KuppingerCole Report
Leadership Brief
By Roland Bühler

Marketing, IoT, and Privacy

The Internet of Things (IoT) is an IT megatrend. Apart from offering new possibilities and experiences to its users, IoT is highly interesting for marketers as it offers new ways to communicate with consumers and customers, leading to new possibilities in terms of analytics and consumer engagement as well. But what about privacy when IoT comes into play? This Leadership Brief gives an overview of marketing opportunities and privacy challenges in terms of IoT, with a focus on European legislation based on GDPR.

1 Executive Summary

IoT can be an essential stepping stone on the way from “omni-channel marketing” to “everywhere marketing” — leading to great opportunities i ...

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2 Analysis

The Internet of Things

IoT is a wide area potentially touching almost every area of private and commercial life. This analysis focuses on the consum ...

  • IoT will deliver data which can be used to train machine learning models. On the other hand, many IoT devices use ML and machine learning to enable ...
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3 Recommendations

Consider different use cases, opportunities, and threats

Regarding consumer-focused IoT, various use cases relate to the role of marketing.

In ter ...

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Copyright

©2019 KuppingerCole Analysts AG all rights reserved. Reproduction and distribution of this publication in any form is forbidden unless prior written permission. All conclusions, recommendations and predictions in this document represent KuppingerCole´s initial view. Through gathering more information and performing deep analysis, positions presented in this document will be subject to refinements or even major changes. KuppingerCole disclaim all warranties as to the completeness, accuracy and/or adequacy of this information. Even if KuppingerCole research documents may discuss legal issues related to information security and technology, KuppingerCole do not provide any legal services or advice and its publications shall not be used as such. KuppingerCole shall have no liability for errors or inadequacies in the information contained in this document. Any opinion expressed may be subject to change without notice. All product and company names are trademarksTM or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

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KuppingerCole Analysts, founded in 2004, is a global analyst company headquartered in Europe focusing on Information Security and Identity and Access Management (IAM). KuppingerCole stands for expertise, thought leadership, outstanding practical relevance, and a vendor-neutral view on the information security market segments, covering all relevant aspects like: Identity and Access Management (IAM), Governance & Auditing Tools, Cloud and Virtualization Security, Information Protection, Mobile as well as Software Security, System and Network Security, Security Monitoring, Analytics & Reporting, Governance, and Organization & Policies.

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