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Location & Privacy; from OMG! to WTF?

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"Location & Privacy; from OMG! to WTF?"; presented on January 27th. 2010 at the Embedded Connectivity 2010 conference in London.

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Location & Privacy; from OMG! to WTF?

  1. 1. Embedded Connectivity, London, January 2010<br />Location & Privacy; from OMG! to WTF?<br />Gary Gale, Yahoo! Geo Technologies<br />
  2. 2. 2<br />Where should we be in 2010?<br />DJHuber on Flickr : http://www.flickr.com/photos/dezeneandjoyel/3963203756/<br />
  3. 3. 3<br />This is not your 2010 …<br />
  4. 4. 4<br />What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/<br />
  5. 5. 5<br />Phasepistol on Flickr : http://www.flickr.com/photos/12377578@N07/2406524180/<br />
  6. 6. stevegarfield on Flickr : http://www.flickr.com/photos/stevegarfield/1270723762//<br />
  7. 7. 7<br />A d I q on Flickr : http://www.flickr.com/photos/eshadiq/4255787252/in/pool-73008182@N00<br />
  8. 8. 8<br />JoeyPeter on Flickr : http://www.flickr.com/photos/joeypeter/2889411919/<br />
  9. 9. 9<br />
  10. 10. 10<br />Wireless Ninja on Flickr : http://www.flickr.com/photos/33853848@N04/3378403467/<br />
  11. 11. 11<br />This is your 2010 …<br />
  12. 12. 12<br />Patrick Ng on Flickr : http://www.flickr.com/photos/moleskineart/3517295211/<br />
  13. 13. 2010 – the year of location?<br />Location-Based Online Advertising<br />Location-Based IPhone Apps<br />GPS-Enabled Phones<br />Community Mapping<br />Location Device Sales<br />Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”<br />
  14. 14. 14<br />http://en.wikipedia.org/wiki/Hype_cycle<br />
  15. 15. 15<br />http://www.gartner.com/it/page.jsp?id=1124212<br />
  16. 16. 16<br />David Armano on Flickr : http://www.flickr.com/photos/7855449@N02/3158864420/<br />
  17. 17. the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectively<br />http://en.wikipedia.org/wiki/Privacy<br />
  18. 18. 18<br />Technology hurdles …<br />Tommy on Flickr : http://www.flickr.com/photos/28946649@N02/3790596718/<br />
  19. 19. 19<br />GPS chip …<br />Grudnick on Flickr: http://www.flickr.com/photos/9716802@N02/2636730052/<br />
  20. 20. 20<br />GPS satellite …<br />John_dulaney on Flickr: http://www.flickr.com/photos/15046584@N08/1562794445/<br />
  21. 21. 21<br />Cell tower …<br />Mist Dog on Flickr: http://www.flickr.com/photos/mistdog/770903199/<br />
  22. 22. 22<br />Wifi access point …<br />Travellin’ Librarian on Flickr: http://www.flickr.com/photos/travelinlibrarian/311646165/<br />
  23. 23. 23<br />Ethernet or Wifi network card …<br />Goobimam on Flickr: http://www.flickr.com/photos/goobi/4021009835/<br />
  24. 24. 24<br />
  25. 25. 25<br />51° 30&apos; 50.0868&quot;, 0° 7&apos; 42.8514&quot;<br />(125 Shaftesbury Avenue, London, UK)<br />163.1.117.210<br />(Oxford, UK)<br />20442/6015<br />(Brest, France)<br />#C5243B212<br />(Wilmington, Delaware, USA)<br />
  26. 26. 26<br />http://isithackday.com/hacks/geo/distance.php<br />
  27. 27. 27<br />http://www.boingboing.net/2010/01/13/effs-trends-for-2010.html<br />Goobimam on Flickr: http://www.flickr.com/photos/goobi/4021009835/<br />
  28. 28. 28<br />Hello Dave, I know where you are …<br />
  29. 29. Privacy and trust<br />Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/<br />
  30. 30. Wanted: informed and insightful publicity<br />Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/<br />
  31. 31. 31<br />
  32. 32. 32<br />
  33. 33. 33<br />
  34. 34. 34<br />
  35. 35. 35<br />http://xkcd.com/596/<br />
  36. 36. Opting out<br />Provia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/<br />
  37. 37. The Phone Book<br />Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/<br />
  38. 38. The Electoral Roll<br />Museums & Collections on Flickr : http://www.flickr.com/photos/20949561@N04/2372734655/<br />
  39. 39. Cold-call Marketing Databases<br />Ianjacobs on Flickr : http://www.flickr.com/photos/ianjacobs/466573832/<br />
  40. 40. Mail-shot Marketing Databases<br />Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/<br />
  41. 41. Whois Information<br />
  42. 42. Opting out<br />Provia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/<br />
  43. 43. Opting in<br />Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/<br />
  44. 44. “Nobody reads the EULA do they?”<br />http://ars.userfriendly.org/cartoons/?id=20050402<br />
  45. 45. “Nobody reads the privacy policy do they?”<br />Eneas on Flickr : http://www.flickr.com/photos/eneas/454903080/<br />
  46. 46.
  47. 47.
  48. 48. Local Search Query Volume Is Growing<br /><ul><li>Local search is rapidly growing: 55% volume growth 07-08
  49. 49. ~15% of all PC search queries are local
  50. 50. ~45% of all mobile queries are local </li></ul>Sources: comScore, iConsumer, data.yahoo.com<br />
  51. 51. Local Search Query Volume Is Growing<br />Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”<br />
  52. 52. 4.45<br />Ad Spend is Moving Online …<br />2007-12 Projected Local Ad Spend CAGR<br />21.0%<br />Internet<br />Newspaper<br />-2.5%<br />0.4%<br />Radio<br />0.8%<br />Yellow Pages<br />4.9%<br />Broadcast TV<br />8.8%<br />Cable TV<br />4.3%<br />Magazine<br />Source: VSS, Borrell Associates<br />
  53. 53. … At the Expense of Other Media Sources<br />Source: VeronisSuhler Stevenson<br />
  54. 54. (the location market) … will nearly triple in revenue this year, to $1.3 billion from $485 million in 2007, and will reach $8 billion in 2011– Gartner, 2008<br />
  55. 55. Do we actually care about this?<br />Don Moyer on Flickr : http://www.flickr.com/photos/36106576@N05/3895590793/<br />
  56. 56. How much is your privacy worth?<br />How much would you ask for tracking you, 24x7, for 28 days?<br />Paolo Margari on Flickr : http://www.flickr.com/photos/paolomargari/3177203902/<br />
  57. 57. “about £30.00”<br />Danezis, George, Lewis, Stephen, Anderson, Ross: How Much is Location Privacy Worth? 2005<br />Numismatic Bibliomania Society on Flickr : http://www.flickr.com/photos/coinbooks/3397288448/<br />
  58. 58. the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectively<br />http://en.wikipedia.org/wiki/Privacy<br />
  59. 59. Statutory Instrument 2003 No. 2426<br />The Privacy and Electronic Communications (EC Directive) Regulations 2003<br />http://www.opsi.gov.uk/si/si2003/20032426.htm<br />
  60. 60. You should … control your location<br />Regolate on Flickr : http://www.flickr.com/photos/regolare/791385521/<br />
  61. 61. You should … control your data<br />Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/<br />
  62. 62. You should … control your location data<br />Devyver 4 on Flickr : http://www.flickr.com/photos/71072750@N00/4101781347/<br />
  63. 63. Final thought # 1<br />Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/<br />
  64. 64. It’s not about where you are …<br />Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/<br />
  65. 65. … it’s about where you’ve been<br />Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/<br />
  66. 66. Final thought # 2<br />Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/<br />
  67. 67. There comes a point where you realise that<br />you’re not on the web, you’re in the web<br />Jemimahknight on Flickr : http://www.flickr.com/photos/10294984@N08/2747495411/<br />
  68. 68. Not taking notes?<br />selva on Flickr : http://www.flickr.com/photos/selva/24604141/<br />
  69. 69. Embedded Connectivity, London, January 2010<br />Location & Privacy; from OMG! to WTF?<br />Gary Gale, Yahoo! Geo Technologies<br />http://slideshare.net/vicchi<br />
  70. 70. Thanks for Listening<br />Paul Keleher on Flickr : http://www.flickr.com/photos/pkeleher/1658311814/<br />
  71. 71. www.ygeoblog.com<br />twitter.com/vicchi<br />twitter.com/yahoogeo<br />

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