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The smart grid may indeed become an opportunity that’s bigger than the Internet, but like the Internet, it won’t be without its stumbling blocks. Fortunately for us, some web pioneers are unwittingly providing utilities and energy management firms with an education on privacy, one of the thornier issues affecting online businesses today.
By now, we’re pretty well versed in the convoluted saga of Facebook’s privacy mechanisms. What started as relatively simple privacy controls evolved into a complex set of options and hooks to third-party sites, apps and marketers that bewildered novice and experienced users alike. In response to the backlash — and undoubtedly alarmed by the press and netroots fundraising that Diaspora attracted — Facebook unveiled a new set of simplified privacy options this week.
Google’s been taken to task on privacy as well. Soon after the Buzz privacy uproar subsided, it was discovered that the company’s fleet of Street View vehicles was capturing much more than curbside snapshots in Germany. In addition to the SSIDs of Wi-Fi hotspots, they also happened to soak up some “payload” data – basically the information traded between laptops and wireless access points. Uh, oh. As expected, Google and the German government are currently embroiled in a very public spat.
It’s clear from these episodes that privacy matters. And while no one is forced to sign up for Facebook or use any of Google’s services, many home owners soon will get smart meters and start transmitting their energy usage data with little choice in the matter. Here’s how utilities and home energy management firms can avoid some of the privacy gaffes that have tripped up these companies.
Put Users in Charge, Simply
If the Facebook fiasco taught us anything is that users want to be behind the wheel when it comes to sharing the data they generate. And by “behind the wheel” I mean providing controls more like those in a car, not a space shuttle cockpit. In other words, adjusting privacy settings needs to be simple. Any home energy monitoring and management provider that’s planning to leverage user data for marketing partnerships or social networking functionality — or any other third-party transfer of information — should be prepared to cater to this desire.
Ask, Don’t Assume (or Worse Take)
Google found out the hard way that assuming users want features enabled by default (Buzz) or that people don’t mind some wireless traffic sniffing — let’s just call it what it is — is a sure way to invite user revolt. Want to expand your data-gathering capabilities to include smart appliances? Ask in a straightforward manner and provide user-friendly opt-in/out mechanisms, don’t make mention of it thousands of words deep into an all-encompassing EULA. Otherwise, prepare for some damage control, or worse, an uncomfortable stint under the government’s microscope.
If your home energy management outfit has plans underway that affect customer data, clue your users in before they’re fully implemented. It’s a way to gauge their reaction, address feedback and perhaps incorporate unexpectedly helpful suggestions. Otherwise, you’re facing the prospect of spending time, energy and money to set things right again.
Sure, home energy platforms are rudimentary now, but within the next decade, smart appliances, EVs and other energy-aware gadgets will all help to paint an extremely detailed picture of a household’s power consumption habits. That’s why it’s important to get a handle on how consumers expect their private data to be handled. Failing to do so now could result in costly remediation measures — or worse, serious safety and security breaches — later.