O2 in trial to provide users control over personal data

According to an FT article  O2/ Telefónica are in trial to provide users full control over how personal details can be used in activities such as marketing and financial services. The service will also reveal exactly what information is held by O2 and also how it can be used.  The plan appears to be a discretionary approach allowing customers to select the level of involvement by allowing incremental increases or decreases, depending how much each wants information to be used to offer personalised goods and services.

Whilst Dunne said the scheme was about “digital confidence”, it this about a First Mover Advantage or Brand Value?

Our research shows that data transparency is a leader to maintaining brand value and this allows access to the use of data and creation of new wealth.  All in all - a good move but lets see how the implementation looks....