Last May, Daniel Kaplan, Francis and Henri Verdier Jutand signed an article which reported a number of "surprises" on our understandings of the mechanisms of digital trust today. It can hold at least three. First, the disjunction between, on one side, a ceaseless quest for security and legal and technical, the other, users who (in fact if not in the investigations) seem little Applicants: not only all online transactions are growing rapidly without interruption for over a decade, but some excess lead instead to safe adverse effects.
This paradox may explain the low off the market for "trusted devices" meant, on paper at least, solve the problems posed confidence invariably acentric Internet, where one does not inherently know which is our partner. Second strong signal of trust: the rise of a massive and powerful confidence-called "peer to peer (P2P).
Examples of sites and services massively collaborative, where trust is based on the interaction between users, are numerous sites to evaluate products or services, such ResellerRatings or TripAdvisor, even people like Note2B which allows students to note their teachers; commerce sites between individuals, eBay's "Bon Coin"; sites of finance and banking between individuals; forums for exchange of experience as Doctissimo or assets, such as between people of same illness or seeking health advice, dating sites (and areas of exchange between their users, such as Vigilove) spaces for exchange services, the CouchSurfing to local exchange systems, and of course social networks, or Wikipedia.
Behind this list to Prevert, this is essentially the rapid emergence of large and powerful digital spaces in which trust is established and verified through exchanges between peers and peer reviews. Massive practices, which, quite surprisingly, happen to most of the safety devices (at least theoretically).
The confidence comes from the diversity and number of stakeholders, the perceived sincerity and / or balance of contributions of familiarity with other people "like us" ... These places have their weaknesses, but we are equally familiar: and suddenly, for now at least, do not chase bad money good ..
Thirdly, the "crisis of confidence" that undermines the relationship between individuals and many political institutions, media, social, economic, does not automatically translate into anomie or social violence - and especially not online. Instead, each individual has more and more opportunities to "trust" to other, unfamiliar, or not at all, for a series of acts of life.
These "surprises" were the closing work of the expedition New approaches to digital confidence and led by Fing Foundation Telecom for 8 months and whose synthesis has been published online. Work leading to a clear conclusion: the mobilization of researchers, companies and institutions on trust must change target.
Rather than focusing on risk and safety, it must now refocus on the actual production of trust. CONFIDENCE IS NOT SAFETY. SOMETIMES IT'S EVEN THE CONTRARY! Lecturer in legislation, from R & D in sales brochures, the word "trust" seems to have become a synonym for "security". Security, he must, of course.
But, first, safety rather seeks to overcome the lack of confidence that the building and secondly, its perceived value - often rightly - very low. If the "trust" means the availability to take a risk by choosing to defer to another, the transaction security function is to eliminate this risk (or to make some repairs), thus making the confidence not necessary.
But research that security? Consumers, citizens, on whose behalf it secures ever? Not sure what kind of system in place, exchange, publish, consume, manage, report more and more online. They do not seem to have so many problems. However, it is as if they were organizations that had ceased to trust their customers, as do their employees! Security guru Bruce Schneierl'affirme besides himself, "Within 10 years, computer security experience a radical turnaround.
Instead of protecting you, it will promote companies and their business models against you. "Transaction security is first today, a priority for providers. No need to wonder it also motivates some consumers, it produces little willingness to pay, it also affects little on the development of trade.
She is now the most frequently imposed, organized in the back-office organizations, provided by providers that the client does not know. At best it goes unnoticed, at worst she worries or upsets, as in the case of the device secure payments 3D Secure, accused of lowering the sales traders from 13% to 40% ...
In the across the spectrum, trust "P2P" active springs entirely different. It relies very little on security mechanisms, particularly in the identification or production of evidence. It provides guarantees of presumptions rather than in an atmosphere of freedom that allows abuses but also encourages trust, confidence wise.
It often occurs before committing an act, helping to judge the various proposals. TRUST IS IN CRISIS - AND IF SO, WHERE? In fact, the emergence of strong confidence "peer to peer" expresses a sort of desire for confidence: just created, these spaces are quickly spent, even overwhelmed. As if, unable to continue to invest in its traditional referents, desire, the need for trust, turned to other devices.
If we read the surveys on trust, we see that beyond the political institutions whose credibility seems deeply initiated (the ultimate rampart that still formed the Mayor would even be giving way), there is mostly extreme diversification of the sources on which we assess the competence and intentions of others: the credibility of the media and "experts" is not particularly low, but the associations and NGOs, friends and colleagues from other users etc.., becomes their equivalent.
More than referral, each opinion is the other, and the individual crosses, and weighs arbitrator. This first "crisis of confidence," the referents, Tech News Buzz makes infinitely more "noisy" more reviews, more info, skills and futile, the sincere and handled, and to choose the exchange and conversation.
With a major consequence: customers, users are no longer alone in front organizations. By interacting with multiple sources and partners, they forge an opinion in a manner less and less controllable. They help each other, they learn to hijack systems (think "désimlockage" iPhones). They bring their personal experiences in connection with an intuitive understanding at least, but often more informed, the system in which it takes place: the business model of an enterprise, the traceability of materials, carbon footprint a product (or money), its impact on the environment, documentation of supply chains, the operation of the pharmaceutical market ...
In this world, becomes untenable imbalance between, on one hand, organizations surinformées (especially about their customers), over-equipped in decision-making tools, overprotected and the other, individuals with only their browser. We know customers include fewer ranges and rates of business - but they know that the price optimization is now before the client.
The industrialization of the relationship also destroys the quality: it is for a website, a teleoperator stressed by the clock or to a counselor eyes fixed on his screen, the customer knows he always talks to Computer. A caller who knows a lot about him, but did not say what, who makes choices for him without telling him why, and that leaves generally trust anyone else to introduce the game in the mechanism.
Resulting in a second crisis of confidence, "soft": infidelity, disengagement, opportunism or cynicism. Observe the panic telecom operators when it appeared that the VAT increase would free their clients of their commitments on X months is that of companies that have completed their clients in contracts, but who did not provided loyal ...
In a world as talkative, institutions are continuously being exposed by their users. Anything goes: their products, their business model, their customer relations, ethics, environmental impact, their response to crises ... End the fine control of the image, the communicators will have to reinvent themselves.
GO FOR THE PROTECTION OF THE MILL TRUST summarize: it is both crisis of confidence and desire. But neither the crisis, nor does the desire expressed in terms of security. Is in our relationship that we must invest in what calls to bind, which feeds it, making it fertile ... And in this area, it's not just problems to solve, but opportunities: they build with clients, customers, employees, something new, good, loyalty, differentiating.
Opportunities that involve both new business confidence, and every business and administration. If we focus on the "trust mill", 4 fields of action appear to take priority for entrepreneurs, researchers, public actors. 1. Mutual trust companies must learn to trust their customers as their collaborators.
This requires profound changes in decision systems, control, interaction, risk management ... as well as communication and management. Specifically, it starts with a change in the ratio of the company at risk. Trust is about taking risks. Contrary to what one often hears, he must learn to shift from risk avoidance (which is to protect themselves in advance against its customers) to risk management.
In other words: prefer in many cases, be wrong and correct it, rather than wasting opportunities and clients in defending them. Second consequence: a deliberate effort of transparency, which enables individuals to understand the motivations of organizations, what motivates them, their place in society, the reasons for their decisions ...
Transparency is not a word: we can be transparent about the reasons why certain information must remain secret! And in relation to a particular customer, which the company must also preserve privacy, this principle takes another form: that of information sharing. Video BankX6 - The bank in the era of transparency is a film made in the prospective part of the expedition FING Trust Digital and Telecom Foundation (with support from the Post Office), which recounts the journey of a bank audacious in the era of open data and transparency.
A scenario of Daniel Kaplan and Renaud Francou. Design / Production: Laura Pandele. 2. The information shared, the client equipped In 1978 the French Parliament voted two basic laws and profoundly innovative: "Information and Freedoms" and the law on "freedom of access to administrative documents." The second is currently undergoing a major change: a citizen's right, the right to obtain access to a document, we pass a law for the reuse of public data, which is to share information in a normal manner, as a format that allows reuse by businesses, researchers, associations, journalists and ordinary citizens.
Why not do the same for the personal data that organizations have on their customers and users? Companies do not just offer products to their customers: they expect as much from them respect and knowledge, knowledge that helps them drive their lives. Eventually, the rule should be simple: if you know something about me, I must have the same information and can exploit it.
The sharing of information and the decision is a key to lasting trust. It is an almost entirely new field, which goes well beyond the control of individuals over their personal data, including exploration and proactive represents both an opportunity and a target market of interest. The challenge today is to equip individuals with information, analytical tools and skills to use for their own purposes: to assess and enhance their skills, analyze their budget or diet, calculate their footprint carbon, but also reconsider their relationship with different companies, comparing it with others, launch of "tender" or bulk purchases ...
This is for example one of the ideas underlying the concept of Vendor Relationship management (VRM), symmetrical Customer Relationship Management (CRM), promoted by the visionary marketing and Doc Searls on which many French entrepreneurs have launched a white paper ... 3. Human trust An individual who has before him an abstract system, opaque, closed to trading, including the mechanisms and targets him escape, took refuge in a turn aloofness or even suspicious.
At the same time, for reasons of productivity, re-humanization of the relationship does not generally happen by the massive recruitment of staff. How, then, rehumanize trust? Long ago that the Web 2.0 companies showed they were conversing with markets, breaking down walls that have placed multiple markets and between them (studies, formalized processes, communication ...) to engage Face in the many "conversations" that take place around about them and their products.
They can then rely on the exchange between clients. If customers are not alone, if they participate in social networks, forums, community sites ... the relationship with them must also pass through it. By simultaneously interacting with multiple clients, promoting exchange and mutual assistance among customers, the company nurtures the relationship without exploding costs.
Video card Salome, informational or frugality is a movie made in the prospective part of the expedition FING Trust Digital and Telecom Foundation (with support of La Poste), Map Salome describes a commercial sign respectful of personal data its customers. A scenario of Daniel Kaplan and Renaud Francou.
Design / Production: Laura Pandele. Therefore: must upgrade the relational functions. Except of course some high-flying commercial, they were often in the company with a rather low status. In particular, what is improperly called the "community management" (which we propose, following Frederick Bascuñan rename "trust management") must become a strategic function of the company, represented at the committee direction.
4. The new spaces of trust development spaces of trust between peers is an opportunity for trust. Companies must devise ways to work with these new spaces, and help them to grow and expand. New trustee, working on the evaluation, recommendation, upstream reinsurance (insurance, guarantees ...), reputation, linking ..., aggregators and "marketplaces" in charge of ensuring greater transitivity confidence, "agents" and "butlers" digital receiving their customers and users a delegation to answer for them, and trust, complex needs ...
all trades today which we feel invested little potential more in tune with the aspirations of users. Most of these tracks, however, can be explored without making the conscious choice to users and their trade at the heart of devices: is the universe of trust "peer to peer", possibly mediated or enhanced by systems technical experts, referees, etc..
But it remains fragile, there are still many abuses (blackmail assessment on eBay, false comments from professionals, "wildebeest" on dating sites ...). It will be necessary to invent other instances of legitimation, other criteria and evaluation methods, objectified, measurable confidence "P2P" applies to itself the transparency it requires other - and it is not easy or even not possible alone.
Hence the necessary emergence of "third party escrow service (themselves both community based and institutional and technical mechanisms of regulation) responsible for continuously validate the confidence to extend to new areas of digital trust - which will in turn be subject to the same requirements.
The "experts" can find a role here if they know the play interaction with the community. Video: Vigilove, vigilance Peer to Peer is a film made in the prospective part of the expedition Trust Digital FING and the Fondation France Telecom, this is the result of an initiative imaginary existence (Vigilove) in the field of trust among peers.
A scenario of Daniel Kaplan and Renaud Francou. Design / Production: Laura Pandele. Companies and governments who are learning to trust, which give the relationship a central and strategic status. Consumption and citizens equipped, networked, engaged in an adult relationship with organizations that admit they will never find the same ability to control their image.
New spaces and new intermediates of confidence ... It is definitely a new "agenda of confidence" that we call. Indicates that the new priorities concern both R & D, business strategies, that collective action by trade organizations and even legislators. Focusing on behalf of security confidence, undermines trust.
It is time to change priorities! The expedition "New approaches to digital confidence" led by Fing and Telecom Foundation with support from The Post has produced a summary (. Pdf, 57 pages) with 9 tracks of innovation, collective action and research and the 3 video scenarios presented in the paper (made by Laura Pandele, designer). 
This paradox may explain the low off the market for "trusted devices" meant, on paper at least, solve the problems posed confidence invariably acentric Internet, where one does not inherently know which is our partner. Second strong signal of trust: the rise of a massive and powerful confidence-called "peer to peer (P2P).
Examples of sites and services massively collaborative, where trust is based on the interaction between users, are numerous sites to evaluate products or services, such ResellerRatings or TripAdvisor, even people like Note2B which allows students to note their teachers; commerce sites between individuals, eBay's "Bon Coin"; sites of finance and banking between individuals; forums for exchange of experience as Doctissimo or assets, such as between people of same illness or seeking health advice, dating sites (and areas of exchange between their users, such as Vigilove) spaces for exchange services, the CouchSurfing to local exchange systems, and of course social networks, or Wikipedia.
Behind this list to Prevert, this is essentially the rapid emergence of large and powerful digital spaces in which trust is established and verified through exchanges between peers and peer reviews. Massive practices, which, quite surprisingly, happen to most of the safety devices (at least theoretically).
The confidence comes from the diversity and number of stakeholders, the perceived sincerity and / or balance of contributions of familiarity with other people "like us" ... These places have their weaknesses, but we are equally familiar: and suddenly, for now at least, do not chase bad money good ..
Thirdly, the "crisis of confidence" that undermines the relationship between individuals and many political institutions, media, social, economic, does not automatically translate into anomie or social violence - and especially not online. Instead, each individual has more and more opportunities to "trust" to other, unfamiliar, or not at all, for a series of acts of life.
These "surprises" were the closing work of the expedition New approaches to digital confidence and led by Fing Foundation Telecom for 8 months and whose synthesis has been published online. Work leading to a clear conclusion: the mobilization of researchers, companies and institutions on trust must change target.
Rather than focusing on risk and safety, it must now refocus on the actual production of trust. CONFIDENCE IS NOT SAFETY. SOMETIMES IT'S EVEN THE CONTRARY! Lecturer in legislation, from R & D in sales brochures, the word "trust" seems to have become a synonym for "security". Security, he must, of course.
But, first, safety rather seeks to overcome the lack of confidence that the building and secondly, its perceived value - often rightly - very low. If the "trust" means the availability to take a risk by choosing to defer to another, the transaction security function is to eliminate this risk (or to make some repairs), thus making the confidence not necessary.
But research that security? Consumers, citizens, on whose behalf it secures ever? Not sure what kind of system in place, exchange, publish, consume, manage, report more and more online. They do not seem to have so many problems. However, it is as if they were organizations that had ceased to trust their customers, as do their employees! Security guru Bruce Schneierl'affirme besides himself, "Within 10 years, computer security experience a radical turnaround.
Instead of protecting you, it will promote companies and their business models against you. "Transaction security is first today, a priority for providers. No need to wonder it also motivates some consumers, it produces little willingness to pay, it also affects little on the development of trade.
She is now the most frequently imposed, organized in the back-office organizations, provided by providers that the client does not know. At best it goes unnoticed, at worst she worries or upsets, as in the case of the device secure payments 3D Secure, accused of lowering the sales traders from 13% to 40% ...
In the across the spectrum, trust "P2P" active springs entirely different. It relies very little on security mechanisms, particularly in the identification or production of evidence. It provides guarantees of presumptions rather than in an atmosphere of freedom that allows abuses but also encourages trust, confidence wise.
It often occurs before committing an act, helping to judge the various proposals. TRUST IS IN CRISIS - AND IF SO, WHERE? In fact, the emergence of strong confidence "peer to peer" expresses a sort of desire for confidence: just created, these spaces are quickly spent, even overwhelmed. As if, unable to continue to invest in its traditional referents, desire, the need for trust, turned to other devices.
If we read the surveys on trust, we see that beyond the political institutions whose credibility seems deeply initiated (the ultimate rampart that still formed the Mayor would even be giving way), there is mostly extreme diversification of the sources on which we assess the competence and intentions of others: the credibility of the media and "experts" is not particularly low, but the associations and NGOs, friends and colleagues from other users etc.., becomes their equivalent.
More than referral, each opinion is the other, and the individual crosses, and weighs arbitrator. This first "crisis of confidence," the referents, Tech News Buzz makes infinitely more "noisy" more reviews, more info, skills and futile, the sincere and handled, and to choose the exchange and conversation.
With a major consequence: customers, users are no longer alone in front organizations. By interacting with multiple sources and partners, they forge an opinion in a manner less and less controllable. They help each other, they learn to hijack systems (think "désimlockage" iPhones). They bring their personal experiences in connection with an intuitive understanding at least, but often more informed, the system in which it takes place: the business model of an enterprise, the traceability of materials, carbon footprint a product (or money), its impact on the environment, documentation of supply chains, the operation of the pharmaceutical market ...
In this world, becomes untenable imbalance between, on one hand, organizations surinformées (especially about their customers), over-equipped in decision-making tools, overprotected and the other, individuals with only their browser. We know customers include fewer ranges and rates of business - but they know that the price optimization is now before the client.
The industrialization of the relationship also destroys the quality: it is for a website, a teleoperator stressed by the clock or to a counselor eyes fixed on his screen, the customer knows he always talks to Computer. A caller who knows a lot about him, but did not say what, who makes choices for him without telling him why, and that leaves generally trust anyone else to introduce the game in the mechanism.
Resulting in a second crisis of confidence, "soft": infidelity, disengagement, opportunism or cynicism. Observe the panic telecom operators when it appeared that the VAT increase would free their clients of their commitments on X months is that of companies that have completed their clients in contracts, but who did not provided loyal ...
In a world as talkative, institutions are continuously being exposed by their users. Anything goes: their products, their business model, their customer relations, ethics, environmental impact, their response to crises ... End the fine control of the image, the communicators will have to reinvent themselves.
GO FOR THE PROTECTION OF THE MILL TRUST summarize: it is both crisis of confidence and desire. But neither the crisis, nor does the desire expressed in terms of security. Is in our relationship that we must invest in what calls to bind, which feeds it, making it fertile ... And in this area, it's not just problems to solve, but opportunities: they build with clients, customers, employees, something new, good, loyalty, differentiating.
Opportunities that involve both new business confidence, and every business and administration. If we focus on the "trust mill", 4 fields of action appear to take priority for entrepreneurs, researchers, public actors. 1. Mutual trust companies must learn to trust their customers as their collaborators.
This requires profound changes in decision systems, control, interaction, risk management ... as well as communication and management. Specifically, it starts with a change in the ratio of the company at risk. Trust is about taking risks. Contrary to what one often hears, he must learn to shift from risk avoidance (which is to protect themselves in advance against its customers) to risk management.
In other words: prefer in many cases, be wrong and correct it, rather than wasting opportunities and clients in defending them. Second consequence: a deliberate effort of transparency, which enables individuals to understand the motivations of organizations, what motivates them, their place in society, the reasons for their decisions ...
Transparency is not a word: we can be transparent about the reasons why certain information must remain secret! And in relation to a particular customer, which the company must also preserve privacy, this principle takes another form: that of information sharing. Video BankX6 - The bank in the era of transparency is a film made in the prospective part of the expedition FING Trust Digital and Telecom Foundation (with support from the Post Office), which recounts the journey of a bank audacious in the era of open data and transparency.
A scenario of Daniel Kaplan and Renaud Francou. Design / Production: Laura Pandele. 2. The information shared, the client equipped In 1978 the French Parliament voted two basic laws and profoundly innovative: "Information and Freedoms" and the law on "freedom of access to administrative documents." The second is currently undergoing a major change: a citizen's right, the right to obtain access to a document, we pass a law for the reuse of public data, which is to share information in a normal manner, as a format that allows reuse by businesses, researchers, associations, journalists and ordinary citizens.
Why not do the same for the personal data that organizations have on their customers and users? Companies do not just offer products to their customers: they expect as much from them respect and knowledge, knowledge that helps them drive their lives. Eventually, the rule should be simple: if you know something about me, I must have the same information and can exploit it.
The sharing of information and the decision is a key to lasting trust. It is an almost entirely new field, which goes well beyond the control of individuals over their personal data, including exploration and proactive represents both an opportunity and a target market of interest. The challenge today is to equip individuals with information, analytical tools and skills to use for their own purposes: to assess and enhance their skills, analyze their budget or diet, calculate their footprint carbon, but also reconsider their relationship with different companies, comparing it with others, launch of "tender" or bulk purchases ...
This is for example one of the ideas underlying the concept of Vendor Relationship management (VRM), symmetrical Customer Relationship Management (CRM), promoted by the visionary marketing and Doc Searls on which many French entrepreneurs have launched a white paper ... 3. Human trust An individual who has before him an abstract system, opaque, closed to trading, including the mechanisms and targets him escape, took refuge in a turn aloofness or even suspicious.
At the same time, for reasons of productivity, re-humanization of the relationship does not generally happen by the massive recruitment of staff. How, then, rehumanize trust? Long ago that the Web 2.0 companies showed they were conversing with markets, breaking down walls that have placed multiple markets and between them (studies, formalized processes, communication ...) to engage Face in the many "conversations" that take place around about them and their products.
They can then rely on the exchange between clients. If customers are not alone, if they participate in social networks, forums, community sites ... the relationship with them must also pass through it. By simultaneously interacting with multiple clients, promoting exchange and mutual assistance among customers, the company nurtures the relationship without exploding costs.
Video card Salome, informational or frugality is a movie made in the prospective part of the expedition FING Trust Digital and Telecom Foundation (with support of La Poste), Map Salome describes a commercial sign respectful of personal data its customers. A scenario of Daniel Kaplan and Renaud Francou.
Design / Production: Laura Pandele. Therefore: must upgrade the relational functions. Except of course some high-flying commercial, they were often in the company with a rather low status. In particular, what is improperly called the "community management" (which we propose, following Frederick Bascuñan rename "trust management") must become a strategic function of the company, represented at the committee direction.
4. The new spaces of trust development spaces of trust between peers is an opportunity for trust. Companies must devise ways to work with these new spaces, and help them to grow and expand. New trustee, working on the evaluation, recommendation, upstream reinsurance (insurance, guarantees ...), reputation, linking ..., aggregators and "marketplaces" in charge of ensuring greater transitivity confidence, "agents" and "butlers" digital receiving their customers and users a delegation to answer for them, and trust, complex needs ...
all trades today which we feel invested little potential more in tune with the aspirations of users. Most of these tracks, however, can be explored without making the conscious choice to users and their trade at the heart of devices: is the universe of trust "peer to peer", possibly mediated or enhanced by systems technical experts, referees, etc..
But it remains fragile, there are still many abuses (blackmail assessment on eBay, false comments from professionals, "wildebeest" on dating sites ...). It will be necessary to invent other instances of legitimation, other criteria and evaluation methods, objectified, measurable confidence "P2P" applies to itself the transparency it requires other - and it is not easy or even not possible alone.
Hence the necessary emergence of "third party escrow service (themselves both community based and institutional and technical mechanisms of regulation) responsible for continuously validate the confidence to extend to new areas of digital trust - which will in turn be subject to the same requirements.
The "experts" can find a role here if they know the play interaction with the community. Video: Vigilove, vigilance Peer to Peer is a film made in the prospective part of the expedition Trust Digital FING and the Fondation France Telecom, this is the result of an initiative imaginary existence (Vigilove) in the field of trust among peers.
A scenario of Daniel Kaplan and Renaud Francou. Design / Production: Laura Pandele. Companies and governments who are learning to trust, which give the relationship a central and strategic status. Consumption and citizens equipped, networked, engaged in an adult relationship with organizations that admit they will never find the same ability to control their image.
New spaces and new intermediates of confidence ... It is definitely a new "agenda of confidence" that we call. Indicates that the new priorities concern both R & D, business strategies, that collective action by trade organizations and even legislators. Focusing on behalf of security confidence, undermines trust.
It is time to change priorities! The expedition "New approaches to digital confidence" led by Fing and Telecom Foundation with support from The Post has produced a summary (. Pdf, 57 pages) with 9 tracks of innovation, collective action and research and the 3 video scenarios presented in the paper (made by Laura Pandele, designer).
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