The vast amounts of personal data that we produce (email, text, search, payments...) has been triumphantly declared a “new asset class” by the WEF and compared to oil as the world’s newest economic resource. This has sparked a frantic race to gather it. This gold rush obscures the real value of personal data, and forgets a fundamental rule of innovation: start with the person. Why has this basic principle been largely absent from our obsession with big data?

1. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Five misconceptions about personal data
Dataconomy - Barcelona, 27 May 2015
Aldo"de"Jong,"Co-Founder"Startupbootcamp"IoT"&"Data"and"Claro"Partners

2. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Five misconceptions about personal data
• From data-centric to people-centric perspective
• From privacy discussion to understanding how to
deliver trust, transparency, control and benefit
• Introduce toolkit
@claropartners
@sbciot_data
#personaldata

3. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Navigating disruptive change
Claro helps
corporations and
startups to navigate
disruptive shifts in
society and business

4. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Mercè!
Spain"
Interna5onal,!inter7disciplinary!team!
25"problem-solvers"and"innovators"with"backgrounds"in:"
• Social"science,"anthropology,"design"research"
• Service,"interacGon,"and"product"design"
• Business"strategy"and"markeGng"
"
Jiri!
Belgium"
Gunes!
Turkey"
Megan!
UK"
Mandy!
Lebanon"
Elisabeth!
Netherlands"
Michael!
USA"
Aldo!
Netherlands"
Rich!
USA"
Abby!
USA"

5. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Shape!
Refine"idea"
Build!
Beta"launch"
Sell!
Early"adopGon"
Demo!Day!
Startupbootcamp!is!the!best!European!intensive!accelerator!program!helping!
startups!to!refine!their!idea,!build!it!and!raise!funding!
10!teams!
selected!out!
of!250!enter!
37month!
programme!

6. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
!
Delivering!business!innova5on!
and!service!design!in!the!
context!of!disrup5ve!shiOs!
Access"
"
"
Services"delivered"
through"networks"
"
"
Internet"connects"
everything"
"
"
Small"data"and"
personalised"
experiences"
"
"
"
Ownership"""
"
"
Services"delivered"
by"companies"
"
"
Internet"connects"
everyone"
"
"
Big"data"and""
aggregated""
resources""
"
"
" Request our point of view papes on each of these topics at
POV@claropartners.com

7. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Every time we interact,
communicate, access,
share, recommend,
download and record,
we cast a digital
shadow of our
activities
Image:"peGlipois"|"Flickr"

8. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Businesses are
collecting and
stockpiling personal
data, convinced that
bigger is better; this is
resulting in a
big data boom
Image:"Gloal"Access"Point"Image:"UC"Bluenoser"|"Flickr"

9. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
The Personal Data Economy: an open-innovation project
• 65 interviews and events with individuals, experts and startups
• 7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo

10. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Five misconceptions about personal data

11. MISCONCEPTION #1
Personal data is
the new oil
Image:"UC"Bluenoser"|"Flickr"

12. REALITY:
My personal data is
most valuable to me!
Image:"Foursquare"

13. REALITY:
My personal data is
most valuable to me!
Image:"Foursquare"

14. MISCONCEPTION #2
Personal data
is all about privacy
Image:"tsallam"|"Flickr"

15. REALITY:
People want to benefit
from their data - not
hide it away - but they
need control, trust and
transparency
Image:"tsallam"|"Flickr"

16. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
REALITY:
People want to benefit
from their data
Image:"tsallam"|"Flickr"

17. MISCONCEPTION #3
The value of
personal data is
in its sale
Image:"shuUerstock"

18. REALITY:
The personal data
economy is an
experience economy

19. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
REALITY:
The personal data
economy is an
experience economy

20. MISCONCEPTION #4
Personal data is
for data scientists

21. REALITY:
Personal data
empowers people
Image:"Fitbit"

22. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
REALITY:
Personal data
empowers people
Image:"Fitbit"

23. Image:"Visualparadox"
MISCONCEPTION #5
Personal data
is big data

24. REALITY:
The personal data
economy is small data
Image:"iStock"

25. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
REALITY:
The personal data
economy is small data
Image:"iStock"

26. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
• My personal data is most valuable to me!
• People need control, trust and transparency
• An experience economy
• Personal data empowers people
• Small data
The Personal Data Economy

27. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Data-centric
view
People-centric
view

28. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Social Internet of Things
Data Interfaces
Self-tracking
Predictions
Crowd Data
Identity
Access
Management
Others
Recommendation / Discovery
Local
Discovery
(things)
Identity
Measurement
The Personal Data Economy landscape:
examples of people-centric services
Interface to your bank, helping
to make better financial
decisions
New Interfaces
for Existing Data
(aggregated)
Mobile data based
tool for health predictions
Predictions
(For individuals)
Data locker for users
to control access to
their data
Data Lockers
Self-Tracking
(Health)
Preview"login"at"claropartners.com"
Username:!Claro-guest-pde!
Password:!pdepreview!

29. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
1. Start with the person, not the data
2. Enable people to do things they've never been able to before
3. Address both functional and emotional needs
4. Think beyond privacy. Create trust, transparency and control
5. Design the whole user experience
Five key principles to guide a people centric approach to personal data

30. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
How can you identify opportunities to
create people-centric offerings in the
personal data economy?

31. |"Personal Data Economy
!@sbciot_data!@ClaroPartners!!
Personal Data
Experience Model
Personal Data Landscape
People-centric Insights Data Value Staircase
Personal Data
Opportunity Framework
Toolkit to create people-centric value propositions
| Personal Data Economy | Project Summary34 Intel Confidential
Personal data services play different roles in a connected ecosystem
Companies can provide a place for users
to generate data or collect data from
elsewhere.
They can also simply pass-on this
personal data or add-on something on top
of it.
Facebook plays all roles simultaneously;
something which very few companies
can do.
Generate
Add-on
Pass-on
HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY
Data Ecosystem Map
5 Principles about
personal data
Trust, Transparency and
Control enablers
FIVE KEY PRINCIPLES TO USING PERSONAL DATA
www.claropartners.com
1. Start with the person
2. Create trust, transparency and control
3. Design the whole experience
4. Give people new abilities through their personal data
5. Address both functional and emotional needs

32. Get involved with us in building the personal data economy!
! Presentation on slideshare.net/claropartners
! Request point of view paper pov@claropartners.com
! Business landscape: preview
! Workshop, project or Data Service Jam
! Startupbootcamp Internet of Things & Data
Looking for startups, corporate partners, investors and mentors
Thank you!
Aldo de Jong
@claropartners / @sbciot_data
aldo@claropartners.com / aldo@startupbootcamp.org