location & privacy; from omg! to wtf?
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"Location & Privacy; from OMG! to WTF?"; presented on March 12th. 2010 at WhereCamp EU 2010 at wallacespace King's Cross in London. This is a recapped version of a talk of the same name I gave at Embedded Connectivity in January 2010 (http://www.slideshare.net/vicchi/location-privacy-from-omg-to-wtf)TRANSCRIPT
WhereCamp EU, London, March 2010Location & Privacy; from OMG! to WTF?
Gary Gale, Yahoo! Geo Technologies
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Where should we be in 2010?
DJHuber on Flickr : http://www.flickr.com/photos/dezeneandjoyel/3963203756/
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This is not your 2010 …
4What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/
5Phasepistol on Flickr : http://www.flickr.com/photos/12377578@N07/2406524180/
stevegarfield on Flickr : http://www.flickr.com/photos/stevegarfield/1270723762//
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This is your 2010 …
9Patrick Ng on Flickr : http://www.flickr.com/photos/moleskineart/3517295211/
2010 – the year of location?
Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”
Location-Based Online Advertising Location-Based IPhone Apps
Community Mapping GPS-Enabled PhonesLocation Device Sales
11http://en.wikipedia.org/wiki/Hype_cycle
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http://www.gartner.com/it/page.jsp?id=1124212
13David Armano on Flickr : http://www.flickr.com/photos/7855449@N02/3158864420/
the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectivelyhttp://en.wikipedia.org/wiki/Privacy
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Technology hurdles …
Tommy on Flickr : http://www.flickr.com/photos/28946649@N02/3790596718/
16Grudnick on Flickr : http://www.flickr.com/photos/9716802@N02/2636730052/
GPS chip …
17John_dulaney on Flickr : http://www.flickr.com/photos/15046584@N08/1562794445/
GPS satellite …
18Mist Dog on Flickr : http://www.flickr.com/photos/mistdog/770903199/
Cell tower …
19Travellin’ Librarian on Flickr : http://www.flickr.com/photos/travelinlibrarian/311646165/
Wifi access point …
20Goobimam on Flickr : http://www.flickr.com/photos/goobi/4021009835/
Ethernet or Wifi network card …
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51° 30' 50.0868", 0° 7' 42.8514"
163.1.117.210
20442/6015
#C5243B212
(125 Shaftesbury Avenue, London, UK)
(Oxford, UK)
(Brest, France)
(Wilmington, Delaware, USA)
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http://isithackday.com/hacks/geo/distance.php
24Goobimam on Flickr : http://www.flickr.com/photos/goobi/4021009835/
http://www.boingboing.net/2010/01/13/effs-trends-for-2010.html
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Hello Dave, I know where you are …
Privacy and trust
Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/
Wanted: informed and insightful publicity
Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/
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32http://xkcd.com/596/
Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/
The Phone Book
Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/
The Electoral Roll
Museums & Collections on Flickr : http://www.flickr.com/photos/20949561@N04/2372734655/
Cold-call Marketing Databases
Ianjacobs on Flickr : http://www.flickr.com/photos/ianjacobs/466573832/
Mail-shot Marketing Databases
Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/
Whois Information
Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/
Opting in
Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/
“Nobody reads the EULA do they?”
http://ars.userfriendly.org/cartoons/?id=20050402
“Nobody reads the privacy policy do they?”
Eneas on Flickr : http://www.flickr.com/photos/eneas/454903080/
• Local search is rapidly growing: 55% volume growth 07-08
• ~15% of all PC search queries are local
• ~45% of all mobile queries are local
Sources: comScore, iConsumer, data.yahoo.com
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Jul07
Sep07
Nov07
Jan08
Mar08
May08
Jul08
Sep08
Nov08
ALL LOCATIONS
Yahoo!
Yelp
YPC
CitySearch
Ask
MSN
Local Search Query Volume Is Growing
Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”
Local Search Query Volume Is Growing
21.0%Internet
Newspaper
0.4%Radio
0.8%Yellow Pages
4.9%Broadcast TV
8.8%Cable TV
4.3%Magazine
2007-12 Projected Local Ad Spend CAGR
-2.5%
Source: VSS, Borrell Associates
Ad Spend is Moving Online …
Share of Total US Advertising
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Newspaper
Radio
Yellow Pages
Broadcast TV
Internet
Cable TV
Magazine
Mobile
Source: Veronis Suhler Stevenson
… At the Expense of Other Media Sources
(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
Don Moyer on Flickr : http://www.flickr.com/photos/36106576@N05/3895590793/
Do we actually care about this?
Paolo Margari on Flickr : http://www.flickr.com/photos/paolomargari/3177203902/
How much is your privacy worth?
How much would you ask for tracking you, 24x7, for 28 days?
Numismatic Bibliomania Society on Flickr : http://www.flickr.com/photos/coinbooks/3397288448/
“about £30.00”
Danezis, George, Lewis, Stephen, Anderson, Ross: How Much is Location Privacy Worth? 2005
the ability of an individual to seclude themselves or information about themselves and thereby reveal themselves selectivelyhttp://en.wikipedia.org/wiki/Privacy
http://www.opsi.gov.uk/si/si2003/20032426.htm
Statutory Instrument 2003 No. 2426The Privacy and Electronic Communications (EC Directive) Regulations 2003
Regolate on Flickr : http://www.flickr.com/photos/regolare/791385521/
You should … control your location
Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/
You should … control your data
Devyver 4 on Flickr : http://www.flickr.com/photos/71072750@N00/4101781347/
You should … control your location data
Final thought # 1
Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/
It’s not about where you are …
Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/
… it’s about where you’ve been
Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/
Final thought # 2
Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/
Jemimahknight on Flickr : http://www.flickr.com/photos/10294984@N08/2747495411/
There comes a point where you realise thatyou’re not on the web, you’re in the web
Not taking notes?
selva on Flickr : http://www.flickr.com/photos/selva/24604141/
WhereCamp EU, London, March 2010Location & Privacy; from OMG! to WTF?
Gary Gale, Yahoo! Geo Technologies
http://slideshare.net/vicchi
Thanks for Listening
Paul Keleher on Flickr : http://www.flickr.com/photos/pkeleher/1658311814/
www.ygeoblog.com
twitter.com/vicchi
twitter.com/yahoogeo