tonyfish www linkedin skype twitter facebook CEO and Founder

3 minute version

Do you believe, like me, that there

is now a trade for your privacy?

web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade

Do you believe, like me, that the

role of a consumer has changed?

Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback two sided digital business friends social norms

Do you believe, like me, that

mobile offers something unique?

More ‘OFF’ : Less ‘ON’ on this screen in this earpiece consume createionx content where time intent direction who

Do you believe, like me, that

privacy may not be the issue!

I believed enough to write

A Two Sided Digital Business Model where your Privacy will be someone else's business ! Tony Fish Oct 2009

If you have the same beliefs

as me

this will not be another boring

presentation on privacy settings

If you don’t believe then

don’t clap at the end

and focus on your blackberry

15 minute version

Definitions of digital footprint

Education Design Data you leave All data

How I react to analysis of my data How my social group in influenced by the analysis of my data Data embedded in my content and interactions Data embedded in my social networks content and interactions with me What I say about myself What others say about me What the analysis says about What the analysis says about me in my social context

How does privacy work

for data you did not know existed?

digital footprints – context Collection, store, analysis and value created from digital data from mobile, web and TV Proof of who I am –Driving licence –Bank details –Credit history –Social security –Certification Regulated and institution controlled identity privacy black hole of debate digital footprint Control/ setting Emotional Preference Status Regulation Law public/ private

many contentious issues with the

idea of a digital you

PrivatePublic

my health family stuff private thoughts passport cash in account login & ID pin numbers who owns your car where I work my certificates facebook status phone number blog page location bank account number political views car plate number one few many public Consider the same chart from the perspective of people who need to know the data and how many you trust with the data Ways of looking at privacy

date of birth – public or private

Look to History and we find Aristotle

“golden mean”

evilgoodevil Not enough inadequate Too Much excess

recklessnesscouragecowardice Deficient Excess virtue

PublicPrivatePublic broadcast TV, newspapers, open, contextual, edited and time bounded internet public, closed, non-contextual, raw and timeless

P

Why mobile is

the game changer?

value from mobile, TV and web data Broadcast/ Listen WEB MOBILE Attention Browse Search Click Create Consumer Location Attention Browse Search Time Who Click Create Consume Presence View Preference Time Presence Point of inspiration Point of entertainment Point of need

Where is the value? on this screen in this earpiece consume createionx content where time intent direction who

The issues become

less about what is public and private

and move to become central on

Who owns your “data”

and who owns the analysis

and who has rights

Nothing is clear - so

Lets look at the model

stages to build my digital footprint store click data content my data analysis value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback loop (sensory.net) social data collection

If we now add in where the user is

In this the collect, store, analyse, value

we see the user appears twice

as a provider and as a consumer

Actual User Data Actual User Data Actual User Data The User Direct feedback In Direct feedback collection store analysisvalue the providerthe consumer Friends Social Norms

adding where the business

should be situated

Actual User Data Actual User Data Actual User Data “The Business” The User Direct feedback In Direct feedback collection store analysisvalue Friends Social Norms

web services and value creation of content consumption of content data store analysis Symbiotic Relationships Web business depend on consumer data Data business consumer digital data trade

Take away

“customer information is value..

if you can do something with it!”

Privacy could be important

however

If 2.0 thinking is valid

Certain players are weak

as they cannot get critical

behavioural data

2.0 company’s are strong

as able to get ‘behavioural’ data

Do we need to move controls

from storage to collection?

Facebook “Like” is not “Nice”

Shift from Google Ad centric world

to a Facebook relationship world

Digital allows you to find

who influences and who is influenced

Your experience matters

TRUSTRISK bonded but not related PRIVACYSECURITY Increasing closed Increasing open High Control High Value Justification of benefits Justification of barriers The digital you

Food for thought

You can only see a very small %

“Public” is not understood

User is provider and consumer

Should controls focus on collection?

want controls do influences need?

before my last slide blog.mydigitalfootprint.com

Data is a commodity & ownership is unimportant. Value will be retained by those who get deep and dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen and customer metadata is king.