Extract from “My Digital Footprint”, this is from the Chapter 2 “What are the links between Identity and My Digital Footprint”
Figure 4 provides a visual representation of the links between digital identity and MY DIGITAL FOOTPRINT. The purpose of this representation is to separate out the key topics and themes that will be explored in the remainder of this book and to highlight that some of the more controversial aspects of identity are dropped, as are the technical implementation arguments. This separation, it is hoped, will allow the reader to focus on the underlying important strategic issues that need to be unpacked and discussed in a framework where ideologies can be put to one side and the value and concepts presented.
Figure 4 Linkages between identity and MY DIGITAL FOOTPRINT
These linkages form the basis for the framework presented in this book as per Figure 5. The core themes relate to data, dependencies, value and business models. Within the context of data, this book explores the collection, store and analysis of user data to create value. Dependences are threaded into the fabric of many aspects of this book as it brings out the bonds and bridges between MY DIGITAL FOOTPRINTand relationships, security, risk, privacy, trust, law, regulations and identity. Value has to be created from MY DIGITAL FOOTPRINT or it would not be a topic; therefore intent, reputation, discovery, recommendation, protection, personalisation, trade or barter and context are discussed in detail to explain value-creating concepts. From value comes a business model and eight business models are presented, but the most critical question is ‘Who owns the data?’ and this is explored.
Throughout the book there is a focus on two specific aspects: the digital footprint as part of a feedback loop and the impact of mobile devices on digital footprints.
My Tesco clubcard doesn’t use my real name, Tesco own the data and it works perfectly. In other words, I can have a digital footprint that has value to brands as a commercial nexus but is not my only digital footprint. I believe that everyone will have a few different digital footprints, just like we have a few different credit cards, which will lead to an interesting model. Advertising, as one model, can be personalised without destroying privacy.
This book introduces the idea of a two-sided business model. Currently, we are used to the ‘strong identity’ model (the kind of identity mechanisms required by banks and immigration authorities). In contrast, a different form of web-based identity is emerging which could be described as complementary to the strong identity. This is your digital footprint. Both identity and digital footprints exist together. You cannot open a bank account with your digital footprint (yet!). So, the strong identity will exist for many cases and the impact of the digital footprint on new services and on trust is explored. Throughout this discussion, the emphasis is on the ‘uniqueness of mobile’ and increasingly mobile will contribute to a larger share of your digital footprint – which makes the mobile platform very significant.
This book cannot provide you all the answers, which is why this blog http://blog.mydigitalfootprint.com/ provides for comments and links, but it will make you think and I hope that you will join in the debate since it concerns every one of us and our future generations.
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