WebAntiphon.comWebAntiphon Group

What is the real What is the real cost of tracking you cost of tracking you

to the restroom?to the restroom?

Thinking forward about big data & brand innovation.

Photo source: https://blogs.lt.vt.edu/fieldoftrees/2013/04/06/user-created-affordances-vts-mcbryde-mens-bathroom/

No one sets out to be on the wrong side of history.

And yet that is where some have found themselves.

Enron

Even seemingly unrelated events

And create an atmosphere of dustrust

Become connected in social memory

WorldCom Wachovia

Prior to their downfall they were Prior to their downfall they were

praised as giants of enterprise praised as giants of enterprise

SAME GAME NEW RULES

But in this new game consumers prefer collaboration & hacking to create better options.

The emergence of privacy phones that put settings usually hidden from the users now at their fingertips.

During their heyday how much did they help

define business as usual?

More importantly how much has really

changed?

If trust is any indicator, not enough.

Headlines like this are an indicator of things

to come.

"ACLU wants to know how

Michigan cops use 'data extraction

devices'"

Source: http://news.cnet.com/8301-17938_105-

20055431-1.html

MORE DATA MORE PROBLEMS

Sal

es

Infrastructure

For emerging markets

Calls , texts messages & emails encrypted instead of made easily accessible for Calls , texts messages & emails encrypted instead of made easily accessible for data mining.data mining.

Both phones hack existing hardware to create products for an emerging market.

As the services for the phone extends to more areas it will increase conversation and

curiosity about what is happening with big data behind closed doors.

REDESIGNING BRAND DISTINCTIONREDESIGNING BRAND DISTINCTION

Hardware

Customer share

Retail Device Brand

WHEN IS AN APP JUST AN APP?WHEN IS AN APP JUST AN APP?

EXAMPLE

The Charmin clean restroom app

helps users find public facilities in

their vicinity

Imagine the unimagined range of push

back to your data mining activity. How

severe will the damage be in terms of

brand value?

THREAT

RISK?

Remember Pink Slime?Sales were on the rise. Projections for growth were through the roof until....the public got a peek behind the curtain.

And demand for their brand vanished, along with their brand value.

Although privacy policies were supposed to promote transparency, too many have been implemented with the sole consideration given to minimizing litigation risks.

Understanding Risks Differently

Will brands playing this Big Data game today pay a

karmic debt for what now passes for business as usual?

There are hints that unexpected risks loom that litigation focused risk management never saw coming.

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