Privacy

Alex Younger Jack Plummer Diego Anton Cong Liu Weiyixiao Ma Jinghua Wang

Contents
What is privacy?
Attitudes towards privacy
Impact on existing business models
An opportunity to to differentiate on privacy?
Will privacy become a commodity to be purchased?

What is Privacy?
Privacy is sharing what you want to and
nothing more
Safety

Maintaining
Protection fr
om
social
m
isuse of
y
it
ign
D
boundaries
information

Second
chance
s

Central point is having control over your personal information

Ongoing tension between privacy and transparency
Especially true for issues relating to national security

Why Value Privacy?

If you have nothing to hide, you have nothing
to fear
What aspects of privacy do you value most?
Information
Interests
Activity
Location
Who may invade your privacy?
Friends, family may be okay
Websites, governments may not be okay

To some extent, everyone assigns a value to

their privacy

Importance of trust
Violation of trust is a reason for value
of privacy rising
Issue increasingly relevant because
of unprecedented virtual surveillance

Are you sharing too

much?!

Websites store vast quantities of

personal information
Trust is a requirement for privacy to
be viable as a product > market
entrants would have to be perceived
trustworthy

Threat to Existing Business Models

Many businesses provide free
services in exchange for data users
increasingly aware and critical of the
business model
Users beginning to stop using
services, restricting data provided or
even falsifying information
This may result in current business
models becoming unsustainable

Cultural Differences in Privacy Needs

Public attitudes
High awareness in developed countries
Low awareness in developing countries

Personal contents
People in different cultures have variable
identities of privacy

Governmental behaviors
Apple plays digital privacy hardball with FBI,
'but not China

Regulations
Privacy law exists and is evolving in developed
countries, lacking in developing countries

Approaches to cultural difference

Setting rationale boundaries of privacy in
different markets

Fragmentation of Consumer Groups

Customer
group

The feature of
groups

Views on exchange of
private data

Strategies

Privacy
fundamentalists
(31%)

More likely to be male

and older;
40% never use social
media

Not an asset to be
bartered;
Dont trust companies,
organizations, etc.

Trust

Privacy
unconcerned
(16%)

More likely to be male

and under the age of
35

An improved service in
return

Reward

Privacy
pragmatists
(53%)

More likely to be
women and younger

In order to buy things;

Reward
Give to organizations;
For better prices and
Two pronged strategies:
offers;
Supporting the empowerment of the consumer
Receive an
asimproved
gatekeepers of their own
service;
personal data.

Encouraging better business practice in terms of meeting consumer demand

Privacy as a Brand Differentiator?

As our privacy is more intensely invaded, opportunities for privacy
focused products are likely to surge.
Products that dont utilise, sell, or even retain user data may
become more desirable.

Many products that challenge companies with data-based business

model are not for profit are users willing to pay when free

Information Ethics Strategy

We believe security shouldnt come at the expense of
individual privacy
- Apple on refusing to break encryption for the FBI

Privacy concerns pose serious risk to business models of major

tech companies.

Organisations under pressure to develop strategies that

demonstrate that they respect the users right to privacy

Important for all organisations, not just those with data-based

business models

Is Privacy a Product?
Providing individuals with data management/ information control
capabilities is becoming an attractive new business area.
Main product types:
Data Vaults

Tracking
Protection

Reputation
Manageme
nt

Encryption
& Self
Destruction

Growing number of products available:

Free ad supported
Freemium model

Lack of convenience and low public awareness a

barrier to mass use of these products

Backdoors to Glass Houses

Increasing number of large data leaks for
governments, companies and influential people
Even so, concerns surrounding privacy are often
brushed off as paranoia
Likely that privacy will not be taken seriously
until a black swan-like event occurs
NSA & WikiLeaks leaks significant, but not personal
enough to the people who can make a change

Some predict an eventual 9/11 moment data

leak, which will affect thousands of political
figures and celebrities
Will fundamentally change the way we view privacy

Conclusion
Privacy can be defined as sharing what you want to and nothing
more
Variables including culture, age and gender appear to impact on
attitudes towards privacy
Existing organisations are under increasing pressure to consider
issues relating to privacy becoming an area of strategic concern
Concerns surrounding privacy are creating opportunities for
companies to:
Differentiate their products by offering enhanced privacy
Develop standalone products that protect privacy

Thank you for

listening
Any questions?