At the moment tech-giants like Google and Amazon are performing a balancing act between providing more personalized hardware to consumers and preventing a possible backlash when it comes to extended data collection.
Take Amazon’s most recent in-house hardware for example; the Ring Always Home Cam (see picture). This flying drone will patrol the house and look for possible intruders. While knowing when there is an intruder in your house is a noble goal, having a camera flying around 24/7 is a giant invasion of someone’s personal space. Consumers buying these products either are ignorant of these invasions or place great faith in the integrity of a company. For Amazon these developments are understandable. With Alexa the company already has voice data gathered, a camera would provide more valuable data on their consumers. It seems like the next step for ecosystem drivers to gather even more information about their end-consumers.
Google also has shown intentions to gather increasingly more information and with Google Home they have a direct competitor for Amazon’s Alexa. Their recent $2.1bn acquisition of Fitbit cannot be seen separately from these data collection developments. This is where regulators drew the line however. The EU threatened to cancel the deal if concessions were not made. An agreement seems to have been reached, with (among others) a promise by Google to not use the Fitbit data for targeted advertisements for the next 10 years.
This begs the question where the line actually is. What do you think? Is buying privacy-invading equipment fully the responsibility of the consumer? Or, as tech gets more advanced and complicated, regulators like the EU should step in to protect the consumer?
Sources:
https://www.ft.com/content/8eaf8ee5-b074-4d48-b4fa-15d35a185a5d
https://www.ft.com/content/78c9ba4d-f613-4f69-889a-35b1636c2d99