From Privacy to Intimacy


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Presentation at BEUC forum 2009

Privacy and Digital Privacy

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  • Volunteering personal information on the internet: Effects of reputation, privacy notices, and rewards ononline consumer behavior En Xie · Hock-Hai Teo · Wen Wan Market Lett (2006) 17: 61–74
  • ROBERT LAROSE AND NORA J. RIFON Promoting i-Safety: Effects of Privacy Warnings and Privacy Seals on Risk Assessment and Online Privacy Behavior
  • Jai-Yeol Son, Sung S. Kim (2008) INTERNET USERS’ INFORMATION PRIVACY-PROTECTIVE RESPONSES: A TAXONOMY AND A NOMOLOGICAL MODEL MIS Quarterly Vol. 32 No. 3, pp. 503-529/September 2008
  • Chellappa, R. K., and Sin, R., Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma, Information Technology and Management, Vol. 6, No. 2-3, pp. 181-202, 2005.
  • From Privacy to Intimacy

    1. 1. From Privacy to Customer Intimacy No alternative business model, just a sense of sociality Christophe Benavent Professor at University Paris Ouest
    2. 3. A constructed concept Privacy : some social constructed rights : -Intrusion - Violation Privacy : an legitimated expectation Secret Self - Disclosure behaviors - Exhibitionnism
    3. 4. Privacy and intimacy <ul><li>Key concepts : </li></ul><ul><ul><li>Privacy : </li></ul></ul><ul><ul><ul><li>Privacy is the ability/right of an individual or group to seclude themselves or information about themselves and thereby reveal themselves selectively </li></ul></ul></ul><ul><ul><li>Intimacy : </li></ul></ul><ul><ul><ul><li>generally refers to the feeling of being in a close personal association and belonging together. It is a familiar and very close affective connection with another as a result of entering deeply or closely into relationship through knowledge and experience of the other. Genuine intimacy in human relationships requires dialogue, transparency, vulnerability and reciprocity. As a verb &quot;intimate&quot; means &quot;to state or make known&quot;. </li></ul></ul></ul>
    4. 5. What is Private information? (ETO/Marketing Audit survey – intrusion barometer)
    5. 7. What information people accept or not to disclose ? - Question of Self! <ul><li>1 – Peripheral self : </li></ul><ul><ul><li>tastes, preferences, habits, </li></ul></ul><ul><li>2 - Social self : </li></ul><ul><ul><li>Demographics, localisation </li></ul></ul><ul><li>3 - Real self : </li></ul><ul><ul><li>Properties, feeling, identity </li></ul></ul><ul><li>4 - Inner self : </li></ul><ul><ul><li>friends, family, self picture </li></ul></ul>
    6. 8. Factors of disclosure (Larose & Ryfon, 2005)
    7. 9. Forms of resistance (Son et Kim MiS 2008)
    8. 10. i-trade=double trade Product Money Services Information
    9. 11. Personalization vs Privacy? <ul><li>Chellappa (2005) </li></ul>
    10. 12. Changing privacy (dis)utilities Less intrusive technology Consumer Utility Degree of personalization/ Intrusiness of technologies
    11. 13. Personalization without identity recognition <ul><li>Some technical approaches : </li></ul><ul><ul><li>Collaborative filtering </li></ul></ul><ul><ul><li>Anonymization and pseudonymes </li></ul></ul><ul><ul><li>client-side personalization </li></ul></ul><ul><ul><li>Data agregation </li></ul></ul><ul><ul><li>Social network Portable profiles </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>Forgetting customer database and CRM!!! </li></ul><ul><li>Means forgetting memory, history, and ignoring the self !!!!!!!!!!! </li></ul>
    12. 14. Pitfalls <ul><li>Alternative model of personalization are at research stage and/or accessible to large and experienced firms : </li></ul><ul><ul><li>competitive biaises could be the consequence. </li></ul></ul><ul><li>With this model only a transactionnal approach of marketing is considered </li></ul><ul><ul><li>Consumer is respected but customer is ignored </li></ul></ul>
    13. 15. Relationship oriented marketing <ul><li>A set a value </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Confidence </li></ul></ul><ul><ul><li>Commitment </li></ul></ul><ul><ul><li>Respect </li></ul></ul><ul><ul><li>Justice </li></ul></ul><ul><ul><li>Warmth </li></ul></ul><ul><ul><li>Attachment </li></ul></ul><ul><ul><li>Love </li></ul></ul><ul><li>A way for intimacy </li></ul><ul><ul><li>Opt-in </li></ul></ul><ul><ul><li>Mutual disclosure </li></ul></ul><ul><ul><li>Permission marketing </li></ul></ul><ul><ul><li>Learning </li></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Information contract </li></ul></ul><ul><ul><li>Rewards </li></ul></ul>
    14. 16. Information for all (ETO/Marketing Audit survey – intrusion barometer)
    15. 17. What consumer accept
    16. 18. Razorfish feed 2009
    17. 19. Conclusions <ul><li>Privacy is a political question that deal with ideological contradictions </li></ul><ul><ul><li>Property rights fails against the vertue of commons </li></ul></ul><ul><li>For marketers the question is not privacy but intimacy </li></ul><ul><ul><li>How satisfy people so they are ready to share informations within a legal framework? </li></ul></ul><ul><li>Alternatives models don't come from technology but from a deep understanding that market exchanges are matter of long-term relationship. </li></ul>