From data-centric to people-centric perspective From privacy discussion to understanding how to deliver trust, transparency, control and benefit Introduce our toolkit to create people-centric services enabled by personal data

1. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Five misconceptions about personal data
NewCo- Barcelona, 28 Oct 2015
Aldo
de
Jong,
Co-­‐Founder
Startupbootcamp
IoT
&
Data
and
Claro
Partners

2. |
Personal Data Economy
@sbciot_data
@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
@sbciot_data
#personaldata

3. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Navigating disruptive change
Claro helps
corporations and
startups to navigate
disruptive shifts in
society and business

4. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Mercè
Spain
Interna5onal,
inter-­‐disciplinary
team
25
problem-­‐solvers
and
innovators
with
backgrounds
in:
• Social
science,
anthropology,
design
research
• Service,
interacGon,
and
product
design
• Business
strategy
and
markeGng
Jiri
Belgium
Gunes
Turkey
Megan
UK
Mandy
Lebanon
Elisabeth
Netherlands
Michael
USA
Aldo
Netherlands
Rich
USA
Abby
USA

5. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Shape
Refine
idea
Build
Beta
launch
Sell
Early
adopGon
Demo
Day
Startupbootcamp
is
the
best
European
intensive
accelerator
program
helping
startups
to
refine
their
idea,
build
it
and
raise
funding
10
teams
selected
out
of
250
enter
3-­‐month
programme

6. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Delivering
business
innova5on
and
service
design
in
the
context
of
disrup5ve
shiOs
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

7. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities
Image:
peGlipois
|
Flickr

8. |
Personal Data Economy
@sbciot_data
@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

9. |
Personal Data Economy
@sbciot_data
@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

10. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Five misconceptions about personal data

11. MISCONCEPTION #1
Personal data is
the new oil
Image:
UC
Bluenoser
|
Flickr

12. REALITY:
My personal data is
most valuable to me!
Image:
Foursquare

13. REALITY:
My personal data is
most valuable to me!
Image:
Foursquare

14. MISCONCEPTION #2
Personal data
is all about privacy
Image:
tsallam
|
Flickr

15. REALITY:
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency
Image:
tsallam
|
Flickr

16. |
Personal Data Economy
@sbciot_data
@ClaroPartners
REALITY:
People want to benefit
from their data
Image:
tsallam
|
Flickr

17. MISCONCEPTION #3
The value of
personal data is
in its sale
Image:
shuUerstock

18. REALITY:
The personal data
economy is an
experience economy

19. |
Personal Data Economy
@sbciot_data
@ClaroPartners
REALITY:
The personal data
economy is an
experience economy

20. MISCONCEPTION #4
Personal data is
for data scientists

21. REALITY:
Personal data
empowers people
Image:
Fitbit

22. |
Personal Data Economy
@sbciot_data
@ClaroPartners
REALITY:
Personal data
empowers people
Image:
Fitbit

23. Image:
Visualparadox
MISCONCEPTION #5
Personal data
is big data

24. REALITY:
The personal data
economy is small data
Image:
iStock

25. |
Personal Data Economy
@sbciot_data
@ClaroPartners
REALITY:
The personal data
economy is small data
Image:
iStock

26. |
Personal Data Economy
@sbciot_data
@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

27. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Data-centric
view
People-centric
view

28. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access
Management
Recommendation / Discovery
Local business
review and discovery
game
Local
Discovery
(things)
Proximity based
social discovery
service
Proximity Based
Connections
(aggregated)
Interface to your
bank, helping to
make better financial
decisions
New Interfaces
for Existing Data
(aggregated)
Bracelet for tracking
health behaviours
and indicators
Self-Tracking
(Health)
Mobile data based
tool for health
predictions
Predictions
(For individuals)
Data Enhanced
P2P patient support
platform
Crowd-
Generated Data
P2P vouching
service overlaying
social networks
Identity
Measurement
Data locker for users
to control access to
their data
Data Lockers
The Personal Data Economy landscape
Real-time data
aggregation platform
for Internet of Things
Internet of Things
Platforms
Preview
login
at
claropartners.com
Username:
Claro-­‐guest-­‐pde
Password:
pdepreview

29. |
Personal Data Economy
@sbciot_data
@ClaroPartners
How can YOU identify opportunities to
create commercial, customer-centric
offerings in the personal data economy?

30. |
Personal Data Economy
@sbciot_data
@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
6. Determine your role and partners to deliver the experience
Six principles to develop customer-centric data service concepts

31. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Personal Data
Experience Model
Personal Data Landscape
People-centric Insights Data Value Staircase
Personal Data
Opportunity Framework
Toolkit to create customer-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

32. |
Personal Data Economy
@sbciot_data
@ClaroPartners
1 | Start with the person, not the data
Think about your user,
what value could you
offer based on their
data?

33. |
Personal Data Economy
@sbciot_data
@ClaroPartners
• Filter
• Curate
• Recommend
• Visualise
• Synthesise
• Predict
• Automate
STRATEGIES FOR
INCREASING VALUE
2 | Enable people to do things they’ve never been able to before
How can data provide higher
value to users in clear and
recognizable ways?

34. |
Personal Data Economy
@sbciot_data
@ClaroPartners
How does an offering
change when placed in
different opportunity
spaces?
3 | Address both functional and emotional needs

35. 4 | Think beyond privacy. Create trust, transparency and control
Define how you will foster
trust, transparency and
control within the service –
to deliver the benefit to users.
How to do this is dependent
on the opportunity space.

36. 5 | Design the whole experience
Design the whole
experience, guided by the
principles for developing
customer-centric services
around personal data.

37. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Generate
Add-on
Pass-on
6 | Define your role in the personal data ecosystem
Very few companies play
all of these roles, but many
play a combination.
What roles will you play?
Who will you partner with
to deliver the experience?

38. |
Personal Data Economy
@sbciot_data
@ClaroPartners
Impressions
from
previous
Data
Service
Jams
Working
with
startups
of
Startupbootcamp
Amsterdam
Working
with
UX
team
of
TomTom
PresentaGon
by
team
composed
of
Chief
Privacy
Officer
of
Vodafone
Group,
Head
of
UX
of
Telefonica,
a
developer
and
an
MBA
student,
at
4YFN
/
MWC
Mixed
team
working
out
concepts
at
4YFN
/
MWC

39. |
Personal Data Economy
@sbciot_data
@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

40. |
Personal Data Economy
@sbciot_data
@ClaroPartners
How can you identify opportunities to
create people-centric offerings in the
personal data economy?

41. |
Personal Data Economy
@sbciot_data
@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

42. Get involved with us in building the personal data economy!
q Presentation on slideshare.net/claropartners
q Request point of view paper pov@claropartners.com
q Business landscape: preview
q Workshop, project or Data Service Jam
q Startupbootcamp Internet of Things & Data
Looking for startups, corporate partners, investors and mentors
Thank you!
Aldo de Jong
@claropartners / @sbciot_data
aldo@claropartners.com / aldo@startupbootcamp.org