This one is written by me for MCA/B.Tech (CSE) Students.

1. SEMINAR REPORT
ON
INTERNET OF BEHAVIOUR
Seminar submitted to Raajdhani Engineering College, Bhubaneswar
in partial Fulfilment of the Requirements for the Degree of
By
Under the Guidance of

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DECLARATION

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ACKNOWLEDGEMENT
This research was fully supported by RAAJDHANI ENGINEERING COLLEGE
BHUBANESWAR. I thank to our all faculty members & staffs from Engineering College who
provided insight and expertise that greatly assisted the research, although they may not agree
with all of the interpretations/conclusions of this paper.
I am very grateful, thankful and wish to record our indebtedness to PROF. UTTAM KUMAR
JENA of Master of Computer Application, Raajdhani Engineering College, Bhubaneswar, for
his active guidance and interest in this seminar work.
I take immense pleasure in thanking PROF. UTTAM KUMAR JENA Head of Department,
MCA&CSE DEPARTMENT for assistance with project & for being the strength in completing
this project through the able guidance, timely support and valuable suggestions.
I owe many thanks to all the great people who helped and supported me in completing this
project report. Although any errors are our own and should not tarnish the reputations of anyone
who helped us in this project.
Last but not the least I would like to thank from my bottom of my heart to Mr. PROF(DR.)
BIMAL SARANGI Principal of Raajdhani Engineering College, for permitting us to carry out
this project work & for their invaluable support and guidance throughout the project and
helping us a lot.
Amit Kumar Nahak

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INTERNET OF BEHAVIOUR
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The next generation Internet-of-Things (IoT) is touted Internet-of Behaviour
(IoB). Its topping quality is the dynamic generation of behaviour (prescriptions),
based on extensive data analytics. Although this can be of benefit for timely
adaptation, it requires qualified representation and informed design capabilities
to understand its impact on individuals and the embodiment in organizational
structures. This paper instantiates the concept of IoB as continuous
transformation space. Its baseline are behaviour encapsulations representing
organizational intelligence through choreographic interactions. Transformation
is based on describing role- or task-specific behaviour as part of mutual
interaction patterns to achieve a common objective. Refinements of behaviour
encapsulations and interactions to executable processes follow value-based
analysis of interactions. The selected level of granularity determines the extent
to which the operational intelligence of an organization can be de- or
reconstructed and enriched with further intelligence. The presented design-
science model could be institutionalized for continuous transformation due to
its design-integrated engineering nature.

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CONTENTS
Title
Certificate of Recommendation
Declaration
Acknowledgement
Abstract
CHAPTER PAGE

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IoB is an extension of IoT. Where IoT works with data, information, and
how different devices connect with one another. IoB also works with the
same parameters, adding user behaviour into the mix to understand how
certain patterns and impressions can determine user experience.
According to Daryl Plummer, Distinguished VP Analyst and Gartner Fellow
stated: “By 2023, individual activities will be tracked digitally by ‘Internet
of Behaviour’ to influence benefit and service eligibility for 40% of people
worldwide.”
IoB links technology and a person’s action towards it and interprets the
reaction. IoB can also influence a person’s behaviour.
For example, Uber has been using IoT to track drivers and passengers.
At the end of each ride, they have a survey to rate the passengers’
experience. With IoB, they can collect past data and need not take that
survey as they can track the driver’s behaviour and then interpret the
passenger’s reaction and automatically work on that feedback.
IoB can be an important aspect in marketing and sales. Companies are
aggressively using data and information to track their customer’s
behaviour and influence them to buy more products or accept more
services.

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INTRODUCTION CHAPTER-1
With the help of IoB, companies can depend on live data and
behaviours to improve their products and services for the consumers.
What does the IoB mean and contribute?
The purpose of the IoB is to capture, analyse, understand and respond to
all types of human behaviours in a way that allows tracking and
interpreting those behaviours of people using emerging technological
innovations and developments in machine learning algorithms. People’s
behaviours are monitored and incentives or disincentives are applied to
influence them to perform towards a desired set of operational

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INTRODUCTION CHAPTER-1
parameters. What is really relevant about IoB is that it is not only
descriptive (analysing behaviour), but proactive (detecting which
psychological variables to influence to bring about a certain outcome).
The IoB influences consumer choice, but it also redesigns the value chain.
While some users are wary of providing their data, many others are happy
to do so as long as it adds value – data-driven value. For companies, this
means being able to change their image, market products more effectively
to their customers or improve the Customer Experience (CX) of a product
or service. Hypothetically, information can be collected on all facets of a
user’s life, with the ultimate goal of improving efficiency and quality.
Fundamentally, for a company to make use of IoB in its marketing
department, the following aspects are necessary requirements. Firstly,
before the creation of the application, it is important to imagine the user’s
interaction patterns and touch points. Involve them in the creation
process, understand their needs, keep the app experience unified and
cohesive, make navigation simple and meaningful so that the app is
relevant and useful. Once the app is up and running, convey its purpose,
create a user guide and reward by gamifying the CX in the app. Strong
user engagement is required.

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INTRODUCTION CHAPTER-1
Secondly, solid tools are required such as multi-format support platforms
(XML, JSON, PHP, CVS, HTML, etc.), that can connect to any API, that
can upload data to the cloud, i.e. the fundamental features of platforms
such as Google or Facebook. Platforms should allow for multi-channel
personalisation, centralised updates that are replicated, sending unique
notifications that turn users into contributors to the personalisation of the
app, allow for social media integration and maintain an interactive
interface.
“ The Internet of Behaviour collects the digital dust of people’s lives from
a variety of sources, and public or private organizations can use this
information to influence behaviour.”

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INTRODUCTION CHAPTER-1
Finally, it is the data captured through the app that serves to model user
behaviour. And in turn, this is the actionable data that can be sent in the
form of pop-ups and notifications to the customer to encourage and
incentivise them to adhere to a desired behaviour. Analytics are
necessary so that essential information can be extracted from all the data.
Gartner has included the concept of IOB in the list of “Top Strategic
Technological Trends of 2021”. It states that IOB is about using data to
influence user behaviours. According to Gartner “IoB does have ethical
and societal implications depending on the goals and outcomes of
individua

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INTERNET OF BEHAVIOUR AND ITS BENEFITS
Companies are constantly battling with their competitors to gain their
consumer’s trust. With IoB companies will use that data, information, and
behaviour patterns to cater to their consumer’s needs.
For example, Netflix uses consumer insights to predict what they might
like or dislike. They put on recommendations as per their interests and
ratings on a particular movie or series. Now imagine if they do not need
your past data to recommend you what to watch next and simply pick up
your behavioural data and interpret your interests.
This will add on to your user experience and take things to the next stage.
Similarly, various businesses could interpret your live data to showcase
and predict what you might need next without you having to manually
search for things online.
WolframAlpha, a computational knowledge engine, created by Stephen
Wolfram, can generate information from a person’s Facebook activity, in
less than a minute. The British physicist has been tracking his own data
for the last 10 years, to understand how it has influenced his behavioural
patterns.
He believes that people and companies connect better when data is
collected through personal analytics.

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INTERNET OF BEHAVIOUR AND ITS BENEFITS CHAPTER-2
IoB can create newer opportunities for companies to collect and mine
data, with the permission of the individuals whose data is utilized. With the
assistance of IoB, companies mean to track their employees’ behaviours
and work towards a better employer-employee relationship.
With benefits, IoB also has its own drawbacks, as it is still an emerging
concept and people are concerned about the privacy and security of their
data.
All of this helps companies tailor their products and services to the
consumer, but that is not all, the data collected can also be used to:
▪ Solve problems to close sales and keep customers satisfied.
▪ Replace multiple customer surveys.
▪ Analyze customers’ buying habits on all platforms.

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INTERNET OF BEHAVIOUR AND ITS BENEFITS CHAPTER-2
▪ Study unattainable data on how customers and users interact with
services, products, and devices.
▪ Get a better understanding of where the customer is shopping.
▪ Provide real-time notifications about outlets and destination
announcements.
▪ Analyze customers buying habits on all platforms.
▪ Obtain more detailed information about the customer during the
purchasing process.
▪ Provide notifications and guidance in real-time.
▪ Test commercial and non-profit campaign effectiveness.
▪ Governments can customize support programs and new laws-
related content.
▪ In the medical field, health care providers can assess patient’s
condition, their commitment to treatments or obtain more data on
their lifestyle.

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THE VALUE OF IOB AND ITS ETHICAL USE
Through Big Data, information can be accessed from
multiple points of contact. This makes it possible to explore the CX from
start to finish, to know where the customer’s interest in a product begins,
their journey to purchase and the methodology used to make the
purchase. This provides the ability to create more touch points to
positively engage with the consumer. This personalisation is key to the
efficiency of a service. The more efficient a service is, the more the user
will continue to interact and even alter their behaviour as a result.
The specific benefits of IoB are:
• Analyse customer buying habits across all platforms.
• Study previously unattainable data on how users interact with devices and
products.
• Obtain more detailed information about where a customer is in the buying
process.
• Provide real-time POS notifications and targeting.
• Resolve problems quickly to close sales and keep customers happy.
The problem that can occur with this technology is not of a technical
nature. The IoB is confronted with the adversity of how data is collected,
stored and used. Its level of access is difficult to control and therefore all
companies need to be aware of the liability of IoB use. Google, Facebook
or Amazon continue to acquire software that potentially brings the user

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THE VALUE OF IOB AND ITS ETHICAL USE CHAPTER-3
from a single app to their entire online ecosystem, without their
permission. This presents significant legal and security risks to privacy
rights, which also vary between jurisdictions around the world.
Behavioural data can allow cybercriminals to access sensitive data that
reveals customer patterns, collect and sell property access codes,
delivery routes and even banking codes. These cybercriminals could take
phishing to another level by generating more advanced scams, tailored to
the habits of individual users, and thus maximising the likelihood that
users will be scammed. It is therefore important to have a secure platform,
storage and execution of data with the use of tools such as Confidential
Computing, E2E encryption or SDP tools.

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THE VALUE OF IOB AND ITS ETHICAL USE CHAPTER-3

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INTERNET OF BEHAVIOURS AND ITS POSSIBLE RAMIFICATIONS
Retired Professor Göte Nyman, University of Helsinki, recently in his blog
about IOB, stated that he introduced the term “human IOB” in the year
2012 in his book “On The Edge of Human technology – An Essay”. He
stated that humans have a digital identity and an offline identity, both are
not necessarily the same. The concept of human IOB aims to protect our
identities and attract us towards genuine business and not falsely
influence us.
According to Professor Göte Nyman, Gartner’s List showcases how IoB
merges a person’s digital and offline identity to use that data and then
influence them through various means. He also states how EU Parliament
has limited the use of this data for companies.
Recently Facebook and Cambridge Analytica scandal revealed the illicit use
of data to influence the elections. The scandal changed the world and its
view on how our personal data is used without consumer’s consent, to
influence the same consumer and manipulate them according to their
digital patterns.
This was a serious privacy breach that impacted a generation and made
us aware of how easy would it be for fraudulent companies, who
showcase advertisements on these trusted websites and dupe us into
purchasing products or give in critical information. In the end, Facebook did
pay a fine of £500,000.

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INTERNET OF BEHAVIOURS AND ITS POSSIBLE RAMIFICATIONS CHAPTER-4
Later, Google also had to pay an amount of $22.5 Million in a case against
Federal Trade Commission (FTC) regarding a similar issue in 2012.
Since these scandals and cases, both Facebook and Google have taken
their data protection and consent for any usage, seriously. Where both
companies regularly come up with updates to improve the utilization of
critical data on their website.
Google has certain sets of updates to allow relevant websites to rank on
their search engine activities. Also, the ads run through Google have been
monitored efficiently and then they use the same data to determine the
relevancy of businesses.
Similarly, Facebook has also been updating their data protection activity
by updating and monitoring the same. The most recent update that
Facebook had was for WhatsApp, where the new updates are stricter and
monitored closely to avoid any malpractices.

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APPLICATIONS OF IOB IN 2021 IOB IN BUSINESS
Various businesses are now using online advertising as a way to reach
their customers. With the assistance of IoB they are able to identify and
target certain individuals or groups that could benefit from their products
or services.
Google and Facebook both use behavioral data to showcase
advertisements to people on their platforms. This allows brands to connect
with their ideal audiences and track their behavior towards that
advertisement through “click rates”.
Similarly, Youtube also uses behavioral analytics to improve their viewer’s
experience by only recommending or showcasing videos and topics that
interest them.

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IOB DURUNG THE COVID-19 PANDEMIC
The pandemic has made us more aware of the safety measures we must
take during this time. With the help of sensors or RFID tags, employers
could determine if there are any discrepancies in following the safety
protocols. In fact, restaurants and food delivery apps use the information
about the protocols and then carry forward their plans.
For example, Swiggy and Zomato both showcased and highlighted the
safety measures taken by restaurants. They also tracked and displayed
the delivery person’s temperature to assure the customers that they are
safe.

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IOB FOR INSURANCE SECTOR
Technologies like Google Home, Amazon’s Alexa and Apple’s Siri enable
people to directly ask them to perform an activity or do a quick search rather
than them typing on a device. With IoB these smart devices can study and
interpret the data as well as the behavior of the instructor and work on it
accordingly.
This will create more opportunities for these devices to work with old people
and children easily.
IoB can be of great use in the insurance sector. Insurance Companies like
AllState and StateFarm, already use driver tracking programs to track and
sturdy a driver’s behavior. Here, with the assistance of IoB they can analyze
the behavior and maybe interpret if a certain incident was an accident or an
insured’s miscalculated guess.
This can prevent drunk driving cases, driving under the drug influence cases,
or even prevent underage or retired people from taking the wheel that may
cause an accident.

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CASE STUDIES
It is not difficult for companies to link a mobile phone with a laptop, with a
voice assistant, with a smart home or with their vehicle. Marketing research
from Google, Facebook or Amazon is becoming more and more
comprehensive. The algorithms of these companies are configured so that
they can anticipate customer desires and behaviours. The B2B sector is
developing faster than B2C in IoB but it is only a matter of time before it
becomes ubiquitous..

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CASE STUDIES CHAPTER-8
For example, software company BMC has developed a health app for
smartphones that tracks diet, sleep patterns, heart rate or blood sugar levels.
The app can alert to adverse situations in the user’s health and suggest
behavioural modifications towards a more positive outcome. Health Passport
(with apps such as Aarogya Setu in India, and The Health Code in China)
and Social Distancing Technologies are partners in this emerging health
technology

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CONCLUSION
The Internet of Behavior has its pros and cons, just like any other
technological concept. It can refine the lives of consumers, upgrade
businesses, and assist governments to determine threats.
It is a revolution in the technical sense. In the right set of hands and proper
data protection laws, it shall play an important role in the near future.

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REFERENCES
• https://www.analyticssteps.com
• https://softtek.eu/en/tech-magazine-en/user-experience-
en/what-is-the-internet-of-behaviour-iob-and-why-is-it-the-
future/
• www.bmc.com
• https://ignasisayol.com/en/behavioral-internet-iob-the-
evolution-of-personalization/
• https://www.techfunnel.com/
• https://gbksoft.com/
• https://www.wikipedia.org/