Group Privacy: Nan, Jim, Sundaresan

Protect privacy for users of location-based services (LBS)

The Business Model Canvas: ver 1.0

Creating awareness

educational

Technology

Privacy advocacy

groups

Developing costs

Marketing costs

App revenue (or free?)

trustBuilding trustSmart phone users uneasy about privacy

Perception of enhanced

privacy

Own website

Pivot Point

Creating awareness

educational

Technology

Privacy advocacy

groups

Developing costs

Marketing costs

App revenue (or free?)

trustBuilding trustSmart phone users uneasy about privacy

Perception of enhanced

privacy

Own website

The Business Model Canvas: ver 2.0

Creating awareness

educational

Technology

Developing costs

Marketing costs

trustBuilding trust

Social Network

Providers

Security of Company Geodata

Companies uneasy about employees’

online activities

Companies subscription charges

Own website

Avoid direct employer -> employee monitoring

Methodologies

Privacy organization interviews in DC (2) Prompted us to pivot

Domain expert interview in DC (1)

Interviewing companies with social network usage policies (6)

Interviewing advertising company (1)

Individual employee interview (5)

Key Findings from First 3 Interviews

From privacy organizations “Do not target individuals” “They won’t pay for your service” Bet on future legislations

From domain expert I will not pay for location privacy protection But I will pay a lot for comprehensive privacy

protection

That’s the point when we decided to pivot

Original Market Too

Small

But to where?

Original market too small

Expansion? Vertical Horizontal

New Model No. 1

New Model No. 1

Protection of company location privacy Horizontal expansion Company sets up ``sensitive areas’’ Employees subscribe to our service for free We issue an alert when online activities disclose sensitive areas

Findings from later 6 interviews Most companies do not have social network usage policies clearly

spelled out Most employees have no idea about the existence of such policies

To do Target specific companies with foreseeable needs for social

network location monitoring – e.g., finance companies.

New Hypothesis

A large number of companies concerned about employees’ online location disclosure

Companies able to spell out ``sensitive areas’’

Individuals willing to subscribe to an alert service monitoring online activities

Company interviews

Company interviews

Customer interviewsSurveys

New Model No. 2

New Model No. 2

Profiling social network users based on their location profiles Target customers: individuals: what can other people

learn about you. Target advertisers: valuable information about

customers