At the first stage, MTS plans to use IoB for its own advertising campaigns: it is expected that the first "hints" will be able to be formulated in about six months. Subsequently, the technology can be developed "as an additional service for clients of MTS Marketer (a product for independently launching targeted mailings and advertising on the Internet. - RBC)." In addition, IoB can be used to personalize communications with clients (for example, feedback pages) of MTS group companies; to strengthen the recommendation model of the Kion online cinema and for other purposes.
Mikhail Stepnov did not mexico mobile number database name the size of MTS's investment in IoB, explaining that at the moment the company is "experimenting with the help of experiments to study the meaningfulness of investments." According to him, the company will not be able to earn money directly from this technology, but it will improve services and products, which should have its economic effect.
Precedence Research estimates that the global IoB market was worth $391.5 billion in 2021 and could exceed $2.144 trillion in 2030. By 2025, 40% of the world's population is predicted to be covered by at least one government or corporate IoB program that attempts to influence behavior.
Sberbank has projects related to IoB, said Ivan Kuzmin, its senior managing director, director of the department of data and recommendation systems b2c. In one of them, the bank takes into account knowledge about the client, as well as the context in which he is located: for example, the city of residence, the weather forecast. "This helps to make the right offer to the client at the right time. Our pilots have already shown that the use of [such] approach increases the response to offers by 30% and the level of customer satisfaction by 8%," he noted.
Among the major mobile operators, T2 RTK Holding (Tele2 brand) reported interest in IoB. The technology is used in product development, for example, a personalized roaming offer that comes to the client during a trip to the airport, before departure; in determining important and priority zones for the client ("home", "work") to guarantee the highest level of communication quality in these locations.
Among the main problems for the development of IoB, Mikhail Stepnov named ethical issues. "The effect will only be in the processing of personalized data, and it will be necessary for a person to give consent to their processing. Therefore, the requirements for cybersecurity are significantly increasing," he said.
Yaroslav Schitzle, Head of IT&IP Dispute Resolution at Rustam Kurmaev & Partners, noted that the question remains whether cookies that collect behavioral information are personal data, but there is already case law prohibiting their collection without the user's consent. Schitzle noted that in order for a user to trust the technology, they must be sure that information about their behavior on the Internet will not be used against them, and that this information will not be published as a result of a leak. Currently, fines for leaks are insignificant, so it is easier for companies to pay them than to invest in infrastructure to protect personal data, the lawyer noted, but the authorities are discussing the possibility of increasing them. We are talking about a bill that has been discussed since last spring, introducing turnover fines for data leaks.