- Customers need to access more data across multiple devices
- There is no standardisation of log-in
- Trusted agents will only 'push' what you want them to
- It is important that you trust your trusted agent
With more and more information to access and store, consumers have two priorities: first to access the data they need – their 'own' data - really easily and second, to defend against everything else. So in go the email filters, the boxes are checked to decline ‘offers from carefully selected third parties’, and so it goes on…
At present, each piece of data is protected, usually by some sort of log-in. There is no standardisation of log-in and only some devices, such as a PC with cookies, remember them. So, for example, because of the need to log-in, a person's bank will not accept a standing instruction to put their bank statement on their digital TV overnight, even if that is the person's preferred access point in the morning. Instead, they will be required to log-in to the online service.