Privacy Matters

Why Privacy is ImportantIn 2014 at a TED Global Conference in Rio de Janeiro Brazil the journalist Glenn Greenwald gave one of the finest talks on why privacy is importantamp160It is a must watchPrivacy is important because we are not who we are when somebody is watchingamp160When someone negatively impacts our privacy they might prevent us from being ourselvesamp160In a quest to identify and put us in a box they may impact the very identity they are trying to understandPrivacy and Life Operating System LoSPrivacy has been an issue for a long while It started to become more central to everyday life in the First Connected Age which began in 1993 with the launch of the World Wide Web and the rise of Search Engine Marketing and eCommerceIt was really in 2007 with the beginning of the Second Connected Age where everybody was connected all the time mobile and everybody was connected to everybody social that the volume speed and granularity of data exploded exponentially The primary monetization engine of the First and Second Connected age was advertising The ability to leverage data for marketing purposes made the underlying data structure an Advertising Operating System AoSBut as the 2016 elections in the US Brexit and much more have shown the YouTubes Facebooks and Twitters of the world haveamp160unleashed a targeting and content delivery system so powerful that they have been used to not just sell soap but determine elections drive enraged crowdsamp160and impact societyWhat began as an Advertising Operating System to sell product is really a Society Operating System SoSamp160thatamp160brings with it powerful positive and negative forces that impact society Data collected to sell goods and services drives politics promotes magical thinkingamp160and can kill people through the promotion of bad scienceAnd we have not seen anything yet as we enter the Third Connected AgeIn the Third Connected Age the centrality of data will grow more important as a data connects to data via machine learning and even more powerful algorithms b data drives an Internet of Things driven by 5G c we connect with devices and data in new ways from voice to augmented reality and d everything is driven by cloudbased quantum computingAs data connections and algorithms permeate our financial and health records connect our automobiles and homes to navigation systems and electricity grids and mark our place and identity in the matrix of life we will be embedded in a Life Operating System LoSPrivacy as Business StrategyThere are many reasons whyamp160Apple may be emphasizing privacy to sell its products and ecosystems On one hand it helps them curb the advertising business of Android Operating System creator Google though they also accept billions from Google to make its search engine the default engine on Apple products or it could be a personal animosity between Tim Cook and Mark Zuckerberg or a recognition that its highly desired and expensive products are bought by people who do not need an advertising subsidy to afford the products and servicesApple also recognizes that a focus on privacy earns them the trust necessary to continue to integrate their products and services into a wider spectrum of our lives MacOS and iOS will continue to blend and merge into one flavor of Life Operating System as Apple technology continues to embed into larger parts of their customers39 lives The Apple Watch is a foray into health Apple Pay and Apple Card into finance The HomePod and Apple TV will integrate along with the iPhone and other devices into our homes Apple air pods are in our ears and soon Apple Augmented Reality devices will be over our eyes All this before the much rumored and anticipated iCarApple faces its own privacy challenge due to its dependence on China for most of its manufacturing and a significant portion of its sales They cannot be as stringent about the privacy of Chinese citizens if they wish to remain on the right side of the government of that countrySo Apple will continue to a increasingly focus on services and not just hardware b move manufacturing into other countries India among others c create new products that are not manufactured in China and d overcompensate on privacy outside of China to offset the challenges thereAmazon who39s next trillion will be driven in part by health care has built the third largest advertising business after Google and Facebook with what appears to be a far more consumercustomerdriven approach to privacy recognizing that its next frontiers require trustGoogle has temporarily dialed back some of its decisions to make its browser and ad operating system more privacy friendly but they will continue in this directionWhile we are living in a platform age every business and not just the major platforms will grapple between privacy and their need to identify and build relationships with their customersamp160Because privacy is at its heart about trust and brands leadersamp160and companies cannot thrive in the medium to long run without trustTrust is the currency that has most receded in current times as measured by the Edelman Trust BarometerAs we all begin to be enveloped in a matrix of personalized devices and experiences it will be clear that privacy will be key and every major company and media organization will need to think and plan deeply on privacyPrivacy is More than DataA company39s approach to privacy will mark its reputation its brandsamp160and its managementamp160Privacy declarations will be even more comprehensive than today39s documents that inundate us on how and when our data will be shared and usedamp160Because privacy will be far more than a data policyWe will see privacy become a key part of a company39s ESG Environment Social Governance reports and be knitted into values and mission statements The culture of places will be impacted by how they deal with not just the privacy of their customers but also their employeesThe Private the Personal Data and True UnderstandingDavid Orr is a poetry critic for The New York Times who a few years ago wrote a book called Beautiful and Pointless In the opening chapter titled quotthe personalquot he seeks to show how quotprivatequot and quotpersonalquot are two very different thingsDavid provides a list of sentencesBob Smith was born on November 9 1971Bob Smith39s favorite password is quotnutmeg456quotBob Smith39s social security number is 987654320Bob Smith has a foot fetishAs a child Bob Smith had an imaginary friend named Mr PigwortWhenever Bob Smith hears a high wind it makes him think of his wife who died ten years earlier and he hears her voice faintly calling as if from a great distanceOrr notes that the first three sentences contain deeply private information but they don39t seem personal like the last three He then states quotThe point here is that our conception of 39the personal39amp160has to do more than the data of our lives no matter how sensitive It has to do with how we see ourselves how we see others how we imagine others see us how they actually see us and the potential embarrassment joy and shame that occur at the intersection of these different perspectivesquotIn an age obsessed with data we often believe that data can explain and data can convinceamp160To a point it might but we should never forget that meaning lies within us and combines emotion and rational thinkingWe often barely know ourselves and can be two different people in two different moods because we choose with our hearts and use numbers to justify what we just didAnd we need space and privacy to be who we areClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Rishad Tobaccowala

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