Data protection and privacy are in the spotlight once again, thanks to the recent announcement that the Singapore government is planning to implement data protection laws. This legislature will curb excessive and unnecessary collection of individuals' personal data by businesses, and will include requirements such as obtaining the consent of individuals to disclose their personal information. Set to go into effect early in 2012, these laws could not come at a better time, because concerns over privacy, identity theft, and the improper use of consumers’ personal data continue to rise.
As government agencies and corporate entities alike realise the value of consumers’ personal data, it seems more and more common for such data to be misused, go missing, or leak into the wrong hands. The United Kingdom’s Identity and Passport Service (IPS) is the latest such culprit, having lost the personal data of both applicants and their counter-signatories for 21 applications in May 2010. This breach of the Data Protection Act was reported by the Information Commissioner’s Office in early February 2011. The IPS has signed an undertaking to improve procedures, including staff training and data storage policies, as well as regular audits and inspections.
What we are seeing is a governmental response to citizen concerns about their data. The time is ripe for a new regulatory environment. Governments all over the world are beginning to recognise their responsibility to protect the information given to them in the course of regular civil bureaucracy. It is only a matter of time before they extend that same level of protection to the private sector, and hold private enterprise to the same levels of confidentiality and privacy.
This is naturally of great relevance to the mobile industry. Because mobile devices are so personal, and so ubiquitous, more and more services are evolving around delivery of information (maps, for example, or restaurant reviews) as well as transactions, whether financial or otherwise. It is only with a high level of trust that the mobile industry can continue to develop. People need to be confident that they can share their information without fear, since it is this information which will ultimately be used to deliver the content that they want. For example, having a service that delivers location-specific information requires that users specifically allow access to information about where they are.
This level of trust or consent is required before companies can proceed to offer advanced services. Alcatel-Lucent has had great success with permission-based marketing that delivers electronic coupons, special offers and marketing material to mobile phone users who have opted-in and shared their preferences. Blyk also uses permission-based marketing, and connects young people to the events, celebrities, and brands of their choice.
Data protection and privacy will continue to be important issues, and it’s heartening that governments and other regulatory bodies are working together. Only when individuals are able to choose where and when and how to share their data, with the confidence that that data will be treated with respect, and securely protected, can we take full advantage of the internet, and fulfill the promise and potential of the mobile space.