Being tracked, traced and analyzed. Not necessarily a bad thing.

févr. 25, 2015

7 am. iPhone breaks the silence. Internet modems switch on. Six degrees outside. Foggy.

iPhone accompanies me to the bathroom. Email downloads. First communications. Fresh coffee, bread, two smartphones and a tablet on the breakfast table. Newspapers, traffic jams, parking lots, calendars, the first chats. The day has started.

8.7 billion things connected to the internet

When Steve Jobs launched the iPhone in 2007, he must have had a vision.

In Belgium, there are 5 million smartphones. On average, we use our smartphone 200 times a day. From the 7 billion people on earth, 2.4 billion are internet connected. 8.7 billion things are connected to the internet. Smartphones, tablets, satnavs, wristwatches, etc. Expect this number to grow to 40 billion gadgets driven by the Internet of Things by 2020.

Our consumer DNA

As a consumer we are being tracked, traced and analyzed. The history of what we buy, online or in stores, the way we search for products on the internet, our profiles and communication on social media, creates our DNA as a consumer. When this DNA is combined with localization and online communication, there is a huge marketing potential.

Wearable devices connect our body to the internet. Our health status is being monitored. In case of danger, we receive an alarm. Our internet connected Smart Body Analyzer measures our weight, body composition, heart rate and air quality.

Our car is being tracked. Sensors call emergency units in case of accidents. Car dealers are notified if the car needs maintenance. Our smart televisions provide user-generated content and analyze your behavior.

The internet of things and services is introduced in manufacturing and is known as the 4th industrial revolution. Machines are sensor equipped. They are autonomous and knowledge based. Products are tagged and traced on the production floor. Factories exchange information and trigger actions. Distribution and consumption of energy gets smarter.


Datafication is everywhere. As a human being, we have the drive to measure, record and analyze everything in the world. The amount of data that we have produced is hard to imagine: 2.4 Zetabytes of data. By 2020 we will have produced 20 Zetabytes of data.

Within these huge amounts of data we find patterns. Our decision processes are shifting from causality to correlations and predictions, probabilities with less exactitude.

Our world is changing to a data driven world where data is an asset. The value of information is shifting. Those who possess the data will control the world.

Technology is what inspires Delaware Consulting to make this world a better world. For our customers. For our families. For you.


Author: Philippe Dendievel. You can follow Philippe on Twitter (@phildendievel) or connect with him on LinkedIn