Noggin - World's first marketplace for Personal Data

The Business of Your Personal Data

Sharing the NOGGIN ExperienceIn strict confidence

A technology whitepaper deck(abridged version)

Oct 2016

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Copyright©2015 by Noggin Private Limited. All Copyrights Reserved.

Agenda

o The growing abundance of datao Unlocking the value of datao Open 360° personal datao Giving everyone a Podo Creating the first personal data marketplaceo What Noggin Asia is doing differently?o Changing the way we compete


There are lots of personal data, spend & value

“Open data or data-sharing can unlock $3.2 trillion to $5.4 trillion in economic value per year for public & private sectors.”

Mckinsey Global Institute - 2013

“New IDC forecast sees Worldwide Big Data Technology and Services Market growing to $48.6 Billion in 2019 driven by wide-adoption across industries...”

IDC - 2015

Personal Data is becoming a new economic “asset class” and will act as a valuable resource that “will touch all aspects of society”

World Economic Forum - 2011

Most of Big Data is composed of Personal Data – “75% of digital data are created by consumers.”

MIT Technology Review - 2013


According to IDC, in 2013 the amount of data created reached 4.4 zettabytes, and it will increase tenfold to 44 zettabytes by 2020.

Unlocking the value of dataPersonal data can unlock key business benefits.

o Ability to deliver better customer experiences or personalized services, o Enhanced customer loyalty, o Ability to uncover opportunities in new markets, o Advertising that is more targeted to individuals’ interests,o Better/more innovative products, o Ability to offer commercially viable discounts and sale schemes, o Increased profitable revenue

But the business use of personal data is at risk, and it is imperative organizations must avoid this.

Source: Accenture personal data survey 2014

For the Organizations


Unlocking the value of dataFor the Individuals

For years, data brokers have been collecting, harvesting and mining the personal data of individuals with or without their knowledge or consent for profits. Typical sources may be filling of forms, customer registrations, 3rd-party data purchases, corporate-to-corporate data exchanges, apps, devices, the World Wide Web and soon the Internet-of-Things. And this trend is only going to get more common.So then why not as individuals we want to also gain and monetize from this digital trail of data ourselves? Yes they do want but there is currently no viable platform for individuals to do so. However with the advances in crowdsourcing and privacy technologies, this can now be realized. And beyond just receiving the monetary value of data, even more beneficial to the individual is the convenience and enrichment from personalized experiences with one’s commercial relationships, as well as being in control of one’s privacy.

Footnote: A data broker, also called an information broker or information reseller, is a business that collects personal information about consumers and sells that information to other organizations.

Source: What are data brokers and what is your data worth – webpagefx.com Apr 2015

The reasons consumers find most compelling or valuable to share data with companies:



Open “360°” personal dataHowever it can still be a real challenge for a business concern to collect external personal data about a customer or greenfield consumer because the person must agree, and moreover sovereign data privacy laws are making it more challenging. So how does a business get to gather fuller insights about a person? The answer is it has to come from the individual. Imagine if he/she willingly shares his/her personal data in return for benefits from the business concern.

1Making data more “liquid” (open, widely available, and in shareable formats) has the potential to unlock large amounts of economic value, by improving the efficiency and effectiveness of existing processes; making possible new products, services, and markets; and creating value for individual consumers and citizens.

Mckinsey Global Institute - 2013

By combining a person’s datasets from first-party and third-party sources for personal analytics, a company can now get the holistic information about the customer or consumer. But how does one do this without over-stepping personal data privacy? Simply by giving access to the person his/her data that can be then combined and shared by that person with his/her commercial relationships of choice.

First-party data of the customer from your company

Third-party data from customer’s other external sources

Websites

Applications

Internet-of-Things

Social Media

Chats/Emails

Physical

In opening up a company’s personal data to the individuals or developers, does it mean losing the competitive advantage of proprietary customer info? Not necessarily so because your open data can be restricted individually by the customer's transactional and usage data without the business confidential info. And since the customer already has knowledge of his/her personal data in any case, there is no competitive loss of any proprietary info1.

Giving everyone a PodNoggin Asia has just the answer of an alternative.To give each person a personal digital platform for organizing, profiling and controlling own digital trail of data to profit from it’s utilization. The augmented data may be used for direct marketing, credit checking, personalized well-being, habits tracking, skills matching, mass customizable products, bespoke customer services or user experience improvement. And where the consent sharing of personal data between the parties is by social contract rather than a legal one. We call this user-owned platform the Pod which stands for Privately Owned Data, and the owner a Podder.With each person a Pod, we create a self-forming personal data marketplace where Podders can benefit from personal apps, analytics and commerce, and where data is also monetizable.

Enriched Metadata Summarie

s

Business uses of personal data

Decentralized market of Podders

With the Podders and organizations interacting directly, there are no intermediary restrictions.

Data SourcesThrough a data collection service, a Podder can call

upon anytime or automatically to collect and summarize the data into the Pod. We call this service a MetaPlug. There are different MetaPlugs for different sources of a

Podder’s app/device/commercial accounts, online Internet activities, purchases, consumptions, etc.


Giving everyone a PodBrowse the inside of a Pod

jenny.nogginpod.mejenny.nogginpod.me jenny.nogginpod.me jenny.nogginpod.me

1. Upkeep my Pod Moduleso Manage Data Sourceso Manage Data Privacyo Manage Data Permissions

2. Housekeep my Pod

3. View my Pod Dashboardo Indices & scores for Data Marketability,

Data Permissions, Data Completeness, Data Quality, Data Privacy, Pod Worth, Pod Authenticity

Footnote: Grey text indicate a roadmap featureCopyright©2015 by Noggin Private Limited. All Copyrights Reserved.

Your own Pod ID name

Creating the first personal data marketplace

Sellers, Merchants, Marketers & Advertisers

Developers & MakersResearchers,

Analysts, Service Agencies

Each person is given Pod

The marketplace is a decentralized platform where Podders and data users are matched by relevance with privacy protection and connected for mutual commercial relationships where personal data are securely shared in exchange for bespoke products and services benefits, and monetization. In this marketplace, the data users with the demand are the paying customers. They pay by the applied data use of Pods. For example, a seller who markets to a targeted audience of Podders, will pay a fee in using the data for matching purpose. This fee is shared with the Podders, and Noggin Asia takes a cut of it as facilitation fee.

Data Users

Podders

Market of Podders


Creating the first personal data marketplace


who assume different “actor” roles in daily life like being a consumer, seller, housewife, etc.

Podsense1 for Consumers Podket1 for Sellers, Merchants or Marketers

With closed-loop feedback learning, a seller can now be more effective in micro-targeting their consumers with the benefits of their products, services or events. Also specifying when is the best time to reach the targeted audience. This is especially well suited for sellers having sales items that are - New, Pre-market, Mass customisable, Limited, Exclusive, Higher value, or Private sales in nature. Leveraging upon personal data matching increases each consumer’s propensity to buy. Yet without over-stepping sovereign data privacy law. Seller pays a small fee per card.

Consumer now get to be personally matched with sellers by the benefits of their products, services or events. At the time of need, want or intention. No more fear of missing out or FoMO2. And are also rewarded with cash credits for matched & accepted cards. Yet with no intrusion of personal privacy by the sellers.

Applications of data for Direct Marketing, Micro-targeting

Data matching by relevance• Benefits by consumer persona• Target audience profile• Best time to reach target audience

Seller benefits

cards

Matching of cards to Pods


1Both these apps are developed by Noggin Asia as our 1st show-case apps for the marketplace. They can be corporate white-labeled.2Fear of missing out or FoMO is "a pervasive apprehension that others might be having rewarding experiences from which one is absent". This social angst is characterized by "a desire to stay continually connected with what others are doing”.

Expanding the marketplace thru an enabling community

1An agency is a business or organization providing a particular service on behalf of another business, person, or group.

Enablement Program Services


Mobile Apps & Data Source MetaPlugs

IoT Devices & Appliances

Market / Product / Consumer Research

Personal Analysis & Advisory, E-Commerce Agent, Advertising &

People Services

SW Developers

Product Makers

Service Agencies

Researchers


These partners pay a Pod access fee by subscription or per-use

*In roadmap

What Noggin Asia is doing differently?

#1. Decentralized, open platform

#2. User-centered data security by design

#3. Vulnerability & tolerance based data privacy

#4. Smart data summary & contextualization

#5. Mutual benefits based reward system


Changing the way we compete


As part of an open ecosystem, we stand a much better chance of proliferating our growth collectively and cooperatively to compete on “level-playing ground” by disrupting the incumbents’ ways much like how “open-source tech” broke the stranglehold of the behemoth tech corporations of the 90’s. By changing the game of commerce where customers are empowered with the capabilities (of Noggin Pod) and companies with the means (of Noggin Pod Ecosystem), for them to relate and engage directly without any intermediaries. In this way, we will end up with happier and more satisfied customers who will buy and advocate more because their needs, wants and intentions are matched up more accurately.Noggin Asia has shown the way of value co-creation1 driven by data democratization can be a strong differentiating factor of competitive advantage over the incumbents.

1Value co-creation is a management initiative, or form of economic strategy, that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.

Podders

Data Services

Data Analytics

Pod Appliances

Personal Clouds

Mobile Operators

Ad Companies

IoT Manufacturers

SW Developers

Mobile Apps

E-commerce

Solution Vendors

The Noggin Pod Ecosystem can be divided into 2 halves – (i) Pod supporting infrastructure and resources, and (ii) Pod application enablers as highlighted on the

left and right sides of the diagram respectively.

THANK YOU

And please visit us at either:www.nogginasia.com

nogginasiapodsense

nogginasiapodket
