Selected Talk by Michele Vescovi, Researcher, Semantic & Knowledge Innovation Lab, Italy at the European Data Forum 2014, 19 March 2014 in Athens, Greece: Toward Personal Big Data passing through user Transparency, Control and Awareness: a Living-Lab Experience

1. GRUPPO TELECOM ITALIA
Mobile Territorial Lab
Toward Personal Big Data
passing through user Transparency,
Control and Awareness
A Living Lab Experience
Michele Vescovi
Telecom Italia – SKIL
michele.vescovi@telecomitalia.it
Corrado Moiso – Telecom Italia – Future Centre
Fabrizio Antonelli – Telecom Italia – SKIL
Bruno Lepri – FBK
John Henry Clippinger – MIT Media Lab, ID3

2. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
M-Payments
Sensors & «Wearables»
Data from mobility
Social Networks
Interaction with traditional
online services
Data the essential resource
inspiring innovation and novel business
Profile, attributes, IDs

3. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
The rapid evolution of the technology enabled the collection
of highly dynamic Personal Data, describing the behavior of people
in the real life (e.g. locations, communication patterns, social
interactions, services usage, etc.) and rich contextual information.
The evolution of Personal Data
toward Personal (Big) Data
Personal
(Big) Data
From a large number
of user (as sensors)

4. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
...
...
ORGANIZATIONS / OTT EXPLOITATION / BENEFITSUSERS
The current «Organization-Centric» landscape
Data owners (USERS) are out/excluded of the loop of Personal Data (PD)
value chain and control, and so are many other actors.
Non transparent PD management. More than 3 citizens on 4 lacks of trust!

5. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
USER
COMPANIES
REVENUE SHARING
PRODUCTION & SHARING OF DATA
PERSONAL DATA MANAGEM.
BETTER / PERSONALIZED SERVICES
SELF QUANTIFICATION
NOVEL BUSINESS OPPORT.s
BUSINESS INTELLIGENCE.
PUBLIC ORGANIZATIONS
SMART CITIES
APPLICATIONS/SERVICES
ANALYTICS and TERRITORY
UNDERSTANDING
IMPROVE QUALITY and
EFFICIENCY
EXPLOITATION and
MONETIZATION
The proposal of a new «User-Centric» model
for Personal Data Management
Greater control
over the life-cycle
of their PD
It complements the
organization-centric model,
does not replace it
Baseline for a new
fruitful and
trustable
data eco-system
Many initiatives proposed
the shift toward a different
model (e.g. W.E.F.)

6. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Personal Data Stores
... My Data Store
Collect
PD
from
Heterogenous
sources
Awareness
Control
Personal Data Store
Social Value
(Personal Big Data)
Disclosure –
Exploitation

7. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
My Data Store Design Principles
and Drivers
7Michele Vescovi – Telecom Italia, SKIL
Data Legibility
Participant Primacy
Long Term Engagement
Social Comparison
Personally Meaningful
Data as Triggers
Personal Data Awareness

8. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Control and Exploitation features
fulfill User Primacy principle over the entire PD life-cycle (from collection to usage)
8Michele Vescovi – Telecom Italia, SKIL
Deletion Area
Sharing Area
Collection Area

9. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Increasing Awareness and Engagement
and stimulate toward the Exploitation of PD
9Michele Vescovi – Telecom Italia, SKIL
Detailed «Auditing» Views
(raw/single data)

10. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Increasing Awareness and Engagement
and stimulate toward the Exploitation of PD
10Michele Vescovi – Telecom Italia, SKIL
Aggregated Individual Views
(charts, timelines, maps, clusters, …)
Detailed «Auditing» Views
(raw/single data)

11. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Increasing Awareness and Engagement
and stimulate toward the Exploitation of PD
11Michele Vescovi – Telecom Italia, SKIL
Social Views
(collaborative views, comparison, …)
Aggregated Individual Views
(charts, timelines, maps, clusters, …)
Detailed «Auditing» Views
(raw/single data)

12. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
MTL Community
Open infrastructure with (+100) real users in a real community for
experimenting in a real living environment privacy-preserving
Personal Data Management and exploitation of Personal (Big) Data
A living Lab Experience
(MTL)
In cooperation with:

13. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Main Goals of MTL
13Michele Vescovi – Telecom Italia, SKIL
Understand people approaches, attitudes and feelings
to user-centric Personal Data paradigm
Explore Individuals’ Personal Data exploitation for self-
empowerment and comparative behavioral analysis
Increment people awareness on the value and potentials of
their personal data
Investigate the Personal Data ecosystem dynamics
and identify opportunities, risks and balance between
Personal Data protection and exploitation

14. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Other data are collected
through connected portable
sensors
Personal data are collected
through smartphones
The Experimental setting of MTL...

15. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
Preliminary Outcomes
15Michele Vescovi – Telecom Italia, SKIL
Are you satisfied of the
experience with My Data Store?
+3
+29
+54
-14
Ranked
Critical
Gained +
Awareness
Locations 1st 70%
Phone Interactions
(calls+sms)
4th 59%
F2F Interactions
(Bluetooth)
3rd 46%
Expenses 2nd 41%
Mood 5th 19%
Approach to privacy of Personal Data changed:
Absolutely: 10%
Fairly: 25%
(1 participant on 3 –slightly– changed her approach)

16. Mobile Territorial Lab http://www.mobileterritoriallab.eu/
The construction of a fruitful ecosystem of
“Personal Big Data”, passes through …
16Michele Vescovi – Telecom Italia, SKIL
Individuals’ conscious and active participation to the
ecosystem of Personal-Data (gaining benefits)
Transparency in Personal Data management
The “Big” is built from inclusion and participation
“Elfu huanzia moja” – “Thousands start from one”
Empowerment of individuals with the possibility
of controlling and exploiting their Personal Data

17. GRUPPO TELECOM ITALIA
Mobile Territorial Lab
Thanks
Question time...
Michele Vescovi
Telecom Italia – SKIL
michele.vescovi@telecomitalia.it