The convergence of the mobile and web industries combined with the growth of smartphones and innovative applications and services are bringing significant benefits to consumers and society. However, these welcomed developments are also re-shaping the online privacy landscape and are leading to the emergence of new privacy challenges across the mobile ecosystem.
Traditional approaches to online privacy are often based on compliance, with a patchwork of national and local law where they exist. However, new mobile applications, services and data flows are increasingly global, and geographically bound data privacy laws appear unable to keep pace.
At the same time, mobile users are increasingly seeking consistent treatment of their information and privacy, irrespective of the technologies, business models and data flows involved. Individuals are looking for simple ways to help them manage their privacy. A key challenge for industry is to identify mobile-friendly, contextual and device appropriate ways of helping users make informed decisions about their information and privacy.