The idea is to use this data to provide better customer service and understand events before they even happen. For example, detect collisions, anticipate repairs and so on. In a scenario like this, there has been a lot said and discussed about data security and customer privacy.
Security and Privacy
More and more cars are using infotainment systems which allow users to connect their smartphones to their cars leading to all sorts of possibilities. You can access your multimedia library, take calls, dictate notes, listen to text messages, and so on. A lot of activists and customers are worried about what is exactly going to happen with all the data. Privacy is a major concern here and people are acting cautious.
Some people believe though that the same people who complain about the lack of privacy are the same people who post their entire life on Facebook and Twitter and other social media sites.
There is very little to almost no federal oversight over the level of data being collected by automotive manufacturers, and what they choose to do with it is completely in their hands. The customers are worried about misuse of data for the wrong purposes, and the impact it can have on their lives. But is this fear warranted? How is this data going to hurt you?
Privacy is another matter where there are no legalities involved yet. Some people these days are weary about sharing their private information on the Internet after some high profile cases that have had hit the news in recent times but as stated before, many have no qualms about putting out everything about themselves online. We do not care that you are at Target now shopping!
Ford Promise
At a time like this where companies are looking to integrate as much tech as possible with no concern about user security and privacy, Ford (the outstanding car company that did not need a bailout like GM did) recently came forward to announce that their cars are going to give users control over their data and privacy.
Ford's terms of service are very clear and straight forward. In its ToS, it is clearly mentioned that it is collecting "location data and call data if you use Sync to dictate emails." We need more and more companies to follow suit.
"We review your data as our data" – said Don Butler, Ford's executive director of Connected Vehicles. He says that nothing is done with the customer's data without their permission and prior consent. Comparing his company with Google and Facebook, Butler says that we are here to "win you over". This is not to say that Ford is not looking to collect and use data, but they want to do it in a way that delivers value so much so that the customer willingly shares his data with the company. Butler says that a typical car has software and chips that is capable of running over 70 million lines of code.
No Sinister Plot
Location related data is regularly collected by GPS service providers to understand user behavior and patterns. This data is then used to improve the device and the technology behind it. Most of the time users are not aware of exactly where their data ends up in the grand scheme of things but others believe so what? They are totally in the dark which makes them feel uncomfortable but other people believe as long as their financial, social security information, address, and other things like this are not being shared with the public then life can go on.
It is also true that a lot of customers are content with sharing their data as long as it is not misused or until something serious happens. Most customers simply don’t care about the side effects of connecting their smartphones with their cars. This could be due to lack of awareness and technical know-how or because they do not believe Ford is some sinister entity.