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E-Privacy:
A Policy Approach to Building Trust and Confidence
In E-Business
Stage 3: Implementation of E -Privacy Strategies
9.1
Stage 3 moves the process forward to the
acid test of all planning exercises i.e. Does the organisation
have the capability to execute the plan and accomplish
the goals set? The proof of that ability is in the details
and the managerial expertise demonstrated during the
progressive roll-out of a strategy. Although the planning
process has been outlined at the generic level, it is
not the intention of this handbook to explore the functional
strategies that might fulfil particular objectives in
the E-Business marketplace e.g. the Marketing Mix strategy.
That aside, recent experience of dot.coms suggests that
there is no obvious strategic success formula in an
environment characterised by considerable volatility.
Many of the lessons are based upon hard experiential
learning, rather than the discovery of an infallible
blueprint.
9.2
As website content and services are usually directed
at specific market segments, the opportunity should
be taken to link E-Privacy to the formulation and implementation
of consumer-oriented strategies. As one Marketing guru
has noted, "The primary business of every business
is to stay in business and to do that you have to get
and keep customers".
It
should be noted that, irrespective of the merits of
any website strategy, the process of "getting and
keeping customers" would only benefit from strategic
formulations that address the following E-Privacy issues.
- The
statutory provisions that confer personal data privacy
rights on individuals, and set out best practice principles.
Those principles should form the basis of a model
E-Privacy contract between the provider and consumer.
- E-Privacy
practices that are the product of consultation and
consent rather than managerial edict.
- Technical
specifications and systems architecture that have
E-Privacy principles embedded in them.
- The
development of an E-Privacy Policy framework that
guides the design and implementation of provider strategies
that target online consumers.
- E-privacy
enforcement measures that ensure operational compliance
on a day-to-day basis.
9.3
One response to the E-Privacy challenges confronting
the provider in the formulation of functional or process
strategies has been to develop systems that embrace
Privacy-Enhancing Technology (PET). PET has, as its
primary focus, the protection of consumer identity or
personal data. This is achieved through the deployment
of a range of measures e.g. digital signatures, the
creation of psuedo-identities and trusted third parties,
that allow consumers to engage in Internet-based transactions
without revealing their identity. These technologies
are currently available in the marketplace and are not
necessarily expensive to install. PET countermeasures
have become increasingly sophisticated as software tools
and have generally kept up with new forms of attack
upon system integrity.
9.4
The appeal of PET is that it affords a high level of
protection to personal data. In turn this may enable
the provider to offer assurances to online consumers.
It is precisely this type of proactive initiative, working
in conjunction with an E-Privacy Policy, and good compliance
measures, that adds value
to a website.
9.5
Finally, to manage vulnerabilities and challenges to
the system, providers should develop effective auditing
procedures. These need to address both technical and
human components of the system and are designed to ensure
that standard procedures are rigorously upheld and maintained.
In short, that the system is secure and that it delivers
the desired level of E-Privacy. For these conditions
to be met personnel operating the system will need to
adhere to strict guidelines.
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