The Importance of Privacy and Security at SMWF

Business Confidential and © 2010: DLMM Pte Ltd

World’s First Social Exchange

Social Media World ForumThe Importance of Privacy and Security

Michael Gethen, VP Media & ContentTuesday 29th March 2011


The importance of online privacy and security

The emergence of a new asset class: Personal Data

Overview of MyCube

The MyCube Personal Data Trust

Questions

Today‟s agenda


Hello!

Audience Participation


You use any form of social network

You feel ever so slightly worried that your digital persona might

be seen by someone who shouldn’t see it

You have some small concerns about the way in which your data

might be harvested by social and search businesses

You’d like to have the content that you are presented with within

your social ecosystem delivered based on relevance, context,

priority and trust – basically you want to prevent information

overload

Please raise your hand if…


You are interested in having a multi-faceted online digital life in which you control a single social platform from which you post what you want to whom you want on whatever network you want

You have digital assets, expertise and knowledge that you may want to monetise

You’d like to use a suite of tools that would grab all of your social data from all of your existing accounts and create a centraliseddirectory of everything on your hard drive

You’d like to use a trusted (independent trust with independent auditors) cloud based data storage facility that would back up everything that you ‘own’ online – contacts, files, media, communications

Keep your hand raised if…


So, those of you who raised your hands…

…You’re not alone.

700 million users not using because of

privacy concernsSource: Wall Street Journal 2010

77% of users do not want to be

profiledSource: Burst Media 2010

400 million new social networking users1.5 billion new social network user accounts

2011-2015Source: Radicati Group 2011


The emergence of a new asset class: Personal Data


Between 2009 and 2020…

44x more

Personal digital data.


“Information is the gold or oil of the economy in the information age”

Paul M. Schwartz, Professor of Law and Information Technology

Law School, University of California, Berkeley


Existing social networking propositions do not provide adequate levels of user privacy, ownership and control

While blogging and publishing technologies are widespread, no content management tools are integrated within SN platforms

User content is universally ‘loaned’ to networks but not returned to users, in some instances, digital assets are actually owned by the networks

Usage data and and user profiles are harvested by existing platforms and sold to media broking agencies leading to inaccurate, inappropriate and irrelevant advertising

No SN offers a monetisation option enabling users to benefit from their digital assets, knowledge and experience – no value to users from massive investment

No SN platform offers professional content as well as user generated content No contextual search features exist to enable content and contact filtering and prioritisation Information overload Data is not secured in a third party source No ‘network of networks’ proposition exists to enable digital life control over other

disparate digital propositions No social network is implementing tools that deliver real world value as a result of digital

effort

“…social notworking…”


“…an interest-centric, privacy-focused social network that offers users control of their information and interactions…”

User centric social network + content discovery environment =

Social Exchange

So, what is MyCube?


• User driven app that harvest all social data

• Stored on physical or cloud based drives

• Independent personal data trust

• Global privacy experts

• Independent auditors (E&Y)

• Digital ‘wallet and currency

• Real world currencies , and, virtual currencies

• Fully functional social ecosystem

• Interest centricity

• Social search

• Web 3.0 advertising

Social Platform

e-wallet

VaultTrust

A „Social Exchange‟ centred on user P-O-C


Introducing

The World’s first Social Exchange


MyCube Personal Data Trust

A. The Trust and the MyCube

commercial organisation are

separate legal entities

B. The technology infrastructure

e.g. servers, hardware &

software etc on which user

content is stored are assets

owned by the Trust

C. MyCube operates the website

and provides services under a

licence based on the Trust

Deed, with strictly defined

service levels and protocols for

Privacy protection

Access control

Personal Data Trust

MyCube.com

Technology infrastructure (servers, hardware) on which user content is

stored and privacy/access control

applications reside

100%

Board of Directors

A

B

C


MyCube Personal Data Trust

An overview of the key parts of the Personal Data Trust:

TRUSTSeparate legal entity from MyCube ‘commercial’ business, structured as a non-profit company providing trust services

DIRECTORS Board of Directors, made up independent directors who are people recognised as the leading global experts on privacy and media regulation

TRUST DEEDControlling document that sets out rules of operation of the Trust and enshrines privacy protection and access control for users

WEB TRUST An international standard and set of controls used by all major auditors, with very specific provisions around access control and data security

AUDITED Compliance with the Deed is independently audited, providing assurance to Board of Directors and reporting to users

MANAGED The operational infrastructure is managed by MyCube under a licence from the Trust, including defined service levels, access protocols and reporting requirements


Find People and Contentwithin your own interests

Create your own Content and Publish it

Set Privacy and get control

Monetise and start earning

Integrate with other socialnetworks


Find people and content within your interests


Find people and content within your interests


Create your own content and publish it


Set pricing and privacy before you publish


Set privacy on your profile


Buy and sell content


Integrate with other social media


Founded 2008 by Swedish entrepreneur Johan Stael von Holstein

(iconmedialab, letsbuyit.com)

Over £5,000,000 raised to date

42 staff incorporating a senior management team (Netscape,

Real, Paypal, Amex, EA, Fairfax Digital)

Product proposition in private beta

Pre-public release 28th March / Full public release 15th June

Some background


MyCube is a web 3.0 social exchange

Operating in an exponential growth area with huge market opportunity

Fills the existing gaps in the social networking ecosystem; returns control to users and offers monetisation opportunities for content creators

Clear vision and strategy: social search, social data, social intelligence

Proven executive management team with history of successful exits

Unique revenue streams and propositions

Conclusion


Further information: [email protected]

Thanks for your time.

Any questions?