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2014 Press ReleaseAnalyzing the Data Privacy Landscape

Version: 1.1.0 (November 4, 2014)

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Introduction

Situation

Complication

Core Problem

Many do not know how to comply with the PDPA and are living in a state of fear.

→ Ambiguity in interpretation of the PDPA.

→ Many have signed up to the DNC registry.

→ Shrinking sources of data.→ Apparently shrinking market size.

How do we maneuver under the current restrictions?

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Turn Compliance into Opportunity“The response from boards and management should be to leverage these laws while complying with them.”

– Lyn Boxall

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Advisory Guideline‣ Data Protection Provisions do not

apply to business contact information

‣ As sole proprietorships and partnerships are also businesses, the contact information of sole proprietors & partners is considered business contact information

‣ In most circumstances, the Commission is likely to consider personal data provided on business/name cards as business contact information.

Business Contact Information (BCI)

Source: PDPC

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Flash Estimate 2014 by IDAStatistics on Telecomm Services

Source: IDA

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Flash Estimate 2014 by IDAStatistics on Telecomm Services

35%

7%4%

54%

Amicus DNC

HDB DNC Condo DNCLanded DNC Other DNC

Source: Amicus (28/10/2014)Source: IDA (1/11/2014)

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Facts and Figures 2014 by PDPCStatistics on Telecomm Services

Source: PDPC (1/11/2014)

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Data AnalysisNumbers Game

Source: Personal Data Protection Comission http://www.pdpc.gov.sg/resources/reports (10/27/2014)Source: Infocomm Development Authority of Singapore http://www.ida.gov.sg/Infocomm-Landscape/Facts-and-Figures/Telecommunications/Statistics-on-Telecom-Services

351.4

Million Scrubbed

39.0 Million per month Scrubbed8.3 Million Mobile Subscriptions4.7 Scrub per phone per month

1,164,707,700

SMS Sent in Last Qtr

388,235,900

SMS Sent per Month

91 SMS Sent per month per device*

*This number excludes messaging via apps (e.g. whatsapp, wechat, etc)

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Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14

% Increase

NaN 0.14224611690286

4

0.28996931036092

0.03218759905731

88

0.04590457243188

76

0.03934509941595

12

0.03757776563142

94

0.03157189130959

13

0.02276199315189

34

0.02539989761499

03

Consumer Numbers Registered

393951

449989

580472

599156

626660

651316

675791

697127

712995

731105

50,000

150,000

250,000

350,000

450,000

550,000

650,000

750,000

2.5%

7.5%

12.5%

17.5%

22.5%

27.5%

32.5%

Consumer Numbers Analysis (DNC)1.16

Billion SMS Sent

1.19 Billion

SMS Sent

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Data Protection

‣ It appears that some organisations in Singapore have simply tipped targeted marketing messages into the "too difficult basket" and stopped using them altogether.

‣ Rather than applying a risk-based approach to determining the purpose for which personal data was collected, many organisations play it safe by burdening their stakeholders and requiring them to give specific consent for the continued use of personal data

Turning Compliance into Opportunity

http://www.btinvest.com.sg/specials/boardroom/data-protection-turning-compliance-into-opportunity/

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Data Protection

‣ The DNC rules … do not prevent organisations from sending marketing messages to Singapore telephone numbers in all circumstances … the DNC rules are clear that marketing messages may be sent to numbers that are not listed in the DNC Registry.

‣ Where a number is listed in the DNC Registry, marketing messages may nevertheless be sent … if the purpose of the message is related to the subject of the ongoing relationship.

Turning Compliance into Opportunity

http://www.btinvest.com.sg/specials/boardroom/data-protection-turning-compliance-into-opportunity/

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Sources

Personal Data Protection Commission http://www.pdpc.gov.sg/resources/reports http://www.pdpc.gov.sg/resources/reports/facts-and-figures PDPC Consumer Survey Report

Infocomm Development Authority of Singapore http://www.ida.gov.sg/Infocomm-Landscape/Facts-and-Figures/Telecommunications/St

atistics-on-Telecom-Services/Statistics-on-Telecom-Services-for-2014-Jan-Jun

http://www.ida.gov.sg/Infocomm-Landscape/Facts-and-Figures/Telecommunications/Statistics-on-Telecom-Services/Statistics-on-Telecom-Services-for-2013-Jul-Dec

Statistics Singapore http://www.singstat.gov.sg/ http://www.singstat.gov.sg/publications/publications_and_papers/reference/mdsconten

t.html

Amicus