Today's Landscape We’re living in an era of profound technological change and innovation

Technology Trends with Privacy Implications Ubiquitous Computing and Data Collection Wide Range of Interfaces and Interactions Big Data in the Cloud, Data-Driven Innovation Personalized, Social Experiences Consumers want to share data, but they want to: Decide who they share information with Determine how this information will be used

PETs that prevent or restrict data collection PETs that limit data uses Different Types of Privacy Enhancing Technologies PETs that protect data and limit privacy risks in the course of transmission, processing and use

PETs Should Help Enable a Balanced Approach PETs work best on conjunction with consumer education and sensible regulation We must seek ways to protect privacy while enabling the many benefits of: Cloud computing Personalized, social experiences Data-driven innovation