SAP adds Bendiek to Executive Board
Sabine Bendiek has been appointed to join the SAP Executive Board as Chief of People Officer and Labour Director. Starting in early 2021, she will lead the Human Resources organization and people strategy for SAP. This includes attracting the best talent in the industry, providing a growth and learning environment for employees, and ensuring a consistent leadership culture to enable inclusion, accountability and agility.

Bendiek is currently Microsoft Germany Management Board Chairwoman. At Microsoft, she oversaw an increase in cloud growth of 50 per cent in 2020. She also drove the move of the business to the cloud, which significantly contributed to Microsofts strong position in Germany. Prior to Microsoft, she held various roles at companies including Nixdorf, Siemens Nixdorf, McKinsey, Earlybird Venture Capital, Dell, and EMC. Bendiek is a member of the supervisory board at Schaeffler.

“SAP is recognized throughout the industry as a growth company and its people are crucial to its ongoing success,” said Bendiek. “In any successful organization, business growth and the people strategy must work hand in hand. I thank the SAP Supervisory Board and Executive Board for putting their full trust in me to lead the people and operations functions that are the heart of SAPs ongoing transformation.”

Tomlinson added to team at Three
Mobile network Three UK has hired Mike Tomlinson as its Managing Director of Business. In the newly created role, he will develop Three’s B2B presence in the UK, building on its SME offer announced in 2019 and its established private networks division.

Tomlinson has a wealth of experience in the telecoms industry, having previously held roles at EE, Virgin, and BT. Most recently, he advised tech and telecoms firms on the broader B2B market.

“I’m delighted to be joining Three and I’m excited by the opportunity to scale our growing business division,” said Tomlinson. “Businesses of all sizes need a resilient network partner and the major technology investments that the company is making make Three the perfect choice.”

Alongside Tomlinson’s arrival, John Dunican has taken on an expanded role of director of MVNO and Carrier Services for Three UK Ireland, having been Head of Wholesale at Three Ireland since January 2017.

MMA selects Griesser to direct Germany
Katja Griesser has been named as the Mobile Marketing Association’s (MMA) Germany Country Director. She follows Daniel Rieber, who initiated the chapter together with Chairman Mark Wächter in 2016.

Griesser is a marketing and media expert with 16 years of industry experience. She started her professional career with Sky Deutschland being responsible for Marketing Partnerships along with international e-commerce projects. In 2009, Griesser joined Telefónica Germany as General Manager for netzclub.net. Later, she was promoted to Global Head of Sponsored Data, becoming responsible for developing all sponsored mobile products in Europe and Latin America.

“Mobile Marketing has become increasingly dynamic and complex and it’s hard to be on top of every digital discipline,” commented Griesser. “The MMA is the platform which unites the most influential and relevant brands, marketing professionals, and tech providers globally, who exchange their insights and know-how. This helps the members significantly to make fact-based and better decisions on important marketing questions.”

Green takes up senior marketing role at Teespring
Social commerce platform Teespring has chosen Les Green as its Vice President of Marketing. He will use his expertise to continue the company’s development as a leading platform which empowers and enables creators to develop their personal brands and engage with their fans.

Green moves to Teespring from his previous roles as Nike Africa’s Marketing Director, and Global Brand Director for Nike Sportswear. His time at Nike also saw him relaunch Nike’s customisation service, Nike By You (formerly NikeiD), as Senior Marketing Director.

“The future of commerce will be social,” said Green. “We already see that content and culture have moved to being primarily driven by social media so it’s inevitable that commerce will follow suit. I am excited to move to a company unrivalled in the space – where any relevant creator can scale their influence in almost any arena and reap more of the benefits by connecting directly to their fans.”

Criteo names Glickman as CFO
Sarah Glickman has joined internet advertising company Criteo as Chief Financial Officer. She will serve as both Criteos principal financial officer and principal accounting officer, and will replace Dave Anderson, who served as interim Chief Financial Officer for four months.

Glickman brings 30 years of global finance and transformation experience to Criteo. She most recently served as Acting Chief Financial Officer for 20 months at XPO Logistics. There, she oversaw the execution of a comprehensive restructuring program, expanded global shared services, and optimised finance processes and systems. Before that, she held operational Chief Financial Officer roles at Novartis and Honeywell International.

“Its an exciting time to join Criteo. I have immense respect for everything Criteo has been able to achieve as a global leader in advertising technology,” said Glickman. “I look forward to working alongside this talented leadership team to continue to grow and transform the business.”

Qian takes charge of Kwalee’s business dev in China
Mobile game publisher Kwalee has selected Penny Qian as the Head of Business Development in its new China-based office. Her experience includes roles at AppLift, Tencent, and Applovin.

Qian, and the Beijing office, will work alongside Kwalee’s existing team in the UK and India. The focus of Kwalee China will be on business development, marketing, and third-party publishing.

“Having worked in the games industry for over three years, primarily within mobile, I’ve long been an admirer of Kwalee and their amazing growth in the hypercasual space,” said Qian. “When the opportunity arose to be a part of this success story and to help the business really grow in China, I couldn’t turn it down. I’m looking forward to using what I know and my connections to really help grow Kwalee in China, and can’t wait to see the great games that come out of this as a result.”

iRobot opts for Smith as CMO
Kiran Smith has taken up the role of Chief Marketing Officer at iRobot, the robotics company behind the famous Roomba vacuum. She will help guide iRobot through an exciting period of growth and transformation as they look to evolve the brand to be synonymous with seamless, personalised digital experiences, and develop a more personal relationship with consumers.

Smith was most recently CEO of Arnold Worldwide. Before Arnold, she held several brand marketing leadership roles at Brookstone, Stride Rite, and two of the largest supermarket chains in the US. Earlier in her career, she held leadership positions at Accenture and Alliance Consulting Group.

West to lead development at Access
Access, an integrated marketing and digital agency, has hired Mark West as its Head of Development.

West leaves CTi Digital after seven years, where he held senior positions including Head of Drupal, Head of Support and Digital Consultant. Before this, he was a lead Drupal developer at TalkTalk and web executive at Carphone Warehouse.

“I am looking forward to this exciting new challenge and the opportunity to nurture the burgeoning development team here at Access,” said West. “Im keen to bring my experience of production practices and processes into the agency, to ensure we continue to offer agile, high quality delivery as we grow to meet ever-increasing client demands.”

Fingerpaint elevates Bartolomeo and O’Malley
Nick Bartolomeo has been promoted to Head of Media and Performance Marketing, and Bryan O’Malley lifted to Head of Technology and Performance Innovation, at Fingerpaint, a health and wellness-focused marketing agency.

The pair will co-lead the newly formed Shift Performance Center of Excellence, which will focus on driving brand performance through a proprietary mix of big data, best-in-class technologies, and highly skilled industry experts. Bartolomeo and O’Malley will be responsible for promoting and expanding the capabilities of Shift Performance, as well as continuing to cultivate the team and its expertise.

“I am looking forward to working alongside Bryan to drive the vision for Fingerpaint’s Shift Performance Center of Excellence and build upon the proven success we’ve demonstrated for nearly five years,” said Bartolomeo.

“We’re bringing together the best of human expertise and cutting-edge technologies to address our client’s toughest business challenges,” O’Malley added. “I’m excited to be co-leading Fingerpaint’s Shift Performance Center of Excellence with Nick.”

Mitra arrives to lead client servicing at Blink
Full-service digital agency Blink Digital has named Ratnapriya Mitra as its Vice President of Client Services. She will oversee fulfilment of client goals and over success of the client portfolio at the agency.

Mitra is a practiced marketing professional with over 15 years of experience at companies such as the McCann Worldwide group, Ogilvy, Leo Burnett, J. Walter Thompson, and others.

“I’m enthused to join a team of such talented and hardworking people,” said Mitra. “Knowing that this is the team behind so many award-winning campaigns is a testimony to Blink’s dexterity that drives such meaningful work for our clients. I’m looking forward to driving more novel, creative solutions while ensuring we are at our efficient best.”

CHS welcomes four new faces
Communications and content agency CHS has recently appointed a flurry of new hires. It has enlisted Jessica Wicks as its Marketing Manager & Content Producer. Sophia Wareham, formerly of Beep! Digital, joins as a Senior Creative. Hannah Kent joins as a Junior Creative, and Kirsty Haville has joined as a Photographic Stylist, previously Creative Coup.

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49 per cent of marketing professionals, up from 40 per cent in 2019, are allocating more than 25 per cent of their budget to mobile, according to a survey of 596 EMEA marketing professionals conducted by Warc and the Mobile Marketing Association (MMA).

Despite more marketers using more of their budgets on mobile, Covid-19 has made a significant dent in the amount of mobile budget available. Before the outbreak, 66 per cent of marketers were expecting their mobile budgets to rise over the next year. Now, just 39 per cent can say the same.

“The findings of this years survey reveal that despite reduced budgets bought on by Covid-19, mobile marketing remains the fastest growing channel providing opportunities, such as mobile video, e-commerce and gaming, for brands to effectively engage with consumers,” said Amy Rodgers, Managing Editor Research & Ranking at Warc.

These reduced budgets will, for the most part, be focused toward mobile video – where 50 per cent of mobile budgets, on average, will be allocated by marketers this year. With this focus, 75 per cent of marketers are paying significant attention to ad length and design for mobile-specific content. At the same time, mobile game advertising is predicted to grow alongside 5G advances and, by 2025, 48 per cent of marketers feel mobile-based branded content will be their main focus.

When it comes to types of advertising, mobile display is used in 25 per cent of ad campaigns and is the biggest focus of 2020 for 47 per cent of marketers. Paid search and mobile display now account for almost all of global mobile ad spend.

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Directives like the GDPR, PSD2, and ePrivacy are a handful of EU efforts to regulate under its Digital Single Market priority. In a month’s time, the European Commission will be voting on proposed platform-to-business practices addressing the internet dominance of Silicon Valley companies. This effort is aimed at addressing unfair contracts and trading practices in the online platform-to-business dynamic. After years of inaction from regulators while American internet giants dominate the digital economy worldwide, today thousands of companies and eCommerce activities are dependent on these monopolistic online platforms. These platform players, Google, Amazon, Apple or Facebook, have the liberty to change their operating practices without consulting the thousands of stakeholders operating within their ecosystem.

Who should be the gatekeepers of the internet?
Before the age of mobiles, the key to dominating access to the internet was through browsers – remember the days of Internet Explorer versus Mozilla Firefox? Today the battle has an added dimension between Apple’s App Store and the Google Play Store, both are dominant channels to deliver content online. While the mediums have shifted, the same players continue to define the direction of the digital economy and dictate consumers’ online behaviours. A very real example was the commercial failure of the Windows Phone. It was not compatible with Apple or Google’s app platforms and did not generate enough demand from end-users for apps. Consequently, not enough developers got on board to create apps for this new ecosystem and the Windows Phone never took off.

This reality does not apply only to hardware and software developers, the story is not so different for marketing, advertising and online content creators. These players all operate and create value in the ever-growing Google, Apple, and Facebook platform environments. This is not a one-way exchange but the activities of these actors are enriching the platforms and, ultimately, contributing to its growth and popularity. This symbiotic relationship is overshadowed by an overwhelming power asymmetry for the platforms. They can unilaterally change their business operations overnight without the need to evaluate the potential consequences of businesses and actors nestled in their ecosystems.

Operating on thin ice
Platform actors have time and again put in place perfect conditions for a thriving digital ecosystem with interconnected players. Most recently, Apple emerged as the Silicon Valley’s champion of privacy and data protection, restricting cookies on its Safari browser. This dramatic change in Apple’s business strategy totally disregards the business models of many actors operating in its platform. One example is Criteo, once known as a French unicorn startup, lost a quarter of its share values the same day following Apple’s announcement.

The same can be said of Google and its road to GDPR compliance with their automated ad-buying platform, DoubleClick Bid Manager (DBM). The American giant arbitrarily cut off selected ad exchanges and SSPs on its platform overnight. After Google’s decision, certain players reported losses between 30 and 60 per cent in revenues. Google, with its dominating platform position, strong armed the exchanges and SSPs to sign a contract assuming liability for acquiring consent on all ad vendors that they are listing in Google’s platform. That being said, let’s not forget that DMB’s benefit lies in its interconnectivity with the largest numbers of actors in the ecosystem to facilitate exchange. 

With great power comes greater responsibilities
The worldwide digital economy should not be dependent and centralised in a handful of Silicon Valley giants. If we want to build a robust and concrete online ecosystem for everyone, we need regulations and legislations to protect and ensure growth for small and large actors alike.

The principle is simple: these online platforms have created entire ecosystems to generate value and benefits towards their business objectives, in return they should shoulder the responsibilities of interconnected actors in this space. Prior to making irreversible platform changes, there should be risk and impact assessments for dependent stakeholders. There should be more proactive communications about upcoming changes so that everyone in the ecosystem can have time to adjust their operations accordingly. Furthermore, these platform actors should put in place an appeal process with the oversight from an independent administrative body for potential claims of damage compensation.

Lastly, in today’s fast changing internet context, the notion of platform must include app stores, chatbot stores, and instant messaging actors. The reality today is that platform giants wield so much power and influence on the future of the digital economy. This power must come with greater responsibilities and they should do more than just publish blog articles or updating terms and conditions to interact with their interdependent stakeholders.

Nicolas Rieul is also the chief strategy and marketing officer at S4M.

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The research, which was carried out in partnership with the Mobile Marketing Association, also found that mobile ad spending is fairly evenly split between use cases, with 36 per cent of marketers using mobile advertising primarily for branding, 28 per cent for direct response, and 36 applying mobile to both. Video advertising attracts 30 per cent of mobile spending.

While most marketers agree theyll have extra money to work with next year, they are split on what to prioritise. 47 per cent say they are willing to sacrifice mobile advertising reach to improve the precision of their spending, while 32 per cent say theyd rather decrease precision for a wide mobile reach.

Some issues with mobile persist, however, with lack of transparency identified as a major hurdle. 57 per cent of marketers said a lack of transparency over middleman fees, data and media placements were challenges in planning and buying mobile display ads, and that media agencies were failing to address their concerns over the buying process.

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Media IQ names Mahony as CMO

Rebecca Mahony has been hired as chief marketing officer of analytics and technology firm Media IQ.

TMahony joins from Teads, where she also held the role of CMO, and has previously worked at OMD International and NetJets.

At Media IQ, Mahony will oversee all of the company’s marketing initiatives globally, in order to increase brand awareness and build a marketing community within Media IQ. She is the company’s first female board member, and will serve as board sponsor of WIQ, an initiative to empower women and promote diversity in the workplace.

“Im incredibly proud to be joining Media IQ and to lead an excellent marketing and communications team,” said Mahony. “This organisation is committed to bringing value to global clients in truly innovative ways, and I look forward to playing my part in the next successful chapter for the company.”  

Elsewhere, Media IQ also announced the relocation of chief operating officer Paul Silver, fromits London headquarters to New York, where he will work with the company’s US commercial teams

Social Chain promotes four

Social media marketing agency Social Chain has made four promotions to bolster its senior team.

Katy Leeson has been named UK managing director, with responsibility for driving a two-year growth plan. Leeson joined the agency as operations director last year, during which time it has grown from a team of 30 over 100.

“We have some very exciting plans for the company’s future. We strongly believe that Katy is the right person to drive this vision,” said Social Chain founder Steve Bartlett. “In a short space of time she has been a key driver in implementing new initiatives, not only into work but also into the internal culture of the business, something which lies at the heart of the business.”

Meanwhile, Alex Ayin has been promoted from business director to group business director. Part of the company’s founding team, Ayin will work alongside Bartlett and co-founder Dom McGregor to ensure the agency is on track to meet business targets.

Finally, associate director Oliver Yonchev has been promoted to business director, and account manager Alessio Esposito to account director.

Kargo appoints first European SVP sales

Mobile brand advertising specialist Kargo has appointed Steven Filler to the newly-created position of SVP sales, Europe.

Based out of the company’s London office, Filler will be responsible for all revenue and account management functions, and for developing Kargo’s relationships with brands and agencies in the UK and throughout Europe.

Filler was previously digital strategy director at The Telegraph, with a background in digital media that includes Unruly, AOL Networks, IPC Magazines and The Guardian.

“Im incredibly excited to be joining Kargo and helping accelerate the business across the UK and Europe,” said Filler. “Kargo is perfectly placed to meet the current demands of the market by raising the bar in mobile creativity, brand safety and programmatic connectivity.”

Liftoff lands in Japan with new country manager

Mobile user acquisition company Liftoff has expanded into Japan, with the appointment of Kota Amano as country manager.

Amano was formerly senior director of partner development, APAC, at Criteo, and before that worked for InMobi and Yahoo Japan.

At Liftoff, Amano will be responsible for leading the company’s third international office, and will be joined by two additional commercial team members in the next several weeks.

“Throughout my entire career, I have focused extensively on Japan and more broadly, the APAC region,” Amano said. “I’m confident that Japan presents a great opportunity for Liftoff, and I look forward to widening the company’s geographic footprint.”

MMA names new chair

The Mobile Marketing Association has appointed Sanjay Gupta, executive vice president of marketing, innovation & corporate relations at Allstate Insurance Company, as the chair of its global board of directors.

Gupta was named as the replacement for outgoing chair John Costello, former president of global marketing & innovation at Dunkin’ Brands, at the seventh annual MMA CEO & CMO Summit in Napa, California.

Gupta has previously led the executive steering committee for the MMA’s Marketing Attribution Think Tank, and Allstate was one of 10 brands involved in its s-channel effectiveness consortium

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The Media Rating Council (MRC) has issued the final version of its Location Based Advertising Measurement Guidelines, developed in collaboration with the Mobile Marketing Association and IAB. The guidelines, which were previously available for public comment in draft form, serve as industry-wide guidance on how the effectiveness of digital location-based ads should be rated, and how location data should be collected by advertisers and ad tech providers.

The guidelines were developed with the assistance of a broad group of industry practitioners, and provide definitions for key location-based measurement terms, as well as recommended research practices and disclosures concerning the assignment of device or user location for use in digital ad measurements.

The MRC hopes the guidelines will serve as a benchmark, enabling measurements taken by advertisers and ad tech firms to be voluntarily validated by independent third party auditors and ensuring the industry as a whole works towards common standards.

“With the release of the Location Based Advertising Measurement Guidelines, the industry now has a set of recommended practices to serve as a guide in the collection and reporting of location-based data,” said George W. Ivie, executive director and CEO of the MRC. “Accurate location data that’s collected in a consistent and transparent manner can greatly add to the richness and utility of the measurements on which digital advertising is bought and sold, and, as such, the release of these guidelines represents another step in fulfilling the Making Measurement Make Sense (3MS) mission of producing standards designed to enhance the state of digital advertising measurement.”

The guidelines include standards for what is considered personally identifiable information, what counts as a viewable impression (matching the IAB’s definition of at least 50 per cent of an ad’s pixels viewable for one second for display and two seconds for video) and specific guidelines on different data collection methods.

“We are quickly moving from a mobile-first world to one that is mobile-only, and the industry needs measurement guidelines that address this shift,” said Anna Bager, senior vice president and general manager for mobile and video at the IAB. “Location-based advertising is already a key part of many marketers’ strategies, and these guidelines will be central in building the type of trusted media environment where geomarketing can flourish, benefitting both consumers and advertisers.”

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Thats despite 60 per cent of the 324 marketing and advertising professionals surveyed, in 17 markets across the region, reporting that they find mobile very effective as a marketing channel, with only two per cent finding it ineffective.

However, 92 per cent believe that their mobile budgets will rise this year – with 47 per cent expecting to see growth in excess of 25 per cent.

“Budgets are climbing, and over the next few years we expect to see that applied to mobile video and mobile payment systems,” said Amy Rodgers, research editor at Warc.

The measurement of mobile remains a stumbling block. Metrics (39 per cent) has overtaken skills (33 per cent) as the biggest barrier to growth of mobile marketing and advertising.

Despite this, around 75 per cent of respondents saw mobile marketing as very important to their business in 2016 – with 87 per cent having, or working on, a formal strategy to support their mobile efforts.  Of those with a strategy in place, over 50 per cent said it was closely connected to other marketing activities.

61 per of respondents are using mobile display advertising and 49 per cent mobile video in their 2016 campaigns. Many are expecting location-based targeting and augmented reality to gain more importance over the next five years.

Rodgers added: “These findings reveal a market that is developing its mobile capabilities rapidly. Now having four years of data, we can clearly see trends in mobile marketing in the region, revealing progress in investment, integration and use of mobile technologies.”

Familiarity with programmatic is good in the Asia Pacific region. Over 33 per cent of marketers are very familiar with programmatic as a medium for ad buying – only 18 per cent have no knowledge at all – and 83 per cent of these believe that buying programmatically plays an important role in their marketing strategies.

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The Mobile Marketing Association has opened a new chapter in Germany, the worlds fifth biggest mobile ad spend market, with founding member companies including Adsquare, Coca-Cola, Facebook, Google and Unilever.

The new chapter is opening in response to explosive growth in mobile marketing in Germany, both in terms of interest and investment. Germany is the second largest market in Europe, with mobile ad spending expected to reach €2.2bn (£1.9bn) this year according to eMarketer figures.

The decision comes following record attendance at this years Dmexco, the international trade show and conference on the digital economy, which welcomed 50,700 attendees through its doors in Cologne this year.

Mark Wächter, strategy consultant at MWC.mobi, will serve as chairman of the MMA Germany, with other board members including representatives from Coca-Cola, Facebook, Google, SAP XM, Adsquare, Smaato, Telefonica and Unilever.

“Our mission is to accelerate the transformation and innovation of marketing through mobile,” said Wächter. “As consumer engagement on smartphones and co. explodes – a phenomenon known as the mobile shift – and more brands invest heavily into this channel, the MMA is the right platform for sharing practical know-how and actionable insights to benefit the business ecosystem in Germany and beyond.”

The MMA Germany already has a series of thought leadership events and seminars scheduled to help facilitate greater understanding and educate brands and marketers how mobile can be used to connect, engage and sell to consumers. The program kicks off in Berlin on 27 October. It has also released a presentation of figures demonstrating the opportunity for mobile marketing investment that exists in Germany.

“For a fast growing German company like Adsquare, the MMA is a great opportunity to educate the market, meet potential clients and partners and broaden the global network,” said Daniel Rieber, vice president of marketing at Adsquare and vice-chair of the MMA Germany. “Mobile marketing has evolved into a mainstream channel and the MMAs mission is to redefine the markets perception of its benefits and use.”

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Blur Group appoints Allen as CFO
Enterprise services platform and marketplace Blur Group has carried out some home improvements, appointing Tim Allen to the board as chief financial officer for the company. Allen joined the firm in July this year from Cambium Networks, where he was CFO and vice president of finance.

“Tims appointment further strengthens the board and we are pleased with the progress he continues to make to the financial and operational performance of Blur Group,” said Philip Letts, CEO of Blue Group.

PepsiCo CEO to chair MMA Indias board
D Shivakumar, CEO of PepsiCo India Holdings, has been elected as the head of the Mobile Marketing Association (MMA) India board of directors. The MMAs first Indian board, Shivakumar will work with 11 other industry stalwarts to create industry benchmarks and help marketers leverage mobile in the region.

“The Indian market is brimming with great opportunities for mobile media and marketing,” said Shivakumar. “The MMA India board of directors brings together some of the best practitioners and minds in marketing, advertising and media, and our collective experience and expertise will hopefully propel the market to quickly adopt mobile marketing as a mainstream medium.”

Vivendi chief takes non-executive role at Gloo
Gloo Networks has appointed Arnaud de Puyfontaine, current chief executive of Vivendi, as its non-executive chairman, responsible for the overall management and strategic direction of the firm, alongside the other directors.

De Puyfontaine is also a non-executive director at Scandinavian media group Schibsted, and brings a wealth of insight and experience to Gloo, which is a technology company centred on acquiring and operating other firms in the media sector.

Portland Design hires first digital director
Design consultancy Portland Design has brought in Charles Billot as the firms first digital director, charged with enhancing the companys digital capabilities and building a digital team.

Billot joins from technology design studio Hive, where he was a director with oversight of new business and strategy, working with Google, Tesco and P&G, and has previously worked as a commercial consultant with Weve.

If there’s an appointment you’d like to see featured in the next Movers & Shakers, get in touch with news@mobilemarketingmagazine.com

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These are two of the key findings of a consumer survey conducted on behalf of Brainstorm and the Mobile Marketing Association (MMA) by Lightspeed GMI amongst 1,000 mobile phone users.

The study reveals that while in general consumers are willing to share their location data, they are seeking reassurances that they won’t be bombarded by ads; or that there is a tangible social benefit in sharing their data, such as fighting crime or improving health care; or that there is a personal enticement such as a money-off voucher.

For those who are willing to allow location data to be collected, certain other reassurances are also important. 32 per cent want their details to remain anonymous, while 27 per cent want transparency into the proposed usage of the data and 25 per cent insist on actively opting in. There are also mixed feelings regarding who is most trusted with consumers’ location information. Whilst 43 per cent discern no difference, app providers were least likely to be trusted with the information, whilst government bodies and mobile/broadband operators were more trusted.

When probed about what concerns people had about sharing their location data; both security (34 per cent) and privacy (34 per cent) were equal main causes for concern, followed by a worry that information could be shared with third parties without their explicit permission (21 per cent). Spam and unwanted adverts (9 per cent), were perceived as a relatively minor issue.

“Whilst the survey shows that the vast majority of us clearly appreciate the personal and social benefits of sharing our location data, it’s not surprising in this post-Snowden era, that there is a demand for further reassurances and transparency surrounding the privacy of location based data,” said Brainstorm CEO, Donald Stuart. “There’s little doubt that in our data-centric world, the use of location-based data, in conjunction with other intelligence, can improve our lives in innumerable ways beyond traditional marketing promotions, including areas such as logistics, transportation, disaster warning and healthcare. Businesses and governments should be encouraged by the fact that the public largely embraces the use of this data and they must continue to find ways to prove its value to their customers and citizens, and reassure them of their appropriate stewardship of their data.”

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