2014 Press Release
Analyzing the Data Privacy Landscape
Version: 1.1.0 (November 4, 2014)
1
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?
2
Turn Compliance into Opportunity
“The response from boards and management should
be to leverage these laws while complying with them.”
– Lyn Boxall
3
Advisory Guideline
Business Contact Information (BCI)
‣
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.
Source: PDPC
4
Flash Estimate 2014 by IDA
Statistics on Telecomm Services
Source: IDA
5
Flash Estimate 2014 by IDA
Statistics on Telecomm Services
Amicus DNC
HDB DNC
Landed DNC
Condo DNC
Other DNC
35%
54%
7%
Source: Amicus (28/10/2014)
Source: IDA (1/11/2014)
4%
7
Facts and Figures 2014 by PDPC
Statistics on Telecomm Services
Source: PDPC (1/11/2014)
8
Data Analysis
Numbers Game
351.4
39.0
8.3
4.7
Million Scrubbed
Million per month Scrubbed
Million Mobile Subscriptions
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)
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/Statisticson-Telecom-Services
9
Consumer Numbers Analysis (DNC)
1.19 Billion
SMS Sent
800,000
1.16 Billion
SMS Sent
35.0%
700,000
30.0%
600,000
25.0%
500,000
20.0%
400,000
15.0%
300,000
10.0%
200,000
5.0%
100,000
-
Dec-13
Dec-13
% Increase
Consumer Numbers Registered
393,951
Jan-14
Jan-14
14.2%
449,989
Feb-14
Feb-14
29.0%
580,472
Mar-14
Mar-14
3.2%
599,156
Apr-14
May-14
Apr-14
4.6%
626,660
Jun-14
May-14
3.9%
651,316
Jul-14
Jun-14
3.8%
675,791
Aug-14
Jul-14
3.2%
697,127
Sep-14
Aug-14
2.3%
712,995
0.0%
Sep-14
2.5%
731,105
10
Data Protection
Turning Compliance into Opportunity
‣
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
http://www.btinvest.com.sg/specials/boardroom/data-protection-turning-compliance-intoopportunity/
11
Data Protection
Turning Compliance into Opportunity
‣
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.
http://www.btinvest.com.sg/specials/boardroom/data-protection-turning-compliance-intoopportunity/
12
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/Statistics-on-TelecomServices/Statistics-on-Telecom-Services-for-2014-Jan-Jun

http://www.ida.gov.sg/Infocomm-Landscape/Facts-and-Figures/Telecommunications/Statistics-on-TelecomServices/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/mdscontent.html
Amicus
13