Embedded Connectivity, London, January 2010Location & Privacy; from OMG! to WTF?

Gary Gale, Yahoo! Geo Technologies

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Where should we be in 2010?

DJHuber on Flickr : http://www.flickr.com/photos/dezeneandjoyel/3963203756/

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This is not your 2010 …

4What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/

5Phasepistol on Flickr : http://www.flickr.com/photos/12377578@N07/2406524180/

stevegarfield on Flickr : http://www.flickr.com/photos/stevegarfield/1270723762//

7A d I q on Flickr : http://www.flickr.com/photos/eshadiq/4255787252/in/pool-73008182@N00

8JoeyPeter on Flickr : http://www.flickr.com/photos/joeypeter/2889411919/

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10Wireless Ninja on Flickr : http://www.flickr.com/photos/33853848@N04/3378403467/

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This is your 2010 …

12Patrick Ng on Flickr : http://www.flickr.com/photos/moleskineart/3517295211/

2010 – the year of location?

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

Location-Based Online Advertising Location-Based IPhone Apps

Community Mapping GPS-Enabled PhonesLocation Device Sales

14http://en.wikipedia.org/wiki/Hype_cycle

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http://www.gartner.com/it/page.jsp?id=1124212

16David Armano on Flickr : http://www.flickr.com/photos/7855449@N02/3158864420/

the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectivelyhttp://en.wikipedia.org/wiki/Privacy

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Technology hurdles …

Tommy on Flickr : http://www.flickr.com/photos/28946649@N02/3790596718/

19Grudnick on Flickr : http://www.flickr.com/photos/9716802@N02/2636730052/

GPS chip …

20John_dulaney on Flickr : http://www.flickr.com/photos/15046584@N08/1562794445/

GPS satellite …

21Mist Dog on Flickr : http://www.flickr.com/photos/mistdog/770903199/

Cell tower …

22Travellin’ Librarian on Flickr : http://www.flickr.com/photos/travelinlibrarian/311646165/

Wifi access point …

23Goobimam on Flickr : http://www.flickr.com/photos/goobi/4021009835/

Ethernet or Wifi network card …

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51° 30' 50.0868", 0° 7' 42.8514"

163.1.117.210

20442/6015

#C5243B212

(125 Shaftesbury Avenue, London, UK)

(Oxford, UK)

(Brest, France)

(Wilmington, Delaware, USA)

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http://isithackday.com/hacks/geo/distance.php

27Goobimam on Flickr : http://www.flickr.com/photos/goobi/4021009835/

http://www.boingboing.net/2010/01/13/effs-trends-for-2010.html

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Hello Dave, I know where you are …

Privacy and trust

Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

Wanted: informed and insightful publicity

Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

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35http://xkcd.com/596/

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

The Phone Book

Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/

The Electoral Roll

Museums & Collections on Flickr : http://www.flickr.com/photos/20949561@N04/2372734655/

Cold-call Marketing Databases

Ianjacobs on Flickr : http://www.flickr.com/photos/ianjacobs/466573832/

Mail-shot Marketing Databases

Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/

Whois Information

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

Opting in

Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/

“Nobody reads the EULA do they?”

http://ars.userfriendly.org/cartoons/?id=20050402

“Nobody reads the privacy policy do they?”

Eneas on Flickr : http://www.flickr.com/photos/eneas/454903080/

• Local search is rapidly growing: 55% volume growth 07-08

• ~15% of all PC search queries are local

• ~45% of all mobile queries are local

Sources: comScore, iConsumer, data.yahoo.com

0

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Jul07

Sep07

Nov07

Jan08

Mar08

May08

Jul08

Sep08

Nov08

ALL LOCATIONS

Yahoo!

Google

Yelp

YPC

CitySearch

Ask

MSN

Local Search Query Volume Is Growing

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

Local Search Query Volume Is Growing

21.0%Internet

Newspaper

0.4%Radio

0.8%Yellow Pages

4.9%Broadcast TV

8.8%Cable TV

4.3%Magazine

2007-12 Projected Local Ad Spend CAGR

-2.5%

Source: VSS, Borrell Associates

Ad Spend is Moving Online …

Share of Total US Advertising

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Newspaper

Radio

Yellow Pages

Broadcast TV

Internet

Cable TV

Magazine

Mobile

Source: Veronis Suhler Stevenson

… At the Expense of Other Media Sources

(the location market) … will nearly triple in revenue this year, to $1.3 billion from $485 million in 2007, and will reach $8 billion in 2011– Gartner, 2008

Don Moyer on Flickr : http://www.flickr.com/photos/36106576@N05/3895590793/

Do we actually care about this?

Paolo Margari on Flickr : http://www.flickr.com/photos/paolomargari/3177203902/

How much is your privacy worth?

How much would you ask for tracking you, 24x7, for 28 days?

Numismatic Bibliomania Society on Flickr : http://www.flickr.com/photos/coinbooks/3397288448/

“about £30.00”

Danezis, George, Lewis, Stephen, Anderson, Ross: How Much is Location Privacy Worth? 2005

the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectivelyhttp://en.wikipedia.org/wiki/Privacy

http://www.opsi.gov.uk/si/si2003/20032426.htm

Statutory Instrument 2003 No. 2426The Privacy and Electronic Communications (EC Directive) Regulations 2003

Regolate on Flickr : http://www.flickr.com/photos/regolare/791385521/

You should … control your location

Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/

You should … control your data

Devyver 4 on Flickr : http://www.flickr.com/photos/71072750@N00/4101781347/

You should … control your location data

Final thought # 1

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

It’s not about where you are …

Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/

… it’s about where you’ve been

Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/

Final thought # 2

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

Jemimahknight on Flickr : http://www.flickr.com/photos/10294984@N08/2747495411/

There comes a point where you realise thatyou’re not on the web, you’re in the web

Not taking notes?

selva on Flickr : http://www.flickr.com/photos/selva/24604141/

Embedded Connectivity, London, January 2010Location & Privacy; from OMG! to WTF?

Gary Gale, Yahoo! Geo Technologies

http://slideshare.net/vicchi

Thanks for Listening

Paul Keleher on Flickr : http://www.flickr.com/photos/pkeleher/1658311814/

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