My Digital Footprint: a two-sided digital business model where your privacy is someone else's business! By Tony Fish September 13 th 2009 - FINAL 1 Issue date September 2009 Copyright and Trademarks MY DIGITAL FOOTPRINT by Tony Fish is licensed under a Creative Commons Attribution-No Derivative Works 2.0 UK: England & Wales License . To view a copy of this licence, visit http://creativecommons.org/licenses/by-nd/2.0/uk/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA. © Copyright 2009 AMF Ventures Limited. All rights reserved. No part of this publication may be reproduced, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the correct attribution according to the Creative Commons License above. The license means you are free to copy, distribute, display, and perform the work as long as you give the correct attribution to MY DIGITAL FOOTPRINT and Tony Fish. 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All third party brands and trademarks belong to their respective owners. 2 For Nicky, Ellie and Millie, my girls who always bring me mugs of tea and plenty of sunshine 3 Table of Contents Forward............................................................................................................................................. 1 Opening remarks – the author’s motivation and bias ........................................................................ 2 To those who have helped refine the story ....................................................................................3 The big picture .................................................................................................................................. 4 What are the links between identity and my digital footprint ?.............................................................. 13 Digital footprints .............................................................................................................................. 16 From digital footprints to MY DIGITAL FOOTPRINT ...................................................................................17 Inputs into MY DIGITAL FOOTPRINT ........................................................................................................20 Outputs – value created from digital footprints.............................................................................21 The paradox of privacy ................................................................................................................22 Who is harnessing your collective intelligence?....................................................................................... 23 Privacy – is your privacy someone else’s business? ............................................................................... 25 Perceptions of privacy............................................................................................................................. 30 Web 2.0 and Mobile Web 2.0.......................................................................................................... 31 Web 2.0 – the creation web .........................................................................................................33 The seven principles of Web 2.0 ............................................................................................................. 34 Principle one: web as a platform ............................................................................................................. 35 Principle two: harnessing collective intelligence ...................................................................................... 36 Principle three: data is the next ‘Intel inside’............................................................................................ 37 Principle four: end of the software release cycle...................................................................................... 38 Principle five: lightweight programming models....................................................................................... 38 Principle six: software above the level of a single device......................................................................... 39 Principle seven: a rich user experience................................................................................................... 39 Web 2.0 – a unified view based on harnessing collective intelligence.........................................39 The web as a platform .................................................................................................................41 Harnessing collective intelligence............................................................................................................ 41 Data is the next ‘Intel inside’.................................................................................................................... 42 End of the software release cycle............................................................................................................ 42 Lightweight programming models............................................................................................................ 42 Software above the level of a single device............................................................................................. 42 Rich user experiences............................................................................................................................. 42 Web 2.0 – summary................................................................................................................................ 43 Mobile Web 2.0............................................................................................................................43 Extending the web to restricted devices .................................................................................................. 44 Mobile Web 2.0 – value lies in getting data out from a device ................................................................. 45 my digital footprint ........................................................................................................................... 48 The Nobel Prize winner with a poor reputation ............................................................................48 Identity and digital footprints ........................................................................................................49 The six screens of life ..................................................................................................................50 The click streams of life ...............................................................................................................52 Converged click streams, Wikipedia button on my TV remote.....................................................54 After you have trodden this path come the analysts and the anthropologists ..............................55 Fish tails, a model to categorise data ..........................................................................................63 My digital footprint and the two-sided business model ......................................................................... 66 Identity – a telecoms perspective.................................................................................................69 Digital footprint: inputs and outputs..............................................................................................73 4 Inputs into MY DIGITAL FOOTPRINT ........................................................................................................73 Outputs – value created from digital footprints.............................................................................74 The enrichment feedback loop.....................................................................................................76 Contextual adaptation ............................................................................................................................. 77 Meaning ............................................................................................................................................. 77 Impact of the feedback loop ............................................................................................................... 77 Reputation .............................................................................................................................................. 78 Meaning ............................................................................................................................................