|By Andy Land||
|April 7, 2013 03:00 PM EDT||
Sharing personal information is central to the way people live, work and do business with each other today. And it's only going to become more so, as the Identity Economy emerges to establish a new paradigm for commercial interactions. This raises a number of interesting questions and concerns about the privacy of personal information.
Share and Share Alike
What does the sharing of personal information mean in the context of economic transactions? It specifically refers to consumers who are sharing information with companies and receiving something in return. It may be as simple as providing their information to enable a company to offer them a better service or more personalized experience. Or it may mean providing information to a company and giving the company permission to share with a trusted affiliate or partner in exchange for some benefit to the consumer. In many cases, the consumer is already sharing their personal information, either because the consumer provided it when registering for a particular service, or because the company has derived it from the consumer's use of the service.
Savvy consumers recognize that a lot of their personal information is accessible to companies they do business with. The idea posed by an identity-driven model for commerce is that this information could be utilized to make life easier and online interactions more delightful for consumers - if it could flow more freely on the consumer's behalf. Simplifying the authentication process (by overhauling how passwords are managed, for example) is part of this. But there's more to it than just making it easier to sign up and login to a service. It's about putting the consumer's digital exhaust to work in ways that go beyond its original intended use. For example:
- What if preferences and purchases made on one site could be used to personalize the consumer's experience on another site?
- What if real-time location information could be coupled with consumer intent or interest in a product to transform the consumer's shopping experience?
These and other similar questions frame the commercial possibilities that are driving what we call the Identity Economy. Let's take a look at their implications for managing customer data privacy.
What's Fear Got to Do with It?
Using personal information to fuel commercial activity is nothing new; entire companies are built on the premise of monetizing information, primarily by selling it for targeted advertising. However, companies built on this type of business model are often perceived as gathering and using personal information in a way that's somehow sneaky or underhanded.
- Ads for remodeling companies start popping up on someone's email just after she sends a message with "home repair recommendations" in the subject line.
- A member of a social network suddenly realizes the network is posting information about what music services he's listening to - though he doesn't remember agreeing to share this information with anyone.
That's just it: these users may have given permission to use their information, but they may have done so unknowingly, perhaps because the policy that was agreed to was obscure, overly generalized, or difficult to understand.
Under these circumstances, consumers are understandably fearful about their personal information being compromised by the companies with whom they share it. And the companies are often equally fearful of acting on opportunities to use information to improve the customer's experience and/or to create new sources of revenue - because they worry about being perceived as somehow unfairly exploiting information, or running afoul of laws governing data privacy. Concerns like these make data privacy one of the most important values that must be respected in the Identity Economy.
Overcoming Fear and Embracing Opportunity
Aside from this "stealth" model of obtaining and using personal information, the broader market does not seem to believe that a lack of transparency and control over the use of personal information is the right way to run a successful business.
To the contrary, many companies pursuing use cases involving the flow of information across applications and services take the privacy of their customers' personal data very seriously. In fact, their fear of unintentionally violating that privacy can make them reluctant to share it even when doing so would benefit the customer. For some, it's not worth the risk of alienating the customer -or worse, running afoul of privacy laws and regulations.
In many cases, this fear has nothing to do with sharing data with third parties (data brokers, advertisers, etc.) but instead involves sharing data across multiple lines of business within the same company. For instance, in many regulated industries, the information a consumer provides for service X cannot be shared with service Y at the same company. Quite literally, the right hand does not know what the left hand is doing - by design. Further, if they are sharing this information, they are very concerned about how to ensure that the information is flowing according to the terms of the agreement under which it was captured, their internal privacy policies, and the laws and regulations that affect their business.
Fear, in this instance, is not entirely a bad thing. After all, the information is sensitive and could be exploited to the detriment of the individual from whom it was collected. But to embrace opportunities, companies must overcome this fear by applying technology to ensure that personal information is collected with consent, under the right circumstances and for the right reasons, and utilized according to the terms under which it was collected - all while providing control to the individual over how their information is put to good use. Companies that follow these principles will not only be able to overcome their fear of using this data to delight their customers, but also differentiate themselves from the crowd.
The opportunities to utilize personal information to create highly engaging and personalized experiences are immense, but so are the opportunities for this information to be exploited for harm. Fear, uncertainty and doubt abound, but they also signal an opportunity for innovation. Most companies that are responsible for stewarding this information take that responsibility very seriously. So, too, do the regulatory bodies and industry organizations that govern and guide these companies as they explore this new territory.
Establishing and Enforcing Evolving Privacy Rights in the U.S.
The Consumer Privacy Bill of Rights recently drafted by the White House is part of a larger US government blueprint to improve overall consumer privacy protection while still encouraging innovation in business and commerce. As the White House describes it, "this blueprint will guide efforts to give users more control over how their personal information is used on the Internet and to help businesses maintain consumer trust and grow in the rapidly changing digital environment."1 This goes directly to addressing the fears described earlier in this article that must be overcome for the Identity Economy to thrive - both consumer fear of sharing personal information and corporate fear of using that information.
The themes outlined in the Consumer Privacy Bill of Rights mimic the established "Fair Information Practice Principles" and include the following:
- Individual Control: Consumers have a right to exercise control over what personal data organizations collect from them and how they use it.
- Transparency: Consumers have a right to easily understandable information about privacy and security practices.
- Respect for Context: Consumers have a right to expect that organizations will collect, use and disclose personal data in ways that are consistent with the context in which consumers provide the data.
- Security: Consumers have a right to secure and responsible handling of personal data.
- Access and Accuracy: Consumers have a right to access and correct personal data in usable formats, in a manner that is appropriate to the sensitivity of the data and the risk of adverse consequences to consumers if the data are inaccurate.
- Focused Collection: Consumers have a right to reasonable limits on the personal data that companies collect and retain.
- Accountability: Consumers have a right to have personal data handled by companies with appropriate measures in place to ensure they adhere to the Consumer Privacy Bill of Rights.
Diving down into specific industries, there are more focused laws and regulations in place that govern and guide how companies deal with customer information. The telecommunications industry, for example, must comply with constantly evolving legislation that sets forth rules for how telcos can use what is called customer proprietary network information, or CPNI. Similarly, in the financial services industry, laws such as the Gramm- Leach-Bliley Act mandate how financial services firms can use consumers' personal information and how they communicate their use of this information. In health care, a significant portion of the Health Insurance Portability and Accountability Act (HIPAA) regulating the industry is concerned with protecting the privacy of patient information.
The View from the EU
Managing the privacy of customer data is as much a concern in other countries as it is in the United States - in fact, it's generally more of a concern. The European Union (EU), for example, has clearly established in its Charter of Fundamental Rights of the European Union that the protection of personal data is a fundamental right of European citizens. The provisions are in clear language:
Protection of personal data
- Everyone has the right to the protection of personal data concerning him or her.
- Such data must be processed fairly for specified purposes and on the basis of the consent of the person concerned or some other legitimate basis laid down by law. Everyone has the right of access to data which has been collected concerning him or her, and the right to have it rectified.
- Compliance with these rules shall be subject to control by an independent authority.
This is an important concept to grasp when considering the European environment, and the Canadian environment is not much different than Europe. The U.S. simply does not have this same, comprehensive view of privacy. There are elements of these principles sprinkled throughout various sectors (health care, finance, etc.) in our society, but we do not view the protection of personal data as a fundamental right of our society. This is key.
Still, while the Europeans are much further along in defining and enforcing comprehensive privacy laws, most companies are still just beginning to put into operation the majority of the articles or rules defined in the existing and proposed regulations. For instance, most are well on their way to building a solid Data Protection Office and raising the internal awareness of data protection issues within their organization, but few, if any, have taken the steps necessary to place the individual in full control of their personal data. While a handful of companies are more mature in their compliance, most are not much further along than some progressive U.S. companies.
Ultimately, though, it's not a matter of if, but when. While there is much work to be done on implementing policies and measures that will bring companies into compliance with existing and proposed regulations, it's only a matter of time before mass adoption. In fact, the 2012 General Data Protection Regulation2, a proposed new legal framework for protection of personal data in the EU, could become law as early as mid- to late 2014. The proposed reform provides a broader scope of enforcement as its legal basis, places greater emphasis on individual control of data and enhances the responsibility assigned to data controllers and processors to demonstrate compliance.
The Privacy Cliff
The idea of a "fiscal cliff" dominated much of the economic and government news in the U.S. in 2012. Though it's certainly not as dramatic in nature, there is a sort of impending "privacy cliff" that all European and Canadian - and, soon enough, U.S. - companies will need to avoid falling over in the next few years. There are many months yet before the EU's 2012 General Data Protection Regulation is approved, adopted and in force as law, but the policies and measures that companies will need to define and operationalize in order to comply with the rules will require many months to implement. With the Safe Harbor agreement to provide "adequate protection," this also impacts companies doing business in the EU.
This is keenly true for large multinational service providers. As an example, consider the challenges surrounding the capture and management of end-user consent. Capturing informed (explicit) consent is one thing, but leveraging that consent decision at the point of access for every piece of personal data that a company might have on an individual raises the bar on the complexity (cost) of compliance. In the current environment where personal data can be spread among hundreds of systems, how does a company ensure and prove that a user's consent is being respected? This is much more involved than writing and posting a human-readable privacy notice on a website. It involves systematically changing the way that customer data is collected and consumed.
The wheels are already in motion, and companies in Europe and Canada are faced with the need to take action now. There will likely be similar regulation(s) passed in the U.S. that embody the principles defined in the EU reform. (Some of this already exists in laws governing specific industries, but a comprehensive federal law currently does not exist.)
Whether reform comes in the strengthening of existing regulations or the passing of more sweeping reforms, it presents companies with a tremendous opportunity. They can not only get ahead of the regulatory curve, but also differentiate themselves from the pack by investing in the protection of personal data. This also presents the opportunity to leverage business models in the Identity Economy that utilize personal information, instead of declining to pursue them out of fear. As developments in this constantly and rapidly changing arena continue, UnboundID will continue to develop solutions for companies that are participating in the Identity Economy.
- "We Can't Wait: Obama Administration Unveils Blueprint for a ‘Privacy Bill of Rights' to Protect Consumers Online," White House press release, February 23, 2012
- "Commission proposes a comprehensive reform of data protection rules to increase users' control of their data and to cut costs for businesses," Europa (EU official website) press release, January 25, 2012
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
May. 24, 2016 01:45 PM EDT Reads: 839
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
May. 24, 2016 01:45 PM EDT Reads: 2,033
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
May. 24, 2016 01:45 PM EDT Reads: 1,339
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 24, 2016 01:30 PM EDT Reads: 1,715
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 24, 2016 01:30 PM EDT Reads: 942
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 24, 2016 01:15 PM EDT Reads: 630
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 24, 2016 01:00 PM EDT Reads: 820
Many banks and financial institutions are experimenting with containers in development environments, but when will they move into production? Containers are seen as the key to achieving the ultimate in information technology flexibility and agility. Containers work on both public and private clouds, and make it easy to build and deploy applications. The challenge for regulated industries is the cost and complexity of container security compliance. VM security compliance is already challenging, ...
May. 24, 2016 12:45 PM EDT Reads: 811
@DevOpsSummit taking place June 7-9, 2016 at Javits Center, New York City, and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
May. 24, 2016 12:00 PM EDT Reads: 3,231
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
May. 24, 2016 11:00 AM EDT Reads: 1,422
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
May. 24, 2016 10:30 AM EDT Reads: 672
SYS-CON Events announced today that 24Notion has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. 24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to con...
May. 24, 2016 09:30 AM EDT Reads: 1,667
SYS-CON Events announced today the Docker Meets Kubernetes – Intro into the Kubernetes World, being held June 9, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Register for 'Docker Meets Kubernetes Workshop' Here! This workshop led by Sebastian Scheele, co-founder of Loodse, introduces participants to Kubernetes (container orchestration). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, participants learn ...
May. 24, 2016 09:00 AM EDT Reads: 1,780
The initial debate is over: Any enterprise with a serious commitment to IT is migrating to the cloud. But things are not so simple. There is a complex mix of on-premises, colocated, and public-cloud deployments. In this power panel at 18th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists will look at the present state of cloud from the C-level view, and how great companies and rock star executives can use cloud computing to meet their most ambitious and disruptive business ...
May. 24, 2016 09:00 AM EDT Reads: 1,970
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
May. 24, 2016 09:00 AM EDT Reads: 1,947