Internet of behavior is a connection between technology and human psychology which gives it the power to generate patterns and influence human behavior.
It is still in initial phase, but was able to grab a lot of attention from technology experts with its mention in ”Gartner’s Top Strategic Technology Trends for 2021”. Gartner predicted that “By the end of 2025, over half of the world’s population will be subject to at least one IoB program, whether it be commercial or governmental”
Source: BMC blog on “What Is the Internet of Behaviors? IoB Explained”
Gartner acknowledges IoB as, behavioral science which can be considered under four key aspects: augmentations, decisions, emotions and companionship
From a human psychology perspective, IoB not only understands the data properly but also applies its understanding to innovate, create and promote new products/services
Currently most of the companies understand buying behavior from the information provided by consumers via interaction between them and application linked to the company. Information collected from interaction via smart devices such as smart phones and its interconnection with other smart devices such as cameras and voice assistance has the power to understand consumer’s likes/dislikes, spending, and so on.
It is aiding organizations to optimize their data from sources such as social media, geolocation, facial recognition, and government agencies citizen data. This data is eventually added and utilized to influence consumer buying behavior.
IoB is using data processing to another level, by connecting collected data from human behavior to analytics and behavioral science. This behavioral data will play a fundamental role in planning and developing strategies for organizations particularly in sales and marketing.
It has the ability to analyse data collected from consumers (such as consumers food choices, how they shop, their preferred travel destination, people with whom and how they interact) and use it to advertise products more effectively and improvise a product’s or service’s overall user experience, thus fulfilling their ultimate goal of selling product. With such capabilities, it aims to generate a substantial enhancement in the development of the sales industry.
For Instance, a health app that can track sleeping patterns, heart rate or blood sugar levels, can alert users before adverse health situations and suggest them with behavior changes for the positive result. Such information could prove significantly important to companies by providing them with deeper insight into how they should be channelizing their marketing efforts.
As per Gartner, “The same wearables that health insurance companies use to track physical activities to reduce premiums could also be used to monitor grocery purchases; too many unhealthy items could increase premiums.”
GBKSOFT, a software company has helped golfers to improve their playing skills by correcting their existing ball striking technique and learning new techniques with its app and wearable device. The golfers can connect their handheld device and connect it with their mobile phone, every time the golfer hits the ball the app records and analyses its impact. Thus golfer can not only improvise by analyzing their mistake but also track for any trajectory or stroke force.
Tech giants such as Facebook, Google, and Amazon are continuously tracking and working on algorithms to configure and anticipate consumer desires and behaviors
Covid has brought a wider acceptance of IoB for human behavioral surveillance. IoB can prove to be an extremely effective method to avoid spread of virus. For instance, computer vision or facial recognition can be used to determine if employees are complying with mask protocols or not. While, electronic devices such as RFID tags and sensors on employee or in the environment can be used to check if they are washing or sanitizing their hands regularly or not. Speakers can be used to warn people violating such protocols.
Test and Trace app on smart devices can be used by government agencies to monitor and curtail people’s location and activities to ensure their chances of contacting virus, while effectively enhancing overall public welfare.
While IoB has a great potential to improve our lives it has some negative aspects as well, cyber security being the prime concern. It can give access to cyber criminals with not just behavioral data such as consumer buying patterns or their likes/dislikes but also give access to their banking code, by which they can create advance scams, and take phishing to another level.
Moreover, data generated from social media platform such as Facebook and Instagram is changing the dynamics of value chain, and companies are using this opportunity to modify human behaviors. This goes well with the saying “If you are not paying for it, you are no longer the customer, you are the product being sold”
Some people might find surveillance of behavior as an Invasion of their privacy. “China’s Social Credit System” a Chinese government based surveillance programme is one such example, which includes all characteristics of judging citizens’ behaviour and trustworthiness. With this system the government is supporting good human behaviour and discouraging bad behavior. This is not going well with people who value their civil rights.
Moreover, laws regarding IoT vary widely, and considering IoB has much more sensitive data, both government and private organizations need to establish robust privacy laws to bring legal consistency.
As per Gartner, “Much of the scope and execution of an IoB will depend on local privacy laws, which may affect how data can be used and in what way”.
Regardless of the apprehensions expressed above, IoB has the ability to make our lives effortless, be it improving business, encouraging us to live a healthy life or ensure our safety during pandemic situations. Any government of private organization who implement IoB needs to make sure of strong cyber security and data protection laws.