d May 2013Marine Albarède • Renaud Francou • Daniel Kaplan“ If I have your personal data, you have it too…to use however you like ! ”d Explorer’s Notebook c
Contributors : Louis-David Benyayer, Pierre-Julien Cazaux, Carole Leclerc.Translation : Jianne WheltonGraphic design : Lucas Linares - www.lucaslinares.comThis document is available under the terms of the Creative Commons Attribution 3.0 FranceExecǘǘ " This text is the execu-tive summary of the MesInfosExplorers Notebook. The fullversion is published in Frenchand can be downloaded here :http://www.fing.org/mesinfos."
cutive Summaryǘǘ " If I have your data, you have it too…to use however you like ! " In 2012, Fing and itspartners initiated the MesInfos project arounda novel idea: what might happen if the organi-sations that hold personal data shared it withthe individuals concerned ? In one year, we havedemonstrated that the concept responds to realneeds; that it can be embodied concretely inways that benefit individuals as much as orga-nisations; that its potential is already beingexplored elsewhere, and resonates with thethinking of several large corporations, govern-ments and research teams. This " ExplorersNotebook " summarizes our work to date, andhighlights the many issues and challenges thatMesInfos presents. This notebooks publicationalso heralds the next phase of the MesInfosproject: field experimentation. ¨
MesInfos | Explorer Notebook4For decades, companies and administra-tions have given themselves ever more ef-ficient means with which to capture, storeand process customer and user data. Theirobjectives: balance massification and per-sonalisation, analyse customer relations(risk, profitability, etc.), optimise inven-tory control and pricing, forecast, developnew packages, enhance loyalty...Yet individuals derive no real benefit fromthis: neither information, nor knowledge,nor new skills. This imbalance is becomingless and less acceptable to them. Govern-ments, as well as technologies, are challen-ging it. Technology make it weaker. Severalinitiatives are concretely challenging it.MesInfos suggests taking a new and dif-ferent route: ensure that individuals can(re)use their personal data to serve theirown ends.For individuals, MesInfos is the first steptoward a new era of digital empowerment.For businesses and governments, it contri-butes to renewed trust, a redefinition ofclient and user relations, and the develop-ment of new ways to co-construct value.Finally, from a societal perspective,MesInfos is about overcoming themounting tension surrounding privacyand the increasing exploitation of personaldata, through a combination of protec-tion on the one hand, and individual andconsumer empowerment on the other. ¨
5Executive summaryWhat kind of data?Many kinds of data can be useful to indi-viduals:ǘǘ Consumption: what, where, andwhen I bought something, how muchI paid…ǘǘ Personal finances: my consolidatedassets, cash flow, operations...ǘǘ Communication: my calls, textmessages, posts, comments and othercontributions on the Web and throughsocial media...ǘǘ Browser history: websites visited,search engine queries, downloads,information gathered and transmittedonline, traces…ǘǘ Mobility: my geolocation, itinera-ries, modes of transport used…ǘǘ Health and wellbeing: my check-ups, personal measurements (weight,height, blood pressure…), prescrip-tions...ǘǘ Training and employment: mydiplomas and other proofs of compe-tence (training courses, projects, re-commendations); career path, but alsovolunteer groups, sporting and culturalactivities…ǘǘ Energy: what I consume, when,from whom, using which appliances/machines...
MesInfos | Explorer Notebook6Data–for what purpose?Through workshops, monitoring and creative exploration, the MesInfos project has iden-tified dozens of benefits that users can derive from their data. We have placed these into6 categories:An entirely new market for innovators could therefore emerge out of the MesInfos pers-pective: “personal data services”.06CONTRIBUTION02Control01Management04CONSCIENCE03SelfKnowledge05Decision-making& Action-taking •• Legend: The 6 "Key UsageDomains” of individual user data
7Executive summaryHow would it work?A person’s data – produced indivi-dually, left as traces, and capturedby organisations - becomes acces-sible to her through a secure personaldatastore (or “personal cloud”). Thedatastore communicates securelywith business and administrative in-formation systems in order to obtainthe person’s data, but also, as anexample, to keep some of these dataup to date. Individuals can explore andprocess the data contained in theirdatastore themselves, but its usewould typically be facilitated by "thirdparty" services (like aggregators, com-parators, organisers, etc.) that wouldprovide tangible benefits to users viaa simple interface, e.g.:ǘǘ Measure ones carbon footprintand its evolution over time;ǘǘ Find appropriate travel optionsand plan trips without dependingfrom one specific travel agency;ǘǘ Determine the best place tolive based on family lifestyle;ǘǘ Manage administrative life;ǘǘ Stay healthy and in shape;ǘǘ Conduct individual skills as-sessment, etc.What’s the return?Giving individuals back their data impartssocial and economic value to the entities thatcapture the data, as well as to individuals, andcontributes to the innovation ecosystem andthe economy as a whole.For the economy as a wholeTrust and efficiency…ǚǚ Rebuild trustǚǚ Make markets more efficientFor data holders (corporate and public)Loyalty, quality, innovation…ǚǚ Better quality dataǚǚ A renewed sense of customer relationsǚǚ Understanding of what customersreally want: the “real 360°”ǚǚ New service creationFor the innovation ecosystemNew actors and new services…ǚǚ Personal data platformsǚǚ Opportunities for a myriad of “third-party” servicesFor individualsConvenience,projectionandempowerment…ǚǚ Get out of a “negative value” situa-tion, where they have neither knowledgeof nor control over their dataǚǚ Focus on data use value rather thanmarket value
MesInfos | Explorer Notebook8A rising tideThis is more than a hypothetical scenario: for some years, pioneers in VRM (Vendor Rela-tionship Management) and the Quantified Self movement, as well as “digital vault” desi-gners, have been devising tools and infrastructures to enable individuals to get a varietyof personal value from their data.The concept has spurred the implementation of a major initiative by the UK government(Midata), a series of federal initiatives in the United States (Green Button, Blue Button),and was a source for the proposals made by Nicolas Colin and Pierre Collin in their reporton the taxation of the digital economy. It has already prompted the launch of dozensof start-ups. The initiative will gain even more momentum if public and private organi-sations willingly engage in exploring its potential, with the intention of pioneering newforms of value co-creation.Challenges, uncertainties and new risksNaturally, the scope of this transformation carries its own risks and uncertainties, in additionto a new set of challenges to be met before wide-scale implementation can be carried out.For individualsNewpower,newrisk?ǚǚ Do individuals even want their data?ǚǚ Won’t they find themselves even more firmly locked into their current practices?ǚǚ Willnewopportunitiesforabuseemerge,andifso,howcanthesebeprevented?ǚǚ How best to equip individuals so that they truly increase their knowledgeand capacity for action?For data holders (corporate and public)Whatgainsarepossible?ǚǚ Is transparency worth the risk?ǚǚ How much does it cost? What’s the return?ǚǚ Will it help new competitors emerge?Technological challengesBuildingsecureautonomyǚǚ Safeguard individual privacyǚǚ Ensure informational securityǚǚ Establish standardsPolitical and legal challengesEstablishguarantees,buildgovernanceǚǚ How can individual desires be expressed and respected?ǚǚ Should data handback become mandatory?
9Executive summaryTime to experimentThe transformation implied by theMesInfos project takes place at the heartof organisations’ relationships to custo-mers and users, and therefore affectstheir marketing, front office, informa-tion systems, and culture. This profound,complex change will take time, but will bedifficult to catch up with by those who lagbehind: businesses and innovators whohave taken up the challenge early on willfind it to be a source of sustainable compe-titive advantage.ǘǘ To validate some of ourassumptions and gain a betterunderstanding of the potentialand risks outlined here, a "real-life" experiment will commencein May 2013 in conjunction withour partners: large organisations;technology actors, start-ups andinnovators; researchers; consu-mers and citizens. This is a collec-tive, step-by-step learning processwe are undertaking as pioneers.The results garnered from ourexperiments will make it possiblefor us to build a denser, richerversion of this book.Marine AlbarèdeRenaud FrancouDaniel Kaplan ¨
ǘǘ The "MesInfos" project benefits from the expertise of the CNIL :ǘǘ Fing has the support of its members and its major partners :ǘǘ The "MesInfos" project has the support of :
d www.fing.org/mesinfos cThis document is available under the terms of the Creative Commons Attribution 3.0 France :www.creativecommons.org/licenses/by/3.0/frYou are free to share copy, distribute and transmit the work, adapt and use for commercialpurposes, provided the attribute as follows :Fing, Explorers Notebook MesInfos, 2013This document should not be attributed to any way that suggests that Fing approve you or youruse of the work.
Empoweringindividuals withtheir personal datato transform howorganizations relateto them ¨www.fing.org