IoT: Your Thermostat Is Calling

Curtis Franklin Jr., Executive Editor | 5/22/2014 | 35 comments

Curtis Franklin Jr.
You're about to know precisely where your customers are and what they're doing. Are you ready for Big Data Advertising Everywhere?

The combination of the Internet of Things and big data has the potential to allow pinpoint advertising on a scale that most consumers have never considered. Google, for example, has already been forced to deny that it has plans underway to put ads on your thermostat. That doesn't mean, of course, that it will never happen -- just that there hasn't yet been a document containing the idea appear on the Google campus with "Plan" on the title page.

Futurists have for years talked about the possibility of a refrigerator that keeps track of your groceries and builds a shopping list based on perishables that have been used. LG has even demonstrated a smart fridge that does just that. How big a leap is it, really, from a refrigerator that keeps track of your shopping list to a refrigerator that shows you ads for the best deals on your next bottle of ketchup, or a coupon for a nice bottle of chardonnay to go with the fish you just added to the list?

From IT's point of view this is, in many ways, simply an extension of the sort of big-data opportunity that already fills corporate planning sessions with visions of predictive insight on customer (and potential customer!) behavior. The technology, while still evolving, is practically old-hat by now. The real challenge for the IT department is going to come in the very sensitive areas of security and privacy.

Anyone who doesn't believe that privacy now sits at the top of public consciousness need only look as far as Target for an alternate view. The POS data breach has already cost the retail giant a CIO, CEO, and millions of dollars in lost shareholder value. The fact is, no one knows what the final cost of the breach will be. What is known is that customers saw the loss of their credit card data as an enormous breach of their privacy, and they're quite willing to punish Target for its perceived sins.

Now, imagine how the public would feel if the privacy breach included financial information along with behavioral data. It's fair to say that the reaction of consumers would be dramatic -- and the actions taken on their behalf by regulators and attorneys would likely be just as dramatic.

This isn't to say that there's no value, either to the enterprise or its customers, in collecting and analyzing the data that will be generated by a growing number of "smart" things around our houses and places of business. The key for IT is understanding just how valuable that information is -- and being a representative of the consumer in helping the rest of the enterprise understand the information is valuable. Anything so valuable must be treated with the utmost care and kept under the most strict sort of security. That just makes sense.

So before you allow the marketing department and Chief Digital Officer to get ahead of the organization on big data and the Internet of Things, start thinking about how you're going to secure all the data as it comes and goes and gets pushed around the analytical engines of your enterprise. Be ready. Somewhere out there, a refrigerator and a thermostat are waiting to talk to you.

— Curtis Franklin Jr., Executive Editor, Enterprise Efficiency Circle me on Google+ Follow me on TwitterVisit my LinkedIn pageFriend me on Facebook

View Comments: Newest First | Oldest First | Threaded View
Page 1 / 4   >   >>
tekedge   IoT: Your Thermostat Is Calling   5/30/2014 11:01:03 PM
Re: Your Thermostat Is Calling
I never thought of this aspect...
tekedge   IoT: Your Thermostat Is Calling   5/30/2014 10:57:52 PM
Your thermostat is Calling
For me a smart refrigerator will indicate an overdose of technology. I know it is soon coming but hubby soon we will be ruled by every aspect
singlemud   IoT: Your Thermostat Is Calling   5/30/2014 9:38:17 AM
Re: Your Thermostat Is Calling
The auto suggestion for the next shopping list and coupons avaiable/best deals for this shopping list is pretty cool.
eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 1:12:09 PM
Re: Your Thermostat Is Calling

That's a very fair argument/Thought to consider.

I won't be surprised if that is definitely how it turns out.

You (& Your preferences) are for Sale here.

eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 1:10:36 PM
Re: Your Thermostat Is Calling


The Whole Shopping experience(for Groceries atleast) is about to get automated and very-very boring!

I most definitely don't want to be there.

I hope I am not the only person who thinks like this.

Think about it-If the whole experience is automated,how will we have any control on the Foods we put in our Stomachs? Everything is run by a machine and its whims and fancies.


eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 1:07:56 PM
Re: Your Thermostat Is Calling

The Typical way to do this is add encryption(at either the Device layer or on the Data you are transmitting via VPNs).

Problem with either approach is that it will end up consuming more Data as well as reduce Speeds of Transmission of Information.

Not just that it will also add to costs of the Device.

I don't think too many vendors will be eager for these solutions today(as long as there is no Outcry over Privacy Vendors won't change/Adapt).


eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 1:03:09 PM
Re: Your Thermostat Is Calling

You are most definitely not the only one here!


Its a most puzzling situation when folks don't realize that anything(and I mean Any device) connected to the Internet is vulnerable for attack.

Just saying Security via obscurity will save you seems a little strange given how many Botnets exists today(and how easy it is to buy one today).

All these connected devices just made it that much easier to not just hack devices but also establish connected botnets today.

eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 12:48:05 PM
Re: Smart efficiency

As you have very rightly pointed out there are both pluses and minuses to the situation at hand.

Its upto all of us to decide what we take and what we let go!

eethtworkz   IoT: Your Thermostat Is Calling   5/29/2014 12:46:48 PM
Re: Smart efficiency

The way I look at it(with all these connected Devices that are entering our Homes today);we are already on the Internet of Things Super-Highway(whether we like it or not).

Its a different thing that we may chose to not rig these together (by keeping them offline) for Privacy Concerns amongst other reasons.

What I feel is that unless we get very cheap Broadband Internet;I don't see the IoT Picking off in a big way.

Most Data Providers/Cable Companies just throttle your Internet connection if and when they feel you are using too much Data(even on Broadband).

What will happen when there are millions of such IoT Devices all pushing data out and then Recieving Info in return?

And lets not forget so many organizations have'nt yet made the full transistion to IPv6 for their Internal Networks.

What happens then???

Chaos is just the start.

impactnow   IoT: Your Thermostat Is Calling   5/28/2014 12:58:49 PM
Smart efficiency
It's only matter of time before big data comes to our house literally. There are already smart thermostats you can program from your smartphone and tablet while you're away from home. Security systems also become smart and accessible from our tablets and smartphones. Making smarter appliances and smarter homes could save us money time and prevent headaches. Imagine if your furnace told you I am going to break down or a refrigerator said it's light was burning out. I'm less worried about hacking given the benefits of smart technology.
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