Unlock Your Data: The Case of MyTag

摘要

The business model of Web2.0 applications like FaceBook, Flickr, YouTube and their likes is based on an asymmetry: Users generate content, Web2.0 application providers own, (i), the access to user content, (ii), the user profiles and, (iii), user interaction data. We argue in this paper that such asymmetry disadvantages the users and prevents innovative applications. We demonstrate an application, MyTag, that is based on a layer for cross-application user profiling and personalization and that exploits web service access to user data. Presenting this application, we conclude that such applications offer additional value to users and usage of such applications on content generated by the users should not be at the disposal of the application provider, but should be a part of users' rights.