The Blue Ocean of Ethical Personal Data


The dominant, so far widely successful, business models in the field of personal data are based on mass data collection, analysis and targeting advertisements. We have seen evidence that the public opinion is turning more negative towards such practices and the models are also being challenged by regulators. On this mature market also the competition is fierce. This session gathers investors to discuss and debate on the potential of creating blue ocean markets where the strict data protection is not a hindrance, but the key driver for businesses. This session looks at why and how personal data could be opened for wider ecosystems and what is the disruptive power of such networked innovation, and looks at this question from a corporate perspective.

The Great Data Takeaway: Loyalty programmes open to disruption?
J Cromack, MyLife Digital

The Working Party 29 clearly states that any personal data (and associated data) collected and processed by automated means, and using consent or contract as the lawful bases, is subject to the ‘right to data portability’. This will allow for data subjects to receive the personal data that they have provided to a controller, in a structured, commonly used and machine-readable format, and to transmit the data to another controller. For example, the titles of books purchased by an individual from an online bookstore, or the songs listened to via a music streaming service represent types of associated personal data that are generally within the scope of data portability – because they are processed under the contract lawful basis.

The presentation will seek to explore how disruptive this could be for traditional loyalty programmes. Transactional data collected by one controller could be transferred to another to demonstrate the data subject’s value to them and immediately earn benefits. Together with the ‘right to erasure’ option available, we believe the loyalty sector will see significant disruption as previously unregulated markets suddenly need to open up their data – as already seen in the energy sector and the banking sector as a result of PSD2.

Sidewalk Toronto and Smart City Data
Bianca Wylie, Centre for International Governance Innovation

Sidewalk Labs, sister company to Google, has partnered with a government agency in Toronto to create a plan for a smart neighbourhood, “built from the Internet up.” Nine months into the process many issues have been raised about data – what will be collected, how will it be used, who will own it, where will it be stored, and many more. As a Toronto resident that has participated in the process from the time it was announced I will share my experience so far, as well as five approaches to consider for residents and governments in other cities that may have a smart city development in their future.

Rescuing the News Media from the Entertainment Industry
Arikia Millikan, CTRL+X

By adopting business models similar to the entertainment industry — using any means to capture the widest possible audience to profit from advertising revenue — the news media industry has crippled its ability to function in an evolving media landscape. I propose that the only way out is to explore and implement alternative online media business models to ensure journalism doesn’t go extinct.

Session is moderated by: Kai Kuikkaniemi