Signature January/February 2015 - 25

CHALLENGES, FOR SURE
Our association publishing professionals
agree that the Internet of Things is not
as much about new technologies as it is a
focus on the integrating of social, mobile,
analytics, and connected objects. As the
Internet of Things grows more pervasive,
associations should start to offer more
services via the cloud that centralize the
member by anticipating what they need -
just like our veterinarian hospital fantasy
presented earlier.
The Internet of Things presents endless
opportunities. For example, the association could take on the role of providing
members with an Internet of Things data
structure for their industry. The association could manage the industry's community of connected devices, even handling the access entitlement question so
that sensitive data can only be accessed by
members or trusted partners.
But the opportunities will also bring
challenges. With such extensive connectivity, data and information security will
certainly prove a big one.
Will someone be able to hack into your
member's toaster and gain access to your
association's database? (Editor's note: And
while you're thinking, 'No one would want
to hack into our association's database,' wait
until you read our next issue's feature on
cyber security.)
"I don't mind saying I'm leery of it,"
Silverstein says. "Too much information

INTERNET OF THINGS ON THEIR RADAR
ISACA is a global IT association. According to a recent 110-country survey of
1,646 ISACA members who are business and IT professionals, 43 percent of
global respondents say their organization has plans in place to leverage the
Internet of Things, or expects to create plans in the next 12 months.
In addition, more than 80 percent of survey respondents say employees bringing their own wearable devices to work is "risky" because companies have no
confidentiality or security policies in place to address them.

about my habits out there based on what
my devices reveal...I find it a bit intrusive
and wonder if our members will, too. I just
don't think we will be able to avoid using it
because it's a highly effective and efficient
way of marketing content."
"I'm very alert to the security factor
with the Internet of Things," agrees Jonas.
"If our association is connected to our
teachers' things in their classrooms, what
security risks does that bring? We have
to make sure we are paying attention to
protecting our members."
Another challenge will be managing the
tremendous amounts of data that the billions of devices will produce. Associations
will need a strategy on how to track and
analyze this new member data. With the
Internet of Things, association publishers
will have to track many more connected
devices - especially wearables like smartwatches and Google Glass. Just think
about the way members will engage with
information through a wearable, as new
screens provide new types of interaction.

As someone who has to sell the value
of content to advertising clients every
day, Silverstein says there's one thing that
won't ever change. "It's always going to
be new and vibrant content that keeps
the customer happy with the value of
membership," he says. "And the more
hardware there is to receive it, the more
opportunities there are to reach people
with the content you create. You've got
to be asking: What are the 'things' our
members are using to get their content?
Do we have to respond to this now? Do
we need to invest?
"Association publishers and editors
understand the challenge, but most associations are not willing to fund it at this
point," he concludes. "We have to stay on
top of technology, but most associations
don't. The association publishing teams are
the only ones talking about it." ■
Carla Kalogeridis is editorial director
of Association Media & Publishing.

JANUARY/FEBRUARY 16

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Table of Contents for the Digital Edition of Signature January/February 2015