|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Five misconceptions about personal data

Dataconomy - Barcelona, 27 May 2015

Aldo"de"Jong,"Co-Founder"Startupbootcamp"IoT"&"Data"and"Claro"Partners

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Five misconceptions about personal data

•  From data-centric to people-centric perspective

•  From privacy discussion to understanding how to deliver trust, transparency, control and benefit

•  Introduce toolkit

@claropartners

@sbciot_data

#personaldata

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Navigating disruptive change

Claro helps corporations and startups to navigate disruptive shifts in society and business

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Interna5onal,!inter7disciplinary!team!

25"problem-solvers"and"innovators"with"backgrounds"in:"

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Turkey"

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programme!

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!

Delivering!business!innova5on!and!service!design!in!the!context!of!disrup5ve!shiOs!

Access"""Services"delivered"through"networks"""Internet"connects"everything"""Small"data"and"personalised"experiences""""

Ownership"""""Services"delivered"by"companies"""Internet"connects"everyone"""Big"data"and""aggregated""resources""""" Request our point of view papes on each of these topics at

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Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities

Image:"peG

lipois"|

"Flickr"

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom

Image:"Gloal"Access"P

oint"

Image:"UC"Blue

noser"|

"Flickr"

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The Personal Data Economy: an open-innovation project

•  65 interviews and events with individuals, experts and startups•  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Five misconceptions about personal data

MISCONCEPTION #1

Personal data is the new oil

Image:"UC"Blue

noser"|

"Flickr"

REALITY:

My personal data is most valuable to me!

Image:"Fou

rsqu

are"

REALITY:

My personal data is most valuable to me!

Image:"Fou

rsqu

are"

MISCONCEPTION #2

Personal data is all about privacy

Image:"tsallam"|"Flickr"

REALITY:

People want to benefit from their data - not hide it away - but they need control, trust and transparency

Image:"tsallam"|"Flickr"

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

REALITY:

People want to benefit from their data

Image:"tsallam"|"Flickr"

MISCONCEPTION #3

The value of personal data is in its sale

Image:"sh

uUerstock"

REALITY:

The personal data economy is an experience economy

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

REALITY:

The personal data economy is an experience economy

MISCONCEPTION #4

Personal data is for data scientists

REALITY:

Personal data empowers people

Image:"Fitb

it"

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

REALITY:

Personal data empowers people

Image:"Fitb

it"

Image:"Visu

alparado

x"

MISCONCEPTION #5

Personal data is big data

REALITY:

The personal data economy is small data

Image:"iStock"

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

REALITY:

The personal data economy is small data

Image:"iStock"

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

•  My personal data is most valuable to me!

•  People need control, trust and transparency

•  An experience economy

•  Personal data empowers people

•  Small data

The Personal Data Economy

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Data-centric view

People-centric view

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Social Internet of Things

Data Interfaces

Self-tracking

Predictions

Crowd Data

Identity

Access Management

Others

Recommendation / Discovery

Local Discovery (things)

Identity Measurement

The Personal Data Economy landscape: examples of people-centric services

Interface to your bank, helping to make better financial

decisions

New Interfaces for Existing Data

(aggregated)

Mobile data based tool for health predictions

Predictions (For individuals)

Data locker for users to control access to

their data

Data Lockers

Self-Tracking (Health)

Preview"login"at"claropartners.com"

Username:!Claro-guest-pde!Password:!pdepreview!

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

1. Start with the person, not the data

2. Enable people to do things they've never been able to before

3. Address both functional and emotional needs

4. Think beyond privacy. Create trust, transparency and control

5. Design the whole user experience

Five key principles to guide a people centric approach to personal data

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

How can you identify opportunities to create people-centric offerings in the personal data economy?

|"Personal Data Economy !@sbciot_data!@ClaroPartners!!

Personal Data Experience Model

Personal Data Landscape

People-centric Insights Data Value Staircase

Personal Data Opportunity Framework

Toolkit to create people-centric value propositions

| Personal Data Economy | Project Summary 34 Intel Confidential

Personal data services play different roles in a connected ecosystem

Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.

Gen

erat

e

Add-on

Pass-on

HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY

Data Ecosystem Map

5 Principles about personal data

Trust, Transparency and Control enablers

FIVE KEY PRINCIPLES TO USING PERSONAL DATA

www.claropartners.com

1. Start with the person

2. Create trust, transparency and control

3. Design the whole experience

4. Give people new abilities through their personal data

5. Address both functional and emotional needs

Get involved with us in building the personal data economy!

!  Presentation on slideshare.net/claropartners

!  Request point of view paper pov@claropartners.com

!  Business landscape: preview

!  Workshop, project or Data Service Jam

!  Startupbootcamp Internet of Things & Data Looking for startups, corporate partners, investors and mentors

Thank you!Aldo de Jong@claropartners / @sbciot_dataaldo@claropartners.com / aldo@startupbootcamp.org