alan mitchell - nominet uk internet policy forum 2015
TRANSCRIPT
Ctrl-Shift
The personal data opportunity: Growth Through TrustNominet policy forum
Thursday 21 May, 2015
Ctrl-Shift 2
Consent: part of the problem, not the solution
Current consent mechanisms and processes turn relinquishing data
rights into a precondition for accessing products and services.
Ctrl-Shift 3
Is consent really necessary?
The two main conditions of lawful processing of an individual’s data are:• The individual whom the personal data is about has consented to
the processing.• The processing is necessary in relation to a contract which
the individual has entered into (or because the individual has asked for something to be done so they can enter into a contract).
Ctrl-Shift 4
Is consent really necessary?
Current data protection regulations also say:“There is no need to actively communicate a privacy notice provided that your collection and use of information:• is something that a reasonable person is likely to likely to
anticipate and would agree to if asked,• is necessary to carry out the transaction or deliver the service the
individual has requested.”
Ctrl-Shift 5
So why all the fuss about consent?
Fear
Greed
[Not consumer empowerment]
Ctrl-Shift 6
A way forward: the why
Sustainability
Ctrl-Shift 7
A way forward: the why
Sustainability
Competitive advantage
Ctrl-Shift 8
A way forward: the what
Sustainability
Competitive advantage
Safe by default
Ctrl-Shift 9
A way forward: the what
Sustainability
Competitive advantage
Safe by default
Brand promise
Ctrl-Shift 10
A way forward: the what
Sustainability
Competitive advantage
Safe by default
Brand promise
Transparency and control
Ctrl-Shift 11
A way forward: the what
Sustainability
Competitive advantage
Safe by default
Brand promise
Transparency and control
Value - new information services
Ctrl-Shift 12
Communication(External / internal)
What it means, practically: Data monetisation
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What data policies help us monetise data to the max?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
“Customer data is a key asset which we need milk as much as possible.”
Ctrl-Shift 13
Communication(External / internal)
What it means, practically: Growth through trust
• Customer trust is the long term source of our revenue streams
• We want to minimise regulatory risk
• Building trust around personal data is the best way to sustain access
• Trusted data sharing is a potential springboard of new services which differentiate the brand, and grow revenue streams.
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 14
Communication(External / internal)
Growth through trust
Trust around personal data is a core part of the brand’s value proposition.
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 15
Communication(External / internal)
Growth through trust
Clearly defined data policies designed to build and sustain trust – what we will do, what we won’t do
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 16
Communication(External / internal)
Growth through trust
Technology infrastructure that provides customers with granular control over their data
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 17
Communication(External / internal)
Growth through trust
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Seamless, easy, intuitive access to explanations and controls e.g. ‘one-click away from deleting my data’
Ctrl-Shift 18
Communication(External / internal)
Growth through trust
Personal data philosophy and policies are a consistently and constantly communicated element of overall brand communications
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 19
Communication(External / internal)
Growth through trust
Small print reflects and reinforces customer promise: written by marketers for people, not by lawyers for corporates
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 20
Communication(External / internal)
Growth through trust
Robust processes to oversee strategy development, make, change, monitor implementation of, and enforce compliance to agreed policies, including clear lines of reporting, KPIs escalation procedures.
Business model and business objectives
Customer promiseOverall value proposition,
of which data is apart
Data policies(What are the data policies that
will build and sustain trust?)
Legal small print(Compliance)
Technology infrastructure(Mechanisms/processes)
User experience(Mechanism/processes)
Governance
Ctrl-Shift 21
Conclusion: brands at the cross roads
Growth Through Trust
Growth OR
Trust
