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What is Internet of Behaviour (IoB) – New Tech Term Defined!

IOBConnected things, machines and devices defined few of these years terming it as Internet of Things (IoT). Internet of Things (IoT) works as a system that are connected to the sensors, software, and other technologies for the purpose of connecting and exchanging data with other devices and systems over the Internet. It also helps to collect and share the data without the interference of humans. Till now it’s fine but what about a newer advancement which analyses behavior over the internet. Sounds strange, but yes, Internet of Behaviour (IoB) as the name suggests takes a mile ahead from just connecting people, machines or devices but invigilates behaviors. IoB is said to utilise the data produced from behaviours and then determines the potential of it. For example, IoT till now can tell you how many steps you have walked but with IoB you can find your device giving health coaching and assisting on your fitness goals. With the power of IoB, it can easily inform you the availability of your favourite products, presences and your favorite shows in OTT. But this in not it, IoB comprises a massive potential in industries and businesses. Below we will take you to episodes defining IoB, potential, benefits and challenges.

Benefits of Internet of Behaviour (IoB)

Internet-of-beharviourInternet of Behaviour (IoB) can be used as a most strong weapon for marketing and sales purpose. IoB can allow businessman to increase their business by knowing the wishes of its clients and the latest trends. It will increase your business revenue as well as make your brand more popular among the customers.

  • It will not be simply giving companies insights to past performance, but it will allow them to guesstimate future behavior. The data gathered from the IoT will be the foundation upon which companies will be able to plan their development, marketing and sales efforts.
  • If we talk about health related track, so it’s an important feature and it may keep you updated and the motivated also. From health tips to suggestion of proper diet plans everything will become much easier through IoB.
  • Also, we should not forget that time, when IoB helped us to recognize the person, who is not wearing mask or following the pandemic rules. It also detects your body temperature.
  • It can also save you from getting spammed mail or unnecessary calls. Because according to your behavior it will boost your favourite tasks.
  • In the year 2018, at Directorix Barista, a facial recognition system had been installed. As a result, the product understood sex, age, and mood. It observes the results and offers an appropriate drink to the client. The same system can be used in stores for personalized advertising. These kinds of services automatically can impress your clients.

Internet of Behaviour (IoB) Challenges

Eye-recognitionAlthough, IoB provides numbers of benefits, but there are several loopholes also. As IoB is also connected with the internet and this space of cyber world is getting vulnerable. Hence cyber-attacks on advance technologies like IoB can be a challenge:

  • Tracking diet, heart beat or footsteps can lead a person to a certain behaviors, like losing weight or taking a sleeping pill. Without proper medical guidance, one can alter its behaviour too much or too aggressively.
  • Security and privacy is the major concern. Anyone can be tracked through such kinds of services. Somehow, it seems useful but at the same time it can be harmful also. Before getting ahead with IoB, enablers need to get the solution of privacy policy in the same scenario.
  • IoB can be prone to cyberattacks. Cybercriminals can collect and sell your data to other hackers, who will easily access your property codes, delivery routes and even bank access codes also.
  • The use of IoB can take phishing to a new level by being able to better impersonate individuals for the sake of fraud or other nefarious purposes. The rapidly expanding network of IoT devices means that new cybersecurity protocols are in development and that businesses need to be ever more vigilant and proactive.

Future of Internet of Behaviour (IoB)

IOB 12IoB has recently achieved popularity and the reason is Gartner, which named IoB among the world’s biggest strategic technology trends for 2021.

According to the report of Gartner, the Internet of Behaviour (IoB) collects smart dust of humans lives through the different sources, which can be used by public or private entities to influence behavior.

By 2023, 40 percent of people’s behaviour from all over the world will be tracked by the IoB and  by the end of 2025, more than half of the world’s population will be subject to at least one IoB programme, whether it be commercial or governmental.

If, in future a company is going to use IoB for their business, they have to be ensured about the Cyber Security strategy to protect all of that sensitive data. Otherwise, it can be impactful positively and negatively both.


Nitisha Dubey

I am a Journalist with a post graduate degree in Journalism & Mass Communication. I love reading non-fiction books, exploring different destinations and varieties of cuisines. Biographies and historical movies are few favourites.

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