A Chat With Trend Micro: Consumer Security Apps And Services Extend Beyond Security And Privacy

Heidi Shey

I recently attended Trend Micro’s Insight 2012 event for an update on corporate and product strategy from Trend executives, hear from partners and enterprise customers about their experiences working with Trend Micro, and sit down to 1:1's with business unit leaders. I met with Carol Carpenter, EVP of Consumer, who shared a bit about what Trend is doing for consumers and provided demos of their latest Android mobile apps out on the market and in development. Of the ones available now, they are the usual suspects – mobile security, backup and restore, and a password manager. And then, there’s a battery optimizer app. Random? No, not really.

Consumer security has come a long way from simply antivirus software for PCs. Mobile security is undoubtedly on everyone’s minds at this point (oh no! device loss, malware, my apps are spying on me!), but that’s only one factor (albeit a big one) contributing to the evolution of this consumer security market. We’re looking at protecting devices, data, identities, interactions, privacy, the consumer – in short, the online experience. That’s where the umbrella of consumer security expands, and I see apps like Trend’s battery optimizer fitting in. It’s not a “security” solution in the traditional sense, and more of a productivity tool. Consumers gain visibility into what the device and apps are doing (to the battery), and using that information to then make an informed decision (e.g., stop running that app, turn off Wi-Fi, etc) to preserve battery because it’s running too low for comfort.

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What Are S&R Pros Doing About Data Security And Privacy?

Heidi Shey

Data security consistently tops the laundry list of security priorities because it must. Organizations are collecting data, creating data, using data, and storing data in some way or another. Mishandle data or disregard privacy, and you’ve got a public relations fiasco on your hands with the potential to disrupt business operations or hurt the bottom line.

So, we know that data security is a priority, but what does that mean? What are organizations actually doing here? How much are they spending, and where are they focusing their efforts? And what are they doing about privacy? I’ve dug into data from Forrester’s Forrsights Security Survey, Q2 2012 and data from the International Association of Privacy Professionals (IAPP) to answer these questions in a newly published benchmarks report for our Data Security and Privacy playbook. Note: This is not a shopping list, nor a check list, nor is it a “spend x% on data security because your peers are doing so!” manifesto. This report is meant to be a starting point for discussion for S&R pros within their organizations to take a closer look at their own data security and privacy strategy.

Key findings include:

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AVG: What They’re Doing Right, Where They (And Other Vendors) Just Make Noise, And What It Means For S&R Pros

Heidi Shey

I spent a jam-packed day with security software and services provider AVG last week, checking out their 2013 product line-up for free antivirus and paid premium products, and participating in roundtable discussions with press, analysts, and AVG executives about consumer security, mobile, privacy and policy. Here are my reactions to what AVG is doing:

LOVE: Outside in perspective, from both a micro and macro perspective. Most vendors will do and mention the importance of customer experience and feedback, but AVG hammered the point home in every _single_ conversation. On a macro level, AVG is very sophisticated about privacy. They are actively engaged in conversations with governments, are sensitive to the complexity that comes with balancing privacy and national security objectives, and closely follow global privacy policy developments and implications for consumers. Maybe I haven’t been connecting with the right folks from other vendors, but I don’t have these types of conversations often outside of an academic setting.

LIKE: Consumer data (yes, I’m biased here, being the data nerd). AVG has lots of it and it’s all free. This is awesome because it’s a great resource not just for the industry but for other parties to use in education and awareness program design. They’ve done studies across 11 countries for their Digital Diaries studies, surveying parents and kids of different age brackets from 0 to 17 to understand online behaviors and attitudes. Here’s a data nugget that caught my attention: by the time they are two years old, 81% of children have some kind of digital footprint (online photographs, personal data, email and/or social networking accounts). 81%!

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A Vision For Tomorrow's Consumer Data Ecosystem

Fatemeh Khatibloo

PIDM Landscape Wordle

Eighteen months ago, when I started down the path of what would become our body of Personal Identity Management (PIDM) research, there were only a few customer intelligence professionals who gave much credence to the picture we were painting. What a difference a year makes. Today, privacy, data governance, consumer empowerment, and understanding "the creepy factor" are core to the conversations I have with CI pros in both marketer and vendor organizations. 

At the center of those conversations is often the question, "Who are the players in tomorrow's consumer data ecosystem?" We've just published a report, Making Sense of a Fractured Consumer Data Ecosystem, that reviews the strengths and weaknesses of four existing vendor categories plus three emergent business models. These include:

  • Consumer data giants: Companies, like Acxiom, Epsilon, Experian, and Infogroup, that have an opportunity to become consumer-friendly data managers but are at greatest regulatory risk
  • Reputation management providers: Companies, like Intelius and Reputation.com, that could help consumers manage data access but need to focus on their B2C business models to do so
  • Online services giants: Companies, like Google, MSN, and Yahoo, that already have access to highly personal data but serve too many masters
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Dear Marketer: The Oval Office Called. It Wants Its Privacy Back.

Fatemeh Khatibloo

 Yesterday, the White House released a long-awaited set of recommendations that are focused on helping individuals take greater control of how their data is collected and used for online marketing purposes. It includes what's being referred to as a "Consumer Privacy Bill of Rights."

The language is vague. The timeline to completion is long. The guidelines, for now, are "opt-in" for organizations. All true.

But folks? The glory days of scraping and selling and repurposing customer data are over. The Oval Office has spoken on the issue of privacy and personal data, and its bill of rights is crystal clear: Tell me what you’re collecting, how you’re using it, protect it well, give me a copy, and give me a chance to correct it, delete it, or opt out entirely.

Sound familiar? It should.  

We've written about personal identity management because we recognize that:

  1. Individuals want relevant offers and content, along with all the other great stuff that comes with sharing personal data.
  2. But, they are worried about privacy, security, and identity on the Web — and these concerns are only increasing.
  3. So, Do Not Track, the Privacy Bill of Rights, and similar guidelines will gain widespread approval and adoption . . .
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Why Google's Privacy Changes (And The 'Data Tidy Up') Moves Everything Forward

Anthony Mullen

Google has handled its privacy debate by being disarmingly clear with a little note left on the fridge the other week.

We’re tidying up and love data too much to not want to connect it better.

Like it or lump it.

Love Google.

It’s their right - they are after all a private company and not the public service we somehow feel them to be. Google wants to “create a beautifully simple, intuitive user experience” and its data consolidation is what will help it do this. Facebook makes one product called Facebook while Google up until now has chosen to run many nom de plumes, betas, and side initiatives. I’d like to see a more capable ‘joined up’ Google sparring with Apple and Facebook on who can do the coolest and most useful things for people using data. In truth, the Google engineering team must be relieved to ditch the sticking plasters and chewing gum connecting the hitherto disparate data sets they manage.

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Google Data Integration: Could It Drive PIDM Adoption?

Fatemeh Khatibloo

Yesterday, Google announced that, effective March 1, it would be creating a single view of users across the majority of its products and services and creating a single, simplified, global privacy policy to cover the new approach.

Now, as a customer intelligence analyst, I preach a “consolidated view of the customer” to clients nearly every day. I advise retailers, CPGs, and others that creating an optimal experience for customers is nearly impossible without having a clear understanding of their needs and preferences, across all channels and lines of business. But what Google’s doing extends well past traditional “single view” and into “personal data locker” territory.

On the face of it, Google claims that it’s making these changes for the same reason: to improve the user experience. But to remain profitable and keep providing free services to several hundred million users, Google will also use its vastly increased insight about users to sell better targeted (read: more expensive) ads to advertisers. 

Is Google’s new policy PIDM-friendly?

I wanted to look at how these changes map to the principles that companies must follow to be successful as personal identity management emerges. Here’s my take:

  • Privacy: Google’s new privacy policy is a good one. It’s simply written, well constructed, and fairly concise. It’s almost global, excluding only a handful (Chrome, Wallet, Books, DoubleClick) of its businesses. However, while the policy allows broad-brush opt-outs, its failure to provide its granular controls over what’s shared between properties and devices is a major miss.
     
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The Data Digest: Consumers' Attitude Towards Online Privacy And Security

Reineke Reitsma

Over the weekend, one of the most reputable online retailers in the US, Zappos, broke the news that its database was hacked and that the information for about 24 million user accounts was breached.

How do stories like this affect consumers’ attitude toward online privacy? In our August 2011 Community Speaks Qualitative Insights report, “Consumer And Online Privacy: How Much Information Is Too Much?” (available for Community Speaks subscribers only), we found that online privacy is one of the most concerning topics in online users’ minds. Two-thirds of US online consumers report being very concerned about the recording and collection of their personal details by websites. 

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How Data Sensitive Are Your Customers?

Fatemeh Khatibloo

Most marketers and customer intelligence (CI) pros tend to lump together most types of customer data. Sure, things like passwords and social security numbers are considered more "sensitive," but for the most part, the systems that protect all the data -- and the privacy policies that communicate their capture and governance -- are largely the same.

This model used to work just fine. But in an era where consumers are becoming increasingly aware of data capture, data breaches, and the value of personal data, it's not enough to treat all data (nor all customers) the same. In researching our latest report, "Personal Identity Management Success Starts With Customer Understanding," we found that:

  • Individuals see different types of data differently -- they're most worried about what we consider individual identity data, and far less concerned about the capture and use of their behavioral data
  • Most consumers are willing to share their data in exchange for value. But, what they consider "valuable" is very age-dependent -- in other words, the same consumer isn't equally motivated by discounts and cash rewards. 
  • A surprising number of consumers "just say no" if a privacy policy doesn't pass their sniff test, and the numbers seem to be rising. 
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How Privacy Legislation Will Change The Ad Network/Exchange Paradigm -- Pulling Back The Curtain Of Oz

Anthony Mullen

In my recent paper titled Privacy Laws Force Rich Dialogue with Customers I outlined some of the looming legal directives that will change the targeting dialogue between brands and consumers and how the industry should respond. 

The ad network ecosystem will ultimately be forced the pull back the curtain of Oz to reveal to customers the machines and levers behind targeting technology. As illustrated in my paper, the predominant approaches are full targeting vesus opt out, but this is not enough choice. Segmentation strategies and targeting techniques used by ad tools are hidden within engines and will need to be surfaced to customers so that they may verify, modify, and importantly play with them.

This isn’t easy, however, as the mathematical vernacular of targeting technology with confusing terms such as graphs, nodes, and vectors are unintelligible to most. Metaphors will be needed to distill the complexity for customers. One of the approaches to take will be similar to how optometrists work by showing the customer different "lenses" (perceptions) held about them and subsequently allowing them to choose. These "lenses" may not just be rich segmentation concepts but will include social and individual assumptions too.

Where does this transparency and explanation rationale take us?

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