1. ASML – JÄSENMUISTIO
SPEAKER’S CORNER
A SYSTEM ERROR IN THE
HEART OF EU DATA
PROTECTION REGULATION
EU is currently regulating data protection like
never before.
A reform is surely needed.
There’s a lot of enthusiasm.
But are the basics in place?
DMA FINLAND – Asiakkuusmarkkinointiliitto, ASML

2. Ladies and Gentlemen!
At this very moment, the EU is working hard on a
data protection regulation that is to be brought into It is understandable and justified that issues like
force as such in all EU states. collecting useless data and accumulation of
unnecessary data reserves are discussed while a
new data protection regulation is being worked on.
If we can have 5
minutes of your time, we’ll deliver
some ideas you about the conceptual core of that EU Yes.
reform. Many things can be and must be
improved. In information,
The proposal for an EU data protection regulation is
based on a few strong core ideas. One of these is transparency, data security etc.
minimizing the amount of data to be dealt with.
Around these thoughts, there’s also a strong opinion We hear news about cases in which mobile
that those core ideas of the EU regulation are wrong applications ”leak” information, social media don’t
in many respects, or at least too simplistic. And let’s reveal the use and delivery of gathered information
see why. etc. There’s a strong need for better information and
transparency. Useless data should not be collected
and privacy should be protected.
As an initial idea, minimizing of data
may seem like a good starting point.
But let’s see what it’s really all about.
DMA FINLAND – Asiakkuusmarkkinointiliitto, ASML | www.asml.fi | @asiakkuus

3. What is data from customers,
consumers, users and taxpayers used
for in practice?
For services and trade. For business and marketing A clever shopkeeper or doctor offering customers
in connection with these, and also for optimizing excellent service
selections, service structures, a number of details,
and for many other things. Data and the customer • remembers and makes use of all previous
understanding to be drawn from the data are the meetings, their nuances, the customer’s character
new black of business. And they are the core not as well as emotional, functional and technical
only of business, but also of public services. At details in the overall situation.
least they ought to be. • prepares himself for any service meeting by
making use of all he knows about the meeting
What happens at service meetings, • recalls history and gets ready to meet his
customer
what is good service made up of? • makes use of all he learns during the meeting:
tones, contents, pauses, references, etc.
Service is about a relationship and a dialogue • clarifies, specifies and focuses his communication
connected with it. Discussion and understanding. In and measures while making use of old, fresh and
the past and even today, the shopkeeper and the new information
local doctor are met eye to eye, face to face. • makes use of the information he just received in
his measures and in his understanding of the
When an old-time village shopkeeper or local doctor person’s requirements to improve his service at
serves a customer with elegance and dedication, later meetings.
data is exchanged. Lots of data.
DMA FINLAND – Asiakkuusmarkkinointiliitto, ASML | www.asml.fi | @asiakkuus

4. So let the digital service environment, public as well
What happened in that example? as private, get a good share of data.
Data was used maximally. Safely, but maximally.
Maximizing – not minimizing – of data Maximal use of data is the basic
is the starting point and the thing that requirement for understanding.
good service is made up of. The basic requirement for genuine
meeting and good service.
When people meet and talk, their brains act like data
intensive machines – in fact, they are just that – Ladies and Gentlemen! Thank you for these 5
efficient and emotional data intensive neuronets. minutes. Let’s understand each other. Let’s
understand what is being regulated. Let’s understand
According to brain research, the human brain uses these things maximally.
and examines maximally real-time and previous data
from all kinds of signals from the other person: Ps. Everyone sure realised that this text do not handle widely
gestures, expressions, words, glances, postures, discussed 3rd party data issues.
pauses, high speed, low speed.
Text was inspired by:
Human Face of Big Data, humanfaceofbigdata.com
Why should the starting point in a digital service Sheena Iyengar; Art of Choosing
environment be minimizing of data? Marco Iacoboni; Mirroring People
It shouldn’t. And it shouldn’t in the EU regulation Last but least: Draft EU Data Protection Regulation
concerning data protection.
DMA FINLAND – Asiakkuusmarkkinointiliitto, ASML | www.asml.fi | @asiakkuus