€ 20 is the average price per month generated by each of the Internet users who surf every day and enjoy “free” services.
In detail Google Search earns ARPU (average revenue per monthly active user) around € 15 per month, for Facebook € 3.3 per month, Linkedin € 2.5 and Twitter around € 2, per day we produce around 50 cents, 10, 8 and 6 respectively.
Expressed in the minimum unit, we make an average of 4 searches per day in the Google search engine generating a gross return of 12.5 cents, net about 10.
Adding everything and adding the publications of newspapers, Pinterest and others, we reached a daily figure in which we generate € 1 a day, take these data as approximate, I do not believe them either, but that’s where the numbers will go.
Even the University Carlos III has released a plug-in for the web browser in which real-time calculates the money you’re generating on Facebook, you can see for yourself.
I will not go into the topic of when a service is free the product is you, go your data, I consider that these companies sell a very generic part of my data (not intrusive) for advertising purposes and with the other part the most profound and analyzed of all my data.
It generates a phenomenon of filtering and internal customization towards their services and that therefore can be considered as a way to get to know me, in exchange for offering me excellent products and services.
Today I am more concerned about the fact that filtering cancels the capacity for critical thinking that my data is committing illegal abuses.
The telcos are raising a social debate due to the regulation in that use of data, for them the legislation is different, and they can not exploit this valuable information. Like Apple, its position is based on respect for the user’s online privacy.
Imagine that tomorrow they told you that you have to pay € 1 a day to be able to enter the internet, you would skip a banner on your home page, and I would say that to respect your privacy and do not have a web based on advertising.
It has been decided a daily and monthly payment, on the contrary, you think that suddenly your receipt of 50 € of mobile, fiber and TV was 0, free, disappears.
By nature we tend to think of telecommunications as a kind of utility, such as gas, light or water, we have internalized the receipt and on the Internet we have learned that everything is free in the middle, like a network of networks in which we are all part of it, consuming and producing at the same time.
Do not deceive us the value that you bring OTTs (Over the top), as Google, Facebook, Linkedin Twitter, today exceeds your concern of what they do with my data, we are in a debate that very few have been raised yet.
We will see in 10 years how this problem is managed, which today is transparent but tomorrow will be critical as the management and use of this data grows.
Banks such as Santander have just launched a service called “Mi Comercio”, in which to go out typical business of capturing deposits and giving credits, they affirm that “They know a lot about the lives of their clients” and analyze the behavior of the clients according to recurrence, loyalty, age, social profile or income level, among others, reselling these data to third parties that have POS (Point of Sale) with the bank.
The question is what do they offer you in exchange for the use of that data and what is your perception of the brand on banking as opposed to Google or Facebook.
Maybe the owners of these data lower interest rates, but honestly I can not find the added value for the user, in the transfer of these private data, but if an indicative in which the traditional company enters the market of sale of digital data.
Telecommunications companies could offer you free services tomorrow in exchange for the use of your data. What would happen in this scenario? In which all the companies went to a model of the advertising business in the sale of the data.
It could reach the point where the potential of the OTTs companies would become so big, that for them to offer you the free internet connection, it would be treated as a matter of investment in infrastructure in the short term, in favor of a permanent income for your data in the long time.
If we generate € 20 a month/person with the 3.4 billion connected Internet users (46% of the world population), think about how much they will enter when 70% of the population is related, and what this investment means to them.
They could give up a day of income in favor of offering you a free connection, the numbers come out, and we still have a lot to see, like the regulations in both cases.
Maybe the debate is on that button that appears in the Google search engine and tells you, I’M GOING TO HAVE LUCK, in the strict sense of the use of this phrase this button would take you to other options for private Internet browsing and non-advertising purposes, I would take you to something similar to tor project.
If you decide as a surfer to continue within the usual flow, because the value offered by free services is today irreplaceable, you should think about how much your data is worth? and the second derivative, am I receiving the equal value to the flow of money that without realizing it I am already generating? If these data are worth so much, in 10 or 20 years, what services will be free and what will be paid?
THETAKE.AI Artifical Intelligence for e-CommerceMarch 14, 2018
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