Privacy issues become O2O stumbling block

These days, the development of O2O more and more, because O2O can fully combine the Internet economy's online advantages and traditional economic advantages of the line, so the traditional merchants have to use O2O to carry out business, achieved good results. However, as the mobile Internet is becoming more and more "open" Today, O2O is inevitably caught in some controversy and doubts, especially for those third-party O2O platform, as the platform is growing, data more and more, how to protect the privacy of businesses and users is critical.

O2O privacy protection is not optimistic

Talking about privacy protection, we first look at two examples, the author's friend Xiao Wang help his wife in a O2O platform to do beauty salon shop ads, in contact with this column left their mobile phone number, this is a very normal way to promote. However, when Wang calls his boss, his phone number is shown in the boss's phone as the head of a beauty salon. In addition, Wu in group buying online did "60-minute self-portrait bar" advertising, when she called friends, her number on a friend's mobile phone has become a 60-minute self-portraits.

And the reason for this "ironic" event, the root cause is the disclosure of user privacy, first of all, such as booking, ordering and other O2O platform and group purchase website can obtain a large number of merchant information, including telephone, address, business projects and so on, if they are packaged to sell this information to the number management app, That would be the problem. As we all know, the number management app mostly will prevent the harassment function as the competition point, if some numbers belong to the advertising sales number, will be labeled out, and guide the user to shield, the more powerful anti-harassment, the more natural will win the user's favor. But if the data source is not right, this kind of function may have the normal number to shield outside, but affects the normal communication between the user. More importantly, this will inevitably affect the normal promotion of O2O platform, once affixed to the label of psoriasis ads, merchants naturally became rat smack, it is impossible to do business.

Of course, some of the number-management apps are also blamed, in addition to some mercenary O2O platforms. The purchase of number resources through the O2O platform is obviously an improper means of acquiring, not only suspected of breaking the law, but also in the long run, there is no small harm to its own development. Not long ago, foreign truecaller and domestic telephone help have won the VC, in addition to the product has a huge advantage, there is an important reason------their number source is legitimate, will not violate the privacy of users, and will not affect the normal number. For some apps, if the privacy problem is not solved, long walk in the legal boundary, want to get venture capital is basically impossible.

How to protect the normal promotion of commercial tenants from harm?

So in this case, how do merchants use O2O to promote it? How to protect yourself from the impact of O2O platform privacy disclosure? In fact, there are now a lot of third-party O2O platforms, and some of the platforms are trying to cut into the O2O domain with phone numbers. For example, 118114, 12580, such as hot line platform to do very well, these are launched by the basic operators of the hotline platform is the user after the application, the user agreed to the situation, will be published its number, which also avoids infringement of user privacy.

The O2O platform that uses this model also has the authentic net, it takes authentic shop switchboard as the core, does not use the original telephone number, and for all of its businesses to redistribute a switchboard number, the number of merchants to protect the telephone number after the switchboard, with the authentic switchboard + exclusive direct number of the way to determine the identity of the merchant, to establish their own Address book platform, This protects the merchant's privacy to the fullest extent, and does not cause confusion between the promotion number and the private number. Genuine network also launched the insurance agent through number, will also launch a good doctor straight number and a good lawyer through number, where the "straight number" is an innovative business, is equivalent to a business switchboard, through voice prompts to divert the demand of callers, consumers a key can talk to each other, but also save the effective time between each other, It is more important to protect the telephone privacy of these service groups.

In fact, such as the model of authentic shop operators in the communication needs of the subdivision, can effectively distinguish between the user number and advertising number, which is ubiquitous in advertising mobile internet era is very rare, because this can protect the privacy of users, and not with the normal promotion of conflict.

Back to the O2O problem, as the O2O platform more and more, its data are more and more rich, of course, commercial value is more and more, in the interests driven, they sell the data to a third party for profiteering is not difficult to understand. Moreover, besides the number management app will be interested in these data, other marketing agencies, companies may also pay high prices to buy the data. This gray industry chain has become a stumbling block to the development of O2O, only strengthen the industry supervision, the greatest extent to eliminate the gray industry chain of private trafficking, O2O to a higher level.