Data will be a commodity and be used for trading

1. GDPR, Data ownershipand Virtual Data
Ownership andthePlatform ad model

2. How did we get to GDPR

3. Wegot to GDPR froma set ofprinciples outlined below
Collection Limitation Principle
There should be limits to the collection of personal data, data should beobtained by lawful and fair means, and where
appropriate, with the knowledge orconsent of the data subject.
Data Quality Principle
Personal data should berelevant to the purposes for which they are to beused, and, to the extent necessary for those
purposes, should beaccurate,complete and keptup-to-date.
PurposeSpecification Principle
Thepurpose for the collection of data should bespecified at the time of collection and data should not beused for
anything otherthan its original intention without again notifying the data subject.

4. UseLimitation Principle
Personal data should notbeused for purposes outside of the original intended and specified purpose, except with the
consent of the data subject orthe authority of the law.
SecuritySafeguardsPrinciple
Personal data should beprotected by reasonable security safeguards against such risks as loss or unauthorised access,
destruction, use, modification ordisclosure of data.
OpennessPrinciple
There should be a general policy of openness about developments, practices and policies with respect to personal data.
Individuals should have easy accessto information about their personal data, who is holding it, and what they are
using it for.

5. Individual Participation Principle
An individual should have the right to know if a controller has data about him/herand to have access to that data in an
intelligible form for a charge,if any, that is notexcessive. An individual should also have the right to challenge a
controller for refusing to grant access to his/her data, as well as challenging the accuracy of the data. Should such data
befound to beinaccurate, the data should beerased orrectified.
Accountability Principle
Data controllers should beaccountable for complying with the measures detailed above.

6. Data Ownership

7. Data Ownership
Data Ownership is a principle about owning data. It is about owning data as it pertains to me or is generated by me
about myself orgoods I own.
1. It is about me as a person andor about goods owned by me.So while a tooth brush is my personal belonging
because I have paid and brought it. So while I haveentitlement to the goods I own, I also have entitlement to the
data about those goods. So if I own a television, I also have entitlement to that particular television and if I can
name it uniquely, I have entitlement to that name of the television.
2. Thetelevision name canbe used in the context of a business process I use, like a goods repair process or a sale
process.
3. Data ownership about me or my goods may not bephysical as I could use it in the context of a process and when
I representdata in that non virtual context, we comeup with the conceptof Virtual Data Ownership.
Think about all data about you, your name, your age, your incomeand the goods you own, whoowns this data. Since
it pertains to you, you own this data.

8. Any product will be IOT but some ..Q
TRAIN
MOTORCYCLECAR
BOAT
DOGCAMERA
MOBILE
PRINTER
WASHING
MACHINE
FRIDGESUBSCRIBE
TO DATA
IN AN OPEN
API
COMMUNICATES
DIRECTLY THROUGH
HMI
MOBILITY
WHIRLPOOL
LG
ELECTROLUX
TOYOTA, BMW
NIKON,MINOLTA
THEM
YOU
THEM
THEM

9. Your Mobile identity and you are merging
YOUR
COMMUNICATION
DEVICE
YOUR IDENTITY
YOUR IDENTITY
YOUR MOBILE
IDENTITY
YOUR IDENTITY
YOUR MOBILE
IDENTITY
YOUR LOCATION
YOUR MOBILES
LOCATION
Your Location as
well is merging
Location
Mobile Identity
Connectivity
1980s
2000s
Your Data

10. Location
Mobile Identity/Identity
Connectivity
Your Data

11. Will it be My Circle ? My Identity?
My Login? OR Communication
Channels for IOT
Your or Their Login?
Fine..
But what does it
mean in practice.
100 Apps and
logins?
My Circle
Their Circle
But what does IOT
mean and I buying
a service mean?
Have I brought or
leased?
If brought, have I
brought
maintainence?
Who has my data?
And do I control it.
And if I do not control it.
What do they use it for?
Their Circle Their App?
Their Login?
WHO OWNS MY DATA, HAVE I AUTHORISED IT
WHAT IS THE PURPOSE MY DATA IS USED FOR
IS THAT DATA MONETISED BY SOMEONE

12. Suppose I buy a BMW Car and use it for daily travel, and is IOT enabled. I and my son also owns a fit bit
HOME
OFFICE
LIBRARYFACTORY
BMW
AN EXAMPLE
How fast I drive or till what time I drive. Do they share this data with someone else like an Insurance company.
If I own it the first question is have I given them permission to use data about my car and myself related to aspects of the car.
What is the data being collected? And what is the service they provide in return.
Or do they sell If it as service for upkeep of the Car only data required for upkeep of the car to be given to BMW. Which
means no location But what about the miles
Do they charge me for that or is it a free service like google and they monetise the data.
Who owns that data
SCHOOL
BMW
20 kms
10 kms
2 kms
The first question is, do I own the Car or is it leased it to me for a service? If I own the Car, do I own the Data also since I own
the car physically and logically I should own the Data. If it is leased, is the data about the car or is it linked to me.
Fit bit also can corroborate the same data about location which the BMW gave, do both collaborate on data and marketing

13. THE KEY QUESTION IS WHO OWNS MY DATA, HAS ACCESS AND MONETISES IT
We also come to two key issues for IOT, the first is managing the different IOT devices which I have and their data feed to me.
If the business model centered around me or if it is centered around the companies who give me IOT devices?
It has to be centered around me. Since I cannot have to remember different logins and passwords. My life should be made
easier, by centering it around me.
The second issue is who owns that data generated by my IOT device, what is the value delivered to me, who monetizes that
data, am I in control of the data.
Generator
of Data
Consumer
of Data
The ownership of Data
should lie with the
Generator of Data and in
case it is not a physical
entity, it should like with
the organization which
owns the entity. This
decides where the Data
should flow to.
SECURITY
COMPANY
TRAIN OPERATOR
HOME
ALARM

14. WE NOW COME TO THE ISSUE OF VIRTUAL OWNERSHIP WHICH SOLVES THE DATA ISSUE
When the Internet started we had a way to send data to prosects much more efficiently, so the first stage involved giving
people data about the products, services, which were all physical and with a real physical form. Physical trading was the way
the world and business around the world was carried out for thousands of years. We brought physical goods, food, goods etc
OFFICE
FACTORY
GIVE
INFORMATION
TO
DO BUSINESS
But then there was business to be done on information, and the news papers are a testament to the idea of doing business on
information. It was old school and the flow of information was much slower, horse riders , telegraphs, telephones and now
internet. This meant the trajectory of information flow became faster and faster with each paradigm.
Business models evolved around how information was got and how it was monetized. But while the information flow got faster
and new information flow like ebooks, egames evolved the structure of information flow got skewed with business models like
facebook or linkedin where they offered one value to the customers and they got data for free and monetized it.
FB, GOOGLE, LINKEDIN
YOUTUBE
APP MODEL
CLOSED REVENUE LOOPS
PART OPEN REVENUE LOOPS
GET
INFORMATION
TO
DO BUSINESS

15. A note on Value and Dataas a currency of exchange
The conceptof Valuesignifies howdata is traded and exchangedfor Value.
A subset is the advertising revenuemodel which is companies paying to get their word ahead.
A personhas a limited set of resources, time, money friends, health etc and the economy of any company will neverbe
greaterthan the sum ofall value adds.
Moneys a matter of functions four, a medium, a measure, a standard, a store

16. There is always an upper limit on value inthe
economy or “GDP”.
He or she or it …..
Shops goods, grocery, medicines…
……………….All what a person spends
Adds to the value or GDP.
Some of it is savings and summing all
large Vertical businesses like finance
banks, Insurance, retail,
Manufacturing, transportation, ….
Watch Ray Dalios how the economy works
https://www.youtube.com/watch?v=PHe0bXAIuk0
Sometimes negative value is created for
An individual like having ample quantities
of processed food results in heart diseases
for a large Population. Which is good
money for Hospitals and the processed
food Companies, but is not a healthy
Lifestyle for that individual.

17. Value Platform
for some value,
Can be search
like Google or
Friendship like
Facebook or
communication
like Skype or
Whatsapp
Revenue Flow
What is the model for advertisement
The Value a platform derives from the user The perceived value a user derives from the platform
Friends on facebook or search on google
Digital
footprint
You are the product

18. The cost of connectivity globally is lower
than the price of his Data footprint
$>$ $$
Digital
footprint
Which implies free connectivity in exchange for your data

19. A platform is a value and data exchange
Value Exchange
of some sort
Digital
footprint
My Id
APIs
The Value a platform derives from the user
The Value an advertiser derives from the platform
Facebook Friends Value
Google search Value
Youtube publicity Value
Twitter publicity Value
Linkedin Career Value Skype Free Talk Value
Whatsapp Comm Value
The Value an activist derives from the platform
Advertisers
Platform
Owners
Activist Drawn to Platform
for some Value
Some one needs to Pay
Either with Money or Data
in exchange for valueSeller Side Buyer Side

20. Can this ad model be disrupted?
Value Platform
for some value,
Can be search
like Google or
Friendship like
Facebook or
communication
like Skype or
Whatsapp
Part
Revenue Flow
To customer
Friends on facebook or search on google
Digital
footprint
You are the product
Money Flow
Data Flow
Male 46 years staying in Central London
My Id
APIs
To a data
service I
consume
The Value a platform derives from the user The perceived value a user derives from the platform
Advertisers
The Value an advertiser derives from the platform

21. Thank you
info@geoown.com