Privacy in the Next Frontier – Personal or Creepy? | Kate Bolseth

By Kate Bolseth

Privacy in the Next Frontier Personal or Creepy?Privacy in the Next Frontier Personal or Creepy?

South Park - Apple Agreement

2PRIVACY IN THE NEXT FRONTIER

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How Many Downloaded MobCon App?

Download App

PRIVACY IN THE NEXT FRONTIER

Did You Read the Privacy Policy Agreement?


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Scenario - Typical App Download


Installing App

31%are not aware tracking takes place on mobile

TRUSTe 2014 US Consumer Confidence Privacy Report Consumer Opinion and Business Impact

40%of smartphone users check to make sure a

mobile app has a privacy policy


39%of smartphone users research apps online

before sharing personal information


FTC“The report finds that the reviewed apps’ privacy disclosures often used

vague language, reserving broad rights to collect, use, and share

consumers’ information”


Pew Research Report - Public Perceptions of Privacy and Security in the Post-Snowden Era

91%of adults either agreed or

strongly agreed that consumers have lost control

over their personal information


88%of adults agreed or strongly

agreed that it would be “very difficult to remove inaccurate

information about them online.”


Mobile Apps Access Personal Data

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Location

Pictures

Phone Number

Contacts

Websites Visited

Apps Running


IP Address

Device Identifier

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Third Party Affiliates and Data Collection

Installing App


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Collector 1

Collector 2Collector

3

Collector 4

Collector 5

Collector 6

Email

Birthdate

Facebook Login

Location

Shared Photos

and more!

Data Collection

Third Data Collectors


Data Collectors and the Data They Collect?

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Data CollectorsCollect data from or about the computer, mobile phone, or other devices one uses to install apps or to access apps.


This can include:

• Network and communication info e.g. - IP address or mobile phone number

• One's internet service • Operating system • Location • The type (including identifiers) of the device or browser one uses • Website and page visits • Receive data sometimes through cookies

This data is typically sold or used for companies to deliver ads, understand one's online activity, and build out a user profile

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•Name •Gender •Social Security Number •Birthdate

Personally Identifiable Information

So What is PII?

•Mother’s Maiden Name •Zip Code •More

87% of people are uniquely identifiable with date of birth, gender and zip code

PRIVACY IN THE NEXT FRONTIER https://news.ycombinator.com/item?id=2942967

Once data is out there, it is forever. Would a partner’s breach put you at risk?

Data breaches - It’s Not If, But When


Risks when we Don’t Protect Consumer Data?

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1. Over 200 US Cases Settled Since 2011

2.Over $110M in Settlements

3.Regulatory & Class Action


TRUSTe 2014 US Consumer Confidence Privacy Report Consumer Opinion and Business Impact.

Forbes Insights: The Promis of Privacy www.forbes.com/forbesinsights

Risks

http://www.forbes.com/forbesinsights

35%of consumers have stopped

doing business with a company or website due to

privacy concerns

RUSTe 2014 US Consumer Confidence Privacy Report Consumer Opinion and Business

Impact.

Mobility adds another layer of privacy complexity

Consumer is the Most Important Factor to Focus On


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What if we changed the paradigm?


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Questions to ask yourself…



1Will customers be

surprised at how you use their data?


2 Are you transparent with who your data sharing?


3Do you define PII

(Personally Identifiable Information)?


4 Do you make it easy to opt out?


5Are you taking

steps to secure data?

Put Consumer’s In Control - Context Aware Privacy


Who am I interacting with and from what

device?

Context

What is my provider doing to protect me and do I trust them, their intent and execution?

What value will I get from ‘sharing’ information?

Is it really necessary?

Context ControlTransparency Respect

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Context Enables Transparency. Control. Respect.



Tip the Scales - Consumers in Control - Value Delivered

Value

Info

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Put Charlene in the Control



Context

Control

Transparency

Respect

Policies

Practices

Roadmap

Value, Trust and Loyalty+ =

Privacy White Paper


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Privacy in the Next Frontier – Personal or Creepy? | Kate Bolseth

Technology

Transcript of Privacy in the Next Frontier – Personal or Creepy? | Kate Bolseth