Privacy and Uber is tracking your location even when rides are finished

Personal identity and privacy is rapidly becomes a huge data issue for 2017 and beyond. The creation of the GDPR General Data protection Regulation by the EU due to be law in mid-2018 is about managing this and the permissions and consensus rights for companies to use personal data. The use of Uber tracking is another case in point, it illustrates that the customer journey is now 247 and 365 days always connected. Many companies have realized that the touch points are not just at the yes-no transaction level but can be a lifestyle or a personal set of choices that follow use as you work, rest and play. This is a profound 21st-century issue as people who may not even have a mobile device can be recognised by webcams, image recognition, voice and bio thumb print or gesture.

This idea of personalization is massively different in this situation as it means that customers and potential customers can be served "continuously" such as the Uber case. Knowing where your "micro-location" is hugely value to them of course, if you want to Opt-in and have personalized services that's maybe great. They say it can improve customer service, enhance safety and reduce fraud and that is true but on the other hand what is the rules and potential dominance and abuses of this much data? Where is the line between "personal data and my data" and the issue of should Uber and other companies track everything about you.

The HAT project , Hub-of-all-things is a research and startup company that is seeking to position what maybe the consequences of these types of trends in giving consumers the right to take back their personal data and to trade this data to Uber and others. The situation at the moment is its all supplier side in control, the demand side consumers have no choice by to "hand it over" to these companies. But is this fair or right? What rights do consumers really need in this digital economy that is always connected. Time will tell but with things moving towards the internet of everything some demand and supply rebalancing is surely needed

#Uber #Privacy #DigitalStrategy