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Privacy on the Move
Mark Desautels, Vice President of Wireless Internet Development at CTIA, believes that mobile digital media remains under-exploited: "Mobile devices fill gaps where stationary devices cannot provide the same service," he says.
One personal example he cites is a location-based "mobile concierge." Traveling by car recently, Desautels wished to stop for a meal. After selecting "Restaurant" and "Southern food - BBQ" from drop-down menus on his mobile device, up popped a list of restaurants that fit the description, in descending order according to distance. Once chosen, voice directions to the restaurant were provided. "With just three clicks and without having to look at the device for directions, I was at the restaurant in less than five minutes," he says. "That kind of application makes for a compelling user experience."
For many companies, location-based services promise considerable competitive advantage; however, privacy must be respected. CTIA has best practice guidelines for safeguarding consumer privacy on the move, based on "notice" and "consent":*
- Notice: Users must be told how their location information will be used, disclosed and protected, and how long it will be kept. They should also be informed of any third parties that receive information about them.
- Consent: User consent must be obtained before initiating a service or disclosing location information, and users must be free to revoke their prior consent to third parties.
They can then enjoy their meals in peace.
* Abridged from Best Practices and Guidelines for Location-Based Services, CTIA, April 2008
