Tag Archives: Smart User Mission

AVG

Preparing for the Social Internet of Things

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Factor in the booming Internet of Things and researchers estimate there will be 50 billion connected devices in the market by 2020! These are big numbers with big implications for the tech industry and our customers.

When you break it down, it means every day millions of new users will get their first smartphone or tablet, or change to a new device, or add other connected digital device such as wearables, activity monitors, health apps, and even their cars…and be coming online with all the data that goes with them. These aren’t just faceless people, but our nephews, nieces, children and grandchildren.

Now, think about when you first came online. For many of us, we had the benefit of growing up with the Internet and were able to make mistakes and learn from them as we went along. The next two billion users won’t have that luxury. They are coming online in the age of the Social Internet of Things and will experience a much larger interconnected world. They will surely find great delight, but every mistake made could be broadcast to billions of people, along with increasing pitfalls and exponentially greater consequences.

Just think about the rise in teen and celebrity sexting scandals and over-disclosure, cyber-bulling, and the mounting security breaches at major banks and retailers putting millions of credit card users at risk.

The bottom line is that businesses have to earn the right to engage with the next two billion web users and that is achieved by earning their trust.

Global research we did with MEF Global Forum earlier this year also reinforces this point. We found that:

  • 40% of mobile media users cited trust as a barrier to purchasing goods and services online via their mobile
  • 65% said they were unhappy sharing personal information with apps.

At AVG with three million Facebook followers and 25,000-50,000 conversations happening daily – we also hear this echoed from our customers. Now magnify the concern consumers will have in a world where every smart connected device is sending our data to the Internet!

I explored the topic of “Building Trust for the Social Internet of Things,” at the MEF Global Forum event In San Francisco last week during a session and panel called, “Know thy Customer, Mastering the Consumer Experience.”  Our mission was to explore shifting consumer experiences and what it means to those of us in the industry and businesses.  I wanted to bring the perspective of what users want and need, and what it means from a mobile security, privacy and trust point of view.

We in the industry need to start planning now for the next two billion users. People need to know that they don’t have to give up their privacy every time they go online.   How do we make that experience all that it promises to be and develop their trust in our brands? How do we equip them for the Social Internet of Things?

Brands must adapt to address the concerns of a new and more connected audience and be willing to help build a future where it is as easy to be safe online as it is to connect a device to the net. People need to change as well. They need to prepare themselves for new technologies and an interconnected age of Digital Citizenship.

At AVG we envision a world of “smart users.” That’s why we recently started a Smart User Initiative as part of the Clinton Global Initiative.  Our goal is to increase the ratio of smart users to smartphones by teaching the next two billion Digital Citizens skills in how to engage in the digital world safely and securely in a way that protects them and others. And we’re putting out a call for partners– other brands, businesses, organizations, carriers, manufactures, and content producers – to join us on this mission.

You can read more about AVG’s Smart User Initiative in a blog by our CLO Harvey Anderson. His Op-Ed on this topic also appeared on Re/code recently.

Let’s strive to make the experience for the next two billion people coming online in the age of Social Internet of Things, more personal, trusted and the best it can possibly be…

AVG

Creating the Next 2 Billion Smart Users

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The smartphone will be the on-ramp to the Internet, if not the only ramp, for the next wave of new users – largely because it’s the easiest way for them to get there and broadband isn’t available. For one, the mobile Internet can reach places that wired connections can’t (and likely never will). Moreover, the price is right. The cost of owning a smartphone is decreasing as manufacturers and carriers alike compete for new users. Soon millions of people will hop online for the first time, all thanks to the smartphone.

It’s terrifically exciting, and it’s also a terrific challenge.

 

New Skills for a New World

Think of it this way, more than half of the human population is ready to dive into the digital world with little to no instruction. It’s like getting behind the wheel of a car for the very first time and heading right onto the highway. Just like driving, getting around safely in this new world demands a new set of skills. Every one of those new users will need guidance on any number of things, like how to prevent identity theft, how to protect their personal privacy, and even how to build a business online. The list goes on.

But who’ll be there to teach them those skills? After all, nothing like that is covered in an owner’s manual. Whose responsibility is it anyway? I believe it’s everyone’s responsibility and I’m far from the only one who feels this way.  It’s about changing social norms and learning how to care for yourself and the welfare of others on the Internet.  We’re familiar with the stories of teen sexting, over disclosure, identity theft, cyberbullying – much of which could be curtailed if we, as users, understand the consequence and knew how to avoid them.

Our core assumption is that the content exists but it’s not presented to the users at the right time in an engaging fashion at a point when choices are made.

 

The Smart User Mission

This September, I was privileged to attend the annual Clinton Global Initiative, where industry and world leaders gather to create innovative solutions that take on the world’s most pressing challenges. One of the topics AVG rallied around was “Digital Citizenship,” a growing movement based on the belief that everyone on the Internet is responsible for making it a better place. As a result, I’m pleased to announce AVG’s Smart User mission, which is our Commitment to Action as a member of the Clinton Global Initiative.

The objective of the Smart User mission is to create the next two billion smart users on the mobile Internet. Along with carriers, device manufacturers, developers, content providers, and organizations across the globe, our aim is to provide two billion mobile Internet users with the tools and information they need to be safer, happier, and more productive online.

The mission’s approach is to engage these mobile users right from the start – the very moment they start using their phones. It begins with the “Smart User” app, which will launch when users first set up their phones. Right away it will provide fun and engaging content to help users make educated choices about their security and privacy. From there the Smart User mission will provide users with continuous guidance as they spend more and more time online. We’ll be partnering with mobile carriers, device manufacturers to get the Smart User app into people’s hands, and a wealth of partners like design agencies and celebrities will help contribute content along the way.

We’re very lucky to have Common Sense Media already signed up as a partner. Their history of advocating for children, families, and schools is a natural fit. The content and guidance they’ll provide will be invaluable, and this partnership will help us accomplish the Smart User mission.

My hope is that you share the growing point of view that we’re all responsible for a better Internet, and that everyone can take an active role in making it happen—from technology providers and manufacturers to content creators and consumers. If you’re interested in joining us on this mission, please get in touch. There are plenty of avenues to partner up, get involved, and build the next wave of two billion Smart Users.Email [email protected].

Photo Courtesy of Barbara Kinney, Clinton Global Initiative

You can find more information on the Clinton Global Initiative at http://www.clintonfoundation.org/