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Summary

With the EU's General Data Protection Regulation coming into force in May 2018, and similar regional data protection directives on the horizon, the typical enterprise is still striving to comply with complex requirements for managing subject consent around use of data. Often, these attempts at compliance have resulted in corporate data preference portals, where consumers and prospects can go to the company website and adjust their consent and data sharing preferences via a web interface. As well-intentioned as these efforts may be, they represent a patchwork of corporate portals for the average consumer to navigate; different websites have different user experiences and may be difficult to find without direct links. JLINC Labs is an organization looking to solve this jigsaw puzzle by providing a single unified app for users to administer their data preferences with multiple corporations from a single interface.

Consumer data preference portals are too fragmented

Data privacy regulations, and GDPR in particular, have forced many organizations to "clean house" with regard to information management architecture and practices. One of the key manifestations of this shift was the creation of centralized, web-based data preference portals, where data subjects could exercise their rights to data rectification (correction of incorrect data), data portability, and data erasure for a given organization. In reality, this power given to consumers has resulted in a patchwork of web portals. Every company has a different website and user experience, and users must seek out the correct link/portal to exercise their rights. Data privacy and protection rights in the digital age are highly fragmented.

What if the consumer or data subject could control preferences for multiple organizations, all from a single cohesive interface? This is exactly what JLINC Labs has set out to achieve, building cloud services and an app for the administration of data preference controls across multiple organizations. Users can log on to the app and simply toggle between organizations to adjust their preferences. Users of the app can set default preferences for their data use and apply them to all organizations in a single click. Built on an open source protocol, the JLINC Labs platform is open, allowing easy integration. Companies that have already built custom data preference/privacy portals can still leverage the work that has already been done; they can simply link to the JLINC Labs application via an API.

JLINC Labs' challenge, of course, will be tapping into the network effect; one cannot have a single online protocol for data preferences unless numerous corporations sign on to the service. The company needs a large number of cooperative businesses to join the program in order to make its services useful to the average consumer. JLINC Labs is aggressively addressing this, by canvasing college campuses and targeting privacy activists in the quest to raise awareness. However, the linchpin will be the ability to recruit enterprise organizations to the service. Challenges, too, may arise around security; a central portal for consumers with companion services for businesses provides attractive targets for hacking attempts. As long as JLINC Labs can be vigilant with platform security and continue to recruit aggressively, it potentially has a streamlined offering that would be highly attractive to end users and businesses alike.

Appendix

Further reading

Customer Engagement Solutions Must Prioritize Security and Privacy to Build Customer Trust, INT001-000066 (June 2018)

Enhanced Privacy Controls: Providing the Key to Improved Data Quality and Security, IT0014-003221 (March 2017)

Security and Privacy as Customer Experience Differentiators, INT001-000042 (April 2018)

"The consumer data interface deserves a central role in the data ecosystem," IT0014-003338 (September 2017)

Author

Paige Bartley, Senior Analyst, Data and Enterprise Intelligence

paige.bartley@ovum.com

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