1.- Cross-service data dashboard, lowers transaction costs and reduces information asymmetries, enhances individual agency, empowerment 2. Important function as a data flow switchboard in particular for data continuously connected from the IoT; the 3. It is not only about empowering the consumer, it is about enabling competition and innovation: Business will more likely trigger the exchanges. 4. Better point of integration with potential of having novel cross-data services; personal data clouds are the best way to integrating data about one and the same person 5. Interoperability, data normalisation services 6. Privacy-preserving tool: You can extract more insights locally in the personal data cloud. 7. Outsourcing storage; fine grained portability, but who bears the storage costs?