Short summary of the Profila app (as testing ground for our 5 funded projects integrating our ZKT) - Profila is a platform (mobile IOS/Android application for individuals and a web-based dashboard for companies, organizations, governments and other legal entities, we call "Brands") that enables individuals to communicate with various organizations in their lives, privately, one-to-one, and without supervision or surveillance.
Imagine an app that allows you to regulate all the pipes of information, where you can instruct each brand that has access to your data (i) which channel they can use, (ii) the frequency of the messages they can send, (iii) and the content of such messages / ads. If you accept to see paid content, it will only be from the companies you authorized, according to your instruction (see i-iii). Our revenue model is 50/50 namely we share all advertising revenue with users.
People can manage their digital life in one location via an app that shows which organisations have access to (certain parts of) their personal data. People can sort all their personal information, product preferences and communication preferences and communicate with all the organizations they want to interact with in the same easy way (instead of on each individual organization's platform each time). The entire tool is design for people to (1) gain control over their personal data; (2) choose to ethically share (or not) they personal data with organisations, and (3) get compensated if they do (today only in fiat).
----------------------------------------------------------------------------------------------------
*** Cardano adoption in the next 3 - 6 months *** We are currently launching the existing Profila mobile application (iOS/Android) with 5 SME consumer brands in 3 regions (Benelux - Switzerland - Orlando/California) and with one multinational in the UK (approx. 200.000 users to be invited), and are expecting +/- 1000-2000 users per month to join (via B2B2C model, as invited by brands). 20.000 expected by Q3 2022; 78.200 expected in 2023.
1. Introduction to Profila
Profila GmbH is a Swiss company founded in 2018 with the main focus to give people control over their personal data and (re)connect brands with individuals in a privacy preserving manner, one-to-one and at scale. Profila has a vision of giving people agency over their online lives, and giving brands a better way to build meaningful customer relationships.
The major functionalities available in the Profila platform:
1. Privacy education and privacy rights management – people can learn about privacy and their legal rights, and exercise them towards brands via an easy 3-click process (see our funded proposal in fund 5 – “control your data; privacy ledger”, https://cardano.ideascale.com/a/dtd/Control-your-data-%E2%80%93-privacy-ledger/350680-48088))
2. Ethical and consented data sharing - Individuals can select to share certain information to with a brand of their choosing and get compensated for it. (see our proposal in fund 6 – “dapp to control/monetize your data” - https://cardano.ideascale.com/a/dtd/Dapp-to-control-monetize-your-data/366908-48088))
2. The Profila Platform today
With Profila, People can manage their digital life in one location via an app that shows which organisations have access to (certain parts of) their personal data. People can sort all their personal information, product preferences and communication preferences and communicate with all the organizations they want to interact with in the same easy way (instead of on each individual organization's platform each time). The entire tool is design for people to (1) gain control over their personal data; (2) choose to ethically share (or not) they personal data with organisations, and (3) get compensated if they do. (see “Illustration 1).
The Profila platform encompasses two major parts, a mobile app and a web app.
The mobile app allows the user to interact with remaining parts of the Profila platform. It will be used to set up user preferences, consent configuration, subscriptions to brands, etc. In addition, it will provide to the user access to all the information about all activities associated with Profila platform including which ads they have received, which ads they have interacted with, and videos or photos sent to subscribed brands.
The Mobile App: A person centric, multi brand experience mobile application that will enabling an individual to:
● Engage with brands and manage own privacy
● Create and selectively share own digital profile
● Get rewarded in cash and brand value
The Web App: A permission-based relationship for brands with individual customer that will enable to:
● Access evergreen, accurate zero-party data and insights
● Communicate and advertise on a private channel
● Earn attention and deliver true personalization
3. Profila tomorrow – the Catalyst project - integrating with IOG through ATALA PRISM for our identity management system component
Because of all these interactions in Profila between people and brands have legal consequences (including the payout to consumers for granting access to their data), we need certainty that the transactions happened between the 2 parties, and that the individual is who he/she says he/she is. We therefore need proof of identity.
Towards the further realization of the Profila platform, Profila is therefore looking to integrate with IOG through ATALA PRISM for the identity management system component. If you want to control your data online and receive (financial) compensation for your data, it is important you can provide proof of your identity. ATALA PRISM is the perfect solution. By integrating ATALA PRISM, we can better guarantee that the correct person is sharing information and is receiving payments.
Profila would integrate its platform with IOG identity management system to enable customers owning DID based digital ID and various credentials which will be the base for their communication with brands. The identity management part is needed to incorporate zero knowledge proof, the aspect of enabling an individual to share her/his own data (psychographic, preference, etc.) and contents to brands with the fact that the brand does not know any more details about the individual except that information is of a living person who is uniquely identified by the Profila platform and is used for targeting and advertising purposes.
We believe that we can use ATALA PRISM for the following capabilities:
1. Digital ID – one click registration; login; confirmation
2. Credential management – user owning and sharing credentials
3. Data privacy management – user exercising legal data subject rights
4. Document certification (ID documents, legal documents, certifications, KYC, etc)
5. Data Sharing – user selectively sharing information
6. Personal Data Vault – user controlling third party access
The following use cases are foreseen:
1. User registration - As Profila, we need to register any Profila user with digital ID or Physical ID to ensure that he/she is a living person. -> This is being developed under the first Prism proposal - fund 6, for our brand customers (companies).
2. User identification - As Profila, we need to ensure that all users are cryptographically identified as a unique person so that no two users with the same identity can register in Profila Platform -> This is being developed under the first Prism proposal - fund 6, for our brand customers (companies).
3. User’s data sharing (anonymously – OPTION 1) – as a user, I need to be able to choose to disclose only some parts of my profile anonymously to a brand of my choice, and securely share information.
-> This will be the subject of another follow up proposal.
4. User’s data sharing (consented, via data subscription – OPTION 2) – as a user, I need to have an option to take my consent for sharing the whole of my profile non-anonymously to a specific brand.
-> This will be the subject of another follow up proposal.
5. Brand advertising - As a brand admin, I need to create a private and secured connection with individual for advertising
-> This will be the subject of another follow up proposal.
---
Based on current development path of fund 6 Atala PRISM challenge, in contact with IOHK we decided to implement Atala Prism as Identity provider for the Brand Portal which is the B2B Layer.
In this Fund 8 follow up project, the implementation is going to be extended to the B2C Layer to our Profila App (identity provider for App users). In collaboration with IOHK we are going to develop SDK for Cross-platform App (in our Case React-Native) so both B2B and B2C users of the Profila platform use Atala Prism as Self Sovereign Identity.
The challenge is as follows: "how can we take the next step to support the principle of self-sovereign identify".
This is exactly what we are doing. Profila is creating a decentralized marketing platform (DeMar) and data marketplace that is entirely in control by people, where their SSI come via PRISM.
This follow up project will be based on current development path of fund 6 Atala PRISM challenge, in contact with IOHK we decided to implement Atala Prism as Identity provider for the Brand Portal which is the B2B Layer.
In Fund8 the implementation is going to be extended to the B2C Layer to our Profila App. In collaboration with IOHK we are going to develop SDK for Cross-platform App in our Case React-Native so both B2B and B2C use Atala Prism als Self Sovereign Identity.
After several workshops we have done with IOHK's professional services team around the integration of Atala Prism in the Profila app, we now have a good view what PRISM can do today, and what it will be able to do in the future. A risk is that several functionalities which we need for our Decentralized Marketing (DeMar) platform to work in the future, are not yet ready.