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|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about personal data	
Itnig Fridays, 20 September 2013	
Elisabeth Leegwater, Claro Partners
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about personal data	
	
•  From data-centric to people-centric perspective	
•  From privacy discussion to understanding how to
deliver trust, transparency, control and benefit	
•  Introduce toolkit	
@claropartners	
#personaldata
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Navigating disruptive change	
Claro helps
corporations and
startups to navigate
disruptive shifts in
society and business
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Mercè	
  
Spain	
  
Interna1onal,	
  inter-­‐disciplinary	
  team	
  
We	
  have	
  backgrounds	
  in:	
  
•  Social	
  science,	
  anthropology,	
  design	
  research	
  
•  Service,	
  interac:on,	
  and	
  product	
  design	
  
•  Business	
  strategy	
  and	
  marke:ng	
  
	
  
Jiri	
  
Belgium	
  
Gunes	
  
Turkey	
  
Megan	
  
UK	
  
Mandy	
  
Lebanon	
  
Elisabeth	
  
Netherlands	
  
Michael	
  
USA	
  
Aldo	
  
Netherlands	
  
Rich	
  
USA	
  
Abby	
  
USA	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
	
  
Delivering	
  business	
  innova1on	
  
and	
  service	
  design	
  in	
  the	
  
context	
  of	
  disrup1ve	
  shiFs	
  
Access	
  
	
  
	
  
Services	
  delivered	
  
through	
  networks	
  
	
  
	
  
Internet	
  connects	
  
everything	
  
	
  
	
  
Small	
  data	
  and	
  
personalised	
  
experiences	
  
	
  
	
  
	
  
Ownership	
  	
  	
  
	
  
	
  
Services	
  delivered	
  
by	
  companies	
  
	
  
	
  
Internet	
  connects	
  
everyone	
  
	
  
	
  
Big	
  data	
  and	
  	
  
aggregated	
  	
  
resources	
  	
  
	
  
	
  
	
   Request our point of view papes on each of these topics at
POV@claropartners.com
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities	
Image:	
  pe:lipois	
  |	
  Flickr	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Businesses are
collecting and
stockpiling personal
data, convinced that
bigger is better; this is
resulting in a 	
big data boom	
Image:	
  Gloal	
  Access	
  Point	
  Image:	
  UC	
  Bluenoser	
  |	
  Flickr	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
The Personal Data Economy: an open-innovation project	
•  65 interviews and events with individuals, experts and startups	
•  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Five misconceptions about personal data
MISCONCEPTION #1	
Personal data is
the new oil	
Image:	
  UC	
  Bluenoser	
  |	
  Flickr	
  
REALITY:	
My personal data is
most valuable to me!	
Image:	
  Foursquare	
  
REALITY:	
My personal data is
most valuable to me!	
Image:	
  Foursquare	
  
MISCONCEPTION #2	
Personal data 	
is all about privacy	
Image:	
  tsallam	
  |	
  Flickr	
  
REALITY:	
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency	
Image:	
  tsallam	
  |	
  Flickr	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
People want to benefit
from their data	
Image:	
  tsallam	
  |	
  Flickr	
  
MISCONCEPTION #3	
The value of
personal data is
in its sale	
Image:	
  shuMerstock	
  
REALITY:	
The personal data
economy is an
experience economy
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
The personal data
economy is an
experience economy
MISCONCEPTION #4	
Personal data is
for data scientists
REALITY:	
Personal data
empowers people	
Image:	
  Fitbit	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
Personal data
empowers people	
Image:	
  Fitbit	
  
Image:	
  Visualparadox	
  
MISCONCEPTION #5	
Personal data
is big data
REALITY:	
The personal data
economy is small data	
Image:	
  iStock	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
REALITY:	
The personal data
economy is small data	
Image:	
  iStock	
  
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
•  My personal data is most valuable to me!	
•  People need control, trust and transparency	
•  An experience economy	
•  Personal data empowers people	
•  Small data	
The Personal Data Economy
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Data-centric
view	
People-centric
view
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
1. Start with the person, not the data	
2. Enable people to do things they've never been able to before	
3. Address both functional and emotional needs	
4. Think beyond privacy. Create trust, transparency and control	
5. Design the whole user experience	
	
Five key principles to guide a people centric approach to personal data
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
How can you identify opportunities to
create people-centric offerings in the
personal data economy?
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Personal Data
Experience Model	
Personal Data Landscape	
People-centric Insights	
 Data Value Staircase	
Personal Data
Opportunity Framework 	
Toolkit to create people-centric value propositions	
| Personal Data Economy | Project Summary34 Intel Confidential
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users
to generate data or collect data from
elsewhere.
They can also simply pass-on this
personal data or add-on something on top
of it.
Facebook plays all roles simultaneously;
something which very few companies
can do.
Generate
Add-on
Pass-on
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Data Ecosystem Map	
5 Principles about
personal data	
Trust, Transparency and
Control enablers	
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
www.claropartners.com
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs
|	
  Personal Data Economy |	
  Itnig Fridays, 20 September 2013
	
  @ClaroPartners	
  	
  
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access
Management
Others
Recommendation / Discovery
Local
Discovery
(things)
Identity
Measurement
The Personal Data Economy landscape: 	
examples of people-centric services	
Interface to your bank, helping
to make better financial
decisions
New Interfaces
for Existing Data
(aggregated)
Mobile data based
tool for health predictions
Predictions
(For individuals)
Data locker for users
to control access to
their data
Data Lockers
Bracelet for tracking health
behaviours and indicators
Self-Tracking
(Health)
Get involved with us in building the personal data economy!	
	
q Presentation on slideshare.net/claropartners	
q Point of view paper	
q Business landscape: preview	
q Workshop or project	
q Accelerator focused on Smart Data & Internet of Things.
Looking for corporate partners, investors and mentors	
Thank you!	
Elisabeth Leegwater	
@claropartners	
lis@claropartners.com

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Five Misconceptions about Personal Data: Why we need a people-centred approach to Big Data

  • 1. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data Itnig Fridays, 20 September 2013 Elisabeth Leegwater, Claro Partners
  • 2. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data •  From data-centric to people-centric perspective •  From privacy discussion to understanding how to deliver trust, transparency, control and benefit •  Introduce toolkit @claropartners #personaldata
  • 3. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Navigating disruptive change Claro helps corporations and startups to navigate disruptive shifts in society and business
  • 4. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Mercè   Spain   Interna1onal,  inter-­‐disciplinary  team   We  have  backgrounds  in:   •  Social  science,  anthropology,  design  research   •  Service,  interac:on,  and  product  design   •  Business  strategy  and  marke:ng     Jiri   Belgium   Gunes   Turkey   Megan   UK   Mandy   Lebanon   Elisabeth   Netherlands   Michael   USA   Aldo   Netherlands   Rich   USA   Abby   USA  
  • 5. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners       Delivering  business  innova1on   and  service  design  in  the   context  of  disrup1ve  shiFs   Access       Services  delivered   through  networks       Internet  connects   everything       Small  data  and   personalised   experiences         Ownership           Services  delivered   by  companies       Internet  connects   everyone       Big  data  and     aggregated     resources           Request our point of view papes on each of these topics at POV@claropartners.com
  • 6. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities Image:  pe:lipois  |  Flickr  
  • 7. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom Image:  Gloal  Access  Point  Image:  UC  Bluenoser  |  Flickr  
  • 8. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     The Personal Data Economy: an open-innovation project •  65 interviews and events with individuals, experts and startups •  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo
  • 9. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Five misconceptions about personal data
  • 10. MISCONCEPTION #1 Personal data is the new oil Image:  UC  Bluenoser  |  Flickr  
  • 11. REALITY: My personal data is most valuable to me! Image:  Foursquare  
  • 12. REALITY: My personal data is most valuable to me! Image:  Foursquare  
  • 13. MISCONCEPTION #2 Personal data is all about privacy Image:  tsallam  |  Flickr  
  • 14. REALITY: People want to benefit from their data - not hide it away - but they need control, trust and transparency Image:  tsallam  |  Flickr  
  • 15. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: People want to benefit from their data Image:  tsallam  |  Flickr  
  • 16. MISCONCEPTION #3 The value of personal data is in its sale Image:  shuMerstock  
  • 17. REALITY: The personal data economy is an experience economy
  • 18. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: The personal data economy is an experience economy
  • 19. MISCONCEPTION #4 Personal data is for data scientists
  • 21. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: Personal data empowers people Image:  Fitbit  
  • 22. Image:  Visualparadox   MISCONCEPTION #5 Personal data is big data
  • 23. REALITY: The personal data economy is small data Image:  iStock  
  • 24. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     REALITY: The personal data economy is small data Image:  iStock  
  • 25. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     •  My personal data is most valuable to me! •  People need control, trust and transparency •  An experience economy •  Personal data empowers people •  Small data The Personal Data Economy
  • 26. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Data-centric view People-centric view
  • 27. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     1. Start with the person, not the data 2. Enable people to do things they've never been able to before 3. Address both functional and emotional needs 4. Think beyond privacy. Create trust, transparency and control 5. Design the whole user experience Five key principles to guide a people centric approach to personal data
  • 28. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     How can you identify opportunities to create people-centric offerings in the personal data economy?
  • 29. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Personal Data Experience Model Personal Data Landscape People-centric Insights Data Value Staircase Personal Data Opportunity Framework Toolkit to create people-centric value propositions | Personal Data Economy | Project Summary34 Intel Confidential Personal data services play different roles in a connected ecosystem Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do. Generate Add-on Pass-on HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY Data Ecosystem Map 5 Principles about personal data Trust, Transparency and Control enablers FIVE KEY PRINCIPLES TO USING PERSONAL DATA www.claropartners.com 1. Start with the person 2. Create trust, transparency and control 3. Design the whole experience 4. Give people new abilities through their personal data 5. Address both functional and emotional needs
  • 30. |  Personal Data Economy |  Itnig Fridays, 20 September 2013  @ClaroPartners     Social Internet of Things Data Interfaces Self-tracking Predictions Crowd Data Identity Access Management Others Recommendation / Discovery Local Discovery (things) Identity Measurement The Personal Data Economy landscape: examples of people-centric services Interface to your bank, helping to make better financial decisions New Interfaces for Existing Data (aggregated) Mobile data based tool for health predictions Predictions (For individuals) Data locker for users to control access to their data Data Lockers Bracelet for tracking health behaviours and indicators Self-Tracking (Health)
  • 31. Get involved with us in building the personal data economy! q Presentation on slideshare.net/claropartners q Point of view paper q Business landscape: preview q Workshop or project q Accelerator focused on Smart Data & Internet of Things. Looking for corporate partners, investors and mentors Thank you! Elisabeth Leegwater @claropartners lis@claropartners.com