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OPENi Privacy by design @Athens hackathon, September 2014

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OPENi Privacy by design @Athens hackathon, September 2014

  1. 1. 1 12 SEPT 2014 PERSONAL DIGITAL DATA PRIVACY OPENI PRIVACY-BY-DESIGN SOLUTION Reinventing Marketing for the Mobile Era
  2. 2. 2 AGENDA A Few Words about VELTI Personal Data Storage Services Tackling Digital Personal Data Privacy On Educating Privacy-aware End-Users Privacy-By-Design in Mobile Marketing Reinventing Marketing for the Mobile Era
  3. 3. 3 ABOUT VELTI Velti was founded in 2000 to develop and execute highly interactive campaigns with subscribers for mobile operators. Fourteen years later,  VELTI is a global provider of mobile marketing & advertising solutions that enable brands, advertising agencies, mobile operators, and media to engage with consumers via their mobile devices.  Consumers’ personal data privacy protection & consumer consent is key to VELTI solutions  VELTI conducts marketing campaigns in over 67 countries across the Reinventing Marketing for the Mobile Era globe  Most of the TOP-20 largest mobile operators worldwide have run campaigns with VELTI
  4. 4. 4 ABOUT VELTI’s Innovation Velti has a dedicated innovation team with 15 (25% PhD/ 75% MSc) employees with analytical and innovation skills focusing on mobile technologies and next generation services Velti Innovation Team Research Areas: - Mobile Applications (native applications, mobile web, rich media advertisements) - Cloud-based Systems & Applications - Big- Data Analysis and Processing - Digital Data Privacy & Monetization - Mobile Advertising - Advance User Visualization and Interaction Experiences The team has been involved in more than 10 EU research projects within the past 5 year. Reinventing Marketing for the Mobile Era
  5. 5. 5 A Rapidly Evolving Digital Era – Mobile & Personal  Consumers spend more time on mobile than on computers. (Source: Fast Company)  Mobile internet access enabled by smartphones and tablets has nearly doubled the amount of time spent online since 2010. (Source: Heidi Cohen)  189 million Facebook users (almost one out of five) are mobile-only, and mobile use accounts for 30% of Facebook ad revenue. (Source: Fast Company)  751 million (nearly three-quarters of the total) Facebook users access the network from mobile devices at least some of the time. (Source: Digital Buzz Blog)  Twitter has more than 500 million total users. 288 million users are active monthly, collectively sending out over 400 million tweets each day. (Source: Digital Buzz Blog)  25% of smartphone owners ages 18–44 say they “can’t recall the last time their smartphone wasn’t next to them.” (Source: Fast Company) Reinventing Marketing for the Mobile Era 81* Apps Downloads in 2013 310* Apps Downloads in 2016 *Billions - Source: © Gartner (Sept. 2012)
  6. 6. 6 Personal Data Challenges for End-Consumers  A large majority of Europeans engage with Online Social Networks (OSNs) 74% of users consider that they do not have sufficient control 70% are concerned with the way such data are handled by  Personal data sharing is a complex and pervasive process that is still not well understood;  Native Mobile Applications acting as Data Silos;  Data Processors vs Data Collectors  Personal Data Fragmentation  Asymmetry between data processing and control means available to OSNs and those afforded by citizens;  Upcoming EU General Data Protection Regulation – harmonisation of EU’s legal framework and improvement of users’ control over their shared data Reinventing Marketing for the Mobile Era
  7. 7. 7 Data Protection Directive (EU - ePrivacy Directive) Many types of data stored on or generated by a smart device are personal data. They are personal data whenever they relate to an individual, who is directly (such as by name) or indirectly identifiable to the controller or to a third party. • Location • Contacts • Unique device and customer identifiers (such as IMEI, IMSI, UDID and mobile phone number) • Identity of the data subject • Identity of the phone (i.e. name of the phone) • Credit card and payment data • Phone call logs, SMS or instant messaging • Email • Information society service authentication credentials (especially services with social features) • Pictures and videos To the extent that the app developer has outsourced some or all of the actual data processing to a third party and that third party assumes the role of a data processor then the app developer must comply with all obligations related to the use of a data processor. This would also include the use of a cloud computing provider (e.g. for external data storage). Reinventing Marketing for the Mobile Era
  8. 8. 8 Data Protection Directive Article 5 of the ePrivacy Directive An app developer may use third party libraries with software that provides common functionalities, such as for example a library for a social gaming platform. The app developer must ensure users are aware of any data processing undertaken by such libraries and if that is the case, that such data processing is compliant with the EU legal framework, including where relevant, by obtaining the consent of the user. In that sense, app developers must prevent use of functionalities that are hidden from the user. Data Protection Directive (Article 17) It requires from the manufacturers of a device or an application to embed data protection from the very beginning of its design. This includes ensuring the availability of appropriate mechanisms to inform and educate the end user about what the apps can do and what data they are able to access, as well as providing appropriate settings for app users to change the parameters of the processing. Reinventing Marketing for the Mobile Era
  9. 9. 9 OPENi Line of Thinking… Personal Data Service (PDS), To address the multiplicity complexity and sustainability of the emerging cloud-based mobile apps ecosystem, from both consumers’ and application developers’ point of view, OPENi project developed an innovative open-source Graph API platform that: enables mobile application consumers to store data and metadata from their mobile application Reinventing Marketing for the Mobile Era usage in their own space in the cloud “CLOUDLET" This information, along with fruitful dynamic contextual data, can be then shared (under the control of the consumers) securely among their applications, services and across connected devices, towards optimizing end-users’ overall quality of experience (QoE).
  10. 10. 10 Introduced Innovations on Privacy Reinventing Marketing for the Mobile Era DIRECT & EXPLICIT DATA MANAGEMENT Users are the owners of their personal data generated, accessed and managed by their mobile applications & the controllers of the access permissions rules governing the use of the latter. CATALYZING CROSS APP. DATA SHARING Users make their data available across app/provider’s boundaries, resolving today’s problems of digital personal data fragmentation in data silos and duplication of among various service providers. CONTEXT AWARENESS TYPE EXTENDIBILITY Allows developers to use and build context-aware applications that operate collaboratively to enhance end-users meta-information on a common platform PRIVACY-BY-DESIGN ARCHITECTURE Via users’ Cloudlet OPENi-enabled applications can access, store and update users’ data and content according to their preferences. OPENi API Platform has no direct access to any of user’s data, acting as personal digital data proxy.
  11. 11. 11 Personal Data Storage Services Landscape Reinventing Marketing for the Mobile Era OPENi Profiled and Analysed a number of Personal Data Storage services to ascertain the De facto industry standards with regard to: data privacy, data control, interoperability with 3rd party apps and services accessibility and ease of use. CAYOVA, FredomBox, Gigya, Personal, Mydex, OwnCloud, Pidder, Privowny, Qiy, e.t.c.
  12. 12. 12 OPENi Cloudlet Positioning Reinventing Marketing for the Mobile Era
  13. 13. 13 EDUCATING PRIVACY AWARE USERS Reinventing Marketing for the Mobile Era
  14. 14. 14 STEP I. Understanding Complexity for End-Users Point of View Which Types of Data are Most Interesting at the Time of Installation Reinventing Marketing for the Mobile Era Surprise for Types of Data Collected.
  15. 15. 15 STEP II. Introducing a Taxonomy: “OPENi Privacy Dimensions” OPENi Privacy Dimensions High Level Opt-in Opt-out Dimensions Dimensioning (max) Auditing/Monito Reinventing Marketing for the Mobile Era ring (P0 (high) – P3 (low)) User Profile (General Setting) Let apps access my profile (e.g., name, picture and other count information) [10,1] Assuming 10 CBS accounts per user. P0 User Profile (Online Payment) Let apps use my access online wallet accounts for experiences across apps. [5,1] Assuming 5 Cards per user. P0 Device Profile Let apps use my device unique identifiers (such as: MAC, IP, UDID, UUID, Advertising ID). [1] P1 Device Comp. Let apps use my Webcam and Microphone. [1] P3 Contacts/Groups Let apps access my contacts information [5] P2 Location Let apps use my location via A. WiFi B. GPS C. 3G/GPRS [N,N,N,N] [N,N] [N] where N >> 1000 P2 Social Activity Let apps access information about my social activity. {N} where N >> 1000 P2 Media Files Let apps use my media. {M} where M > 1000 P2 Product and Services Let apps use my services and product information [M, M] where M ~ 1000 P3 Health Factors & Condition Let apps access my health profile information [M, M, M] where M ~ 1000 P0
  16. 16. 16 STEPIII. OPENi Permission Visualisation Reinventing Marketing for the Mobile Era I. Permissions Dialog & Personal Data Visualization II. Personal Data Management (Opt-in & Opt-out) III. Fine-grained Privacy Control interface IV Auditing
  17. 17. 17 PRIVACY BY DESIGN THE CASE OF MOBILE Reinventing Marketing for the Mobile Era MARKETING
  18. 18. 18 Personalized Advertising Use Case Ecosystem Reinventing Marketing for the Mobile Era
  19. 19. 19 Privacy Concern Challenges PERSONAL DATA FRAGMENTATION  Among Multiple Data Collectors and Controllers  Almost Impossible to Proses and Derive Intuitive Outcomes Reinventing Marketing for the Mobile Era APP DEVELOPERS ISOLATION MOBILE APP. USERS  Cannot control the ad serving process even if users experience is reduced.  Cannot assert data privacy and gain trust.  Cannot Control the Ad Serving Process;  Cannot Control the Use of the Personal Data that they Share.  Cannot Receive Personalized Ads based on their Context and Interests.
  20. 20. 20 On Privacy-Aware Ad Targeting (Service Enabler) How about a mechanism to allow users monitise their data; include something that rewards users for sharing their data (in a privacy preserving way) with an advertising service? Reinventing Marketing for the Mobile Era ADVERTISER OPENi Platform Personal Data Advertising SE Targeting Audience Management - Dashboard  Audience Demographics  Targeting Analysis  Campaign Audience Monitoring AD Network  Retargeting & Optimization (Mobile Ad Server, Rich Media Server) Targeting Data Ad Serving (Targeted) A B C
  21. 21. 21 On Privacy-Aware Ad Serving – A novel “Pull” Model OPENi Platform OPENi API Platform Cloudlet Timeline SE Reinventing Marketing for the Mobile Era CBSs Recommender SE Advertising SE Advertisers Mobile Ad Networks Ad ID Ad ID Ad Anonymously Served • Any OPENi-enable application in order to serve an ad to a specific user is just accessing users’ Advertisement Object(s), stored in his/her Cloudlet word, towards retrieving an Ad Campaign ID and the name of the Mobile Ad Network via which it will pull the content of the ad. • Since the latter Ad Campaign ID and corresponding information related to the ad (e.g., the advertising brand, mobile ad network, e.t.c.) is stored in OPENi users’ Cloudlets Advertisement type of objects, the OPERA users will be able to explicitly control the access/use of this object(s) by their apps. Specifically, by opting-out from the use of the latter objects, her/his app will not have the ability to access the above objects and thus, the user will never get a Campaign X Ad.
  22. 22. 22 End-consumers Have full control and transparency of the use of their personal data from their personal Cloudlet. Can potentially monetize the use of the latter (e.g., via loyalty programs) Added Value: they receive more useful information, while they retain control of their data Publishers (OPENi Application Developers) Retain the option to use existing advertising models Explore new marketing models with ease for their business models (affect and control the value of their applications) Retain control over what type of campaigns are visible to their end-consumers/users. Added Value: their consumers are more satisfied with more relevant campaigns, advertisers run more campaigns on their OPENi enabled applications (increase value). Advertisers Enhance their capabilities to target personalised advertising and marketing campaigns but in a transparent way and to the explicit control of the end-consumer. Added Value: they can perform better audience management and targeting Data Owners /Services Personal data available through the OPENi platform from 3rd parties can be used for personalised advertising and marketing campaigns if the end-consumers have provided their explicit consent, thus unlocking the value of these personalised data. Added Value: they may receive part of the revenue from the advertising campaign while fulfilling regulatory framework Reinventing Marketing for the Mobile Era 1 2 3 4 OPENi Emerging Ecosystem and Business Value
  23. 23. 23 THANK YOU MORE INFO AT WWW.VELTI.COM Reinventing Marketing for the Mobile Era

Editor's Notes

  • Based on our perception.

    The diagram shows that OPENi is grouped with the companies that allow their users the most control, it is the most interoperable, and it has the most support for dynamic data.

    However to lead in these areas some privacy features are sacrificed; consequently other services overtake OPENi in this regards.
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