Everywhere data "footprints" big Data age where our "little world"?

Xinhua Hainan Boao April 11 (reporter Zhang Yujie Shanfan Li Jinhong Xiahong) "Most of the data Are People ' initiative ' contribution." Jiren, Chairman and CEO of Neusoft Group, said in a recent forum on large data and cloud computing held at the 2014 Annual meeting in Boao, Hainan. "In fact, in every move, you don't know how much ' temptation ' is behind you to donate your data voluntarily," he said. Your mobile phone, credit card consumption record, computer, a variety of devices let you fondle admiringly, but also all you do not want to tell others things are told others. ”

In the big data age, these ubiquitous data "footprints" in the privacy of people inadvertently transparent. In this era of rapid development of information, where should people put their own "Small World"?

Data "footprints" everywhere privacy leaks "happen quietly"

Beijing resident Mr. Wang Chen a clothing company, he often through Baidu search engine query some clothing, fashion and education and other topics of interest, can be in his follow-up landing on some of the sites will correspondingly appear "clothing" "fashion" "training institutions" such as advertising.

"I didn't take it personally at first, but thinking about your peace-loving search for things was ' recorded ' and ' peeked '," he said. "Wang Chen said.

Qihoo 360 President Xiangdong told reporters that users in the use of QQ, micro-letter chat process, is actually the most private information to Tencent, in the free network shopping at the same time, the account number, address and telephone information to Taobao, in the brush microblogging when entertainment, will interest, hobbies and letters to Sina; In the use of search services, will be their own network behavior trajectory to Baidu.

"Information is everywhere. "said Martha Bel, chief executive of Mobile Technology, Inc. "We have an insight into consumer behavior by integrating fragmented information." ”

"If there's enough information, we can even judge the trajectory of people's lives for a while," he said. "Jiren said. Like walking footprints are hard to erase, in the big data era, people left the "data" footprints can not erase.

Steve Milligan, president and chief executive of Western data, said that, in fact, not only the internet, a person's "data footprints" also scattered in various information systems, including mobile phones, computers, credit cards, video surveillance and other business systems, these scattered in the various systems of data at first glance value is not, But if they are deeply integrated and excavated, they can find information about the consumer's character, hobby and consumption habits.

Minghua, executive director of the National Internet Emergency Center, told reporters that new internet technologies such as cloud computing, mobile internet and social networking are changing the way personal information is collected and used. "The controllability of personal information is gradually weakened, and the disclosure of important life information such as name, address, telephone, ID number and consumption record is becoming more and more common." ”

Consumers "voluntarily" provide personal information exchange information only for "request" services

"Privacy protection issues can be a challenge in the big data age, because we used to spend money to buy information, and today is a mass of people actively contributing data." "Jiren said.

Vaughan Smith, vice president of Facebook, said at the forum that consumers voluntarily provided a lot of personal information. "Like Facebook, all kinds of information are growing at a rate of 10 billion a day, including photos, messages, status, etc." This was unthinkable in the past, when people might not put their children's photos online ten years ago, and now people prefer to ' bask ' in ' public platforms ' with photos of their children or their parents and pets. ”

Jiren that this is the charm of the big data age and poses challenges. Personal privacy is what people "voluntarily" provide, is the phone on your body, is your computer, your behavior exposes it. "Large data with personalized, accurate, automatic exposure, data collection and other characteristics, a variety of devices so that you fondle admiringly, but also all you do not want to tell others things are told others." ”

Experts generally believe that consumers are now maturing and they know they provide "personal information", but also that consumers expect their personal information to be better served.

"Consumers want to be able to get more free services from operating companies so they are willing to give you some personal data for free, which is the change we've seen recently." Allen&overy partner Ahmed Baladi said.

Today's consumers, he argues, are more than ever trying to understand how their data is being collected and used by companies.

"People are using their personal information in exchange for the corresponding ' service '." They just don't know what they're paying for. Xiangdong told reporters. "These exchanges are difficult to measure by price, and often do not make you feel uneasy or distressed, because you receive services from them." ”

To protect our little world, we need to develop "effective" rules.

Regardless of whether consumers "voluntarily" to provide their own information, due to the lack of effective regulation and rules, some enterprises are "greedy" to collect customer personal information, and the depth of data mining, in order to gain greater benefits.

Xiangdong said that the most prominent problem in the big data age is the data security and personal privacy of cloud services. "In the future, all cloud services may encounter such security issues, such as the storage of their own documents to Baidu's network or 360 of the cloud disk, the data how to safely save, whether there is a security risk?" For this problem, there is still a lack of sound regulatory laws and regulations. ”

In this regard, experts generally believe that privacy protection is a big demand for future users, must make effective rules to regulate.

"On data collection and privacy protection, we have relevant legal norms in Europe, China can also refer to." Ahmed Baladi said.

In making rules, experts suggested that the first is transparency, how to use the collected personal data must inform the customer in advance; second, the right to consent, for the use of data for internet transactions, it is necessary to show the data providers how to protect the data and whether it will be shared with third parties; The second is to ensure that the data is not lost or unauthorized access by other third parties, and finally for the user personally, must have access to data, delete rights and modify the right.

"I think this set of rules in the world are common, in the big Data era only through the establishment of effective regulation to solve the data problems." Ahmed Baladi said.

Xiangdong said that the Web site for the protection of users ' privacy, on the one hand, capital and equipment investment, on the other hand, is the issue of responsibility.

"If the big Web site is irresponsible, not only will seriously discourage internet users enthusiasm, hurt the growth of the Internet industry, but also the malicious consequences of user privacy abuse." Because of this, the Internet era of personal privacy information protection, can not be an ' arranged ', must be government, website, security companies to work together to achieve the ' trinity '. "Xiangdong said.