High connectivity is one of the hallmarks of the modern society. At any moment in time, individuals are plugged into society through the range of devices, which as well are constituting a complex ecosystem of smart connected things. As fairly stated in Harvard Economics Review, “Consumers are becoming more and more connected whether it is at home, at work, behind the wheel, when they engage in sports and leisure activities, and so on. This is happening quite fast, due to the adoption of smart devices, and companies have to be able to react accordingly in order to maximize value both for their clients and for themselves.”