ForgeRock

ForgeRock enables millions of consumers to interact with organisations online, building secure relationships and enabling new digital offerings from any device or connected thing. . Learn more

Securing the Identity of Things (IoT) for the Internet of Things

Find out about the new ways that the IoT is processed, managed, protected, stored, and communicated

Marketers looking to harness the Internet of Things (IoT) require a new approach to viewing and implementing processing, analytics, storage, and communications. Certainly, identifying “who’s who, what’s what, and who gets access to what” is one aspect. But how this is processed, managed, protected, stored, and communicated is a whole new kettle of fish for businesses.

Identity management is not just about securing IoT devices; it must rationally secure and make sense of the entire environment, from customers to partners, websites to webpages, to mobile devices, apps, and the cloud. This is by no means a comprehensive list – just one that will hopefully give you an idea of the number of links in the chain.

Back in an age where companies only connected computers to other trusted computers, life was far simpler. Legacy systems were created to maximise internal security, keeping threats well outside. Security was perimeter-based. Firewalls protected organisations. Identity was about internal stakeholders, creating identities for employees to access the right information and services securely. Businesses used to have to cope with, on average, 20-40,000 identities.

However, the dawning of the IoT has turned this on its head. Marketing organisations everywhere need systems that provide secure access externally, to customers, partners, and other important stakeholders. This means systems have to cope with millions of identities, and most of them outside of the firewall. Static and portable devices need to talk to each other, and then there’s Human-to-Machine and Machine-to-Machine identification and interaction on top of that.

Customers need to access company systems via multiple devices or objects and expect a bespoke user experience based on how, when, and where they access services. This requires a single, secure identity platform to unify the entire company ecosystem and enable a straightforward, repeatable way of securing an increasing number of devices. Building a platform that supports and unifies the entire ecosystem is challenging enough, but organisations also need to be able to support new services, new devices, and new infrastructure on the back end.

So how do businesses protect data they can’t see as it’s communicated between machines and other parts of the ecosystem?

Contextual Knowledge is Power

Contextual intelligence and awareness can add significant value to digital services. For instance, a connected car can remember the personal preferences of every driver, or the Sony Smart B Trainer can offer personalisation to support the user’s individual fitness goals. The new data propagated by such devices enables companies to better understand their customers, as well as protect them. Devices come to know what to expect from you as a typical user—and notice abnormal behaviour that triggers enhanced security measures. This kind of contextual intelligence also opens up revenue opportunities for cross-selling, upselling, and delivering personalised services.

Encrypting and authenticating this data is essential; however, it is also imperative to understand who accesses data and how, as well as where and when they access it. Knowing this information will help authenticate the user and confirm that their behaviour is in-line with past behaviour. It is important to note that as these kinds of IoT devices continue to come online, organizations need to be sensitive to the highly personal nature of the data that can be collected. Obtaining the consent of the user to act on this data is critical.

Real-time contextual clues, in addition to credentials, provide organisations with the tools needed to decide whether to grant access, and how much access to allow. For instance, if a system detects a login attempt with correct credentials, but from an unrecognised IP address or at an uncharacteristic time of day, it can activate additional security measures such as requesting personal security questions or sending verification codes to a user’s mobile phone.

The speed at which marketing organisations get to reap the rewards of IoT lies firmly in their hands. The Internet of Things requires oganisations to understand and manage an external-facing identity management platform effectively. Unless organisations can link objects, devices, and new mobile and social apps to a single security platform, they won’t be able to truly harness the enormous growth potential offered by IoT.


Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in