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Workshop 'Big data' Simon Hania


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Simon Hania van TomTom over Big Data in de workshop op de SURFnet Relatiedagen 2012

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Workshop 'Big data' Simon Hania

  1. 1. Big data – Big brother?Using geolocation in a trustworthy and compliant way
  2. 2. More than SatNavs… Consumer Automotive Business Solutions Licensing2 09/10/2012
  3. 3. Revolutionising navigationIn 4 steps 4. TomTom HD Traffic 4. TomTom HD Traffic 3. IQ Routes 3. IQ Routes 2. Map Share 2. Map Share 1. Base maps 1. Base maps 4. TomTom HD Traffic 4. TomTom HD Traffic 3. IQ Routes 3. IQ Routes 2. Map Share 2. Map Share 1. Base maps 1. Base maps3
  4. 4. Community input – with permissionWe profile roads, not people4
  5. 5. TomToms trip archiveAnonymous location and speed information from theTomTom user community 5 billion (10E9) speed measurements per day 5 trillion (10E12) speed measurements to date! by customers driving 50 billion kilometres and visiting every spot over 1,000 times
  6. 6. Creating TomTom HD Traffic: data sourcesRange of high-quality real-time data sources6
  7. 7. TomTom HD Traffic coverage It covers up to 99.9% of all roads LONDON TMC coverage HD Traffic coverage Check for yourself on or use the7 free TomTom Places App for iPhone or Android
  8. 8. Intersection analysisObsoletes time-consuming, expensive and inaccurate methods8
  9. 9. Travel times to hospital The reality check that can help to save lives LONDON Based on theoretical Based on real world maximum speeds measurements9
  10. 10. Origin/Destination analysisExample: Trips with Frankfurt Airport as destination• Where are your customers coming from?• What routes do they take?• How may drivers are passing?• Etc.• Combine with other geo-based data sources for additional analysis10
  11. 11. Location privacy is top of mindWith bloggers, press, regulators, enforcers, legislators and manyusers • TomTom investigated by leading European Data Protection Authority in 2011 • TomTom’s use of location data is in accordance with EU Data Protection Laws • Processing and delivery to third parties 100% OK • Informing users needed to be more explicit, including opt-in11
  12. 12. Drivers, police & TomTomAn explosive mixture12
  13. 13. Privacy, amongst others, is about theprotection of personal dataPersonal data:• Contains (whatever) information relating to a natural (“real”) person• That person could be identified, directly or indirectly• Typically: data attached to unique identifiersAnonymous only:• When no reasonable way exists to identify (“single out”) a person• Even when requiring correlation with other data sources (e.g. maps and phonebooks)• By anyone with the right resources13
  14. 14. EU WP29 opinion “Geolocation services on smart mobile devices”Beware: engineers’ “binary” interpretation of principle based law with open norms• Data attached to a unique identifier (e.g. serial number, email address) or reversible pseudonym (e.g. a hash) is to be considered personal data• Location data originating from any individual is to be considered sensitive personal data: consent is the only acceptable legal basis for processing• Sending location data “off board” requires: • Freely given no pressure is felt to consent • Prior before processing starts • Informed explain purpose, duration and who has access • Explicit i.e. opt-in requiring a user action and separate from accepting T&C’s • Consent permission to go ahead• Information is required regarding: • What data is processed • Who will have access • Why is the data used • When will it be deleted • Where will the data be processed• Validity of consent is directly related to the quality of information towards the user• Consent renewal is required after prolonged period of non-use and at least every year• No feature creep: perfectly stick to the purpose as agreed to by the user• Erase location data right after use and never keep longer than 24 hours14
  15. 15. Typical personal data misconceptionsvery often present in technology companies• We do not identify the user while using the data, so we have no issues with privacy law• We only use the unique serial number of the users device, so the data is anonymous and we have no issues with privacy law• We encrypt the data, so we are no longer using/receiving/sending personal data• We use hashes to replace all serial numbers, so the data is now anonymous and we have no issues with privacy law• We anonimize the data, so we are not using personal data• We can use the users’ data for anything we want, as long as we keep the data to ourselves• Look: big name companies are doing the same, so we are OK15
  16. 16. TomTom & PrivacyVision: Principles:Community input (crowd 1. Avoid unpleasant surprises:sourcing) is strategic • Customer insight is paramountPrivacy helps to realize business • Be open and explain –objectives by ensuring trust hesitation is an omen • Keep it simplePrivacy is integral part of business 2. The customer remains incontinuity above and beyond legal control of his personal data: wecompliance have it “on a loan”16
  17. 17. Avoiding re-identification is keyTomTom has a strict code of conduct to adhere to privacy laws 1 month • Historic trip archive only to be used for road, traffic and related purposes • No access to raw data outside TomTom, ever • TomTom performs 1 day processing • TomTom ensures re- identification is impossible e.g. through sufficient aggregation17
  18. 18. Community input – with permissionWe profile roads, not people18
  19. 19. Multi-disciplinary approachDon’t just leave it to the lawyers explanation & permission engineering & operations Expectation & law19
  20. 20. Recommendations• Incorporate data protection requirements from the start• Take a multi-disciplinary approach: it is about your “license to operate in the information society”• Embed “privacy by design” into development processes• Document your data: “what, why, when, who, where”• Appoint a “privacy czar” in your organization2020
  21. 21. References• The EU Data Protection Directive (Directive 95/46/EC):• Working Party Article 29 opinion 13/2011 on "Geolocation services on smart mobile devices”• Working Party Article 29 opinion 15/2011 on "Consent”• The report on the Dutch Data Protection Authority investigation on TomToms use of location data (in English):• “How we use your data”: TomTom’s explanation on its use of location data video: