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The world’s second Internet of Things Conference is scheduled to take place at the end of November in Tokyo. The deadline for papers was just extended to June 1 – which gave us an idea. Conference planners have put together a list of suggested topics for papers . We took that list and then rounded up our ongoing reporting and analysis for each of the eight topics as a way to help you understand how vast and far reaching IoT will end up being. Sponsor ‘Green by Internet of Things / Green of Internet of Things Technology’ Our recent list of 6 Ways to Better Living: Inside an Internet of Things Home , looked at the IoT from a domestic standpoint. From handling toxic waste, to watershed management, to building design, to transportation, to the smart energy grid, a whole new green way of thinking is going to be made possible by IoT. ‘Future sustainable technologies linking the physical and virtual world’ Different industries have have already been able to increase the efficiency of freight shipping by using sensors to tell them the location and condition of their product in real-time. This includes FedEx’s SenseAware , which is designed to constantly keep track of the vital signs of all its packages. In future posts we’ll be covering IoT-driven growth in the fields of virtual factories, digital cities, agriculture and forest management. ‘Novel services and applications to facilitate environmental responsibility’ Did you hear about the guy who wired his house up to a Twitter account so that it alerted him whenever an appliance was used? Following that experiment, Matt Morey figured out a way to use iobridge to turn that one-way Twitter alert system into a two-way system that makes it possible to turn appliances on and off via Twitter. These ideas, which may seem novel at first, signal the direction towards the development of whole new industries. ‘Emerging Internet of Things business models and process changes’ Companies as large as IBM have invested heavily in IoT. It has a website called Smarter Planet , which is dedicated to “smarter solutions,” of which they say they’ve already developed 12,00 hundred. We’ve also written about ThingD, which is creating a registry of things, as well as REZZ.IT, which is building a business based on the idea that “things have a network and their own audience.” ‘Communication systems and network architectures for the IoT’ Pachube is the IotT business that has earned the most coverage and analysis from us. Pachube is a service that stores and shares real-time sensor data from objects, devices, buildings and environments. MQTT , which stands for Message Queuing Telemetry Transport, is also noteworthy. It is “a platform-agnostic system which can connect almost any networked object to the wider world.” More recently, Google launched an API for PowerMeter , which allows device manufacturers to create PowerMeter-compatible devices. Also worth mention is our article on Arrayent that aims to be the “Cisco of small things” – which is basically middleware for companies wanting to connect their products to the Internet. In particular it’s targeting smartphones. ‘Experience reports from the introduction and operation of networked things in areas such as healthcare, logistics & transport’ IoT is still so new that we have only just begun to see the results of research. But with RFID, for example (which is one of the more mature IoT technologies), we’ve reported on how there have been challenges that limit predicted growth. There’s also still impediment to to the viable use of IofT-like location-based services . ‘Emerging applications and interaction paradigms for everyday citizens’ From preventing lost luggage , to the latest IoT gadgets , telling the story of what a person’s everyday daily life is an integral part of IoT. Most notable is the presentation by Carnegie Mellon professor and ex-imagineer Jesse Schell, who describes how sensors in everything may one day mean the sensor in your toothbrush gives you online gaming points if you brush for the full three minutes. He also envisions sensors that track if you are watching TV commercials and again rewards you with online gaming points. Core to Schell’s ideas is the belief that these incentives may seem a bit creepy, but they have potential to help us create a less corrupted, more accountable and ethical world. ‘Social impacts and consequences: security, privacy, opportunities and risks’ In our What The Internet of Things Means For You series we covered privacy issues related to the use of RFID and barcode readers. The latest reports show how advertisement, RFID and geolocation have combined to raise serious privacy concerns. Additionally, location-based data can be a threat to personal privacy in the context of how the U.S. congress has started to draft location-based privacy protection laws. Are you going to the Tokyo for Internet of Things Conference? What do you hope to learn there? Let us know in the comments, or by emailing tips@readwriteweb.com , what we should be discussing in the months leading up to the event. Discuss

Google Analytics offers site owners an easy and free way to gather highly detailed analytics about their websites’ visitors. A lot of people, however, don’t feel comfortable with the idea that Google can track their every move on the Internet. After all, even if you don’t use any Google product yourself, you will still send personal data about yourself to Google through programs like Google Analytics. According to an announcement the Google Analytics team just posted on its blog, you will soon have the option to opt out of being tracked by Google Analytics. Sponsor How Will This Work? It still remains to be seen how this opt out feature will actually work. According to Google, the Google Analytics team wants to offer a “global browser based plugin.” This is a very vague statement and given that there is no standard for browser plugins, it remains to be seen how Google will implement this. It is also worth noting that a lot of users probably don’t know how to install a plugin. Those users who care about being tracked by Google Analytics will likely know how to do this, but it is probably in Google’s best interest to explain this opt out procedure in great detail. Google plans to make these plugins available globally in the coming weeks. Will this Make Stats Useless? If opting out of Google Analytics becomes a widespread phenomenon, this could have wide-reaching consequences for site owners. After all, having detailed analytics about your visitors allows site owners and publishers to tweak their marketing efforts . What About Other Analytics Tools? It will also be interesting to see how other analytics firms will react to this. While Google Analytics is probably one of the most often used analytics services, other companies like Clicktale , Sitemeter and Woopra also collect large amounts of data from Internet users. Those users who want to opt out of Google Analytics will surely also want to opt out of other programs as well. Google Opt Out Feature Lets Users Protect Privacy By Moving To Remote Village Discuss

Currently, your contacts live in address books that are distributed all over the Internet and your desktop. Because of this, chances are that you have numerous address books on the web that are often “inconsistent and disjointed.” Contacts , a new Mozilla Labs project, wants to put an end to this. The Contacts addon creates a local database for all your email and Twitter contacts that can then be used by your browser and any website that supports Contacts’ API. Sponsor Thanks to this, you can now import all your Gmail contacts to the local database and use this contact info to autocomplete forms anywhere on the web. You can also import data about your Twitter friends and if you are on a Mac, you can import your local address book as well. Contacts will also import avatars from Gravatar whenever they are available. Lots of Ambition Beyond Autocompletion This email autocompletion feature is really just a first step for Mozilla, though. The real mission of this tool is to give users more control over their own data – a mission that is also very much in sync with what Mozilla considers its own mission to be these days. When you import your contacts database on most websites today to check if your friends are already online or to invite them to the service, you have to trust this service that it will keep this data private. Once more sites implement Contacts directly into their services, however, you will be able to control exactly what data a third-party site can access and retain control over this data. The current version of Contacts consists of four pieces: a browser-based database that syncs with your address books. Contacts uses the Portable Contacts format to represent this data in the database. a generic importer system that allows developers to create importers for desktop and web-based address books an email autocompletion feature a Javascript API that third-party sites can use to access all of your data (with explicit permission and the ability to filter the data) Give it a Try After installing the addon, you can test both the autocomplete and the tool’s export features here . Discuss

The Web has hit a point where tracking pageviews is useless for startups. There was a time when all you needed to succeed on the Internet were lots and lots of eyeballs, and the best way of measuring those eyeballs was by tracking pageviews (measuring exactly which pages on a website are viewed by individual visitors). The dot-com crash showed us that the eyeball-based business model was a failure. Sponsor Since then, startups have moved toward direct monetization strategies such as subscriptions and virtual goods – and these businesses using these strategies require very different metrics than an advertising-based business would. Make no mistake, pageviews were valuable metric once, but their time has passed. Guest author Tim Trefren is one of the founders of Mixpanel, a real-time Web analytics service that helps companies understand how users interact with Web applications. He writes about analytics at the company blog . For startups that sell something, metrics like average revenue per user (ARPU) and customer lifetime value (CLV) are vastly more valuable than detailed pageview tracking. It doesn’t make any sense to focus on pageviews (an approximation for value) when you can measure the real thing directly. There’s also a clear pattern in the direction the Web is heading – toward interaction and responsiveness, and away from separate pages. If you’re going for incredible user experience, on-page interactions are your bread and butter. Can you imagine what a drag it would be if the page reloaded every time you commented or ‘Liked’ something on Facebook? It would be awful. This trend further devalues the pageview as a valid metric. If you have a highly interactive Web application that spans only a few pages, there’s not a whole lot of value in seeing how many times those pages were loaded. Much more valuable information can be found by tracking the parts of your application that your users are interacting with the most. The benefits here are twofold: You can directly measure the things that are important to you, and you gain unparalleled insight into how people actually use your application. If Not Pageviews, Then What? When you’re deciding how to incorporate analytics into your strategy, the most important thing is that you are gathering actionable data. By this I mean that you have to be able to use the information you gather to make a decision and take action . If you’re not going to use it to make a decision, it’s a waste of time to even look at it. With this in mind, there are a few areas we should focus on: split testing, interaction tracking, conversion funnel analysis, and click tracking. These methods will give you the information you need to both improve your conversion rates and your understanding of user behavior. Just a few years back, your only options were to roll your own analytics or to pay tons of money to a giant company like Omniture. This left startups in a tough spot, one many startup founders still encounter today: it’s difficult to justify putting a lot of development time into analytics when it’s not your main product, and it’s hard for a small company to work with a large sales organization. Luckily, the analytics landscape is changing. Many new companies are sprouting up to handle every aspect of your analytics, freeing you from the need to develop your own internal tools. Split testing Split testing involves creating different versions of your site and measuring how the changes affect user behavior. Your changes can be as small as a different call to action or as large as a complete redesign. With this data in hand, you can make changes to your website to massively improve your conversion rates. What companies do it? Google Website Optimizer is a free multivariate testing solution. It makes it possible to change a number of different things and determine the optimal combination of changes. Conversion funnel analysis Funnel analysis is a way of measuring conversion rates across multiple steps of user acquisition. For example, you can measure the rate at which visitors from the front page go to the pricing page, and then how many continue on to actually create an account. This is an incredibly important concept to understand, and can be applied to many aspects of your application. What companies do it? Mixpanel (my company) is a freemium service that provides funnel analysis and segmentation. Google Analytics has a feature called Funnel Visualization that provides basic pageview-based funnel tracking. KISSmetrics is a new company with a funnel analysis product in closed beta. Click tracking Click tracking is a great way to measure how effective your website is. Every click a visitor makes is recorded, so you know which links and buttons are receiving attention. There are a number of ways to report this data, but the most popular is to overlay an image of your website with a heatmap of all of the clicks. If your users aren’t performing as you expect, you can try changing the page and continuing the test. What products do it? ClickTale is a freemium service that can generate click heatmaps and movies of single visitor sessions. CrazyEgg is a paid service that can generate a few different reports for your visitor click activity, including heatmaps. Event tracking Event tracking is a way of measuring exactly what users are doing on your site. Things like invites sent, videos played, and user signups all count as events. This functionality will grow more and more important as the Web grows more interactive. What companies do it? Kontagent is a freemium service that is focused on Facebook applications. It can track Facebook-specific events like invites and notifications, among other things. Google Analytics recently added basic event tracking to complement its pageview based service. Measure Relevancy, Not Your Ego Ultimately, analytics are crucial to online success. If you want to improve your startup, you’ve got to be measuring it. It’s critical to measure the right things, though – the things that are actually important to your business, not things merely appeal to your ego. It can be mesmerizing to watch the unique visitor count go up day-over-day, but this is a dangerous diversion. The era of eyeballs equaling success is long past, so you should instead be measuring the things that are truly relevant to your business. If you’re not measuring your visitors yet, I urge you to get your toes wet – track something small. The conversion rates for the buttons on your front page would be a great place to start. Is the pageview really dead? What other companies and services are available to help companies move beyond a pageview-centric mindset? Let us know in the comments Photo by Iva Villi . Discuss

At the RSA Keynote a few weeks back, Amazon’s Security Lead, Steve Riley participated on a panel with other security leaders of the industry. We were impressed with the openness of all of the participants, and particularly excited with the new concepts coming from at Amazon. Riley used a term that is being used within his part of Amazon, the “Think Cloud”. As we understand it from the discussion on stage, a Think Cloud is a “body of knowledge” that is a real-time information base of Amazon cloud that can be pivoted all the way down to the threads and individual data concurrency. It would be an index that acts like a control point that helps define movement of data through a servers and compute tasks. Looking at the journey from the data point of view, including data about the environment itself and how to repair itself when damaged and keep data concurrency in tact. Sponsor Here’s the RSA cloud security keynote to get a bit of inspiration to benefits of portable (cloud) computing. In this 30 minute discussion, there are several notable considerations from the contributors on how cloud security challenge can be thought of as a big opportunity and that perhaps now is time to debunk the myth that security is not a part of the cloud. We picked out a few of Riley’s comments that we believe are leading towards the idea of the Think Cloud and why Amazon may be there first. I/O Amazon knows it is critical to be able to have good inputs and outputs. And emphasizes ease of use even more than data portability standards themselves. Riley described a great use case where an un-named customer used Amazon for compute, another cloud provider for data processing, SalesForce for crunching, and then pushed the results to Facebook. Interconnection is happening and applications are already “using all the clouds out there”. In this case, all the way down to the consumer. When we look at this pattern, it we see parts that mimic the history of web in the enterprise. Back-end systems moving data around, optimizing, and passing it to the a web portal. And, the portal demanding “real time” updates for key pieces of data, while relying on batch for others. We can see that idea of a Think Cloud may come into this pattern to help set boundaries and checks so that when a piece of data passes through an Amazon, it is returned reliably, ever time. Perhaps a Think Cloud is a registry that does part of what a smart Enterprise Services Bus does when registered new applications for master data, that is keeps track of activity. In a way, we need to solve the cloud-equivalent “floating point” problem in the CPU of generations past in the computer itself. On the CPU math co-processor, the question was, “Does it know how to do math correctly every-time under all conditions?”. Perhaps the question in the cloud may be “Are all my customers still in the database even though that thread died?”, or “Do we have encryption set on every cpu that this user’s information is stored in memory or on disk”. Solving that problem of interchange the role the concept of Think Cloud might lead. Many legacy applications won’t make it to the cloud. At least, not as-is. Riley comments that “servers are disposable horsepower, they come, they go”. In other words, Since applications sit on top of servers, and servers are sinking into the cloud, applications will sink or swim based on how they migrate to this model. So, the first movers are “the rats” that have jump ship as it started to sink. Follow the rats, or drown. The tear-down of the server into the n-resource cloud breaks-or-suboptimizes server based applications in a fundamental way. Thinking back, this is very similar to web services revolution in the enterprise, where just because an application can export its data model, doesn’t mean it is optimized for web services, or API level interaction. We find this almost a reverse-trend to server virtualization, which has expanded the physical compute space. Perhaps we are finding that there is some new turf to be claimed on where the cloud reaches and virtualization ends. We like to think of it as “smart service bus” meets “smart application” on infinite resources. Infinite, or course, equaling the credit in your PayPal (or other) form of payment collection required by either, or both parties. As reported by The Register’s Cade Metz, Microsoft’s Steve Ballmer recently pointed out that this is a potential opportunity with Microsoft and Azure. Where, instead of “only” focusing on infrastructure clouds, the company is working towards a new programming model, Steve said on March 4, 2010. “I think Azure is very different than anything else on the market. I don’t think that anyone else is trying to redefine the programming model” When we look at the services recently in our post, Is Amazon’s Computing Fabric a New Economy , we noted a series of services outside of core computing that start evolving Amazon quickly down the path of a new development paradigm. Abstracting storage, network, monitoring, and perhaps in future security, in raw terms gives rise to new opportunities to bind them back together. Security is the topic for RSA. Compliance is the reason to get it right. If the computing model wants to be secure, it needs to know the assets and their relationships. As reported by Search Cloud Computing , Amazon’s Riley also tipped the audience at RSA that Amazon is weighing in on encryption as a service offerings. This is another example, where that now Amazon is supporting a new services such as Virtual Private Cloud, it moves one step closer the knowledge point for all the key assets, including their peers within the corporate network. We find this area, as well as certificate management, to be an area ripe for the type of thinking we see at Amazon. The problem to be solved isn’t a better routine, but is how to apply it tandem with the moving assets and data that is ever changing in demand. Perhaps We Needed to Get to Random, to Get to Secure We wonder if Amazon’s Think Cloud is something new, and if so, is a path towards solving the collision of the major parties in the network. If it joins network, storage, person, and server resources together, perhaps it is the brains of the next generation Internet. The winner will be the one that makes it simple, because as Devo on Chatroulette is proving, demand is asymmetric, and access control is from the eighties. Photo credit: RSA , Devo , Inc. 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