"MESINFOS": EXPERIMENTING THE SHARING OF PERSONAL DATA BETWEEN BUSINESSES AND CONSUMERS

Transcription

1 A project led by Fing, in co-operation with the Cap Digital cluster "MESINFOS": EXPERIMENTING THE SHARING OF PERSONAL DATA BETWEEN BUSINESSES AND CONSUMERS Partnership Document January 2012 MesInfos ("MyData") will gather a limited number of pioneer corporations and administrations in order to explore and experiment what could revolutionize B2C: Consumer empowerment, through the sharing and reuse of the personal data that organizations own about them. MesInfos: Experimenting shared personal data, now The challenge and potential of Shared Personal Data A worldwide momentum, an European challenge MesInfos, stage 1: Clarifying issues and challenges, preparing the field trial Mesinfos' timeline (stage 1) Become a key partner of MesInfos Appendix

2 MESINFOS: EXPERIMENTING SHARED PERSONAL DATA, NOW MesInfos will gather a core group of companies and organizations in order to explore, in an agile and practical manner, the potential of Consumer Empowerment through data: Opportunities for value creation, strategic and practical challenges, key success factors MesInfos' Goals Bring together companies, researchers, innovators that are sensitive to the of sharing of personal data and VRM, and invite them to share their vision and projects. Bring the topic to life and to the attention of policy makers, the media, players in innovation, innovation clusters... Explore practically, through scenarios and prototypes based on real data provided by a coherent group of companies: - Personal data management tools, making the individual the "point of integration " of his/her own data; - Services, tools and practices that will demonstrate the consumer value of recovering their personal data information ("Personal Analytics", "Quantified Self"...); - The value that the sharing of data can produce for companies and organizations in their relationship with consumers (VRM). Observe and measure consumer practices and perception; Measure the potential, but also the (practical, technical, legal...) difficulties related to the sharing of personal data; Publish and make public, by the end of 2012, a "White Paper" on the subject (in French and English). An internationally connected project While taking place in France, MesInfos will work in close connection with active communities around the world: VRM players and visionaries, the "Quantified Self" community 1, British firms, researchers and officials taking part in the Midata program... MesInfos' 2 successive stages MesInfos's preparatory workshop (Nov. 8, 2011), attended by 15 businesses and public organizations, validated the need for a reallife experimentation. However, this trial needs to be thoroughly prepared. Strategic, technical, legal, economic and operational issues need to be anticipated. MesInfos will thus be organized in 2 successive stages: Stage 1 (Jan-Sept., 2012): Strategic exploration & co-design of the field trial. This stage will draw upon existing knowledge and experience; Identify key issues and challenges for all stakeholders; And build the conditions for the field trial. Stage 2 (Q ): Field trial, mobilizing a dozen large corporations and public agencies, as well as an ecosystem of entrepreneurs, designers, developers and researchers. The field trial will have clear governance, an active leadership as well as an efficient evaluation and observation protocol. The present document focuses on MesInfos' first stage. 1 On VRM and Quantified Self: See appendix. 2

3 THE CHALLENGE AND POTENTIAL OF SHARED PERSONAL DATA Trust and loyalty can hardly flourish in highly asymmetrical relationships; However, this is what B2C relationships are today: On the one hand, ever-better informed, equipped and overprotected firms; On the other, isolated individuals, with no way to understand the means and motives of the firm, and disempowered in the face of an increasingly industrialized customer service. Empowering consumers means providing them with information, tools and skills to rebalance their relationship with companies as well as administrations. A more balanced, "adult" relationship with consumers can be good for business, by facilitating the convergence of their respective interests. Doc Searls, the promoter of Vendor Relationship Management (VRM, the consumer-side equivalent of CRM), puts it in one sentence: "There should be more efficient ways for supply and demand to meet and get acquainted ways in which, for example, individual customers eliminate guesswork by telling vendors exactly what they want." Customer Empowerment in Practice Individuals would have (thanks to the companies which they are linked to and/or to independent players) the means: To own the exact same information companies have about them (Personal Datastore) To capture information about their relations with companies, the same way companies get information on their relationship with their customers, To use these data for their own account, for example, in order to manage their budget, to organize their daily life, to compare products or prices, to calculate their ecological footprint, to assess their food diet, etc. (Personal Information Management, "Quantified self") To proactively exploit these data in their relations with organizations: automatically updating certain information with several organizations, making vendors compete for their business, group purchasing, anonymously comparing their profile with others, assessing their employability or their "online reputation"... To publish 'views' of their information in different forms and in different spaces, in order to introduce themselves in a forum, to induce trust on an auction site, to enter a social network, to look for a job... Companies or administrations would adapt their information systems to communicate with individuals through these new tools: Collect, update and return personal data in a secure manner, Query their customers' datastore for richer insights, Manage identification or authentication procedures, Build customized proposals with their customers, Respond to calls for tenders for individual clients or groups of consumers, Codesign products with their Customer base, Recruit on a basis richer than the classic CV... Independent service providers would offer a range of software and online tools: "Personal Data Store," to store and share data, "Personal Analytics" / "Personal Information Management Tools" to simplify daily life, produce knowledge and assist personal decision-making, "Matching", to bring supply and demand closer together, "Portability", to make individual profiles interoperable and portable between contexts, spaces and contacts... 3

4 A WORLDWIDE MOMENTUM, AN EUROPEAN CHALLENGE Empowering consumers by returning their personal data for them to use them as they see fit, is more than just an idea: It is now a global movement, backed up by several communities of entrepreneurs and researchers, and considered by the US and the British governments as a top priority. For European businesses as well as public players, business as usual is no longer an option. 3 converging trends Identity Assurance & federation Co-ordinated initiatives by business consortia and governments in order to secure and simplify user identification and authentication, as well as to give individuals greater control over what they let organizations know about them. "Vendor Relationship Management" (VRM) VRM aims at providing individuals with tools to collect and analyze data about themselves and their relationship with organizations (self analytics), as well as tools for decision-making. It is seen as the person-centered equivalent to CRM. Coined by Doc Searls, a world-renowned visionary of marketing in the digital era, VRM is now the focus of a worldwide community of developers, entrepreneurs and researchers (see also p. 10) "Quantified Self" "Self knowledge through numbers" is the motto of the rapidly spreading Quantified Self movement. QS is about collecting or gathering information about oneself, one's daily life and experiences, and to compute them in order to gain new insights about one's choices, lifestyle, footprint, etc., in order to act upon them (see also p. 10) A concrete priority for 2 major governments United Kingdom: Midata Announced in April 2011 and launched in October, the Midata program makes consumer empowerment through shared personal data one of the British government's top economic priorities. Backed by 26 major corporations, consumer organizations and regulation agencies, this ambitious program intends to use shared personal data in order to improve trust and confidence, to make markets more efficient, and to Foster the emergence of a new market for "Personal information management services". The British Government expects Midata to provide a significant contribution to the competitiveness of British companies, by pioneering this revolution in consumer relationships. USA: "Smart Disclosure" A White House "Memorandum" (Sept. 8, 2011), whose main focus is on open data, also recommends the heads of executive departments and agencies "to make individualized data available to consumers" ( ) and possibly to "require, encourage, or permit companies or other entities to do so." 4

5 MESINFOS, STAGE 1: CLARIFYING ISSUES AND CHALLENGES, PREPARING THE FIELD TRIAL Consumer empowerment through personal data is a powerful, yet almost unexplored direction for innovation. The British government's Midata programme, as well as the commitment of ever-wider communities of innovators, is transforming this landscape. MesInfos' first stage intends to draw upon existing work and ideas, to clarify the strategic opportunities and challenges to all stakeholders, and to prepare the subsequent field trial. The goals of MesInfos' 1 st stage Build up on existing ideas and experiences - Connect with existing communities around Shared Personal Data, especially in the USA and the United Kingdom. - Gather initial field insights from existing operators running "Digital vaults" and their consumers. Identify and document key issues and success factors, from the point of views of consumers, businesses and public agencies: - Opportunities, potential or observed uses - Economic, technical or legal challenges and risks - Success factors Build public awareness on Consumer empowerment through shared personal data by media, public and private decision makers, advocacy groups and regulators, as well as from within MesInfos' partner organizations. Describe the field trial and prepare for its launch at the end of 2012 or the beginning of 2013: - Trial objectives, nature, extent - Partnerships - Test consumers identification and recruitment - Identification and description of initially shared data - Description of technical tacks before and during the trial - Observation and evaluation protocols - Project communication and governance Generate Buy-in within partner organizations. Landmarks An international benchmark of ideas, projects, initiatives, players and experiments A mission to London around the Midata project and its main contributors Data gathering on the users and uses of "Electronic vaults" in France, some aspects of which prefigure Shared Personal Data A dedicated blog to share MesInfos' ongoing work and broaden awareness Several thematic workshops: - April-June: 3 workshops on key issues and success factors - September: Final workshop on preparing the field trial An internal seminar within each partner organization, in order to convince and mobilize all internal stakeholders and decisionmakers. Deliverables Synthesis of the international benchmark (April) Fact sheets on each key issue or success factor (April-June) White book on Consumer empowerment through shared data Challenges for organizations (June) Description and conditions of the field trial (September) 5

6 MESINFOS' TIMELINE (STAGE 1) 6

7 BECOME A KEY PARTNER OF "MESINFOS" The project is organized around: A core group of participants involved throughout the duration of the project: partner companies, key institutions (in particular Cnil, France's Data protection authority), researchers, innovation clusters. Corporate partners will be selected so as to complement each other in covering a significant share of the daily life of consumers. A community of innovators, entrepreneurs, designers and developers, who will play a key role in the creative and prototyping stages of MesInfos. The Benefits of Being a Partner Be part of the small group of teamed up companies, at the heart of MesInfos, involved in all stages of its progress. Get ahead on a new subject, with very high economic and social potential. In more practical terms: You will benefit from a unique international watch, and discover the most advanced projects and players in the world. You will receive assistance before and throughout the entire project to identify the expected benefits; to identify, extract and document those among your data that should be shared with customers. You will engage with the international communities on VRM, Personal Information Management, and Quantified Self, as well as with British players of the MyData project, as well as with innovators and developers motivated by these subjects in France. You will identify innovative projects which your business might be interested in. At the end of the project, an internal debriefing seminar within your organization will help your team in making sense of what MesInfos's results mean for you. We will associate your image to every event, media and production related to MesInfos. MesInfos' Budget The budget for MesInfos's 1 st budget is 90,000. It includes: Fing's project leadership and active involvement of its team stage The organization, facilitation, synthesis of the workshops, seminars, public presentations The production of all written materials, deliverables, communication material, as well as the website The support of partners before and throughout MesInfos (including internal seminars) The budget will be covered by: Fing's general budget (20%) Business partners' contribution (eligible for tax credit): 20,000 per partner. 7

8 APPENDIX MESINFO'S 2 nd STAGE, THE FIELD TRIAL : PRELIMINARY TIMELINE QUANTIFIED SELF, VRM : TWO WORLDWIDE ACTIVE COMMUNITIES ABOUT FING 8

9 MESINFO'S 2 ND STAGE, THE FIELD TRIAL : PRELIMINARY TIMELINE 9

10 QUANTIFIED SELF, VRM : TWO WORLDWIDE ACTIVE COMMUNITIES Vendor Relationship Management (VRM) The "Quantified Self" Community ProjectVRM is a R&D project of the Berkman Center for Internet & Society at Harvard University. It has two purposes: To encourage development of tools by which individuals can take control of their relationships with organizations especially in commercial marketplaces. To conduct research on VRM-related theories, usage of VRM tools, and effects as adoption of VRM tools takes place. The project was created by Doc Searls when he became a fellow at the Berkman Center in Since then it has grown to become the central institution in an active development community. Doc sees VRM as a way to fulfill one of the promises of The Cluetrain Manifesto the widely-cited website and book written in 1999 by Doc and three other authors That promise was embodied in this statement, written by Christopher Locke: "We are not seats or eyeballs or end users or consumers. We are human beings and our reach exceeds your grasp. Deal with it." Doc believes that customer reach will only exceed vendor grasp when customers acquire tools for the job. Encouraging development of those tools has been ProjectVRM s primary work since the project was launched in late Since then the VRM community has grown to include many development projects, companies, allied associations and individuals, in addition to ProjectVRM itself. The community s work is outlined in the project wiki, and discussed on its mailing list, in the blog portion of this site, and in workshops and other events. Created in 2008 by researchers and entrepreneurs Gary Wolf and Kevin Kelly, the "Quantified Self" community explores the potential of self-capturing, self-analyzing and collaborating around personal data be they physiological, emotional, socio-demographic, traces of activity... The community now covers 27 countries. It relies on a blog and a social network, a Scientific Council, an international conference, and a series of local meetings (the first Paris meeting took place in June 2011). Beyond self-knowledge, "Quantified Self" has practical applications for individuals in terms of health, well-being, personal productivity, etc. It is also a source of scientific knowledge (Users of PatientsLikeMe provided the material for research articles on the side effects of several drugs). Finally, it is a rapidly expanding business opportunity, in many areas of daily life. The Quantified Self Movement plays a pioneering role in exploring the value that individuals can draw and produce out of their own personal data

11 ABOUT FING Fing creates, detects and shares novel and actionable ideas to anticipate digital transformations. For the past 12 years, Fing has been helping private businesses, public sector institutions and local communities to: Anticipate changes inspired by technology and its uses, Open up their innovation processes. Since 2000, Fing has built a new kind of think tank, whose efforts are widely recognized throughout Europe and beyond. Fing is a nonprofit organization based in Paris, France. Its 260 members include large corporations as well as start-ups, research labs, public entities, universities, trade associations... Ideas 3 Activities Towards Disruptive And Open Innovation Together with its members and innovators from around the world, Fing explores new continents of innovation. It identifies and produces strong, fertile ideas. It raises tomorrow's major issues and helps tackle them. It provides new directions for innovative action. Its online publication Internet Actu, with partnerships such as Le Monde, is France's most powerful media on emerging digital innovation and uses. Among Fing's recent productions: Digital privacy revisited; New directions for online Trust; Aging Lab; Cities 2.0; Digital habita[n]ts; Reinventing money and alternative currencies... Innovation Platforms Fing devises, supports, and unifies platforms that facilitate experimentation and open exchange. It helps innovators of all shapes and sizes to collaborate effectively, through the application of creative methodologies. Fing leads concrete, proactive projects in favor of more open and shared forms of innovation. In 2011, these projects follow 3 lines: Open Data; Cities as open innovation platforms; Fab Labs. Innovative Projects and Experimentation Fing promotes and networks innovative projects and those who lead them. It supports or contributes to the emergence of transformative projects. Through these efforts, notably the "Crossroads of the Possible", it showcases more than 200 innovative projects per year. Fing is also involved in the experimentation of innovative projects, such as the Green Watch project on distributed environmental monitoring. A Powerful Network In France, Fing has drawn together and works with a truly singular network of large businesses, startups, media, research labs, universities, designers, local communities and public sector organizations. Globally, the annual Lift conference, the Correspondants.org network, as well as its strong European presence, place Fing at the heart of a dense and active network. / 11