The Importance of Privacy and Security at SMWF

Business Confidential and © 2010: DLMM Pte Ltd
World’s First Social Exchange
Social Media World Forum
The Importance of Privacy and Security
Michael Gethen, VP Media & Content
Tuesday 29th March 2011

 The importance of online privacy and security
 The emergence of a new asset class: Personal Data
 Overview of MyCube
 The MyCube Personal Data Trust
 Questions
Today‟s agenda

Hello!
Audience Participation

 You use any form of social network
 You feel ever so slightly worried that your digital persona might
be seen by someone who shouldn’t see it
 You have some small concerns about the way in which your data
might be harvested by social and search businesses
 You’d like to have the content that you are presented with within
your social ecosystem delivered based on relevance, context,
priority and trust – basically you want to prevent information
overload
Please raise your hand if…

 You are interested in having a multi-faceted online digital life in
which you control a single social platform from which you post
what you want to whom you want on whatever network you
want
 You have digital assets, expertise and knowledge that you may
want to monetise
 You’d like to use a suite of tools that would grab all of your social
data from all of your existing accounts and create a centralised
directory of everything on your hard drive
 You’d like to use a trusted (independent trust with independent
auditors) cloud based data storage facility that would back up
everything that you ‘own’ online – contacts, files, media,
communications
Keep your hand raised if…

So, those of you who raised your
hands…
…You’re not alone.
700 million users
not using because of
privacy concerns
Source: Wall Street Journal 2010
77% of users
do not want to be
profiled
Source: Burst Media 2010
400 million new social networking users
1.5 billion new social network user accounts
2011-2015
Source: Radicati Group 2011

The emergence of a new asset
class: Personal Data

Between 2009 and 2020…
44x more
Personal digital
data.

“Information is the gold or oil of the
economy in the information age”
Paul M. Schwartz, Professor of Law and Information Technology
Law School, University of California, Berkeley

 Existing social networking propositions do not provide adequate levels of user privacy,
ownership and control
 While blogging and publishing technologies are widespread, no content management tools
are integrated within SN platforms
 User content is universally ‘loaned’ to networks but not returned to users, in some
instances, digital assets are actually owned by the networks
 Usage data and and user profiles are harvested by existing platforms and sold to media
broking agencies leading to inaccurate, inappropriate and irrelevant advertising
 No SN offers a monetisation option enabling users to benefit from their digital assets,
knowledge and experience – no value to users from massive investment
 No SN platform offers professional content as well as user generated content
 No contextual search features exist to enable content and contact filtering and prioritisation
 Information overload
 Data is not secured in a third party source
 No ‘network of networks’ proposition exists to enable digital life control over other
disparate digital propositions
 No social network is implementing tools that deliver real world value as a result of digital
effort
“…social notworking…”

“…an interest-centric, privacy-focused social network that offers
users control of their information and interactions…”
User centric social network + content discovery environment =
Social Exchange
So, what is MyCube?

• User driven app
that harvest all
social data
• Stored on physical
or cloud based
drives
• Independent
personal data trust
• Global privacy
experts
• Independent
auditors (E&Y)
• Digital ‘wallet and
currency
• Real world
currencies , and,
virtual currencies
• Fully functional social
ecosystem
• Interest centricity
• Social search
• Web 3.0 advertising
Social
Platform
e-wallet
VaultTrust
A „Social Exchange‟ centred on user P-O-C

Introducing
The World’s first Social Exchange

MyCube Personal Data Trust
A. The Trust and the MyCube
commercial organisation are
separate legal entities
B. The technology infrastructure
e.g. servers, hardware &
software etc on which user
content is stored are assets
owned by the Trust
C. MyCube operates the website
and provides services under a
licence based on the Trust
Deed, with strictly defined
service levels and protocols for
 Privacy protection
 Access control
Personal Data
Trust
MyCube.com
Technology infrastructure
(servers, hardware) on
which user content is
stored and
privacy/access control
applications reside
100%
Board of
Directors
A
B
C

MyCube Personal Data Trust
An overview of the key parts of the Personal Data Trust:
TRUST
Separate legal entity from MyCube ‘commercial’ business, structured as a non-profit
company providing trust services
DIRECTORS Board of Directors, made up independent directors who are people recognised as the
leading global experts on privacy and media regulation
TRUST DEED
Controlling document that sets out rules of operation of the Trust and enshrines
privacy protection and access control for users
WEB TRUST An international standard and set of controls used by all major auditors, with very
specific provisions around access control and data security
AUDITED Compliance with the Deed is independently audited, providing assurance to Board of
Directors and reporting to users
MANAGED The operational infrastructure is managed by MyCube under a licence from the Trust,
including defined service levels, access protocols and reporting requirements

Find People and Content
within your own interests
Create your own Content
and Publish it
Set Privacy and get control
Monetise and start earning
Integrate with other social
networks

Find people and content within your interests

Create your own content and publish it

Set pricing and privacy before you publish

Set privacy on your profile

Buy and sell content

Integrate with other social media

 Founded 2008 by Swedish entrepreneur Johan Stael von Holstein
(iconmedialab, letsbuyit.com)
 Over £5,000,000 raised to date
 42 staff incorporating a senior management team (Netscape,
Real, Paypal, Amex, EA, Fairfax Digital)
 Product proposition in private beta
 Pre-public release 28th March / Full public release 15th June
Some background

 MyCube is a web 3.0 social exchange
 Operating in an exponential growth area with huge market
opportunity
 Fills the existing gaps in the social networking ecosystem;
returns control to users and offers monetisation opportunities
for content creators
 Clear vision and strategy: social search, social data, social
intelligence
 Proven executive management team with history of successful
exits
 Unique revenue streams and propositions
Conclusion

Further information: michael@mycube.com
Thanks for your time.
Any questions?

The Importance of Privacy and Security at SMWF

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