Mydex CIC has successfully trialled a live user-driven data service with external verification of claims. This is a major step towards the creation of the interoperable and standard personal data ecosystem necessary for what has been described as buyer-centric commerce, customer-managed relationships or vendor relationship management (“VRM”).
The relying party was the London Borough of Brent, which did the necessary technical work and legal and procedural due diligence to allow residents to enter a structured two-way transfer through its corporate firewall, conformant with privacy standards and data protection laws. Verification services were provided by Experian. The technology platform was provided by Azigo of Boston.
The Mydex community prototype was also supported by YouGov, London Borough of Croydon, Royal Borough of Windsor & Maidenhead, the Direct Marketing Association, Cabinet Office DirectGov, DWP TellUsOnce, the Young Foundation and the Open Society Foundation. Further research and commentary was provided by Olswang LLP, University College London and the Privacy International team based at the London School of Economics.
The model implemented by Mydex, which is also described as an emerging “personal data ecosystem” and by the WEF in terms of “rethinking personal data”, places the individual entirely in control of their personal data, allows external validation of claims, and allows the individual to drive external services from their personal data store. This gives the individual convenience and control, it supports personalisation and customisation of online services, and is a powerful counterpart to emerging government policies such as US NSTic, the British Cabinet Office’s new ID assurance model and the UK Department for Business, Innovation and Skills’ “Mydata” customer empowerment plan.
“Working with a willing group of large organisations Mydex has now shown, live, everything necessary to support VRM” said William Heath of Mydex. “We’re trading the new personal data ecosystem into existence. Next stop: live service on a scale that delivers real benefits of volunteered personal information to all participants.”
