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DATA ETHICS- THE NEW COMPETITIVE ADVANTAGE
Nanna H Bach
Pia Thomassen Pernille Tranberg
Lili The Lazy Cocker
Pernille Tranberg
Data Ethical Advisor (former journalist)
Co-author of “FAKE IT - Your online
identity is worth gold” - i...
SENTIMENT AROUND THE CURRENT
DIGITAL BUSINESS MODEL
7 out of 10 worried their data can be abused
7 out of 10 say it is not...
LYING ABOUT OUR DATA
1/3 of European lie about their data to protect themselves
34% of Danes use different name than their...
FEELING OF FULL CONTROL OVER OWN DATA
Sweden: 13%
Finland: 16%
DK: 16%
EU: 15%
7 out of 10 Norwegians feel very little con...
PERSONALISATION OF CONTENT?
Comfortable Not-comfortable
Denmark*: 55% 41%
Sweden: 33% 64 %
Finland: 53% 44%
Norway: Random...
WORRY IF DATA Will BE
USED FOR OTHER PURPOSE

Denmark: 61%
Sweden: 44%
Finland: 60%
EU: 69%
CONSUMER TRENDS
Sources: Eurob...
CONSUMER TRENDS
DATA ETHICS- cases
LEGO
No third party cookies
No Facebook connect
Data stored in Denmark (and Russia)
Advised to use pseu...
DATA ETHICS- cases
HELLO CLUE - fertility tracker
No Glow, Yes Clue
Easy-to-read-understand privacy policy
Anonymous - plu...
DATA ETHICS- cases
TOM TOM - fitness tracker
No Fitbit, yes Tom Tom
Complete auto-delete of data after 24 hours
Easy-to-rea...
DATA ETHICS- cases
STARTMAIL - secure email
No Gmail or Hotmail, Yes Startmail (or Protonmail or Neomailbox)
Zero-knowledg...
DATA ETHICS- cases
BRAVE - secure browser
Ad- and cookieblocking by default
Built on Blockchain - for micro payment
Former...
DATA ETHICS- cases
DATA FOR GOOD FOUNDATION
Platform Line2Life w health data combined with behavioral/social data
For YOUR...
DATA ETHICS- cases
WIRE - chat and private ‘skype’
No Facebook Messenger, Yes Wire (or Signal, Threema, Wickr)
Skype Found...
Pre-Order http://www.libris.dk/products/data-ethics
Book in Danish 14th Sept 2016
Book in English 28th Oct 2016
Respect fo...
THANKS
www.digital-identitet.dk
www.dataethics.eu
email: pernillet@hushmail.com
@PernilleT
Ph: +45 22 66 99 32
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The Data Ethical Company

Pernille Tranberg's presentation at MyData2016 in Helsinki Aug/sept 2016

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The Data Ethical Company

  1. 1. DATA ETHICS- THE NEW COMPETITIVE ADVANTAGE
  2. 2. Nanna H Bach Pia Thomassen Pernille Tranberg Lili The Lazy Cocker
  3. 3. Pernille Tranberg Data Ethical Advisor (former journalist) Co-author of “FAKE IT - Your online identity is worth gold” - in Finnish: Älä kerro kaikkea! Co-founder of DataEthics.eu Co-author of “Data Ethics - The New Competitive Advantage”
  4. 4. SENTIMENT AROUND THE CURRENT DIGITAL BUSINESS MODEL 7 out of 10 worried their data can be abused 7 out of 10 say it is not fair companies make money on their data 8 out of 10 believe data is should to 3rd party CONSUMER TRENDS Sources: Eurobarometer on DataProtection 2015, Symantec State of Privacy 2015, Erhvervsstyrelsen/IDA 2015
  5. 5. LYING ABOUT OUR DATA 1/3 of European lie about their data to protect themselves 34% of Danes use different name than their own 8 out of 10 want to be anonymous once in a while CONSUMER TRENDS Sources: Symantec State of Privacy 2015, Erhvervsstyrelsen/IDA 2015
  6. 6. FEELING OF FULL CONTROL OVER OWN DATA Sweden: 13% Finland: 16% DK: 16% EU: 15% 7 out of 10 Norwegians feel very little control CONSUMER TRENDS Sources: Eurobarometer on DataProtection 2015, datatilsynet.no
  7. 7. PERSONALISATION OF CONTENT? Comfortable Not-comfortable Denmark*: 55% 41% Sweden: 33% 64 % Finland: 53% 44% Norway: Random ads: 73% Targeted ads: 27% CONSUMER TRENDS Sources: Eurobarometer on DataProtection 2015, datatilsynet.no
  8. 8. WORRY IF DATA Will BE USED FOR OTHER PURPOSE
 Denmark: 61% Sweden: 44% Finland: 60% EU: 69% CONSUMER TRENDS Sources: Eurobarometer on DataProtection 2015 IS CONSENT NECESSARY?
 Denmark: 62% Sweden: 61% Finland: 66% EU: 69%
  9. 9. CONSUMER TRENDS
  10. 10. DATA ETHICS- cases LEGO No third party cookies No Facebook connect Data stored in Denmark (and Russia) Advised to use pseudonyms
  11. 11. DATA ETHICS- cases HELLO CLUE - fertility tracker No Glow, Yes Clue Easy-to-read-understand privacy policy Anonymous - plus stores separately Use without account - plus Germany
  12. 12. DATA ETHICS- cases TOM TOM - fitness tracker No Fitbit, yes Tom Tom Complete auto-delete of data after 24 hours Easy-to-read-understand privacy policy We know nothing - plus it is from Holland
  13. 13. DATA ETHICS- cases STARTMAIL - secure email No Gmail or Hotmail, Yes Startmail (or Protonmail or Neomailbox) Zero-knowledge Paid for, not free (free search startpage.com) Privacy Seal EuRoPrise!!! From Holland
  14. 14. DATA ETHICS- cases BRAVE - secure browser Ad- and cookieblocking by default Built on Blockchain - for micro payment Former Mozilla CEO (for 11 days) Receives a lot of venture capital
  15. 15. DATA ETHICS- cases DATA FOR GOOD FOUNDATION Platform Line2Life w health data combined with behavioral/social data For YOUR own control to enhance your life quality Science, companies etc will have access to PATTERNs (anonymous data)
  16. 16. DATA ETHICS- cases WIRE - chat and private ‘skype’ No Facebook Messenger, Yes Wire (or Signal, Threema, Wickr) Skype Founder Janus Friis Based in Switzerland
  17. 17. Pre-Order http://www.libris.dk/products/data-ethics Book in Danish 14th Sept 2016 Book in English 28th Oct 2016 Respect for the individual’s right to control own data is becoming a key competitive parameter. Companies that treat data ethics as a social responsibility as important as environmental awareness are tomorrow’s winners. This book combines broad trend analysis with over 50 case studies of companies working with data ethics. The authors make the case how citizens are no longer just concerned about their of privacy, but also have begun to act, and how alternative business models, advances in technology and a new European data protection regulation combined foster a growing market for data ethical products and services. It provides a critical and fresh look at tech trends and the ethical dilemmas intertwined with them.
  18. 18. THANKS www.digital-identitet.dk www.dataethics.eu email: pernillet@hushmail.com @PernilleT Ph: +45 22 66 99 32

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