Why everyone has a right to data control

Today, I want to share with you a topic that is close to my heart both privately and professionally: handling data responsibly.

We often hear how important it is to filter out relevant data from the stockpiles of big data to learn even more about our customers, to customize offerings accordingly and ultimately respond better to customer needs. However, is it really customers’ data footprint that is relevant to companies? Or is it an informed customer that is more valuable for modern companies? For example, a customer who decides for themself if, when and how they want to share their data.

Digital self-control, or individual data control, represents a major challenge but also a tremendous opportunity for Europe where data growth rates are unparalleled. What motivates me personally in the age of the data economy is how companies develop business models that ensure data is handled in a responsible manner, and, how Europe as a pioneer will shape the opportunities of the data economy to benefit both individuals and companies alike.

According to a study conducted by Roland Berger commissioned by the BDI (Federation of German Industries), in the course of Digital Transformation, Europe could achieve an increase of EUR 1,25 trillion in added industrial gross value by 2025. In this context, data privacy is one of the key drivers for success. If this is the case, how can we empower individuals to handle their data in a more self-controlled way? After all, everyone should be fully aware of the fact that they can remain in control of how their data is used.

A recent study conducted by YouGov highlights that most Internet users in Germany believe they have lost control over their personal data on the Internet. It suggests there is also a growing need and greater awareness required to protect against data misuse. More education and accessible, easy-to-understand information on this topic are needed. One specific example of this is that Germany has approximately 60 million active users on WhatsApp. Yet, by contrast, the Corona-Warn-App has only been downloaded around 26 million times by German citizens. This is somewhat indicative of the inconsistency amongst the German population where people are quick to share data on messenger services but appear overly cautious when it comes to health applications. An initial turnaround in data consumption came about however when the announcement of WhatsApp's new data privacy rules at the start of the year sparked a boom in the number of users of alternative messenger services offering better data protection. The number of Signal users on Android alone, for example, increased from 10 to 50 million within the space of a few days via the GooglePlay Store.

Politicians and the business community are aware of the importance and relevance of the data economy as they know the market volume is vast but also extremely unevenly distributed. Data capital based on users’ revenues and profits is significantly focused on the big tech players. According to the Netz?konom platform, 67% of user data capital as well as revenues and profits are held by familiar U.S. tech giants such as Google and Apple. Europe, on the other hand, has a market share of just 3% (SAP).

Politics, business, and the science community need to help everyone achieve better personal data control.

Our organization certainly has an obligation in this respect. Daimler is pursuing a sustainable and viable data economy model based entirely on user interests ─ a model that harmonizes European values and economic interests that people can be proud and confident of because it gives them control over their personal data. This is no longer a vision, but already a reality today. Here are a few examples: At Daimler we have developed a mission statement as the basis of our promise for handling data. The fundamental principles of transparency, self-control and data security are critically important to us. Based on this vision, we develop digital products and services to ensure customer data is handled responsibly to establish a foundation of trust.

We are aware that handling data in a responsible manner forms the basis for public acceptance of connected driving. For us, customer-oriented data privacy is essential. We never lose sight of data privacy starting from the conception of networked services, and base the development of our systems and services on the principles of "privacy by design".

"Self-control and responsible" ─ what does this really mean? At Daimler, our customers know they can exercise control over how their data is used as well as having access to full data transparency to decide what data they want to share and why. Our customers remain in control and can decide either by consent or by contract. 

Mercedes-Benz customers are kept informed and are aware of which data is collected and to what end. We remain fully transparent providing data usage information in sales bulletins, terms of use and through our digital customer portals such as the Mercedes me app. Where possible, this information is also provided directly in the vehicle e.g., via the "me icon" on the vehicle's central display, which lists all active Mercedes me connect services. 

The Mercedes me Data Privacy Center allows customers to acquire an overview of their personal data quickly and easily to conveniently decide how Mercedes-Benz can use their personal data. With just a few clicks, customers can view their data usage and adapt it accordingly. Recently launched in Germany, The Data Privacy Center will be rolled out Europe-wide in the coming months and in the mid-term, Mercedes-Benz customers will be able to access the platform globally. The Center is growing and is constantly optimized thanks to new additional features and ongoing customer feedback.

We are committed to handling data securely, transparently, and competitively beyond the scope of our products such as the Mercedes me Data Privacy Center. That is why we joined the Catena-X initiative together with BMW, VW, and other industry partners. Catena-X is a modular ecosystem in which automotive manufacturers and suppliers, dealer associations and equipment suppliers can equally participate. The overarching objective is to devise a uniform standard for data and information flows throughout the automotive value chain in accordance with European data protection standards. By leveraging standardized information and data availability for the automotive industry, we hope to improve industry competitiveness, boost efficiency, and accelerate business processes end to end.

At Daimler we are actively doing our part to democratize the data economy. Thank you to everyone that has supported us on this journey so far. A successful European roadmap for handling data responsibly can only be achieved through business, science, universities, schools, governments, and citizens working together.

Make no mistake ─ there is still plenty left to do. But I remain optimistic.

Feel free to leave a comment, discuss or like and share this article. I also look forward to reading your thoughts and feedback on this important topic.