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Mobile Marketing                                   Meltdown                                   Privacy                 Mone...
Business | Employment | Internet | Privacy | Information Security
Here’s What It’s About•  Privacy -- Privacy by Design: Advocates embedding   privacy considerations at the requirements ph...
Why Should You Care•  There have been 3 FTC mobile application related   settlements already announced, others are ongoing...
Announced FTC Settlements Business | Employment | Internet | Privacy | Information Security
KEY FTC INVESTIGATIONTAKEAWAYS•  Advertising claims need be truthful. That means both   literally and what your advertisin...
THE MAIN TAKEAWAY: There is a  lot of scrutiny of mobile apps. Beproactive and take reasonable steps to make sure your mob...
Let’s Talk PrivacyThe amalgamation of so much behavior richinformation in a single very personal deviceopens the possibili...
But There Are Risks  Business | Employment | Internet | Privacy | Information Security
Several Privacy Guidelines OutThere  Future of Privacy Forum                                         Mobile Marke4ng Assoc...
Its Still About Choice, Consent &Control                                                        Choice – Collec*on,       ...
You Got To Have a Privacy Policy•  Even if you do not believe you are collecting   or using data that would trigger privac...
Get The Disclosures Rights  Business | Employment | Internet | Privacy | Information Security
You Have to Timely DiscloseUnanticipated Uses  Business | Employment | Internet | Privacy | Information Security
Don’t Forget Security•  Ensure reasonable security measures are in   place•  Encrypt data in transit (SSL / TLS)•  Encrypt...
Good Housekeeping•  Stay within the boundaries of your disclosures – don’t   use or collect data if you haven’t explained ...
Use Reputable PartnersKeep in mind that many, if not most, privacyissues for application developers come frominserting…SDK...
Let’s Talk In-App PurchasesThere is a value proposition disconnect that is inpart because of the novelty of the platform  ...
Food for Thought                                        http://bit.ly/sLWOp6  Business | Employment | Internet | Privacy |...
Another Class Action Suit  Business | Employment | Internet | Privacy | Information Security
The Quid Pro Quo• It’s got to make sense• Its not all about the “Benjamins”  Business | Employment | Internet | Privacy | ...
Get The Disclosures Rights•  Disclose the Existence of In-App Purchase   FunctionalityAlthough this application is free to...
Consider Documenting YourPricing Strategy•  Calibrate using established revenue models: Think   console gaming and associa...
Consider Limits•  Daily Spending Caps•  Time Based Purchase Limits•  In-App Purchase Confirmation Alerts   Business | Empl...
Let’s Talk In-App MonetizationApple thinks incentivization is a dirty word   Business | Employment | Internet | Privacy | ...
Food for Thought                               http://on.mash.to/zloUCV  Business | Employment | Internet | Privacy | Info...
How It Works        Established Apps          Incorporate 3rd           Party SDK’s to              Enable           Mone*...
You Cannot Game The System Business | Employment | Internet | Privacy | Information Security
Thoughts on App DesignA little conservatism in the face of uncertaintyisn’t a bad thing.   Business | Employment | Interne...
These Work in App Design, Privacyand Monetization  Business | Employment | Internet | Privacy | Information Security
CONTACT MEHAYDEN CREQUEp. 320-247-3439e. hayden@crequelaw.comTwitter
@haydencrequeWeb
www.crequelaw.com    Business | Empl...
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Mobile marketing meltdown

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Mobile March 2012

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Transcript of "Mobile marketing meltdown"

  1. 1. Mobile Marketing Meltdown Privacy Monetization Design Best PracticesBusiness | Employment | Internet | Privacy | Information SecurityInternet Business | Employment | | Privacy | Information Security
  2. 2. Business | Employment | Internet | Privacy | Information Security
  3. 3. Here’s What It’s About•  Privacy -- Privacy by Design: Advocates embedding privacy considerations at the requirements phase of development projects•  Monetization -- Including In-App Purchases -- Its Novelty is Both its Strength and Downfall A Few Thoughts on Application Design Business | Employment | Internet | Privacy | Information Security
  4. 4. Why Should You Care•  There have been 3 FTC mobile application related settlements already announced, others are ongoing•  Several players in the ecosystem have been the target of called for Congressional investigations•  IN SHORT THE LIABILITY EXPOSURE – add class actions, and state investigations – IS REALLY FREAKING HIGH Business | Employment | Internet | Privacy | Information Security
  5. 5. Announced FTC Settlements Business | Employment | Internet | Privacy | Information Security
  6. 6. KEY FTC INVESTIGATIONTAKEAWAYS•  Advertising claims need be truthful. That means both literally and what your advertising claims implicitly•  Important terms of the app need to be stated clearly and upfront•  Tune in to privacy. There are a number of privacy laws, and emerging restrictions on the type of personal data your app can and should collect from users Business | Employment | Internet | Privacy | Information Security
  7. 7. THE MAIN TAKEAWAY: There is a lot of scrutiny of mobile apps. Beproactive and take reasonable steps to make sure your mobile apps comply with the law Business | Employment | Internet | Privacy | Information Security
  8. 8. Let’s Talk PrivacyThe amalgamation of so much behavior richinformation in a single very personal deviceopens the possibility of radical innovations inmarketing Location Information Access to a Network of (Consistent Broadcast) Pre-Qualified Users (Think Stored Contacts) Lots of Behavioral Tid-Bits Personal Financial and Health Information 1:1 User Corollary Common SDK’s Create Emerging Interesting Business | Employment | Internet | Privacy | Information Security Possibilities
  9. 9. But There Are Risks Business | Employment | Internet | Privacy | Information Security
  10. 10. Several Privacy Guidelines OutThere Future of Privacy Forum  Mobile Marke4ng Associa4on   Business | Employment | Internet | Privacy | Information Security
  11. 11. Its Still About Choice, Consent &Control Choice – Collec*on,  Storage, & Transfer  Control –  Consent – Obtain  U*liza*on  Agreement  Business | Employment | Internet | Privacy | Information Security
  12. 12. You Got To Have a Privacy Policy•  Even if you do not believe you are collecting or using data that would trigger privacy concerns•  Provide a link to it in each app store listing, on your own site. If your app has a settings page put a privacy policy link there as well•  Make sure that it can easily be read on a mobile device Business | Employment | Internet | Privacy | Information Security
  13. 13. Get The Disclosures Rights Business | Employment | Internet | Privacy | Information Security
  14. 14. You Have to Timely DiscloseUnanticipated Uses Business | Employment | Internet | Privacy | Information Security
  15. 15. Don’t Forget Security•  Ensure reasonable security measures are in place•  Encrypt data in transit (SSL / TLS)•  Encrypt sensitive information stored including for example passwords•  Protect user application data Business | Employment | Internet | Privacy | Information Security
  16. 16. Good Housekeeping•  Stay within the boundaries of your disclosures – don’t use or collect data if you haven’t explained the practice to the user•  Don’t access or collect data unless your app requires it•  Delete old data•  Provide users with a way to contact you and respond to their questions and concerns Business | Employment | Internet | Privacy | Information Security
  17. 17. Use Reputable PartnersKeep in mind that many, if not most, privacyissues for application developers come frominserting…SDKs – such as those fromadvertising networks and analytics providers –into your app Business | Employment | Internet | Privacy | Information Security
  18. 18. Let’s Talk In-App PurchasesThere is a value proposition disconnect that is inpart because of the novelty of the platform Business | Employment | Internet | Privacy | Information Security
  19. 19. Food for Thought http://bit.ly/sLWOp6 Business | Employment | Internet | Privacy | Information Security
  20. 20. Another Class Action Suit Business | Employment | Internet | Privacy | Information Security
  21. 21. The Quid Pro Quo• It’s got to make sense• Its not all about the “Benjamins” Business | Employment | Internet | Privacy | Information Security
  22. 22. Get The Disclosures Rights•  Disclose the Existence of In-App Purchase FunctionalityAlthough this application is free to download and playcertain features functionality, may require an in-apppurchase.•  Avoid confusion: Price points like $.99, $9.99 and $99.99 Business | Employment | Internet | Privacy | Information Security
  23. 23. Consider Documenting YourPricing Strategy•  Calibrate using established revenue models: Think console gaming and associated marketplaces (i.e. the Wii)•  Incorporate average user revenue data overtime and tweak pricing to maintain reasonableness No this is not a mechanism that limits an apps revenue potential. Rather we have fixed the per user revenue variable, the obvious then to increase revenue is to acquire more users. This then drives better quality into the marketplace and culls inferior apps over time Business | Employment | Internet | Privacy | Information Security
  24. 24. Consider Limits•  Daily Spending Caps•  Time Based Purchase Limits•  In-App Purchase Confirmation Alerts Business | Employment | Internet | Privacy | Information Security
  25. 25. Let’s Talk In-App MonetizationApple thinks incentivization is a dirty word Business | Employment | Internet | Privacy | Information Security
  26. 26. Food for Thought http://on.mash.to/zloUCV Business | Employment | Internet | Privacy | Information Security
  27. 27. How It Works Established Apps  Incorporate 3rd  Party SDK’s to  Enable  Mone*za*on  App Promo*on Services Charge On A Per Unit  Basis For Installs and Split Revenue with App  Developer who installed SDK  New Apps  Promoted  Some*mes with  Intent to Achieve  Top 25 App Store  Ranking  Business | Employment | Internet | Privacy | Information Security
  28. 28. You Cannot Game The System Business | Employment | Internet | Privacy | Information Security
  29. 29. Thoughts on App DesignA little conservatism in the face of uncertaintyisn’t a bad thing. Business | Employment | Internet | Privacy | Information Security
  30. 30. These Work in App Design, Privacyand Monetization Business | Employment | Internet | Privacy | Information Security
  31. 31. CONTACT MEHAYDEN CREQUEp. 320-247-3439e. hayden@crequelaw.comTwitter
@haydencrequeWeb
www.crequelaw.com Business | Employment | Internet | Privacy | Information Security
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