial network without clearing the DMZ. You can block malware from entering the industrial network. You can block malware from leaving the industrial network to infect the enterprise network. But if the industrial network is exposed to malicious software, you don’t have a way to contain it. That means the malware might affect multiple manufacturing cells or production lines — even multiple plants.
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IoT Security
Article | July 5, 2023
For businesses, the transformative power of IoT is increasingly significant with the promise of improving operational efficiency and visibility, while reducing costs.
However, IoT does not come without risks and challenges. While concerns over security and data privacy continue to rise, the lack of IoT standards remains one of the biggest hurdles. The increasing number of legacy, single-vendor, and proprietary solutions cause problems with disparate systems, data silos and security gaps. As IoT successes become more dependent on seamless interoperability and data-sharing among different systems, we want to avoid the scenario of a fragmented market with numerous solutions that simply don’t work with each other.
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Security, IoT Security
Article | July 13, 2023
Building resilient IoT networks: Exploring the top technologies for enhancing IoT security and protecting as well as safeguarding against evolving cyber threats in the interconnected era of Industry 4.0.
Contents
1. What is Network Resilience and Why is it Needed?
1.1 Continuous Operation
1.2 Mitigating Security Threats
1.3 Data Protection
1.4 System Availability
1.5 Risk Management
1.6 Regulatory Compliance
2. Factors to Consider for Network Resilience
3. Top Trends in IoT Security
3.1 Zero Trust and AI
3.2 Supply Chain Security
3.3 Network Segmentation and Segregation
3.4 Over-the-Air (OTA) Updates
3.5 Device Authentication and Authorization
3.6 Software-defined Networking (SDN) Security
3.7 Identity and Access Management (IAM)
4. Conclusion
1. What is Network Resilience and Why is it Needed?
Network resilience refers to the ability of an IoT network to withstand and recover from disruptions, attacks, or failures while maintaining its essential functions. It involves implementing measures to ensure the network remains available, reliable, and secure, even during security threats or unexpected events.
Ensuring network resilience is a critical aspect of IoT network security. Network resilience refers to the ability of an IoT network to withstand and recover from disruptions, attacks, or failures while maintaining its essential functions. Ensuring network resilience in IoT network security is crucial for the following reasons:
1.1 Continuous Operation
IoT networks often support critical applications and services that require uninterrupted operation. Network resilience ensures that these applications can continue functioning even during disruptions, such as network failures or security incidents. It minimizes downtime and ensures business continuity.
1.2 Mitigating Security Threats
IoT networks are susceptible to various cybersecurity threats, including malware, unauthorized access, or Distributed Denial of Service (DDoS) attacks. Network resilience measures help mitigate these threats by implementing security controls, monitoring network traffic, and enabling prompt detection and response to security incidents.
1.3 Data Protection
IoT devices generate and transmit vast amounts of sensitive data. Network resilience safeguards data integrity, confidentiality, and availability by implementing secure communication protocols, encryption mechanisms, and access controls. It ensures that data remains protected even during network disruptions or security breaches.
1.4 System Availability
IoT systems often rely on real-time data processing and communication. Network resilience ensures that data flows seamlessly, allowing IoT devices to exchange information and execute tasks without interruptions. It supports critical functions such as monitoring, control, and decision-making processes.
1.5 Risk Management
Building network resilience helps organizations effectively manage risks associated with IoT deployments. By identifying vulnerabilities, implementing protective measures, and having response plans in place, organizations can minimize the impact of security incidents, reduce financial losses, and maintain the trust of stakeholders.
1.6 Regulatory Compliance
Many industries have specific regulations and standards governing the security and resilience of IoT networks. By ensuring network resilience, organizations can demonstrate compliance with these requirements, avoiding penalties, legal issues, and reputational damage.
2. Factors to Consider for Network Resilience
Implementing redundancy and failover mechanisms within the network infrastructure helps mitigate the impact of single points of failure. This involves deploying backup systems, redundant network paths, and failover mechanisms to ensure continuous operation despite a failure or attack. Traffic Monitoring and Anomaly Detection for Continuous network traffic monitoring helps identify abnormal patterns or behaviours that may indicate security threats or attacks. By leveraging intrusion detection and prevention systems (IDPS) and traffic analysis tools, organizations can promptly detect and respond to network anomalies, safeguarding network resilience. Moreover, segmentation and Isolation: Dividing the IoT network into segments or zones and isolating critical devices or systems from less secure ones enhances network resilience. Implementing proper network segmentation, VLANs (Virtual Local Area Networks), or software-defined networking (SDN) enables effective control, containment, and mitigation of security incidents.
DDoS attacks significantly threaten network resilience by overwhelming the network's resources and causing service disruption. Deploying robust DDoS protection measures, such as traffic filtering, rate limiting, and traffic diversion, helps mitigate the impact of such attacks and ensures network availability. Incident Response and Establishing comprehensive incident response and recovery plans specific to IoT network security incidents is crucial. These plans should outline clear procedures, roles, and responsibilities to efficiently respond to and recover from security breaches or disruptions, minimizing downtime and maintaining network resilience. In addition, regular penetration testing, vulnerability assessments, and network audits help identify weaknesses and vulnerabilities in the IoT network infrastructure. Promptly addressing these issues through patches, updates, and security configuration adjustments strengthens network resilience by proactively addressing potential security risks.
By implementing these measures, organizations can enhance the resilience of their IoT networks, ensuring continuous operation, prompt threat detection, and effective response to security incidents. Network resilience plays a vital role in maintaining IoT systems' integrity, availability, and reliability in the face of evolving security challenges.
3. Top Trends in IoT Security
3.1 Zero Trust and AI
Zero Trust is an emerging security concept that assumes no implicit trust towards devices or users, even if they are already inside the network perimeter. Implementing Zero Trust principles in IoT networks can help mitigate the risks associated with compromised devices and unauthorized access for IoT security. In order to bolster cybersecurity measures, adopting a zero trust approach. Effectively addressing cybersecurity challenges entails not merely technological solutions but a comprehensive organizational strategy rooted in cultural and policy frameworks. Emphasizing the zero trust concept underscores the importance of policy implementation throughout the entire organization, complementing technological measures.
3.2 Supply Chain Security
The complex and interconnected nature of IoT supply chains introduces security risks. The supply chain for IoT devices involves multiple stages, including device manufacturing, software development, distribution, and deployment. Each stage presents potential security risks that can compromise the integrity and security of the IoT network. This includes adopting secure supply chain management practices, such as verifying the security practices of suppliers and manufacturers, and establishing clear security requirements and standards for the entire supply chain. Conducting third-party risk assessments helps evaluate the security posture of suppliers and vendors to identify any potential vulnerabilities or weaknesses.
3.3 Network Segmentation and Segregation
In IoT security, minimizing the potential impact of a compromised IoT device is crucial, and network segmentation and segregation play a vital role in achieving this goal. Network segmentation involves dividing the network into separate zones or segments, based on factors such as device type, functionality, or security requirements. The containment strategy helps minimize the impact of a security breach by isolating compromised devices and preventing lateral movement within the network.
3.4 Over-the-Air (OTA) Updates
Software updates play a critical role in maintaining the integrity and security of IoT devices. IoT devices frequently require updates to address software bugs, patch vulnerabilities, or introduce new features. Over-the-Air (OTA) update mechanisms are being enhanced with robust security measures to ensure the secure delivery and installation of updates. Code signing is a prevalent practice where updates are digitally signed with cryptographic keys to verify the authenticity and integrity of the software. Secure boot is another important mechanism that establishes a chain of trust during the device boot-up process, ensuring that only authorized and tamper-free software is loaded onto the device.
3.5 Device Authentication and Authorization
The increasing number of IoT devices poses a significant challenge in ensuring secure and trusted authentication and authorization. Two-factor authentication (2FA), for example, adds an extra layer of protection by requiring users or devices to provide two separate forms of authentication, such as a password and a unique code sent to a mobile device. Digital certificates, on the other hand, enable secure and trusted device authentication by leveraging public key infrastructure (PKI) technology. Each IoT device is issued a unique digital certificate, which serves as a digital identity, allowing for secure communication and verification of device authenticity.
3.6 Software-defined Networking (SDN) Security
Securing Software-defined Networking (SDN) environments is paramount to protect IoT deployments. SDN offers centralized control and management of network resources, providing flexibility and scalability. This ensures that only authorized entities can access and make changes to the SDN infrastructure, preventing unauthorized access and configuration changes. Additionally, continuous traffic monitoring and analysis enable the detection of suspicious activities and potential security breaches. Encryption IoT standards and protocols should be employed to secure communication between the SDN controller, switches, and IoT devices, safeguarding data privacy and integrity. Network segmentation within the SDN environment helps limit the impact of security breaches, reducing the attack surface.
3.7 Identity and Access Management (IAM)
Implementing IAM solutions, such as role-based access control (RBAC) and multi-factor authentication (MFA), within IoT networks significantly enhances network security. IAM ensures that only authorized individuals can access and interact with IoT devices and systems. RBAC enables administrators to assign specific access privileges based on user roles and responsibilities, reducing the risk of unauthorized access. Additionally, incorporating MFA adds an extra layer of security by requiring users to provide multiple forms of authentication, such as a password and a unique token or biometric verification. This significantly reduces the risk of unauthorized access even if a user's credentials are compromised.
4. Conclusion
The technologies discussed in this article play a crucial role in enhancing IoT network security and resilience. By leveraging these technologies, organizations can mitigate the risks associated with IoT deployments, protect against cyber threats, and ensure the reliability and continuity of their IoT networks. As the IoT landscape evolves, staying up-to-date with these top technologies will be essential for organizations to maintain a robust and secure IoT infrastructure.
The transformative landscape of Industry 4.0 demands strong network security in IoT environments. The top technologies discussed in this article empower organizations to enhance network resilience, protect against cyber threats, and ensure the uninterrupted functioning of IoT networks. Embracing these technologies and staying ahead of emerging threats, helps organizations build a secure foundation for their IoT deployments and capitalize on the vast opportunities offered by the IoT ecosystem.
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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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