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Getting to know you? New business models for privacy and the quantified self

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In this paper we propose a research agenda around privacy-friendly business models. We explore the relationship between 'big data' and new business models, in particular in the context of the Quantified Self or self-tracking. The key driver for self-tracking is an evidence-based approach to personal improvement, via lifestyle changes based on actionable information. Data-driven business models define firms that rely on data as their key resource for doing business. We suggest that there is a need for new business models to reflect the changing privacy requirements of consumers in an age when 'informed consent' is becoming increasingly important, and that privacy management will play a critical part in the effectiveness and sustainability of QS-based business models in the future. There is a need to explore alternative business models driven by 'big data', which not only generate economic value from the appropriation of QS practices, but also respect users' privacy requirements.
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Keywords: BUSINESS MODELS; PRIVACY; QUANTIFIED SELF; SELF-TRACKING

Document Type: Research Article

Publication date: 01 March 2018

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