Noggin - World's first marketplace for Personal Data

The Business of Your Personal Data
Sharing the NOGGIN Experience
In strict confidence
A technology whitepaper deck
(abridged version)
Oct 2016

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Copyright©2015 by Noggin Private Limited. All Copyrights Reserved.

Agenda
o The growing abundance of data
o Unlocking the value of data
o Open 360° personal data
o Giving everyone a Pod
o Creating the first personal data marketplace
o What Noggin Asia is doing differently?
o Changing the way we compete

There are lots of personal data, spend & value
“Open data or data-sharing can unlock $3.2 trillion to $5.4
trillion in economic value per year for public & private sectors.”
Mckinsey Global Institute - 2013
“New IDC forecast sees Worldwide Big Data Technology and
Services Market growing to $48.6 Billion in 2019 driven by
wide-adoption across industries...”
IDC - 2015
Personal Data is becoming a new economic “asset class” and
will act as a valuable resource that “will touch all aspects of
society”
World Economic Forum - 2011
Most of Big Data is composed of Personal Data – “75% of digital
data are created by consumers.”
MIT Technology Review - 2013
According to IDC, in 2013 the amount of data
created reached 4.4 zettabytes, and it will
increase tenfold to 44 zettabytes by 2020.

Unlocking the value of data
Personal data can unlock key business benefits.
o Ability to deliver better customer experiences or personalized services,
o Enhanced customer loyalty,
o Ability to uncover opportunities in new markets,
o Advertising that is more targeted to individuals’ interests,
o Better/more innovative products,
o Ability to offer commercially viable discounts and sale schemes,
o Increased profitable revenue
But the business use of personal data is at risk, and it is imperative organizations must avoid this.
Source: Accenture personal data survey 2014
For the Organizations

Unlocking the value of data
For the Individuals
For years, data brokers have been collecting, harvesting and mining the personal data of individuals with or without
their knowledge or consent for profits. Typical sources may be filling of forms, customer registrations, 3rd-party data
purchases, corporate-to-corporate data exchanges, apps, devices, the World Wide Web and soon the Internet-of-
Things. And this trend is only going to get more common.
So then why not as individuals we want to also gain and monetize from this digital trail of data ourselves? Yes they
do want but there is currently no viable platform for individuals to do so. However with the advances in
crowdsourcing and privacy technologies, this can now be realized. And beyond just receiving the monetary value of
data, even more beneficial to the individual is the convenience and enrichment from personalized experiences with
one’s commercial relationships, as well as being in control of one’s privacy.
Footnote: A data broker, also called an information broker or information reseller, is a business that collects
personal information about consumers and sells that information to other organizations.
Source: What are data brokers and what is your data worth – webpagefx.com Apr 2015
The reasons consumers find most compelling or valuable to share data
with companies:

Open “360°” personal data
However it can still be a real challenge for a business concern to collect external
personal data about a customer or greenfield consumer because the person
must agree, and moreover sovereign data privacy laws are making it more
challenging. So how does a business get to gather fuller insights about a
person? The answer is it has to come from the individual. Imagine if he/she
willingly shares his/her personal data in return for benefits from the business
concern.
1Making data more “liquid” (open, widely available, and in shareable formats) has the potential to unlock large amounts
of economic value, by improving the efficiency and effectiveness of existing processes; making possible new products,
services, and markets; and creating value for individual consumers and citizens.
Mckinsey Global Institute - 2013
By combining a person’s datasets from first-party and third-party sources for
personal analytics, a company can now get the holistic information about the
customer or consumer. But how does one do this without over-stepping personal
data privacy? Simply by giving access to the person his/her data that can be then
combined and shared by that person with his/her commercial relationships of choice.
First-party data of the customer from your company
Third-party data from customer’s other external sources
Websites
Applications
Internet-of-Things
Social Media
Chats/Emails
Physical
In opening up a company’s personal data to the individuals or developers,
does it mean losing the competitive advantage of proprietary customer info?
Not necessarily so because your open data can be restricted individually by the
customer's transactional and usage data without the business confidential info. And since the customer
already has knowledge of his/her personal data in any case, there is no competitive loss of any proprietary
info1.

Giving everyone a Pod
Noggin Asia has just the answer of an alternative.
To give each person a personal digital platform for organizing, profiling and controlling own digital trail of
data to profit from it’s utilization. The augmented data may be used for direct marketing, credit checking,
personalized well-being, habits tracking, skills matching, mass customizable products, bespoke customer
services or user experience improvement. And where the consent sharing of personal data between the
parties is by social contract rather than a legal one. We call this user-owned platform the Pod which
stands for Privately Owned Data, and the owner a Podder.
With each person a Pod, we create a self-forming personal data marketplace where Podders can benefit
from personal apps, analytics and commerce, and where data is also monetizable.
Enriched
Metadata
Summaries
Business uses of personal data
Decentralized market of Podders
With the Podders and organizations interacting
directly, there are no intermediary restrictions.
Data Sources
Through a data collection service, a Podder can call upon
anytime or automatically to collect and summarize the data
into the Pod. We call this service a MetaPlug. There are
different MetaPlugs for different sources of a Podder’s
app/device/commercial accounts, online Internet activities,
purchases, consumptions, etc.

Giving everyone a Pod
Browse the inside of a Pod
jenny.nogginpod.mejenny.nogginpod.me jenny.nogginpod.me jenny.nogginpod.me
1. Upkeep my Pod Modules
o Manage Data Sources
o Manage Data Privacy
o Manage Data Permissions
2. Housekeep my Pod
3. View my Pod Dashboard
o Indices & scores for Data Marketability,
Data Permissions, Data Completeness,
Data Quality, Data Privacy, Pod Worth,
Pod Authenticity
Footnote: Grey text indicate a roadmap featureCopyright©2015 by Noggin Private Limited. All Copyrights Reserved.
Your own Pod ID name

Creating the first personal data marketplace
John’s Pod
Mary’s Pod
Timmy’s Pod
o Government sourc es
o Public ly available sourc es
o Commerc ial sourc es
Self-collec on of personal data
Direc tly from other organizations
- eg. from c ommerc ia l d a ta -
sharing agreements, purc hases
from 3rd -party data suppliers or
personal data intermediaries
Direc tly from ind ivid ua ls
the m se lve s – e g . use r
a c c o u n t s, c o n n e c t e d
d evic es & IoT, Web ‘foot-
prints’, mobile apps, etc
E-Commerce Sites
Mobile Apps
IoT Products
Big Data Analy cs
Sellers, Merchants,
Marketers & Advertisers
Developers & Makers
Researchers, Analysts,
Service Agencies
Each person is given Pod
The marketplace is a decentralized platform where Podders and data
users are matched by relevance with privacy protection and
connected for mutual commercial relationships where personal data
are securely shared in exchange for bespoke products and services
benefits, and monetization.
In this marketplace, the data users with the demand are the paying
customers. They pay by the applied data use of Pods. For example, a
seller who markets to a targeted audience of Podders, will pay a fee
in using the data for matching purpose. This fee is shared with the
Podders, and Noggin Asia takes a cut of it as facilitation fee.
Data Users
Podders
Market of Podders

Creating the first personal data marketplace
who assume different “actor” roles in daily life
like being a consumer, seller, housewife, etc.
Podsense1 for Consumers Podket1 for Sellers, Merchants or Marketers
With closed-loop feedback learning, a seller can
now be more effective in micro-targeting their
consumers with the benefits of their products,
services or events. Also specifying when is the
best time to reach the targeted audience. This is
especially well suited for sellers having sales
items that are - New, Pre-market, Mass
customisable, Limited, Exclusive, Higher value,
or Private sales in nature. Leveraging upon
personal data matching increases each
consumer’s propensity to buy. Yet without over-
stepping sovereign data privacy law. Seller pays
a small fee per card.
Consumer now get to be personally matched
with sellers by the benefits of their products,
services or events. At the time of need, want
or intention. No more fear of missing out or
FoMO2. And are also rewarded with cash
credits for matched & accepted cards. Yet with
no intrusion of personal privacy by the sellers.
Applications of data for Direct Marketing, Micro-targeting
Data matching by relevance
• Benefits by consumer persona
• Target audience profile
• Best time to reach target audience
Seller
benefits
cards
Matching
of cards to
Pods
1Both these apps are developed by Noggin Asia as our 1st show-case apps for the marketplace. They can be corporate white-labeled.
2Fear of missing out or FoMO is "a pervasive apprehension that others might be having rewarding experiences from which one is absent". This
social angst is characterized by "a desire to stay continually connected with what others are doing”.

Expanding the marketplace thru an enabling community
1An agency is a business or organization providing a particular service on behalf of another business, person, or group.
Enablement Program Services
MetaPod & MetaPlugs dictionary
• MetaPlugs catalog
• Pod data ontology map
Integration test
sandbox
Pod Connect
Pod services
[ autonomous micro-servicescontainer ]
Self-Collected
Datasets
Mix-Pods
Tenancy
Self-Metadata
Profiling
User-centered
Data Security
User Identity
Protection
Quality-of-Data
Upkeep
Sa fe Answers
Agent
User Consent &
Smart Contract
Personal Privacy
Control
Marketplace
Pod Provisioning
H
H
H
H
H
H
H
H
H
H
HH
H
H
H
H
H
H
HHH
H
H H
H
H
H
Honesty System
Data MonetizationDemand Matching Noggin Credits Group Dynamics
Platform Commons
Provenance Monitoring
Online PaymentsMarket StatsBoard
Marketplace services
Build attestation
process
Program member
accreditation process
Smart contract
preparation
Noggin Pod Connect API
Noggin Marketplace API
Mobile Apps & Data
Source MetaPlugs
IoT Devices & Appliances
Market / Product /
Consumer Research
Personal Analysis & Advisory,
E-Commerce Agent,
Advertising & People Services
SW Developers
Product Makers
Service Agencies
Researchers
These partners pay a Pod access fee by subscription or per-use
*In roadmap

What Noggin Asia is doing differently?
#1. Decentralized, open platform
#2. User-centered data security by design
#3. Vulnerability & tolerance based data privacy
#4. Smart data summary & contextualization
#5. Mutual benefits based reward system

Changing the way we compete
As part of an open ecosystem, we stand a much
better chance of proliferating our growth collectively
and cooperatively to compete on “level-playing
ground” by disrupting the incumbents’ ways much
like how “open-source tech” broke the stranglehold
of the behemoth tech corporations of the 90’s. By
changing the game of commerce where customers
are empowered with the capabilities (of Noggin Pod)
and companies with the means (of Noggin Pod
Ecosystem), for them to relate and engage directly
without any intermediaries. In this way, we will end
up with happier and more satisfied customers who
will buy and advocate more because their needs,
wants and intentions are matched up more
accurately.
Noggin Asia has shown the way of value co-
creation1 driven by data democratization can be a
strong differentiating factor of competitive
advantage over the incumbents.
1Value co-creation is a management initiative, or form of economic strategy, that brings different parties together (for
instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.
Podders
Data Services
Data Analytics
Pod Appliances
Personal Clouds
Mobile Operators
Ad Companies
IoT Manufacturers
SW Developers
Mobile Apps
E-commerce
Solution Vendors
The Noggin Pod Ecosystem can be divided into 2 halves – (i)
Pod supporting infrastructure and resources, and (ii) Pod
application enablers as highlighted on the left and right sides
of the diagram respectively.

THANK YOU
And please visit us at either:
www.nogginasia.com
nogginasiapodsense
nogginasiapodket

Noggin - World's first marketplace for Personal Data

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