[Music]
imagine that your home was broken into
do you sit idly by and simply hope it
doesn't happen again
of course not you take action you change
the locks you get an alarm you up your
insurance you buy a dog you do something
we all know the risks of online shopping
yet every day sometimes multiple times a
day we give away all of our private
information we give away our address our
email address our credit card
information pins odds are we probably
share information across websites as
well
the risks are well-documented and we all
know we're vulnerable so why do we do it
simplicity it's just too easy the
rewards outweigh the risk fast and free
delivered when I want it where I want it
risks be damned I have to have a skim
shot and if I don't get it now
they might just sell out the reality is
people react to ads like this every day
trading their privacy for convenience
because that's the way it's always been
well it doesn't have to be is it
possible to remain anonymous while
shopping online sure who wants to buy a
new laptop get a burner phone set up a
new email address buy things with gift
cards that you paid for in cash this
might work for paranoid independently
wealthy people with time to kill but
it's certainly not a mainstream solution
for people like you and me as the
director of concepts for a major
logistics provider an amazing job I get
to see the cutting edge companies are
constantly pitching us ways in which
they could help us better target
customers ways of which they can help us
use our information to sell more they
asked if they could use our information
so that they could sell more some even
pitches ways in which they could help us
with privacy compliance but no one's
ever come to pitch ways in which they
could help us help consumers be safer
online they never help protect their
right to privacy
this gap got me thinking it's time we
our privacy back but it's going to
require a fundamental shift in the way
we do things
we must migrate from an e-commerce world
to an anonymous commerce world or
e-commerce for short and here's how it
could work instead of giving away all of
your private information to every single
website you interact with you give your
information to one single trusted third
party that third party secures your
information and get you a pin or a key
code that allows you to conduct business
see something you like enter your PIN
complete your transaction and it's that
simple the difference here is you have
sort of an avatar that sits between you
and the retailer you're able to search
and shop as you like but the retail on
the other side sees your avatar instead
of you this is what allows you to remain
anonymous that third party has one role
protect you and me their client from
mildly annoying targeted advertising to
identity theft so I'm sure you're asking
yourself now what happens when that
third party gets hacked they probably
will the difference here is instead of
getting thousands of transactions that
are linked to personal data they get
access to one record at a time because
you're protected by that unique avatar
that actually makes the return on hack
far less interesting if the hack isn't
worth the time and money they'll happen
less and less making all us all just a
little more secure online interest are
they enough there are companies out
there today that could offer this level
of service as a matter of fact your bank
your credit card company and Amazon does
everything they can to protect you
they tokenize transactions they encrypt
information they store data off-site yet
somehow we're all still vulnerable
how can this be well promises are really
hard to keep when you're trying to ride
two horses take your credit card company
as an example they do things to protect
your privacy but at the same time they
have a data monetization strategy built
right into their business model why is
that well because the internet and
e-commerce are built on the value of
private information this is what creates
a dilemma and ultimately the
vulnerability in an a commerce world
privacy is the business
model that third party gets paid to
protect your information and that's it
we have an opportunity hit the reset
button on how we do business online we
can effectively disown the unintended
consequences of being pioneers in the
digital age so I ask do you want it
would you pay for it thank you
[Applause]