1. I3 Project
Intelligent IOT Integrator (I3)
University of Southern California
A joint project: Marshall and Viterbi
In the picture above, the pollen is
the IOT data, the I3 platform is the
bee and the flower(s) represent
the IOT applications that make the
world a beautiful place.
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USC Marshall and VIterbi Confidential - Not for Public
Disclosure

2. Value
CTM Members: CTM attracts companies
that consider technology as a strategic weapon
that can be used to create a competitive
business advantage. CTM influences these
companies and the companies influence
Marshall..
CTM Mission
SummaryKey questions:
How does rapidly changing technology
impact business issues?
1. How does tech impact consumer and
business markets?
2. How does tech impact commercial
operations and business practices?
3. How does tech impact corporate culture;
can performance be optimized?
4. How can a company provide shareholder
value in a world where change has become
the norm?
5. What are the opportunities and risks that
await over the horizon?
Further information
CTM is a Center of Excellence within the Marshall School of business. Consortium based research supported by CTM member companies.
For further information on this project, please contact Jerry Power at jerry.power@marshall.usc.edu
Revenue Model
Traffic Model
Cost Model
Profit Model
Enterprise
Technology
Motivator Price features
Mobile IOT
Home IOT
Biz IOT
Communications Technology Management (CTM)
Business Culture
• Environments need to be managed for max
potential
Entertainment Disruption
• A reinvented industry that continues to
change.offering many teaching moments
Internet of Things
• Makes big-data real-time allowing business to be
context senstivie.
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3. What is Internet of Things (IOT)
Advances in technology are shrinking the size and cost of technology while making it even
more powerful. This is allows us to put sensors on anything and everything.
Think about a sensor in every device …
in every bed, chair, or bracelet ...
in every home, office, building or hospital room …
in every city and village ...
across the entire Earth ...
The Challenge: Every one of those sensor and control points is generating data. Systems
are needed to help those devices talk to each other, manage all that data, and enforce
proper access control.
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4. 4
“Thing” connected to the internet
During 2008, the number of things
connected to the internet exceeded the
number of people on earth
Some experts claim that by 2020 there will be 50
billion things connected to the internet

5. 5
The Emergence of the IOT Economy
The Broadband Economy
The Mobile Economy
The IOT Economy
time

6. 6
“The ultimate goal is transforming the raw
data to insights and actionable knowledge
and/or creating effective representation
forms for machines and also human users
and creating automation.”
This usually requires management of
many data streams from multiple sources
multiple owners, multiple device-types. It
also requires (near-) real time analytics
and visualisation and/or semantic
representations.

7. • Developed by the University of Southern California
• A joint project of Marshall and Viterbi School of Engineering;
• and the support of the City of Los Angeles’ Chief Information Officer and Chief Data Officer
The I3 system is new public-private, open-source/community driven development effort
Universities, companies, and individuals contributing to its realization.
Creates an IOT data marketplace that connects independently owned devices with data to
applications.
Our Intended Impact is:
• IOT device data supports a understanding of customer behaviors that drive product/service
development.
• IOT data are a prerequisite for advanced analytics programs that drive better management
decisions
• An IOT marketplace creates a point of demarcation serves to delimit data ownership.
• An IOT controller manages security close to the device without forcing complex device
requirements.
• A shared, IOT data river transforms the Internet from a connectivity tool to a context
awareness tool
I3 - Intelligent IOT Integrator (I3)
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8. Develop a platform
that allows the device
owners to participation
Trust of platform
operations is critical
Distributed/Scalable
System Architecture
Device Owners control distribution of their
data (and the resulting rewards)
Accelerate IOT market evolution, at the application
and device level, by making device owners active
participants in the IOT ecosystem.
User Managed Security AND Operational
trust are both important components
Expect multiple operational entities which
will need to interact to exchange data &
incentives
I3 Project Goal
USC Marshall and VIterbi Confidential - Not for Public
Disclosure
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9. The I3 Vision
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From: To:
I3 Domain Controller
Dev Dev Dev Dev
App App App App
Apps no longer have to
justify themselves to
device owners.
Data can be accessed as
needed and in a shared
environment
Users no longer have to
develop a trust
relationship with each app
developer. I3 provides user
control of data
dissemination and apps
are user rated based on
trust.
ecosystem
Dev
App
ecosystem
Dev
App
USC Marshall and VIterbi Confidential - Not for Public
Disclosure

10. The I3 Marketplace
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From: To:
User
Application
Provides value
needed to obtain
access to the data
Dev
Data
Application
Dev
Applications purchase data from
device owners as needed. Device
owners consider payments a device
subsidy. Subsidies encourage
accelerated device deployment.
Subsidies create an environment
where device owners encourage data
consumption
I3 administrators keep portion of the
cash flow to cover operational costs.
Operations should be sustainable.
Users compete for app attention.
Competition increases data veracity
and availability for app developers
I3 Platform
Data
Application
$
$
The application and IOT device
markets become independent markets
USC Marshall and VIterbi Confidential - Not for Public
Disclosure

11. Data Ownership/Permission
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I own my data
I determine the rules
I decide who I trust
I manage my own privacy
I3 Domain Controller
Read only access Only location data Full read/write access
Reasonable system defaults
User malleable defaults
Apps specific opportunities
Device owners “own” their data
and give it to the I3 domain
controller for safekeeping. Rules in
I3 determine who can see the
owners data.
If you can “see” it, you can make a
copy that the applications then
own.
Users can report whether they trust
applications to safeguard their
data.
The more trust the greater the
visibility granted by the users.
There is no single definition of
privacy that applies to all users and
all applications.
Centralized permission management allows fine grain control without burdening IOT
devices with extra management overhead

12. Trust: A Critical Component
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Browsable Directory of IOT data
maintained in the I3 Domain Controller
New IOT
device
Alerts sent
to
application
owners
New
Application
Alerts sent
to device
owners
Manual
queries
Manual
queries
Application owners rate
device owners for data
fidelity
Device owners rate
applications for
trustworthiness
All App and Device Owners
can see ratings unless the
app or device owners has
requested invisibility
Must register to
receive alerts
Must register to
receive alerts

13. App
Privacy mgmt.
Dev
Privacy mgmt
Security shield & privacy mgmt
I3 Allows Increased Security
From: To:
Ap
p
De
v
broker
Simplifies App
Platform manages alt routing (e.g. cellular -> wifi)
Platform provides persistence so info maintained
Platform provides polling/link-assurance
Complex
comms
Complex
comms
App
Simple
comms
Complex
comms
I3 Platform
USC Marshall/Viterbi Confidential - Not for
Public Disclosure
Secured and authenticated
connection
TRUST Requires
Platform Security
User Privacy
Operations Transparency
Policy Audits
Devices are secured to
broker
Hacker target moved to
more secure platform
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8/30/2017 13

14. I3 Allows a Different Perspective on IOT
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Application Perspective: A database that
changes values dynamically as the
IOT devices change state
IOT device owners: A marketplace
that rewards me for the data I (and my
devices) generate every day
I3 is not an application or data analytics platform; I3 is a data integrator which acts as a
gateway to an IOT data- built by integrating IOT data from many devices owned by
different people/entities. I3 makes it easier to build complex IOT applications that make
use of data from many different sources.

15. Data Brokers: A new opportunity for entrepreneurs
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Application
I3 system
register
Sensor driver
register
Data
broker
Broker Value
added
application
The I3 system will allow Data Brokers to
emerge as a viable independent
business sector.
• Clean data to improve data fidelity
• Append data to increase value
• Aggregate data for summary reports
• Examine historical data for trending
analysis
The focus of the I3 system is on
managing access to many real-time
data streams. Brokers create business
value from these streams.
App API driver

16. Market Value
The newly formed USC Center for
Cyber-Physical Systems and the
Internet of Things is building a
campus-wide IoT testbed at USC,
building on our prior experience
hosting Tutornet.
Testbed will include hundreds
(eventually thousands) of beacons,
sensors, actuators and smartphones
including sensors that count people,
cars, measure air quality, noise
levels, energy usage.
Testbed will include students, faculty,
and operational staff
Further information
For further information on this project, please contact Bhaskar Krishnamachari at bkrishna@usc.edu, or visit us online at http://cci.usc.edu
Back in 2006 we created one of the first IoT low power wireless sensor network testbeds in the world: Tutornet. See http://testbed.usc.edu/dashboard
Market Relevance:
Researchers can use the testbed to
test out IoT products in a networked
context
Univeristy Operations can use the test
bed to support campus operational
needs
Relevant Technologies:
Physical Web, mobile and IoT
operating systems, protocols and
other software; enterprise and
consumer IOT devices, cloud
computing solutions
Research Summary
Campus IoT Testbed
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17. USC SmartCampus
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185 buildings centrally managed
200+ cameras actively monitoring campus
Create an integrated IOT data network
University Operations
Students
Faculty/Staff
Corporate Partners
A platform for research and operational efficiency
Support changing business concepts
Incentives
Trust
Recommendations
A platform for leadership

18. Vision: Los Angeles - A Platform for its Citizens
- A Platform for Leadership
A Livable
and Sustainable City
A Safe City
With a Focus on Public Safety
And Emergency Services
A Prosperous City
Good Jobs for All Angelenos
A Well Run City
Efficient and Innovative
A Tech Community
Part of the Fabric of the City
6,000 miles of sewer ● 22,000 miles of paved streets ● 50,000 City connected street lights
4,500 intersections ● 2,000,000 Google/Waze connected sensors
An Engaged Community
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19. The I3 Direction Forward
• I3 can be used as a platform that corporations can build commercial
products upon. The platform is opensource but corporate value-added
may be licensed.
• Anyone (corporations, individuals, universities..) can contribute to the I3
development process
• I3 systems are rigorously tested before software is released; dependable
software must be quality assured and supported.
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Actively seeking corporate partners to participate in the process. Partner value can be
derived from
• use of opensource platform as basis for value-add,
• from new research the platform allows,
• from business research behind the program,
• from hiring IOT savvy students
• from interactions with others in the I3 community

20. 20
Thank you