L E A D IN G E D GE


ASK ME


Joel Davis, co-founder of the AI- driven ad tech platform Mighty Social


ANYTHING: What the experts say


The true value of IoT deployments is for a business to predict a technical failure in advance and stop it happening.” Jon Hill, InVMA


Lyndsay Wise, solutions director at Information Builders


IoT devices are often invisible. We tend to forget about them and the device manufacturers are not cybersecurity experts.” Natan Bandler, Cy-oT


Natan Bandler, chief executive at Cy-oT


Jon Hill, business development director at InVMA


Our goal is not to just drop an analytics program on top of IoT. We make sure clients understand what they need to do. It’s not just about technology.” Lyndsay Wise, Information Builders


We cannot read the future. We don’t know if this or that technology, say, connecting your shoes to your phone, is going to take off or not.” Joel Davis, Mighty Social


S TRANGER THINGS But how do businesses justify the cost


of data? Many have data quality issues, actual problems that hamper holy grails of optimal operations. Deploying some form of IoT is fine,


but bad data can frustrate efforts to analyse and leverage the business model’s promises of automation and enhanced efficiency. Wise hears this gripe often among


her prospects: “They can’t get the right answers and don’t understand why they are unable to create consistent quality controls.” Analytics sucks value out of dumb data.


They pair nicely, Wise says. “Just automating something isn’t good


enough if you’re not actually going to take action on it and become more proactive.” The brisk pace of IoT uptake among


enterprises looks set to continue, with a market analysis by Zinnov predicting global spending on IoT technology-based products and services by enterprises to reach $253 billion in 2021. Sound rosy, but is IoT hype justified?


And are businesses at risk of over- implementing technologies in an effort to streamline existing operations? “The main pitfalls to deploying IoT


are doing it when it is not needed or doesn’t add direct value to the business,” warns Jon Hill, business development director at InVMA, a British IoT firm. “We use IoT deployments to facilitate


automation by communicating the information required to make business decisions. We deploy IoT so that businesses can turn data into something meaningful that staff can act on.” Then there are the usual security


concerns, which is why Israeli cybersecurity firm Cy-oT teasingly describes the Internet of Things as the Internet of Threats. As billions of things become smart


and connected, the reality is devices are creating openings that can be exploited by attackers.


88 CAMPDENFB.COM ISSUE 74 | 2018


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