Is Privacy a Roadblock to Mobile Personalization?
The trend toward portability continues to grow. There's no doubt that consumers will demand more mobile applications in the future. But is the system set up to meet customer needs?
A panel of mobile experts at the recent Consumer Electronics Show discussed that current privacy policies in place may actually be limiting the amount of personalization and relevance available within mobile networks. With most companies, the privacy policy is set by the content provider or the e-commerce site. In the mobile space, the telecom carriers control what goes out on their networks, and they've got very stringent guidelines.
The best bet when planning a mobile personalization strategy is to gain customers' trust, so they will want to opt-in to hear from you. It comes down to trust. go2 CEO and founder Lee Hancock implied that may not be that difficult, as long as content providers offer useful and valuable content in exchange for personal information. For instance, he said go2 has served millions of location-targeted ads, but that they have “such high value” for users, it’s not gotten a single privacy-related complaint stemming from them.
Related Entries
- Forrester's Kerry Bodine: How to Create Real Value Through Branded Mobile Experiences
- Get Past the Mobile Hype and Get Down to Business
- Guest Blogger Guy Cierzan: Carpe Diem -- Mobilizing Your Customer Loyalty Strategy
