1 / 10

BEYOND CONSULTING | EXCELLENCE IN EXECUTION

Will privacy laws kill marketing ? How to navigate through the privacy cliffs to the data treasure trove. European Telco Summit | Brussels , 1 April 2014 . KIMON ZORBAS. BEYOND CONSULTING | EXCELLENCE IN EXECUTION. Privacy – Business relevance ?. Source:

affrica
Download Presentation

BEYOND CONSULTING | EXCELLENCE IN EXECUTION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Will privacylawskill marketing? How to navigatethrough the privacycliffs to the data treasuretrove European TelcoSummit| Brussels, 1 April 2014 KIMON ZORBAS BEYOND CONSULTING |EXCELLENCE IN EXECUTION

  2. Privacy – Business relevance? Source: BCG Global Consumer Sentiment Survey 2013 BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  3. Privacy – Business relevance? You have to deal with privacy – in yourowninterest • “Privacy concerns must be addressed—and giving consumers control can help … • Our analytics leaders were unanimous in their view that placing more control of information in the hands of consumers, along with building their trust, is the right path forward.” Source: McKinseyQuarterlyInsights & Publications, March 2014, “Views from the front lines of the data analytics revolution” BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  4. Privacy – toocomplex to deal with? Privacy laws are incoherent across EU /EEA and full of pitfalls • Why are companies scared, lost, confused? • Legal framework: • E-Privacy Directive (for telecommunication-related privacy) • ”Cookies-Directive” (=E-Privacy Directive; for cookies-related data processing) • General Data-Protection Directive (for other data processing) • Other issues: ”Personal Data”, ”Anonymous Data”, ”Prior Consent”, ”Explicit Consent”, ”Opt-out”, ”Traffic Data”, ”Location Data” Key legislation: E-Privacy Directive (2002/58) ”General” Data Protection Directive (95/46/EC) BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  5. Too complex - I stay out of it! • Why would you? • You have a privileged relationship (you know your clients!) • The law was made for you (somehow…) • Others already are ”stealing” your data (apps & co) • You have really good data! • Really? • Do you really want to stay out of it? • Do you have a choice? • Don’t you want to monetise the trust you have? BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  6. Privacy – simplified Privacy laws have a common source – EU / EEA laws • It’s not as complex – if you do it right • Anonymous data vs. personal data • Consent not always needed – actually not at all, if you get it right • But think beyond legal compliance – engagement model • Access to stored data by clients • Data management • Opt-out BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  7. In practice Fewexamples • Telefonica & Smart Steps – in Germany… • (Germany – anyway the troublemaker?) • Cooperation with Data Protection Authorities • Netherlands – TomTom case Telefonica, Smart Steps: anonymised & aggregated mobile network data for retail, transport etc. TomTom: Location based data and map reports: anonymised & aggregated location data BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  8. Privacy – the crystalball Privacy laws are reviewed right now • ”General” Data Protection Directive (95/46/EC) now Regulation • Adoption stalled (Germany and UK) • Not to enter into law before 2017 • What will it bring (speculations)? • Stricter provisions • Extension of personal data definition • Pseudonymous data – anonymous to become pseudonymous • Profiling provisions (whatever that is…) • Take away: • Telecom already subject to stricter laws today • Current model not jeopardised by proposals BEYOND CONSULTING | EXCELLENCE IN EXECUTION

  9. Data Use & Privacy – Take-Away • Mobile data is really valuable – but only if you use it! • Mobile data can be used – see examples • Clients‘ acceptance is key – and increasing • Ideally you move to an engagement model BEYOND CONSULTING |EXCELLENCE IN EXECUTION

  10. THANK YOU FOR YOUR ATTENTION KIMON ZORBAS kimon@dbcg.eu BEYOND CONSULTING |EXCELLENCE IN EXECUTION

More Related