This document discusses trust in consumer markets and opportunities around building trust. It presents a formula for trust (T) as being a function of willingness to pay (w), level of trust (L), data volume/sharing (s), and monetization of data through third parties (Δs). It notes that while direct revenues from data protection are low, platforms can indirectly benefit. However, most current strategies focus on increasing exclusive data sharing through proprietary systems rather than cooperation, with limited investments in data protection. The document questions where real opportunities around trust may lie beyond current approaches.

1. TRUST AS AN OPPORTUNITY
IDATE Insight
Vincent Bonneau, Director of Innovation Business Unit, IDATE DigiWorld
17 November 2016

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(Simplified) Takeaway for Consumer Markets
T = wL/s + ∆s

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Takeaway : 2-sided markets
T = wL/s + ∆s
B2C B2B2C
T = Trust
s = data volume/sharing

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Who do you trust? (B2C 1/2)
(L = Level of trust)
The more you share, the less you trust ?
Privacy paradox
Circle of Trust
You

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(w = willingness to pay)
A question of money (B2C 2/2)
Direct potential revenues for
protection are low
Indirect revenues are often
limited
The platform effect

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(∆ = monetization of data through third parties)
An Inconvenient Truth Trust (B2B2C)
Ad networks and
targeting
Intermediary for third
parties
Aggregated data insights

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Where is the opportunity around trust?
T = wL/s + ∆s
Most of the strategies target the increase of exclusive data sharing
 Internal reputation systems
 Proprietary data technologies and formats
?
 Investments in data protection
 Limited cooperation with authorities

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TRUST (as in confidence)
Implications of Trust-based Economy
?
TRUST (as in competition)