a few years ago a number of my friends and I got together and formed a think
and I got together and formed a think
and I got together and formed a think tank to explore the question what
tank to explore the question what
tank to explore the question what happens when what happens when human
happens when what happens when human
happens when what happens when human beings stop driving what happens when
beings stop driving what happens when
beings stop driving what happens when the price of electricity Falls to nearly
the price of electricity Falls to nearly
the price of electricity Falls to nearly zero what happens when the model of
zero what happens when the model of
zero what happens when the model of individually owned automobiles
individually owned automobiles
individually owned automobiles disappears forever today I want to share
disappears forever today I want to share
disappears forever today I want to share with you my exploration of the question
with you my exploration of the question
with you my exploration of the question what could happen when the zero dollar
what could happen when the zero dollar
what could happen when the zero dollar economy intersects with transportation
economy intersects with transportation
economy intersects with transportation so what is the zero dollar economy to
so what is the zero dollar economy to
so what is the zero dollar economy to answer that question we have to go back
answer that question we have to go back
answer that question we have to go back in time a little over 300 years the
in time a little over 300 years the
in time a little over 300 years the years 1704 Boston newsletter is
years 1704 Boston newsletter is
years 1704 Boston newsletter is published and it has the first ever paid
published and it has the first ever paid
published and it has the first ever paid for advertisement 25 years later
for advertisement 25 years later
for advertisement 25 years later benjamin frankly launches the
benjamin frankly launches the
benjamin frankly launches the Pennsylvania Gazette in Philadelphia and
Pennsylvania Gazette in Philadelphia and
Pennsylvania Gazette in Philadelphia and his publication carries pages of this
his publication carries pages of this
his publication carries pages of this thing called new advertisements and thus
thing called new advertisements and thus
thing called new advertisements and thus is born the industry concept of
is born the industry concept of
is born the industry concept of advertising subsidizing the production
advertising subsidizing the production
advertising subsidizing the production of a product in this case the newspaper
of a product in this case the newspaper
of a product in this case the newspaper and the information product industry
and the information product industry
and the information product industry iterated on this over the next 300 years
iterated on this over the next 300 years
iterated on this over the next 300 years September 1998 Larry Page and Sergey
September 1998 Larry Page and Sergey
September 1998 Larry Page and Sergey Brin found Google with the objective to
Brin found Google with the objective to
Brin found Google with the objective to organize the seemingly infinite amount
organize the seemingly infinite amount
organize the seemingly infinite amount of information on the web and they are
of information on the web and they are
of information on the web and they are so successful and the execution of this
so successful and the execution of this
so successful and the execution of this mission that PC magazine at the time
mission that PC magazine at the time
mission that PC magazine at the time says Google has the almost uncanny knack
says Google has the almost uncanny knack
says Google has the almost uncanny knack for delivering relevant results they
for delivering relevant results they
for delivering relevant results they later then named Google the top search
later then named Google the top search
later then named Google the top search engine in their 100 top list to visit in
engine in their 100 top list to visit in
engine in their 100 top list to visit in October of 2000 goggle launches AdWords
October of 2000 goggle launches AdWords
October of 2000 goggle launches AdWords a self-service Pro
a self-service Pro
a self-service Pro to allow advertisers to purchase
to allow advertisers to purchase
to allow advertisers to purchase personalized affordable keyword
personalized affordable keyword
personalized affordable keyword advertising that would appear on the
advertising that would appear on the
advertising that would appear on the google.com search results initially
google.com search results initially
google.com search results initially started as a beta with 350 companies it
started as a beta with 350 companies it
started as a beta with 350 companies it quickly became a success because it
quickly became a success because it
quickly became a success because it delivered not only instantaneous results
delivered not only instantaneous results
delivered not only instantaneous results but instantaneous ads that allowed for
but instantaneous ads that allowed for
but instantaneous ads that allowed for exceptionally targeted keyword analysis
exceptionally targeted keyword analysis
exceptionally targeted keyword analysis and gave most importantly advertisers
and gave most importantly advertisers
and gave most importantly advertisers the necessary tools to understand the
the necessary tools to understand the
the necessary tools to understand the effectiveness of their advertising today
effectiveness of their advertising today
effectiveness of their advertising today Google build products that my colleague
Google build products that my colleague
Google build products that my colleague Richard Windsor describes as digital
Richard Windsor describes as digital
Richard Windsor describes as digital life services these include browsers
life services these include browsers
life services these include browsers email clients productivity Suites the
email clients productivity Suites the
email clients productivity Suites the mobile ecosystem called Android and they
mobile ecosystem called Android and they
mobile ecosystem called Android and they do this because they operate as a large
do this because they operate as a large
do this because they operate as a large ecosystem business and for large
ecosystem business and for large
ecosystem business and for large ecosystem business the more services you
ecosystem business the more services you
ecosystem business the more services you can offer the less likely it is that
can offer the less likely it is that
can offer the less likely it is that your users are going to leave or switch
your users are going to leave or switch
your users are going to leave or switch competitors Google makes money by
competitors Google makes money by
competitors Google makes money by advertising and by creating tools for
advertising and by creating tools for
advertising and by creating tools for others for us to advertise last year
others for us to advertise last year
others for us to advertise last year they made over 90 billion dollars mainly
they made over 90 billion dollars mainly
they made over 90 billion dollars mainly because of their incredible insights
because of their incredible insights
because of their incredible insights into their users insights that allowed
into their users insights that allowed
into their users insights that allowed Google to help the advertiser serve up
Google to help the advertiser serve up
Google to help the advertiser serve up the right ad to the right person at the
the right ad to the right person at the
the right ad to the right person at the right time and for those of us here who
right time and for those of us here who
right time and for those of us here who operate on the web we know what that’s
operate on the web we know what that’s
operate on the web we know what that’s like if you have a bad golf swing like
like if you have a bad golf swing like
like if you have a bad golf swing like me you go online and you ask for help
me you go online and you ask for help
me you go online and you ask for help and immediately on the left hand side
and immediately on the left hand side
and immediately on the left hand side are countless articles showing you how
are countless articles showing you how
are countless articles showing you how to improve your golf swing well on the
to improve your golf swing well on the
to improve your golf swing well on the right hand side are a number of ads
right hand side are a number of ads
right hand side are a number of ads targeted for caps or coaches in my area
targeted for caps or coaches in my area
targeted for caps or coaches in my area this is incredible Google offers an
this is incredible Google offers an
this is incredible Google offers an amazing suite of products that help
amazing suite of products that help
amazing suite of products that help people
people
people their daily lives and they do not ask
their daily lives and they do not ask
their daily lives and they do not ask for a dollar what they ask for is you
for a dollar what they ask for is you
for a dollar what they ask for is you the monthly active user and for Google
the monthly active user and for Google
the monthly active user and for Google every user is a different value it
every user is a different value it
every user is a different value it depends on what you use how you use it
depends on what you use how you use it
depends on what you use how you use it where you use it when you use it and how
where you use it when you use it and how
where you use it when you use it and how often you use it as an example some
often you use it as an example some
often you use it as an example some research we did we were able to discover
research we did we were able to discover
research we did we were able to discover for a very specific family of four
for a very specific family of four
for a very specific family of four outside of Chicago who is fully
outside of Chicago who is fully
outside of Chicago who is fully committed fully on fully in to the
committed fully on fully in to the
committed fully on fully in to the Google product portfolio that they
Google product portfolio that they
Google product portfolio that they represented just a bit more than five
represented just a bit more than five
represented just a bit more than five thousand dollars in terms of yearly
thousand dollars in terms of yearly
thousand dollars in terms of yearly advertising sales for Google this is
advertising sales for Google this is
advertising sales for Google this is incredible however because it is an
incredible however because it is an
incredible however because it is an exchange of goods eyeballs and time for
exchange of goods eyeballs and time for
exchange of goods eyeballs and time for product it is incorrect to refer to this
product it is incorrect to refer to this
product it is incorrect to refer to this product or products as free and so I
product or products as free and so I
product or products as free and so I coined the term zero dollar product
coined the term zero dollar product
coined the term zero dollar product should be noted that Google is not the
should be noted that Google is not the
should be noted that Google is not the only company delivering zero dollar
only company delivering zero dollar
only company delivering zero dollar products many of our modern platforms
products many of our modern platforms
products many of our modern platforms that we use today also do that we have
that we use today also do that we have
that we use today also do that we have Facebook Pinterest whatsapp Twitter so
Facebook Pinterest whatsapp Twitter so
Facebook Pinterest whatsapp Twitter so the zero dollar economy is the
the zero dollar economy is the
the zero dollar economy is the collection of companies that serve up
collection of companies that serve up
collection of companies that serve up zero dollar products and consumers have
zero dollar products and consumers have
zero dollar products and consumers have responded in amazing fashion just this
responded in amazing fashion just this
responded in amazing fashion just this past summer Facebook announced it had
past summer Facebook announced it had
past summer Facebook announced it had two billion monthly active users Google
two billion monthly active users Google
two billion monthly active users Google estimates with all the products what’s
estimates with all the products what’s
estimates with all the products what’s going on that they have over four
going on that they have over four
going on that they have over four billion monthly active users so what is
billion monthly active users so what is
billion monthly active users so what is this actually though have to do with
this actually though have to do with
this actually though have to do with transportation imagine your automotive
transportation imagine your automotive
transportation imagine your automotive head unit that’s screen it sits right
head unit that’s screen it sits right
head unit that’s screen it sits right off to the right hand side in the US on
off to the right hand side in the US on
off to the right hand side in the US on your dashboard right now every car has
your dashboard right now every car has
your dashboard right now every car has one and it’s different it looks
one and it’s different it looks
one and it’s different it looks different it behaves different and often
different it behaves different and often
different it behaves different and often it is difficult to use so Google comes
it is difficult to use so Google comes
it is difficult to use so Google comes along and convinces most
along and convinces most
along and convinces most of the automotive companies to adopt the
of the automotive companies to adopt the
of the automotive companies to adopt the familiar look and feel and applications
familiar look and feel and applications
familiar look and feel and applications that are present in the Android
that are present in the Android
that are present in the Android smartphone that you use each and every
smartphone that you use each and every
smartphone that you use each and every day they call that offering Android auto
day they call that offering Android auto
day they call that offering Android auto and the offer is for free and this has
and the offer is for free and this has
and the offer is for free and this has shown to be incredible for people who
shown to be incredible for people who
shown to be incredible for people who are beginning to interact with these
are beginning to interact with these
are beginning to interact with these highly highly technical cars to be able
highly highly technical cars to be able
highly highly technical cars to be able to use something as simple as what we’ve
to use something as simple as what we’ve
to use something as simple as what we’ve used on our phone each and every day
used on our phone each and every day
used on our phone each and every day has proven to be remarkable but the
has proven to be remarkable but the
has proven to be remarkable but the question is who wins will the driver be
question is who wins will the driver be
question is who wins will the driver be able to recover any financial activity
able to recover any financial activity
able to recover any financial activity when Google takes this data and sells it
when Google takes this data and sells it
when Google takes this data and sells it for additional advertising who makes
for additional advertising who makes
for additional advertising who makes money on the data and what data is there
money on the data and what data is there
money on the data and what data is there in a modern day car there are over a
in a modern day car there are over a
in a modern day car there are over a hundred sensors that are deployed to
hundred sensors that are deployed to
hundred sensors that are deployed to make the drive safer to make the car
make the drive safer to make the car
make the drive safer to make the car more comfortable and to make the time
more comfortable and to make the time
more comfortable and to make the time spent in the cabin more convenient these
spent in the cabin more convenient these
spent in the cabin more convenient these sensors include sensors to deploy the
sensors include sensors to deploy the
sensors include sensors to deploy the airbags
airbags
airbags such as to help with braking sensors to
such as to help with braking sensors to
such as to help with braking sensors to help with traction control and sensors
help with traction control and sensors
help with traction control and sensors to help with ride stability this is an
to help with ride stability this is an
to help with ride stability this is an amazing set of sensors and we continue
amazing set of sensors and we continue
amazing set of sensors and we continue to add more sensors sensors that will
to add more sensors sensors that will
to add more sensors sensors that will today help us relieve us of the burden
today help us relieve us of the burden
today help us relieve us of the burden of driving including adaptive cruise
of driving including adaptive cruise
of driving including adaptive cruise control lane keeping assistance blind
control lane keeping assistance blind
control lane keeping assistance blind spot monitoring and pretty soon full
spot monitoring and pretty soon full
spot monitoring and pretty soon full autonomy as these sensors are deployed
autonomy as these sensors are deployed
autonomy as these sensors are deployed and generates significant amounts of
and generates significant amounts of
and generates significant amounts of data it is tech companies that
data it is tech companies that
data it is tech companies that understand more than anyone that this
understand more than anyone that this
understand more than anyone that this information both in and out of the car
information both in and out of the car
information both in and out of the car about the car about the passengers are
about the car about the passengers are
about the car about the passengers are about the ride it is information that
about the ride it is information that
about the ride it is information that can be sold to cities municipalities and
can be sold to cities municipalities and
can be sold to cities municipalities and companies this data is in fact
companies this data is in fact
companies this data is in fact exceptionally valuable and for a company
exceptionally valuable and for a company
exceptionally valuable and for a company like Google who understands how to
like Google who understands how to
like Google who understands how to process it harvest it analyze it when
process it harvest it analyze it when
process it harvest it analyze it when coupled with location preferences and
coupled with location preferences and
coupled with location preferences and intentions this data is
intentions this data is
intentions this data is unbelievably valuable so how my google
unbelievably valuable so how my google
unbelievably valuable so how my google take such data and build for their
take such data and build for their
take such data and build for their portfolio a zero dollar product imagine
portfolio a zero dollar product imagine
portfolio a zero dollar product imagine that you have your forty thousand dollar
that you have your forty thousand dollar
that you have your forty thousand dollar car the car of your dreams ready to go
car the car of your dreams ready to go
car the car of your dreams ready to go you’re at the dealership and you want to
you’re at the dealership and you want to
you’re at the dealership and you want to leave as you’re going through the
leave as you’re going through the
leave as you’re going through the process you’re offered the opportunity
process you’re offered the opportunity
process you’re offered the opportunity to sell six sensors GPS rain windshield
to sell six sensors GPS rain windshield
to sell six sensors GPS rain windshield wiper headlights status traction control
wiper headlights status traction control
wiper headlights status traction control and barometer now these six sensors when
and barometer now these six sensors when
and barometer now these six sensors when combined actually provides very accurate
combined actually provides very accurate
combined actually provides very accurate weather data around your car and who
weather data around your car and who
weather data around your car and who might be interested in that well it
might be interested in that well it
might be interested in that well it turns out that there is the National
turns out that there is the National
turns out that there is the National Oceanic Atmospheric Administration
Oceanic Atmospheric Administration
Oceanic Atmospheric Administration otherwise known as NOAA they’re a
otherwise known as NOAA they’re a
otherwise known as NOAA they’re a department within the US Department of
department within the US Department of
department within the US Department of Commerce and they are charged with
Commerce and they are charged with
Commerce and they are charged with monitoring weather including forecasting
monitoring weather including forecasting
monitoring weather including forecasting the terrible and tragic storms that we
the terrible and tragic storms that we
the terrible and tragic storms that we most recently saw here in the United
most recently saw here in the United
most recently saw here in the United States NOAA today seeks federal funding
States NOAA today seeks federal funding
States NOAA today seeks federal funding to build weather stations but why not
to build weather stations but why not
to build weather stations but why not buy the data from the cars where the
buy the data from the cars where the
buy the data from the cars where the people are so let’s say that you agree
people are so let’s say that you agree
people are so let’s say that you agree and you’re willing and you’re willing to
and you’re willing and you’re willing to
and you’re willing and you’re willing to accept that you sell the data for a
accept that you sell the data for a
accept that you sell the data for a three thousand dollar lifetime price
three thousand dollar lifetime price
three thousand dollar lifetime price gone done you’re good
gone done you’re good
gone done you’re good that car is now thirty seven thousand
that car is now thirty seven thousand
that car is now thirty seven thousand dollars and every car that we now have
dollars and every car that we now have
dollars and every car that we now have also had something called suspension
also had something called suspension
also had something called suspension controls to make the ride really smooth
controls to make the ride really smooth
controls to make the ride really smooth but imagine if we captured the data when
but imagine if we captured the data when
but imagine if we captured the data when the ride wasn’t so smooth possibly
the ride wasn’t so smooth possibly
the ride wasn’t so smooth possibly suggesting maintenance issues and
suggesting maintenance issues and
suggesting maintenance issues and repairs the governments and companies
repairs the governments and companies
repairs the governments and companies charged with maintaining our roadways
charged with maintaining our roadways
charged with maintaining our roadways would be exceptionally interested in
would be exceptionally interested in
would be exceptionally interested in that and might in fact be willing to buy
that and might in fact be willing to buy
that and might in fact be willing to buy it so let’s say that we’re able to
it so let’s say that we’re able to
it so let’s say that we’re able to negotiate the sale price of that for two
negotiate the sale price of that for two
negotiate the sale price of that for two thousand dollars the car is now forty
thousand dollars the car is now forty
thousand dollars the car is now forty minus three minus two thirty five
minus three minus two thirty five
minus three minus two thirty five thousand dollars every car in modern
thousand dollars every car in modern
thousand dollars every car in modern times now has a microphone it was
times now has a microphone it was
times now has a microphone it was designed to keep her hands on the wheel
designed to keep her hands on the wheel
designed to keep her hands on the wheel and eyes on the road but imagine if we
and eyes on the road but imagine if we
and eyes on the road but imagine if we gave access
gave access
gave access – somebody imagine what they could do
– somebody imagine what they could do
– somebody imagine what they could do with that to help us as we try and
with that to help us as we try and
with that to help us as we try and figure out where to go or who’s in the
figure out where to go or who’s in the
figure out where to go or who’s in the car what’s being said how many people
car what’s being said how many people
car what’s being said how many people what gender what’s that worth so imagine
what gender what’s that worth so imagine
what gender what’s that worth so imagine if we agree that we’ll give access to
if we agree that we’ll give access to
if we agree that we’ll give access to our microphone for let’s say a total
our microphone for let’s say a total
our microphone for let’s say a total lifetime price of $5,000 we’ve now taken
lifetime price of $5,000 we’ve now taken
lifetime price of $5,000 we’ve now taken the car down to $30,000 and we haven’t
the car down to $30,000 and we haven’t
the car down to $30,000 and we haven’t even gotten through most of the sensors
even gotten through most of the sensors
even gotten through most of the sensors we still have sensors with cameras and
we still have sensors with cameras and
we still have sensors with cameras and we understand speed
we understand speed
we understand speed why not bundle them and sell them off
why not bundle them and sell them off
why not bundle them and sell them off for road systems in traffic congestion
for road systems in traffic congestion
for road systems in traffic congestion for another two thousand dollars and on
for another two thousand dollars and on
for another two thousand dollars and on and on it goes
and on it goes
and on it goes as we can continue to contemplate the
as we can continue to contemplate the
as we can continue to contemplate the creation and packaging of sensors in the
creation and packaging of sensors in the
creation and packaging of sensors in the vehicle we can begin to take the price
vehicle we can begin to take the price
vehicle we can begin to take the price of that car down and let’s not even get
of that car down and let’s not even get
of that car down and let’s not even get started on what’s going to happen when
started on what’s going to happen when
started on what’s going to happen when the car is autonomous the value of this
the car is autonomous the value of this
the car is autonomous the value of this data could be equal to or in excess of
data could be equal to or in excess of
data could be equal to or in excess of the sale price of the car the car then
the sale price of the car the car then
the sale price of the car the car then in essence is zero the zero dollar car
in essence is zero the zero dollar car
in essence is zero the zero dollar car now more importantly than the zero
now more importantly than the zero
now more importantly than the zero dollar car as cool as that may be is
dollar car as cool as that may be is
dollar car as cool as that may be is that we actually have a contract for the
that we actually have a contract for the
that we actually have a contract for the establishment of the sale of our data
establishment of the sale of our data
establishment of the sale of our data now that is very cool but why stop at
now that is very cool but why stop at
now that is very cool but why stop at just the car there is data everywhere
just the car there is data everywhere
just the car there is data everywhere why not the zero dollar bus ride where
why not the zero dollar bus ride where
why not the zero dollar bus ride where are you going why you’re going we’ll
are you going why you’re going we’ll
are you going why you’re going we’ll give you a free ride
give you a free ride
give you a free ride why not the zero dollar uber who are you
why not the zero dollar uber who are you
why not the zero dollar uber who are you with what do you talk about we’ll give
with what do you talk about we’ll give
with what do you talk about we’ll give you a zero dollar uber ride why not zero
you a zero dollar uber ride why not zero
you a zero dollar uber ride why not zero dollar insurance for every product and
dollar insurance for every product and
dollar insurance for every product and service that exists in the
service that exists in the
service that exists in the transportation industry we can envision
transportation industry we can envision
transportation industry we can envision the application of the zero dollar
the application of the zero dollar
the application of the zero dollar economy and this is why companies like
economy and this is why companies like
economy and this is why companies like Amazon Alibaba Baidu Facebook Google
Amazon Alibaba Baidu Facebook Google
Amazon Alibaba Baidu Facebook Google Microsoft are working so diligently to
Microsoft are working so diligently to
Microsoft are working so diligently to get their digital voice assistance into
get their digital voice assistance into
get their digital voice assistance into the transportation industry starting
the transportation industry starting
the transportation industry starting with the car the transportation data
with the car the transportation data
with the car the transportation data Bonanza is too big and too important to
Bonanza is too big and too important to
Bonanza is too big and too important to miss out now
miss out now
miss out now on the sidelines our durable goods
on the sidelines our durable goods
on the sidelines our durable goods companies and municipalities who sit
companies and municipalities who sit
companies and municipalities who sit there and look Google and their
there and look Google and their
there and look Google and their ecosystem peers take advantage of and
ecosystem peers take advantage of and
ecosystem peers take advantage of and master the world of big data and they
master the world of big data and they
master the world of big data and they ask themselves questions how can we get
ask themselves questions how can we get
ask themselves questions how can we get into this game how can we collect and
into this game how can we collect and
into this game how can we collect and monetize data how do we play in an
monetize data how do we play in an
monetize data how do we play in an economy where people are increasingly
economy where people are increasingly
economy where people are increasingly saying data is the new oil after years
saying data is the new oil after years
saying data is the new oil after years of longing along comes smart cities and
of longing along comes smart cities and
of longing along comes smart cities and the Internet of Things and we suddenly
the Internet of Things and we suddenly
the Internet of Things and we suddenly see an explosion of sensors being
see an explosion of sensors being
see an explosion of sensors being deployed into previously inert objects
deployed into previously inert objects
deployed into previously inert objects allowing the physical world to wake up
allowing the physical world to wake up
allowing the physical world to wake up from stop signs to stop lights from
from stop signs to stop lights from
from stop signs to stop lights from bridges to roadways trucks buses cars
bridges to roadways trucks buses cars
bridges to roadways trucks buses cars depots trains we are giving voice to the
depots trains we are giving voice to the
depots trains we are giving voice to the physical world to talk to us and those
physical world to talk to us and those
physical world to talk to us and those durable good companies and those
durable good companies and those
durable good companies and those municipalities are on the sidelines no
municipalities are on the sidelines no
municipalities are on the sidelines no more as these entities go and gather
more as these entities go and gather
more as these entities go and gather data we start hearing them say things
data we start hearing them say things
data we start hearing them say things like we won’t sell that data we cannot
like we won’t sell that data we cannot
like we won’t sell that data we cannot sell that data that data is our
sell that data that data is our
sell that data that data is our customers it is against our citizens to
customers it is against our citizens to
customers it is against our citizens to sell that data and onward and onward but
sell that data and onward and onward but
sell that data and onward and onward but where this gets really really
where this gets really really
where this gets really really interesting is what is the difference
interesting is what is the difference
interesting is what is the difference between what is technically possible and
between what is technically possible and
between what is technically possible and what is legally possible is the only
what is legally possible is the only
what is legally possible is the only thing that’s protecting our personal
thing that’s protecting our personal
thing that’s protecting our personal data a policy on the behavior of a city
data a policy on the behavior of a city
data a policy on the behavior of a city a municipality or a company or instead
a municipality or a company or instead
a municipality or a company or instead is there a technical constraint this is
is there a technical constraint this is
is there a technical constraint this is important for our privacy because guess
important for our privacy because guess
important for our privacy because guess what it is far easier to change the laws
what it is far easier to change the laws
what it is far easier to change the laws of data protection than it is the laws
of data protection than it is the laws
of data protection than it is the laws of science unfortunately and in the vast
of science unfortunately and in the vast
of science unfortunately and in the vast majority of cases the only thing that
majority of cases the only thing that
majority of cases the only thing that stands between us and the cell of our
stands between us and the cell of our
stands between us and the cell of our personal data is in fact
personal data is in fact
personal data is in fact a policy a human-created
a policy a human-created
a policy a human-created thing that can be easily overturned and
thing that can be easily overturned and
thing that can be easily overturned and oh what temptation there will be at
oh what temptation there will be at
oh what temptation there will be at least one world religion holds and
least one world religion holds and
least one world religion holds and maintains that the human condition
maintains that the human condition
maintains that the human condition exists as it does because we cannot say
exists as it does because we cannot say
exists as it does because we cannot say no to temptation if we could not say no
no to temptation if we could not say no
no to temptation if we could not say no to the Apple how can we possibly expect
to the Apple how can we possibly expect
to the Apple how can we possibly expect it to be say no to the mounds of data
it to be say no to the mounds of data
it to be say no to the mounds of data that can be sold for millions of dollars
that can be sold for millions of dollars
that can be sold for millions of dollars and so I stand here before you and
and so I stand here before you and
and so I stand here before you and suggest that what we should do is accept
suggest that what we should do is accept
suggest that what we should do is accept the fact that humans will be tempted to
the fact that humans will be tempted to
the fact that humans will be tempted to sell data and they will succumb to that
sell data and they will succumb to that
sell data and they will succumb to that temptation and therefore we should stop
temptation and therefore we should stop
temptation and therefore we should stop trying to regulate privacy and rather
trying to regulate privacy and rather
trying to regulate privacy and rather treat it as a product so going back now
treat it as a product so going back now
treat it as a product so going back now to that story about the car and data we
to that story about the car and data we
to that story about the car and data we go back to the story of the car and data
go back to the story of the car and data
go back to the story of the car and data and we say what if we had been able to
and we say what if we had been able to
and we say what if we had been able to say no what if instead of saying yes we
say no what if instead of saying yes we
say no what if instead of saying yes we had said no what would have happened in
had said no what would have happened in
had said no what would have happened in essence we would have been saying our
essence we would have been saying our
essence we would have been saying our data is not for sale we would have been
data is not for sale we would have been
data is not for sale we would have been buying privacy and we had ventured into
buying privacy and we had ventured into
buying privacy and we had ventured into a product contract that embedded and
a product contract that embedded and
a product contract that embedded and battled that imagine how if we set this
battled that imagine how if we set this
battled that imagine how if we set this for all of our products for all of the
for all of our products for all of the
for all of our products for all of the zero dollar products we will say no
zero dollar products we will say no
zero dollar products we will say no every time the zero dollar product is
every time the zero dollar product is
every time the zero dollar product is offered a full price that’s offered and
offered a full price that’s offered and
offered a full price that’s offered and if a consumer chooses the full price
if a consumer chooses the full price
if a consumer chooses the full price guess what they’re buying privacy
guess what they’re buying privacy
guess what they’re buying privacy privacy as a product by trading
privacy as a product by trading
privacy as a product by trading privacy’s of product we actually
privacy’s of product we actually
privacy’s of product we actually increase their chances of creating the
increase their chances of creating the
increase their chances of creating the framework to support and protect our
framework to support and protect our
framework to support and protect our consumer data by treating privacy as a
consumer data by treating privacy as a
consumer data by treating privacy as a product we actually create and are able
product we actually create and are able
product we actually create and are able to use the laws that exist today for
to use the laws that exist today for
to use the laws that exist today for product liability and product management
product liability and product management
product liability and product management by treating privacy as a product we
by treating privacy as a product we
by treating privacy as a product we raise it to the appropriate level for
raise it to the appropriate level for
raise it to the appropriate level for all companies to treat the creation of
all companies to treat the creation of
all companies to treat the creation of product with the respect that it’s due
product with the respect that it’s due
product with the respect that it’s due Sir Isaac Newton said if I stand on the
Sir Isaac Newton said if I stand on the
Sir Isaac Newton said if I stand on the show sorry Sir Isaac Newton said if I
show sorry Sir Isaac Newton said if I
show sorry Sir Isaac Newton said if I see further is because I stand on the
see further is because I stand on the
see further is because I stand on the shoulders of giants for me those giants
shoulders of giants for me those giants
shoulders of giants for me those giants are excuse me those giants are julian
are excuse me those giants are julian
are excuse me those giants are julian wrangler and matt Cohen who are creating
wrangler and matt Cohen who are creating
wrangler and matt Cohen who are creating the language and the technology that
the language and the technology that
the language and the technology that exists behind something called the
exists behind something called the
exists behind something called the personal data economy
personal data economy
personal data economy and I applaud them but what the personal
and I applaud them but what the personal
and I applaud them but what the personal data economy misses is a strong
data economy misses is a strong
data economy misses is a strong conversation about privacy as a product
conversation about privacy as a product
conversation about privacy as a product so my call to action for you today when
so my call to action for you today when
so my call to action for you today when you see a zero dollar product or a zero
you see a zero dollar product or a zero
you see a zero dollar product or a zero dollar service offered by a municipality
dollar service offered by a municipality
dollar service offered by a municipality or company ask for the full price offer
or company ask for the full price offer
or company ask for the full price offer only by you me us asking for the full
only by you me us asking for the full
only by you me us asking for the full price offer will we have a chance of
price offer will we have a chance of
price offer will we have a chance of succeeding in establishing privacy as a
succeeding in establishing privacy as a
succeeding in establishing privacy as a product I ask the question at the time
product I ask the question at the time
product I ask the question at the time what is in fact the intersection of
what is in fact the intersection of
what is in fact the intersection of Transportation and the zero dollar
Transportation and the zero dollar
Transportation and the zero dollar economy and the answer is privacy
economy and the answer is privacy
economy and the answer is privacy privacy as a product is in fact the
privacy as a product is in fact the
privacy as a product is in fact the answer for the intersection all we need
answer for the intersection all we need
answer for the intersection all we need to do is dream a little and ask for it
to do is dream a little and ask for it
to do is dream a little and ask for it thank you
thank you
thank you [Applause]
”
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