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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