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I want my, I want my…

The big difference in the adoption of any new technology, gadget, service, or any change really is the “total pain of adoption” (hat tip to Pip Coburn).  What level of anxiety is relieved or caused by that change.  Am I willing to change certain other aspects for the perceived benefit.  We see this as an evolving issue in the privacy vs online world experience scenario.  The world at your finger tips comes at a price particularly in the freemium model economy.  The personalized experience we get on the web is a direct result of the ability to monetize our data stream, activity and potential for sale/upgrade.  The privacy battle around that data is getting heated as more and more of our lives are spent and shared online.  To the extent that consumers resist this intrusion, their experience will suffer.  However, to the extent that companies overstep their trust, the same pain will be experienced in reverse.  Security and privacy are very sensitive and convoluted topics.  In general, people are willing to allow the data flow as long as the experience is enhanced.  It is clear we need better tools to analyze the seemingly disparate data streams and enhance the experience; the old models are just not enough.

You want the world to be as open to you as possible…but at your discretion.   If the web is to continue its evolution as part of our very human fabric, then the ability to turn on and off our privacy will be increasingly necessary.  Yes, we want to share more, and by sharing data we improve our experience, much like entering a store and explaining what you want to improve the service…but, I also reserve the right for discretion and privacy – a very human feeling.   This is as much about sensitive financial and health information as it is about what information I am sourcing and from where.

We anticipate that there will be more high level security breaches in the near future that cause consternation among regulators and consumers.  One avenue we see as interesting in the future is the ability for a consumer to control, or even profit from the release of their personal information.  Currently you get a discount on a product in exchange for the data, but you are not aware of what data they are collecting and how frequently.  Think Google’s apps or Amazon’s $79 Kindle with ads.  Instead, we see an opt in world where you are paid to provide accurate details regarding your habits and preferences in exchange for a fee and a more tailored experience, which could also include deals and ads that matter to you – like %50 off at a steakhouse instead of another spa treatment.

You see something you want to buy, done.  You want to share something with one person or the entire world, done.  You need information and to get something, done.  The ONLY way to do that is with a smart device with dynamic security and privacy controls and high speed networks – otherwise the user experience is too subpar and will drive a negative feedback loop.

Positive: security software, data analytics, IBM, Splunk (private)

Negative: any privacy mishaps are bad for Google, Facebook and Apple

Note – of the three big personal data collectors, only Apple doesn’t NEED your info.  Apple makes its money sell you devices, and takes a cut of apps and content.  Google and Facebook rely solely on advertising and the ability to customize those ads to your data.