Distant Future Era (2030-2040)

Internet of Behavior Ideology

The Internet of Behavior is an extension of the Internet of Things, the two are closely intertwined . According to forecast Statista, there will be more than 50 billion IoT devices in use throughout the world by 2030. According to DBS Bank, the installed base of IoT-connected devices would grow from roughly 11 billion now to 125 billion in 2030.(Massimo Russo,Gary Wang, 2019). The IOB has an impact on consumer behavior, but it also changes the value chain. While some consumers are hesitant to provide their information, many more are willing to do so if it offers data-driven value. This involves being able to transform a company's image, promote items more successfully to customers, or improve a product's or service's Customer Experience (CX). In theory, data on every aspect of a user's life might be collected with the purpose of increasing efficiency and quality. (Softtek, 2021).

From the perspective of human psychology, the Internet of Behaviors (IoB) tries to examine how data might be better understood and used to develop and sell new goods. The Internet of behavior (IoB) may be used in a variety of ways by both public and commercial organizations. For businesses and organizations all across the world, this technology will become a fascinating new marketing and distribution platform. Every business needs an in-depth understanding of its customers, which the IoB platform enables. IoB, for example, connects all cell phones in the app, allowing users to observe their faults and receive visual tips for improving their swing and stroke.

The Internet of Things extends from the connectivity of gadgets, which generates a plethora of new data points from the internet of things (IoT). Customers' information is collected by businesses through ‘sharing' across linked devices, which is monitored in real time by a single computer. (Mohd Javaid, 2021) According to Gatner, while the technology is still in its early stages, more than half of the world's population will be exposed to at least one IoB program, whether from the government or a commercial enterprise, by the end of 2025 onwards. For years, SWOT analysis and a variety of other methodologies have aided businesses in developing product and marketing strategies that predict people's desire to purchase. Nonetheless, the Internet of Behavior is a modern phenomenon that has the potential to expand advertising and marketing to incredible (and possibly powerful) levels. (John Shea III, 2021)

Contradiction

However IoB has a lot of negative things, and this might have a big impact on everything. Cybercriminals can use behavioral data to get access to sensitive information about customers, gather and sell property access codes, delivery routes, and even banking credentials. These cybercriminals might take hacking to the next level by creating more complex schemes that are customized to specific users' patterns, increasing the risk of users being fooled. As a result, using technologies like Confidential Computing, E2E encryption, or software-defined perimeter (SDP) tools, it's critical to have a secure platform, storage, and execution of data. Tens of millions of individuals have voluntarily decided to spend an average of $550 each year on devices that actively listen to and track their behavior, according to Statista. According to DataProt, the number of IoT devices has surpassed 10 billion this year and is expected to reach 25 billion by 2030. (Helen Morgan, 2021).

The technique in which data are acquired and kept is the most important aspect of the Internet of Behavior. Cybercriminals can profit from the Internet of Behavior since it is a vast database. If confidential information about clients comes into the hands of unethical users, it might be jeopardized. Many authorities and corporations, on the other hand, have begun to address this problem. New cybersecurity protocols may also be introduced into people's lives, making the use of Internet of Behavior technologies safer. (John Shea III, 2021). Privacy concerns are a big component of this, and there will be a lot of problems if there is a breach of privacy. Clients have the ability to challenge their privacy rights when agencies collect large amounts of data about their customers' attitude, conduct, likes, and dislikes.

Myths

“The Connectedness” Myth, Etisalat

As our world becomes increasingly connected, digital security encompasses securing assets, infrastructure, and identities. Your company needs to protect any personal information it collects about your customers. There is a great risk of losing customers, suffering financial losses, damaging reputations, and even legal ramifications when a large breach occurs.

Etisalat's digital security offerings for small and medium businesses assist customers in securing their networks, applications, data and devices with various types of solutions, including email security, mobile security, cloud firewall, and endpoint security. As mentioned earlier, With the growth of the UAE, citizens have always felt secure in their personal privacy as the country has always been a privacy haven.

A safe and strong cyber infrastructure is one of the UAE's aims to enable citizens to achieve their aspirations and empower businesses to grow. A Dubai Cyber Security Strategy has been launched with the goal of strengthening Dubai's position as a global leader in innovation, safety, and security. This plan places a high priority on establishing controls to protect the confidentiality, reliability, availability, and privacy of data through a secure cyberspace. In order for the UAE to maintain its well-known reputation, the country should undertake the Internet of Behavior (IoB) with the data collected from interactions, the system is able to predict human behavior, gain insights from available data, and even influence human behavior. According to tcp global “With the Internet of Behavior set to keep a tab on the activities of approximately 40% of people across the world, we are set to witness a large-scale, individual-centric approach to data analytics.”(Tcp global, 2021). With the UAE holding the reputation of being the safest country in the world, Etisalat is committed to step in the next path for the safety and security of this brand for our customers.

While the Internet of Things is still in its early stages, over half the world's population will have access to at least one IoT program by 2025, whether they come from government or private companies. (Axis, 2020)

Etisalat Co-authors

The co-author for the “The Connectedness” myth is Dubai. With technologies such as the Internet of Things (IoT), Big Data, and Artificial Intelligence, Dubai is creating a state-of-the-art city that has the largest solar park in the world. Technologies such as these have the potential to transform our cities, can make them smarter, more sustainable, and efficient.

Etisalat Populist World

The populist world in the second period are mainly organizations in the UAE. Companies need to ensure their data is protected when developing IoB strategies. The internet of things represents an important trend that companies need to pay attention to.

Etisalat Creative Execution

Communication Platform:

Issue Being Addressed: Although our world is becoming increasingly connected with digital security, cybersecurity has been a threat to many people nowadays. Dealing with hackers has been very risky and dangerous.
Communication Objective: To raise awareness on the importance of privacy and shed light on this issue.
Target Audience: It's targeting male/female that ages between 15 to 50 who are exposed to the digital world has important information stored digitally.
Compelling Benefit: Etisalat is entering the IoB and privacy world that will improve and provide security access to users.
Creative Strategy: Developing a TV script that is based on a true story by showing how a person is getting hacked when accessing their own personal data. At the end, it has a message that informs the viewers on the percentage of people that are getting cyber-attacks per day. With the use of #ThinkBeforeYouClick, Etisalat raises awareness on such issues. Also, having a storyboard showcases what the ad would look like.

TV Script

Figure 46: Etisalat TV Script

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Storyboard Commercial

Figure 47: Etisalat Storyboard

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“Service Trust” Myth, Du

Based on the previous myth, as part of du’s commitment to safeguarding their customer’ information and to their privacy online, du’s utmost priority is to ensure that their information is secured. 'Data Security and Privacy Management' is part of the Technology Security and Risk Management (TSRM) department, with the sole task of safeguarding this basic, yet pivotal customer right. (Du Operate Sustainability, 2021) Throughout their organization, du continues to raise awareness of customer data and privacy requirements at organizational level continues to be a priority. In order to promote further business security, du is implementing cloud security and tokenization. (Du Operate Sustainability, 2021)

As a result of du partnering with Thales to enhance their data security systems, this partnership will give Thales data protection products the ability to provide confidentiality and integrity to any data against evolving any type of threats. The organizational security and compliance will definitely become strong. By using the integrated Thales services, du will benefit from lower operating costs and capital expenditures along with their employees being optimized in an efficient and productive way. By partnering up with Thales, they will gain many key benefits to their company and their brand. Thales Sensitive Data Discovery and Classification will provide new solutions that will improve the data visibility through the efficient data discovery, classification and all types of risk analysis that goes throughout the data stores, such as the cloud, big data and other traditional data. (Trade Arabia, 2021) Having that partnership will enable du to provide cybersecurity solutions that will manage their risks, implement digital solutions and to also to develop cybersecurity positions that will constantly safeguard in a fast way that might be leading to any type of dangers or threats that come across.

In the process of becoming a smart city enabler, du showcases that behavioral data will show various trends that will be followed by our users while they are browsing through the internet, social media platforms, and other actions throughout the web. IoB analytics will find ways to examine those actions and to then also generate insights that can predict the trends of consumers. In collaboration there are plenty of opportunities to enhance the quality of data being collected and combine it with data from different sources and insights. Carlos Domingo, Senior Executive Officer at du said: “Dubai is our home and we want to lead its transition to become a better, smarter city for all to enjoy. We will not stop in Dubai, our deployment will continue countrywide throughout the UAE.” (Tomas, J.P, 2015)

Du Co-authors

The government in Dubai is constantly raising awareness on the topic of data protection and on how the UAE is taking it as a major growth continuation. The development of the internet and cyberspace is having a major impact on society, between the public and the private sectors and the individuals. The social interactions, daily life and the economies all depend on the information and the communication of technologies that are working efficiently, seamlessly and securely. (Dubai Electronic Security Center, 2017).

The future of Dubai’s strategy is going to be about being the most secure place, in which the residents living in Dubai – would be a safe and a secure city. Also, the HH Sheikh Mohmmed bin Rashid Al Maktoum stated that: “Our aim is not to have the most data, but to unleash the greatest value from data, creating new opportunities and improved experiences for all.” (Dubai Electronic Security Center, 2017).

Du Populist World

Meanwhile, the citizens in the UAE are the populist world that are affected positively by the privacy issue. As du and the co-authors are to guarantee and to provide the best defense so that it would allow the citizens to always feel secure and to be living within a safe society (free from danger or threat). They have managed to assure that everyone can go about their daily lives in a safe and secure environment.

Du Creative Execution

Communication Platform:

Issue Being Addressed: It is important to protect your personal information in order to lower your chances of being victimized by identity theft.
Communication Objective: To raise awareness about IoB and privacy in which it may concern the citizens in the UAE & this would help the users communicate with du in a way where they think they are being hacked so they communicate with du in order for them to help them block and track the hackers.
Target Audience: It is targeting males & females, ages between 18 to 55 years old, and to the users who think they are being tracked and hacked.
Compelling Benefit: With the use of IoB and privacy, Du is willing to help users feel secure when facing any privacy issues.
Creative Strategy: Posters were made to promote du’s newest chatbot and hotline service that would be located across locations in the UAE. An email flyer was made as du will be sending out the flyer around. The flyers will provide all the information that you need about the service.