PERSONALIZATION AND PRIVACY IN IOT: A CONSUMER-BUSINESS CHALLENGE

Authors

  • Revathy Rajendra Prasad, Pramod Damle

Abstract

The need for personalization as well as the need for the right to be forgotten, puts
business in deep waters. The focus of this paper is on personalization privacy of Internet of
Things home devices. IoT has vast potential for marketing due to the number of connected
devices and the immense amount of data that flows through it. Each device collecting distinct
information about each individual connected to it and the ability to link with other devices and
share the information makes it an ideal platform for marketing. With the constant requirement of
the customers, business are having trouble keeping balance between privacy and personalization.
The customers wish control and security over their data. Keeping their trust is of utmost
importance. With the shaping of new data policies and regulations in different countries,
businesses need to be careful about the collection, usage and storage of these specific data. The
paper briefly discusses personalization in IoT home devices and privacy challenges. Afterwards
it suggests guidelines and approaches for business to ensure the trust of consumers and to
overcome the personalization-privacy paradox, keeping in mind the recent government policies
for tighter data control like GDPR.

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Published

2020-12-02

How to Cite

Revathy Rajendra Prasad, Pramod Damle. (2020). PERSONALIZATION AND PRIVACY IN IOT: A CONSUMER-BUSINESS CHALLENGE. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 4554 - 4567. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1704