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of Personal Information: The Economic Benefits of Adopting an Enterprise-Wide
Permissions Management Platform
Ongoing advances in information technology may cause general consumer
concern about data privacy, but such technology also provides new
opportunities for companies seeking to increase trust and brand equity
with their customer community. Historically, the cost of getting a
consumer's permission prior to data usage was so great that it was
more efficient to let a business "own" the customer information
it collected. But the increasing efficiency of modern data exchange
technologies brings with it large reductions to these costs. Businesses
can now obtain and apply customer permissions at a lower cost than
ever before, and certainly for less than the cost of being involved
in a class action lawsuit. In this article, we'll examine how technology
has changed some of the economic paradigms that surround privacy,
and then explore how Web services can increase the trust between businesses
and their customers.
Privacy for Computer Users
In this short paper, ordinary, non-technical users can get a sense
of the fundamental issues that face all of us as we try to strike
a balance between efficient commerce and our concerns about personal
Online businesses face a delicate balance between strong consumer
demand for privacy protection and a real consumer desire for personalized
treatment. Successful businesses must collect relevant information;
and use it properly as a competitive tool. As consumers become more
comfortable online, they are increasingly open to providing personal
information to their favorite Web sites. But, they are stridently
demanding that this information be used to enhance their experience
— and that the information is not used in ways that abuse a
privileged relationship, or even be subject to a perception of abuse.
And, you don't get a second chance if you get it wrong.
for the Privacy Rush
Enterprises are now deploying applications and procedures to support
Internet based interactions and transactions. And to truly leverage
the huge investments to leap to the Internet, most enterprises will
need to bring along existing customers, suppliers, partners, and employees.
But while the current customers may gladly make the transition with
the enterprise, new Internet-savvy customers may be reticent. The
difference between the old and new worlds is privacy. Customers demand
it, but many enterprises are reluctant to assure that personal information
will be handled appropriately. For those enterprises that are not
motivated by the opportunity to capture privacy-oriented customers,
the evolving regulatory environment of the business may force a behavioral
change. Although privacy is a much talked about topic, security suppliers
have largely ignored the need for solutions that enable enterprises
to move forward while ensuring privacy for customers. Therefore, IS
buyers must be exceptionally creative during the next two to three
years in moving the enterprise into a new era of privacy.
Respect to End-Users: Achieving Thoroughness and Privacy
As new web management solutions permit better collection of End-user
information, Web site operators must balance the need for data against
the need to respect End user privacy. This paper examines the technologies
behind the latest systems, comparing them in the context of the privacy
issue. The paper also examines
Content Annotation technology and how it balances comprehensiveness
against privacy in the data collection process.
Signs that your e-Business is Trustworthy
In their rush to the Web, some businesses have overlooked the crucial
role that trust plays in building customer relationships online. Given
the notoriety of Internet fraud, earning consumer confidence "virtually"
has become a real challenge -- one that cannot be addressed with security
features and privacy controls alone. Research conducted at the Institute
for Knowledge Management highlights six factors that influence a consumer's
trust and willingness to do business with a Web-based enterprise.