After years in which companies and governments collected most of our personal data we now see the rise of a counter-movement of user-controlled data ownership (and even user-controlled data monetisation). We want, and take, control over our personal data.
With the promise of being more costumer centric companies, but also governments, collect loads of our personal data. We saw in the past years several events which showed how much data is in the hands off companies and governments. For the upcoming years we will hear even more ‘horror’ stories about our personal data. One thing comes clear: ‘‘If you’re not paying for it, you’re not the customer—you’re the product being sold. And this is what we want to stop. Companies and governments can collect our data but consumers want to be in control. We see for the upcoming years a big rise in app and services which put the user in control over his own data. It will become what you know is what I know. And I decide what you know. Marketing becomes all about being invited to the data over the costumer and trust will be an essential part in it.