Fujitsu and Dentsu Inc. begin exploring life design proposals for new lifestyles utilizing personal data.

The text of the Dentsu Inc. news release distributed on May 13 is as follows.

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May 13, 2019

Launching Proof-of-Concept Experiments to Experience Individual-Driven Data Utilization

Fujitsu Limited (Headquarters: Minato-ku, Tokyo; President: Tatsuya Tanaka; hereinafter Fujitsu) and Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto; hereinafter "Dentsu Inc.") have commenced joint research on life design utilizing personal data. This initiative, under the concept of "My Data, My Life," enables individuals to freely utilize their personal data, anticipating the arrival of a data portability (Note 1) society where individuals proactively manage their own personal data.

As part of this initiative, both companies will conduct a proof-of-concept experiment in August 2019. This experiment will utilize data related to individuals' "time" and "interests" to design personalized lifestyles. Based on the principle that individuals should control their own data, the experiment will allow participants to experience utilizing their own data for their lives. It will match participants' hobbies and interests using data from their Google Calendars, for which they have granted permission, to propose lifestyle designs. Furthermore, the service built for this pilot experiment will be based on Fujitsu's PDS (Personal Data Store) service, "Personium" (Note 3), which enables individuals to handle their data with peace of mind. It will utilize an application developed by Fujitsu based on the concept of "Time Filling" (Note 4) proposed by Dentsu Inc.

【 Background 】

Recent years have seen rapid progress in exploring data utilization across various fields. At the 2011 World Economic Forum, personal data was described as "the new oil of the internet and the new currency of the digital world." Furthermore, in the EU, the General Data Protection Regulation (GDPR), enacted in May 2018, stipulates the right to data portability, promoting the concept that individuals can proactively utilize their personal data according to their own will. In response to these global trends, Japan also anticipates realizing a society where individuals can proactively utilize their personal data. However, practical challenges exist in both software and hardware aspects, necessitating the development of the necessary environment. Against this backdrop, both companies will pioneer the arrival of a data portability society by launching the "My Data, My Life" initiative, aiming to realize a society where personal data can be utilized based on individual intent. As part of this initiative, we will explore how leveraging personal data can enrich individuals' lives.

[Proof-of-Concept Experiment Overview]

The service being built for this proof-of-concept experiment will retrieve participants' own Google Calendar data and integrate it with a developed application, enabling individuals to utilize personal data for life design. By linking the personal interest and preference data registered by participants on the spot with regional information such as local government recruitment and activities, as well as various corporate information like event details and media program schedules, the system will recommend information tailored to each individual's specific circumstances. This proof-of-concept experiment plans to recommend TV program information and other content aligned with each individual's hobbies and preferences, based on TV program data and similar sources.

Pilot Period: Scheduled for August 2019
Participants: Approximately 200 members of the general public
Location: Planned for a workplace in Tokyo
Format: Workshop format
Role: Fujitsu will examine and verify services enabling individuals to effectively and securely utilize their personal data in a data portability society. It will also verify the convenience and security aspects of these services.
Dentsu Inc., centered around its Data Circulation Research Department within the Data & Technology Center launched in May, will verify the approach for services that create engagement between individuals and companies using MyData.
Participation Application: Details will be announced separately on a dedicated website

【 Future Developments 】

Based on the results of this proof-of-concept experiment, both companies will jointly explore the ideal future of personal data utilization from the individual's perspective. This will inform the research and development of services ensuring convenience and security in both software and hardware aspects. Furthermore, we will explore personal data utilization models for a data portability society, involving various other companies.

【 Trademarks 】

Google Calendar is a trademark of Google LLC.
Other product names and proper nouns mentioned are trademarks or registered trademarks of their respective companies.

[Notes]

(Note 1) Data Portability

Based on the principle that personal data belongs to the individual, this refers to the state where data collected and accumulated by companies or other entities through services can be retrieved at the individual's discretion at any time and transferred to other services.

 

(Note 2) My Data, My Life

A concept championed by both companies, aiming to explore how individuals can freely and securely utilize their personal data to enrich their lives, ahead of the arrival of a data portability society.

 

(Note 3) Personium

A service that provides data storage and manageable data access areas for those disclosing and utilizing personal data.

 

(Note 4) Time Filling

A concept where actively filling one's time creates rhythm in life, sparks curiosity and interest, and leads to new encounters. (Trademark pending by Dentsu Inc.)

End

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0513-009813.html