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1、Feeling Safe in the Home of the Future A product life-cycle approach to improve the trustworthiness of smart home products and services B R I E F I N G P A P E R A U G U S T 2 0 2 0 Contents Feeling Safe in the Home of the Future2 Foreword 1 Introduction 2 Pre-Market 3 Sales and Setup 4 After-Market

2、 5 Conclusion Contributors Endnotes 3 4 7 9 11 13 14 15 2020 World Economic Forum. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying and recording, or by any information storage and retrieval system. Cover: R Classen

3、 Layouts/Getty Images Inside: Hispanolistic/Getty Images, Marvin Samuel Tolentino Pineda/Getty Images, Eye Crave/Getty Images, Onfokus/Getty Images, Glenn Carstens-Peters/Unsplash Feeling Safe in the Home of the Future A product life-cycle approach to improve the trustworthiness of smart home produc

4、ts and services August 2020 Feeling Safe in the Home of the Future3 For many children and young adults growing up around the world today, voice assistants such as Alexa, Siri or Google Assistant have become almost like another member of the family. They provide advice on the weather when you cannot

5、decide what to wear, they answer your questions when you are having trouble remembering a fact or are just feeling curious, they can tell you a joke or play your favourite songs if you are feeling down, and they may even help turn off the lights for you when it is time for bed. Whereas voice assista

6、nts and smart speakers are still relatively new Amazon Alexa and Echo were first introduced in 2014 the ease and speed in which consumers have adopted these and other smart home technologies has been dramatic. Meanwhile, many details about these technologies from their business models to their produ

7、ct features and maintenance plans remain ill-defined or shrouded in mystery. It is time for the smart home ecosystem to grow up. This paper is intended to spur collective thinking and action among business, government and civil society. We invite you to join us as we work to shape the development, u

8、se and impact of these technologies for the benefit of society. Foreword Smart home technologies are changing the way we live. It is time to change the way we design and manage these technologies. Burak Demirtas Ko Holding Fellow, Centre for the Fourth Industrial Revolution, World Economic Forum Jef

9、f Merritt Head of Internet of Things, Robotics and Smart Cities, Member of Executive Committee, World Economic Forum 1 Control and connectivity Smart appliancesSecurityHome entertainmentComfort and lighting Energy management Feeling Safe in the Home of the Future4 A home is more than a building or a

10、 place of shelter. It is where we take care of the people and things that mean the most to us. Turning a physical structure into a place of comfort, safety and sanctuary is hard work, but what if the home itself could help? This is the promise of the smart home, a house equipped with internet-connec

11、ted devices for controlling, automating and optimizing functions such as temperature, lighting, security or entertainment, either remotely or through a system within the house. Incorporating these Internet of Things (IoT) devices into a home can help a homeowner increase the safety of their loved on

12、es and valuables, save money on energy bills, improve their wellness and save time. Technological advancements can also come with unintended impacts for society. The appliance boom brought forward by the Second Industrial Revolution, for example, not only made it easier to do laundry, it ultimately

13、opened the door for more women to enter the workforce.1 The introduction and expansion of processed foods and microwave ovens made mealtime easier at home, but also contributed to higher rates of obesity.2 As the smart home environment continues to evolve, the full range of new opportunities as well

14、 as potential challenges continue to emerge. The COVID-19 pandemic is shining a spotlight on the potential impact of smart home devices in our daily lives, businesses and society. Most notably, COVID-19 has dramatically increased the amount of time people are spending at home. According to data from

15、 Googles COVID-19 Community Mobility Report, the global average of time spent at home increased 35% in March 2020 as a wide range of shelter-at-home orders were put in place.3 In this context, research from ABI Research suggests that smart home devices, such as touchless doors, cameras and smart spe

16、akers, have an important role to play in enabling safe social distancing. The need for contactless ordering and delivery of goods, for example, is expected to increase global sales of voice-controlled devices and cameras.4 Smart home IoT devices can also take care of the world outside of the home. B

17、y enabling a more efficient use of energy, devices such as smart thermostats, smart lights and smart refrigerators hold the potential to decrease a homes impact on the environment.If half of homes globally transitioned to using smart thermostats by 2050, it is estimated that 2.6 gigatons of carbon d

18、ioxide emissions would be eliminated, roughly equal to 8% of global CO2 emission in 2019.5 The concept of a smart home is not a recent creation; it has featured in laboratories and popular culture since the early 1900s.Yet, with recent advances in wireless technology and mobile platforms, smart home

19、 devices have become Introduction To realize the true promise of the smart home, trust must be baked into each phase of the product life cycle. Smart home devices by segmentFIGURE 1 Feeling Safe in the Home of the Future5 affordable, viable and in demand.Smart home devices typically fall into one of

20、 six verticals: energy management, comfort and lighting, home entertainment, security, smart appliances, control and connectivity.6 According to the International Data Corporation(IDC)Worldwide Quarterly Smart Home Device Tracker, the smart home market is forecast to grow at a compound annual growth

21、 rate of 17% from 2019-2023 with nearly 1.6 billion devices shipped in 2023. A crisis of trust To harness these benefits for consumers and the planet and drive economic value, smart home devices must have trust built in so that consumers feel they are fair and safe to use. Incorporating trust across

22、 the life cycle of a device is essential for a thriving smart home ecosystem.Whereas individual consumers may place different value on the product features that they feel are important when purchasing devices, consumers come with preexisting expectations regarding the privacy, security, reliability,

23、 usability and resilience of their devices. Each one of these aspects effect consumers perception on the trustworthiness on the product and the manufacturer. There are a number of important questions on consumers minds as they consider purchasing smart home devices: Could someone hack into my securi

24、ty camera without my knowledge? Do companies sell my information to other companies for extra revenue? Is my voice assistance listening to my conversations? Can I delete my data? Could law enforcement get access to my data? Recent research conducted by Consumers International and the Internet Societ

25、y found:7 75% of respondentsdistrustthe way data is shared 50% of respondentsdo notknow how to disable a data collection feature 28% of respondentsdo notwant to buy a smart device due to cybersecurity concerns 88%of respondents think that manufacturers should have to comply with legal privacy and se

26、curity standards These findings clearly articulate the connection between consumer trust and the privacy and security of IoT devices. Moreover, they show that consumers expect policy-makers to play an active role in creating a trustworthy environment by enacting regulations and guidelines for privac

27、y and security. As such, this paper will mainly focus on the privacy and security aspects of the smart home ecosystem to improve trust. Contrary to common public perception, smart home device manufacturers have been heavily investing in new innovations to build more trustworthy devices. This include

28、s technical solutions like encrypting communication between devices and storing personal data in secured cloud platforms. Many of consumer concerns stem from the fact that neither these technical implementations nor the data sharing protocols between companies are transparent or easy to understand.

29、Additionally, sources such as the Internet Societys report The economics of the security of consumer- grade IoT products and services,8 identify misaligned incentives on cost of security risks and missing responsibility on attacks to external entities by these IoT devices as critical factors for lac

30、k of trust. Taken together, the transparency issues related to technical complexities and the economic considerations related to cost of risks demonstrate an obvious gap between stakeholders perceptions of trustworthiness in smart home devices. A path forward Effectively building consumer trust will

31、 require collective action by all stakeholders in the smart home ecosystem. This includes, but is not limited to, device manufacturers, standard development organizations, retailers, government and civil society organizations. Among these stakeholders, policy-makers have an important role to play in

32、 establishing a level of consumer protections that reflect common duty of care and establishing the respective responsibilities of the business community and consumers or end users of technology. While regulations and standards are critical in creating a trustworthy smart home environment, crafting

33、them is no easy feat. Things like software Pre-marketAfter-marketSales and setup Business models and privacy aspects Security by design Transparency of IoT products capabilities Consent mechanisms Software update and dynamic product management User rights on data management Feeling Safe in the Home

34、of the Future6 updates, data collection and internet connectivity require frameworks to consider not only design phase implementations and processes, but also after sales implementations and processes too.9 To develop proper policies that take these features into account, it is important to consider

35、 all the processes related to product life cycle; from design to business model, to manufacturing, marketing and even aftersales of a smart home device. These elements of the product life cycle can be grouped into three phases. The first phase is called the pre-market phase and it encompasses activi

36、ties handled prior to launch: design, business development and manufacturing. The second phase is called sales and setup, and it includes activities related to product marketing, educating consumers about product capabilities and providing consent mechanisms during product setup. The final phase, ca

37、lled after-market, focuses on software feature updates anduser rights on data-relatedprocesses. Although there are some common themes in all these phases, each offers unique opportunities for building consumer trust. The sections that follow are structured to map against the three phases of the smar

38、t home product life cycle. Section one on the pre-market phase focuses on the impact of business models on privacy and security by design principles. Section two addresses the sales and setup phase and elaborates on topics related to product feature transparency and consent mechanisms. Finally, the

39、section on the after-market phase is dedicated to software updates and user rights on data management of devices.Through each of these sections, this paper intends to help policy-makers and other key stakeholders understand, consider and incorporate the phases of the smart home product life cycle as

40、 they define collective actions and guidelines for privacy and security. Product life-cycle phasesand trust-related topicsFIGURE 2 2 Feeling Safe in the Home of the Future7 A smart home product or service is more than a physical device. In fact, there are three core components that are generally req

41、uired for a smart home product to achieve “smart” functionality: A human-computer interface A data platform over cloud infrastructures An internet-enableddevice Oftentimes, there is an additional component layered on top to allow for data sharing or device interoperability. It is not uncommon for ea

42、ch of these components within a single smart home product to be developed or managed by a different party. This layered structure and complex business model creates an untamed information jungle with regard to technology stacks, business models and privacy, which creates distrust on the part of the

43、consumer. Pre-Market Trustworthy products begin with good product design. Business models and their effect on privacy One of the ways in which smart home products have enabled companies to improve their revenues is by selling software services with smart home products. Arlo, a smart camera product m

44、anufacturer, for example, released home security solutions by selling cameras as products and cloud- recording capabilities with a monthly subscription.10 Moreover, smart home products enable new business models such as advertising, subscriptions, pay-per-use and maintenance contracts by leveraging

45、connectivity and continuous data streams. For example, streaming service boxes like Roku and Amazon Fire TV work as platforms for television channels, but they also create contracts based on user subscription and advertisement revenue. In fact, the majority of revenue for these streaming box compani

46、es does not come from selling streaming devices, but rather through ads and subscriptions.11 Unbeknownst to consumers, these companies may also be generating revenue based on consumer data. According to research conducted by Princeton University and the University of Chicago,89% of Amazon Fire TV ch

47、annels and 69% of Roku channels include tracking software that collects information about viewing habits and preferencesof the users.12 While the research on streaming devices show the hidden data collection mechanisms, Consumers Internationals research reveals that 65% of consumers are concerned ab

48、out data collection and data sharing through their smart home devices. Clearly, one important factor in building trust is ensuring that device manufacturers store and protect user data properly. Unfortunately, there are plenty of examples of irresponsible stewardship of personal data collected by sm

49、art home devices. Recently, the Electronic Frontier Foundation (EFF) conducted a test with Ring doorbell devices and discovered that the devices were sharing data with third-party companies, such as Facebook APIs.13 Since data-sharing features are embedded into the software of the device, a user is not provided with the chance to learn what information is shared. In recent years, regulators have spent a great amount of time deploying new privacy regulations such as the General Data Protection Regulation (GDPR) a