WDM CTIA 2013 p141-180

Wireless Dealer Magazine CITA 2013 Issue

W D M The rules of engagement Ericsson Disclamer consumers’ view on the issue of ownership of personal information and consequent rules for vendors to use that information is flexible and based on the relationship with the vendor at hand. clearly, when it comes to personal information generated through a specific service, e.g. viewing habits on video streaming services, consumers grant vendors at least partial ownership of that information. Partial ownership in the sense that it is ok for vendors to use that information to develop and personalize the service and even use it for other commercial purposes such as targeted advertising. But the important requirement is that this is done transparently and with a degree of control on behalf of the user, granting him or her the opportunity to opt in or out of using the service under these conditions. It is apparent that consumers are most willing to accept the collection and use of their personal information in those cases where this is perceived to be done within the confinements of a particular service. Transparency and respect, offering the ability for consumers to opt in or out of a service and returning user value will increase consumer engagement and strengthen the relationship. “It would be great if my refrigerator could tell me what I needed to restock. But if it would tell me what I needed less of, that would be creepy!” — Female, 23, student, san Francisco More than 40% would allow companies to use their personal information when an offer is personalized to them, to improve current services and develop new ones. Figure 5: For what purposes would you allow companies to use your personal information? To personalize offers to you To use the information in order to improve their current services or develop new services none of these purposes To personalize advertisements to you To charge you depending on your level of usage of the service To charge everyone individually according to their ability to pay To sell the information to other companies 44% 41% 29% source: Ericsson consumerLab, analytical Platform 2012 19% 13% 5% 22% The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document. Ericsson sE-126 25 stockholm, sweden Telephone +46 10 719 00 00 Fax +46 8 18 40 85 www.ericsson.com EaB-13:000691 uen © Ericsson aB 2013 Ericsson is the world’s leading provider of communications technology and services. We are enabling the networked society with efficient real-time solutions that allow us all to study, work and live our lives more freely, in sustainable societies around the world. our offering comprises services, software and infrastructure within Information and communications Technology for telecom operators and other industries. Today more than 40 percent of the world’s mobile traffic goes through Ericsson networks and we support customers’ networks servicing more than 2.5 billion subscribers. We operate in 180 countries and employ more than 100,000 people. Founded in 1876, Ericsson is headquartered in stockholm, sweden. In 2011 the company had revenues of sEK 226.9 billion (usd 35.0 billion). Ericsson is listed on nasdaQ omX, stockholm and nasdaQ, new york stock exchanges. EaB-13:000691 uen © Ericsson aB 2013 communications networked society study, work and around the world. infrastructure within telecom operators the world’s we support subscribers. 100,000 people. stockholm, sweden. billion (usd stockholm and 135


Wireless Dealer Magazine CITA 2013 Issue
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