Privacy on the Wireless Web mCommerce is getting personal

1
Privacy on the Wireless Web (mCommerce is
getting personal)

• Marc Le Maitre Nextel Communications
• 12/6/2000

2
Taxonomy of Commerce

• eCommerce
• Performing commercial transactions on the
  Internet
  
• Wireless eCommerce
• Performing the same commercial transactions on
  the Internet over wireless
  
• mCommerce
• Performing commercial transactions on the
  Internet over wireless using real-time
  context-sensitive, personalized information such
  as location, state and intent
• State defines the customers availability

3
Why Must mCommerceGet Personal?

• Data deals with transmission of bytes
• Information is the presentation of data
• Knowledge addresses the relationship of
  information in context of other information
  
• Wisdom is the prediction of knowledge and is
  learned or mined

Wisdom
Increasing value and Increasing need for privacy
Prediction
Knowledge
Context
Information
Presentation
Data
4
The Privacy Challenge

• The privacy challenge is not primarily a
  technology issue, not primarily a governance
  issue but a business issue
  
• Passing too little control to the user will
  result in low take up users because of trust
  issues
  
• Passing too much control to the user will result
  in low take up by business because of inadequate
  marketing opportunities

5
Privacy Is Not a Pointbut a Continuum
Tell these people on these terms
Advertise it to everyone
Dont tell anyone
Give it to anybody, but give me a good deal
Never reveal information about me
If I request as service or authorize access
Ill pay you to advertise my information
6
What Does Privacy Meanto Businesses?

• It is fundamental to gaining the customers trust
  and building valuable relationships
  
• It will require a re-think in their existing CRM
  and marketing practices
  
• Access to personal information is increasingly
  under the control of the customer
  
• The good news is If businesses address privacy
  concerns in the right way they will accelerate
  the delivery of value added services not hold
  them back

7
What Businesses Must Do to Exceed the Customers
Privacy Requirements

• Start building a privacy framework now
• Consumers are already educated to the threat
• Before you are required to do so by law
• Ensure that the framework
• places the customer in complete control of how
  their privacy is managed and is
  
• open
• controllable
• extensible and flexible
• enforceable

8
Building a Privacy Framework
9
The Way Privacy PoliciesWork Today
1 User browses to site requiring information or
service 2 Site provides hypertext link to a human
readable privacy policy 3 User has to manually r
ead the policy in its entirety
Human readable privacy policies are not
effective. Very few users (less than 0.05
according to a recent survey) actually read the
policy and therefore cannot realistically be
considered to have given their informed consent
to its terms
PC Browser or WAP gateway
Service providers web site
2
1
Phone
10
The Way P3P Policies Will Work
P3P requires that the client device be fitted
with a dedicated plug-in module to interpret the
sites machine-readable privacy policy. Once
personalized, this plug-in module is only
available on the device in which it is installed
and cannot be moved to other devices, that is to
say a users privacy preferences do not follow
them
1 User browses to site requiring information or
service 2 Site serves the client with its privacy
policy 3 Client passes site privacy policy to a
P3P plug-in which matches the sites policy with
the preferences of the user. 4 If sites policy d
oes not violate users preferences the site is
displayed as normal. If the sites policy
violates the users preferences the user is
alerted by the plug-in and can choose their next
action
P3P plug-in module containing users privacy p
references
3
4
PC Browser or WAP gateway
Service providers web site
2
1
Phone
11
What is Missing From P3P?

• Negotiation when privacy terms are at variance
• Signed copies of agreed privacy contract
• Storage of the resulting contract in the users
  control
  
• Support for bi-directional requests for
  information
  
• Support for multi device access (i.e. PC, PDA,
  Phone)
  
• Dispute resolution

12
Anatomy of the desired Privacy Framework

• 1 User selects a service requiring information
• 2 Site re-directs client to their agent because
  personal information is required
  
• 3 Client instructs agent to establish contact
  with service providers agent
  
• 4 Client's agent asks for details of information
  requested and the SPs privacy contract
  
• 5 SPs agent responds
• 6 Clients agent supplies the information or
  negotiates variance to contract (can request
  client intervention if needed)
  
• 7 SPs agent passes information to web site
• 8 Web site acknowledges receipt
• 9 SPs agent returns receipt together with signed
  privacy s contract to client agent where it is
  stored
  
• 10 11 Client's agent redirects client to the
  web site for service fulfillment

Clients agent Containing User-information and
privacy
Contract defaults
Service Providers agent Containing business f
orms
and privacy contract defaults
4
5
External databases or directories linked to
client agent
6
9
3
8
7
10
PC Browser or WAP gateway
Service providers web site
11
2
1
Phone
13
Examining the Impact of Privacy on the Business
Model
14
Recognizing the Current Business Model

• The current business model for wireless eCommerce
  is based on the following..
  
• The merchant/portal/ service provider will pay
  slotting fees to gain access to a wireless
  carriers customers
  
• This only succeed whilst there is a wireless
  walled garden
  
• The wireless carrier can secure a share of the
  revenue from the eCommerce transaction as a
  finders or brokers fee
  
• This is lucrative whilst there is a sufficient
  margin to be shared or mCommerce is not a
  commodity service
  

15
Meeting the Business Plan For mCommerce

• The business desires a relationship with a
  wireless carriers customers
  
• The carrier hosts the customers agent under the
  customers control
  
• The carrier allows businesses to extend links to
  the customers agent
  
• Charges service providers a relationship fee for
  links to the customers agent
  
• Linking (relationship) fees can be adjusted based
  on value of the information being shared between
  customer and business
  
• Both customer and business can break the link at
  any time if the relationship becomes unprofitable
  or undesirable
  

16
The solution we are investigating

• eXtensible Naming Service
• Open source, open standard via XNSORG
• Agent to Agent architecture
• Auto/evoked transfer of data between agents
• Privacy rules transferred with every data
  exchange
  
• Linking and synchronization of exchanged data
• Addressing scheme to allow agent discovery

17
How we see this Meeting our Privacy Challenge

• Privacy of information under the customers
  control deprives the business
  
• They currently have access and ownership of
  customer data with very few rules
  
• Having moved that data into the customers
  control we can then provides mechanisms for the
  business to access it under rules dictated by the
  customer
• In doing so, we creates links (synchronized)
  between customer and businesses
  
• Provides businesses with a powerful customer
  retention tool and us a method of monitizing the
  relationship

18
Conclusions

• Without adequate privacy, services requiring
  increasingly personal information will not
  succeed
  
• Customers will become aware of the threat
• Businesses must deploy a privacy framework before
  delivering context-sensitive value added services
  in order to avoid a user-revolt
  
• Existing P3P privacy protocol does not
  sufficiently meet the needs expressed by our
  customers
  
• We are investigating XNS as a the solution
  whereby we host the customers agent and
  develop profitable relationships by monitizing
  links between our customers and external
  businesses