Privacy first

I was posting on privacy many times here. Of all security aspects this one seems to be the most difficult to grasp, understand and address. Yet the general awareness of privacy has been constantly growing, and I believe this will become one of the key differentiators of products and services, looking forward.

It is still striking how many people and organizations just do not get it.

Last year I was attending a conference where a product manager from a tier-1 multimedia company was presenting his vision of contextual future. I will leave the company name anonymous, but most of you know that brand very well. And they are a premium consumer brand.

So the presenter started his story with a scene at a private apartment where a couple were watching a movie. Then she had to leave for an airport. In a taxi the multimedia system offered to continue playing the movie and a multimedia armchair in an airport lounge did the same. So did the seat on the flight. The presenter smiled being really proud of his vision. The audience liked it too.

Later at lunch, I asked the presenter, what if that movie they started watching in the apartment was a porn movie. How would he feel if the taxi and all the chairs in the lounge and all seats on the plane knew his "preferences". His smile instantly disappeared...

This porn example may or may not be relevant to many of us, but highlights the importance of privacy and anonymity.

Every time I fly on Lufthansa, they greet me by my last name. Creepy. Yeah I know that stepping on a plane you give up all your privacy. Especially when you have a frequent flier status. But dear airline, at least let's pretend you don't know me. Or be discreet, like United, who acknowledge you silently by just not requesting a payment for a glass of wine on board in economy class.

BTW, I have a wireless product of the multimedia company I mentioned (it is a very popular product). Have just checked on how it uses the Bluetooth radio. Guess what... It uses (broadcasts) a static MAC address, even though Bluetooth supports using random addresses. Static, means it can be traced... globally. It seems they really need to revamp their privacy strategy. Otherwise it will soon backfire. I'll give them this hint... privately.