control your own data?
For a long time now the mantra in certain quarters has been 'everyone is making money off c*nsumer data, except the c*nsumer'.
Allow is attempting to address by acting as a kind of permission broker, protecting customers data, making it scarce, and ergo increasing it's value to the customer his/herself.
Allow users will, in effect, be able trade their data for relevent marketing (Allow will also operate on a profit-share basis with it's users on sale of data) and they will also work on customers behalf to remove their data from UK mass databases they never opted-in to.
One scenario, in simple terms.
If i'm in the market for a new car, Allow would present my data to potential vendors inviting their pitches for a pre-defined period, say a month, then it would be withdrawn again once I've bought something.
Whether this can really scale enough, only time will tell but it's another indicator of the shift towards people taking more control of their data and ultimately benefiting from the use of their data. And that's not going away any time soon.
