Now personal data services are set to transform it again.
Mydex lets individuals share personal information such as behaviour, demographics, transactions and even future intentions. But – unlike in many Web 2.0 business models – this information is not inadvertently leaked by the user and surreptitiously acquired by business as a byproduct. It is deliberately and consciously shared by an individual.
So if you want flows of “volunteered personal information”, people will have to want to volunteer it: you’ll have to earn their trust.
They might do this willingly because they support your aims (perhaps you’re a charity, a public-service organisation or a much-loved brand). Or because you make it genuinely worth their while. Whichever way, it will become a competitive market in which personal data is increasingly well-protected. And more realistically valued.