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Janet A. Jaiswal, Mobile Product Management
Joanne Furtsch, Privacy Policy Architect
TRUSTe
October 28, 2010
Bringing Conf...
Speakers
Janet A. Jaiswal, Director of Enterprise BU at TRUSTe
As the General Manager of the Enterprise Business Unit at T...
• Mobile Industry Background
• Key risks w/ mobile expansion
• TRUSTe’ mobile certification program for privacy
• Mobile R...
The smartphone market has entered a new phase
1
6
5
4
3
2
6 Trends Shaping the App Market in 2010
Increased absolute marke...
The mobile apps vs. mobile web battle continues
80% of companies were planning or had already
deployed a mobile website.
8...
Mobile usage and mobile commerce is
experiencing tremendous growth
On any given day, 57.8 million Americans
consumers access the web via mobile devices.
82% of adults are cell phone users &...
15% of consumers have made purchases with a
mobile device.
-AT&T’s Sterling Commerce & Demandware, Inc
US mobile commerce sales will be $2.4 Billion in
2010 (100% growth YOY) and $119 Billion by 2015
(total ecommerce in the U...
Mobile retail continues to grow and early
adopters are already reaping rewards
40% percent of global subscribers are predicted
to pay for physical and digital goods by 2014
with the mobile phone.
-Juni...
530 million users browsed the mobile web on
their handset in 2006.
1 Billion are expected to browse the mobile
web by 2015...
Mobile retail continues to grow and early
adopters are already reaping rewards
Percent of cell phone users who used a map or
other service that used location data: 26 percent
-Wireless Week
Percent of iPhone owners who use location
services at least 1/week: 63 percent
-Mobile Marketing Association
Amount of money estimated to be spent by
businesses on
location-based advertising campaigns in 2015:
$1.8 Billion
Privacy Concerns with Mobile
Despite its popularity & growth there
are some concerns
66% of US consumers are not comfortable with
using their mobile device for financial transactions.
– KMPG (2009)
55% of Smartphone users fear loss of privacy
through mobile apps w/ geo-location services.
-Webroot (Jul. ‘10)
52% of mobile users are “very or extremely
concerned” about loss of privacy from using
location-aware mobile apps.
-Poynte...
71% of consumers look for trust seals before doing
business online.
-Yankee Group (Feb’09)
Mobile privacy issues
• Exploding mobile
application use
• High consumer privacy
concerns
• Unique privacy issues:
– Use o...
Recent privacy breaches
1 Study by Eric Smith, Asst. Director of Info. Security & Networking at Bucknell University in Lew...
Recent privacy breaches
1 Study by Eric Smith, Asst. Director of Info. Security & Networking at Bucknell University in Lew...
Another privacy breach: Facebook & 3rd party apps
What happened?
October 18th, The Wall Street Journal found that many of ...
Example of a privacy issue: Use of geo-location
• Many mobile devices sold today are capable of
pinpointing users within 3...
Example best practices
 Provide users with transparency and remain accountable
– Use clear messaging re: use of location ...
Mobile App and Mobile Web
Certification for Privacy
• Extension of TRUSTe’s Privacy Certification
for Mobile Web and Mobile Applications
– Offers consumers the same privacy
c...
• All key platforms are supported
• Certification Deliverables:
– Mobile App and/or Mobile Web Certification
– Short Notic...
Mobile Certification Benefits
• Business value proposition
– Address consumer privacy concerns
– Convey privacy commitment...
Key Element: New Layered Short Privacy Notice
• User Benefits
– Improves transparency
– Icons for increased
understanding ...
Form-Factor Optimized Dispute Resolution
CERTIFICATION
VALIDATION PAGE
DISPUTE RESOLUTION PAGE
FOR CONSUMERS TO
PROVIDE FE...
Client Examples
Client Example #1: Yelp iPhone App
SETTINGS SCREEN
CERTIFICATION
VALIDATION PAGE
PRIVACY POLICY
SUMMARY PRIVACY
POLICY PAG...
Client Example #2: Thumbspeak’s iPhone App
APP HOME SCREEN ABOUT SECTION
SHORT NOTICE
PRIVACY POLICY
CERTIFICATION
VALIDAT...
Select mobile privacy program clients
Key Takeaways
• More and more users are becoming mobile: Demand for a mobile
presence will become more and more critical t...
Why TRUSTe’s Mobile Privacy Certification Program?
Privacy Expertise
Only Mobile privacy
certification provider
100% priva...
Special Offer for Today’s Webinar Attendees
• 10% discount for anyone that
signs up for a Mobile App or
Mobile Web certifi...
• Interactive short notice demo & mobile program information:
www.Truste.com/Mobile
• White Papers: Mobile Privacy and Loc...
Questions and Answers
Don’t forget to fill out the survey
Janet A. Jaiswal
Director & Mobile Product Manager
jjaiswal@trus...
Thank You!
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Getting users to trust your Mobile Apps and Mobile Web sites

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-mobile market overview
-user concerns including privacy with mobile apps and mobile web sites
-strategies to address user concerns.

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Getting users to trust your Mobile Apps and Mobile Web sites

  1. 1. Janet A. Jaiswal, Mobile Product Management Joanne Furtsch, Privacy Policy Architect TRUSTe October 28, 2010 Bringing Confidence to Mobile TRUSTe Mobile Privacy Certification
  2. 2. Speakers Janet A. Jaiswal, Director of Enterprise BU at TRUSTe As the General Manager of the Enterprise Business Unit at TRUSTe, Janet has responsibility for the Mobile Privacy Certification program. She possesses more than a decade of experience building products in the eCommerce and Internet space that specifically increase the trust and safety of its users. Her industry knowledge was formed from previous positions held at eBay, Scient and PayPal where she was responsible for protecting more than 110 million users worldwide. In addition to her numerous publications, Janet blogs regularly on privacy and its rapidly growing impact in the area of mobility. Follow Janet at @JJaiswal_Mobile Joanne Furtsch, Policy & Product Architect at TRUSTe Joanne is a proven expert in online privacy practices, COPPA and European Union Safe Harbor compliance. She has helped build standards for many of TRUSTe’ certification programs. Joanne has also served on the Advisory Committee to develop the Recommended Practices on California Information-Sharing Disclosures and Privacy Policy Statements for the California Office of Privacy Protection. She is CIPP and CIPP/C certified.
  3. 3. • Mobile Industry Background • Key risks w/ mobile expansion • TRUSTe’ mobile certification program for privacy • Mobile Resources • Questions & Answers • Copy of this presentation will be made available • Special offer for webinar attendees only at the end Agenda
  4. 4. The smartphone market has entered a new phase 1 6 5 4 3 2 6 Trends Shaping the App Market in 2010 Increased absolute market growth Companies are getting there Smartphone shipments remain key market driver Omnipresence of Android Apple’s competitors increased market share Slow down of price decline Source: research2guidance global developer survey
  5. 5. The mobile apps vs. mobile web battle continues 80% of companies were planning or had already deployed a mobile website. 8% of respondents were interested in applications. -Adobe’s “Scene7 Rich Mobile Commerce Survey” Jul. ‘10 Apple’s iTunes Store has approx. 300,000 apps Google’s Android marketplace has approx. 100,000 apps 2009 (full year) 2010 (1H) App Market Revenue $1.7 B US $2.2 B US No. of Apps Downloaded 3.1 B 3.9 B Source: Research2guidance
  6. 6. Mobile usage and mobile commerce is experiencing tremendous growth
  7. 7. On any given day, 57.8 million Americans consumers access the web via mobile devices. 82% of adults are cell phone users & 35% of US adults with cell phones have apps. -The Pew Internet Project Survey (Feb’10)
  8. 8. 15% of consumers have made purchases with a mobile device. -AT&T’s Sterling Commerce & Demandware, Inc
  9. 9. US mobile commerce sales will be $2.4 Billion in 2010 (100% growth YOY) and $119 Billion by 2015 (total ecommerce in the US in 2010 is $132 Billion) -ABI Research
  10. 10. Mobile retail continues to grow and early adopters are already reaping rewards
  11. 11. 40% percent of global subscribers are predicted to pay for physical and digital goods by 2014 with the mobile phone. -Juniper Research
  12. 12. 530 million users browsed the mobile web on their handset in 2006. 1 Billion are expected to browse the mobile web by 2015. -Strategy Analytics
  13. 13. Mobile retail continues to grow and early adopters are already reaping rewards
  14. 14. Percent of cell phone users who used a map or other service that used location data: 26 percent -Wireless Week
  15. 15. Percent of iPhone owners who use location services at least 1/week: 63 percent -Mobile Marketing Association
  16. 16. Amount of money estimated to be spent by businesses on location-based advertising campaigns in 2015: $1.8 Billion
  17. 17. Privacy Concerns with Mobile
  18. 18. Despite its popularity & growth there are some concerns
  19. 19. 66% of US consumers are not comfortable with using their mobile device for financial transactions. – KMPG (2009)
  20. 20. 55% of Smartphone users fear loss of privacy through mobile apps w/ geo-location services. -Webroot (Jul. ‘10)
  21. 21. 52% of mobile users are “very or extremely concerned” about loss of privacy from using location-aware mobile apps. -Poynter Online (Jul. ’10)
  22. 22. 71% of consumers look for trust seals before doing business online. -Yankee Group (Feb’09)
  23. 23. Mobile privacy issues • Exploding mobile application use • High consumer privacy concerns • Unique privacy issues: – Use of geo-location technology – High potential for intrusive marketing (think geo-location + advertising) – Increasing “Social” experience – Sensitive data is highly “mobile” – Extends internet privacy concerns on advertising and analytics • Form factor constraints typical presentation of privacy policy and choices 8% 44% 69% 73% 0% 50% 100% I have no data privacy/security concern Receiving unsolicited promotional material The potential for credit card information to be intercepted by an unauthorized party The threat of unauthorized parties accessing PII When using a mobile device, which of the following concerns do you have about data privacy/security? Source: KPMG Mobile Banking Survey 2009. Scope: Global, 4190 mobile device users
  24. 24. Recent privacy breaches 1 Study by Eric Smith, Asst. Director of Info. Security & Networking at Bucknell University in Lewisburg, PA, Oct 1, 2010 2 TaintDroid study by researchers from Duke University, Penn State University, and Intel Labs on September 30, 2010 iPhone Apps Sending Out Devices' Serial Numbers, Log-In ID 1 A study of 57 of the most popular iPhone apps found that 68% transmitted the devices' unique serial numbers to remote servers owned by either the developer or an advertiser. Furthermore, many applications -- including Amazon, Facebook and Twitter -- also collected users' log-in data.
  25. 25. Recent privacy breaches 1 Study by Eric Smith, Asst. Director of Info. Security & Networking at Bucknell University in Lewisburg, PA, Oct 1, 2010 2 TaintDroid study by researchers from Duke University, Penn State University, and Intel Labs on September 30, 2010 Some Android apps were caught covertly sending GPS data to advertisers 2 • A study tested 30 popular free Android applications and found that half were sending private information to advertising servers, including the user's location and phone number. • In some cases, the apps were relaying GPS coordinates to remote advertising network servers as frequently as every 30 seconds, even when not displaying advertisements.
  26. 26. Another privacy breach: Facebook & 3rd party apps What happened? October 18th, The Wall Street Journal found that many of the most popular applications, or "apps," on Facebook have been transmitting identifying information—providing access to people's names and, in some cases, their friends' names—to dozens of advertising and Internet tracking companies” Who was involved? • The Journal examined the 10 most popular apps on Facebook include Zynga’s FarmVille, Texas HoldEm Poker and FrontierVille. • Three of the top 10 apps also have been transmitting personal information about a user's friends to outside companies. • In all, 12 companies were involved in the most recent shut down • 10s of millions of users were affected What was the result? •LOLapps Media Inc. was shut down suddenly and unexpectedly by Facebook as the Journal found them to be transmitting user IDs. •Facebook made several other apps unavailable.
  27. 27. Example of a privacy issue: Use of geo-location • Many mobile devices sold today are capable of pinpointing users within 30 feet of their actual location. Location-aware apps can: – Bring discounts and promotions directly to users at the point of purchase – Provide valuable, real-time data about customer preferences. – Help Marketers to target offers and advertisements through increased relevance, accuracy, and timeliness. • Company benefits: This data, in aggregate, is used to provide data on key market trends, or integrated into a customer profile to provide a more personalized experience. • Consumer benefits: Gains access to information that can be instantly relevant to a purchasing decision including location- specific discounts and services
  28. 28. Example best practices  Provide users with transparency and remain accountable – Use clear messaging re: use of location data – Secure this data through encryption etc. – Ensure adequate consumer redress mechanisms for those who want to remove their location data  Provide users with choice (i.e. ask users permission to use their location information before you collect it) – Meaningful choice is when consumers understand the implications of sharing their data.  Have a privacy trust mark– Users will reward companies who make strong commitments to their privacy – Users recognize established trust marks (like TRUSTe) means a company has undergone rigorous vetting by an independent 3rd party Trust # of downloads # of registrations # and purchase amount
  29. 29. Mobile App and Mobile Web Certification for Privacy
  30. 30. • Extension of TRUSTe’s Privacy Certification for Mobile Web and Mobile Applications – Offers consumers the same privacy commitment as web site certification – Express consent required for the collection and use of geo-location data • Features unique and accessible Layered Short Privacy Notice – Calls out most significant privacy concerns for enhanced consumer transparency and access TRUSTe Mobile Certification for Privacy
  31. 31. • All key platforms are supported • Certification Deliverables: – Mobile App and/or Mobile Web Certification – Short Notice with Layered Privacy Policy – Unified policy for mobile and PC web site – Dispute Resolution / Consumer Feedback system – Small Device-Optimized • TRUSTe seal • Validation page • Dispute Resolution – Listing in TRUSTe Mobile Certification Directory TRUSTe Mobile Certification for Privacy
  32. 32. Mobile Certification Benefits • Business value proposition – Address consumer privacy concerns – Convey privacy commitment – Enjoy download and registration lift – More easily deliver privacy information and choices on space constrained device – Part of comprehensive and unified privacy program START PAGE W/ APP CERTIFICATION SEAL EXAMPLE
  33. 33. Key Element: New Layered Short Privacy Notice • User Benefits – Improves transparency – Icons for increased understanding and access – Empowers consumers to make informed decisions • Expected Results – Increased Trust – Higher Downloads – Greater Consumer Engagement – Improved Compliance Link to Interactive Example: www.truste.com/mobile LAYERED PRIVACY POLICY DETAILED PRIVACY POLICY PAGE: Location Services DETAILED PRIVACY POLICY PAGE: Tracking & Ads
  34. 34. Form-Factor Optimized Dispute Resolution CERTIFICATION VALIDATION PAGE DISPUTE RESOLUTION PAGE FOR CONSUMERS TO PROVIDE FEEDBACK
  35. 35. Client Examples
  36. 36. Client Example #1: Yelp iPhone App SETTINGS SCREEN CERTIFICATION VALIDATION PAGE PRIVACY POLICY SUMMARY PRIVACY POLICY PAGE – Location Services HOME PAGE
  37. 37. Client Example #2: Thumbspeak’s iPhone App APP HOME SCREEN ABOUT SECTION SHORT NOTICE PRIVACY POLICY CERTIFICATION VALIDATION PAGE
  38. 38. Select mobile privacy program clients
  39. 39. Key Takeaways • More and more users are becoming mobile: Demand for a mobile presence will become more and more critical to business success • Given the crowded app marketplace, the high cost and resources investment involved, do not risk user distrust & associated backlash. Instead: – Convey privacy commitment which will increase user engagement, registration and download rates – Differentiate your app based on user trust – Avoid getting into trouble re: user privacy • Mobile privacy certification is especially critical if a mobile app or web utilizes any of the following: • Geo-location • Advertising especially if combined with geo location or behavior • Social media technologies (i.e. sign in with your Facebook account ID) • Collection of Personally Identifiable Information (PII)
  40. 40. Why TRUSTe’s Mobile Privacy Certification Program? Privacy Expertise Only Mobile privacy certification provider 100% privacy-focused since 1997 Comprehensive privacy services • Mobile • Advertising • Downloadable software • eMail • Lead Generation Forms • Service platforms • Web site Most Recognized Privacy Trustmark Leading Customers: >40% of the Top 50 most trafficked websites; 13 of Fortune 100 Brand Awareness: More than 1 in 3 consumers report having seen the TRUSTe seal Results: Average of 5 – 20+% uplift for customers Customer Service Dedicated Client Services Manager (CSM) for each account CIPP-certified CSMs (Certified Info. Privacy Professional) Online Account Access Ongoing advice on all things privacy Privacy library access
  41. 41. Special Offer for Today’s Webinar Attendees • 10% discount for anyone that signs up for a Mobile App or Mobile Web certification by November 30th • Must mention code: 1028JJ
  42. 42. • Interactive short notice demo & mobile program information: www.Truste.com/Mobile • White Papers: Mobile Privacy and Location & Privacy • Blogs series on mobile and privacy (http://www.truste.com/blog/?cat=114) 1. Overview of the mobile space & privacy 2. Privacy implications on the use of location technology 3. Mobile app vs. mobile web 4. Incorporating privacy into good design 5. Mobile commerce plan that addresses consumer privacy concerns 6. Using advertising successfully requires paying attention to privacy issues 7. Using social networking technologies successfully on mobile while navigating privacy issues (coming soon!) • Chetan Sharma, GigaOm Pro Analyst: Blog on Privacy as a Competitive Advantage in Mobile Mobile Privacy Resources
  43. 43. Questions and Answers Don’t forget to fill out the survey Janet A. Jaiswal Director & Mobile Product Manager jjaiswal@truste.com Twitter: JJaiswal_Mobile Access Resources at www.truste.com/mobile
  44. 44. Thank You!

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