What can Google Learn From Facebook’s Cambridge Analytica Scandal
In 2018, the world was watching as Mark Zuckerberg uncomfortably testified in front of congress. Facebook was at the center of an accusation of harvesting user data and utilizing it to influence politics around the world by a third party firm called Cambridge Analytica. The conversation around this scandal continues to shape the discussion around privacy and user data. Individuals and regulators are coming to the realization that “agreeing to the terms of reference” is now an outdated trick. Let’s face it, none of us ever reads these 100-pages user agreements and regulators are finally catching up to that fact.
Google was at the center of a similar debate in 2017. The controversy over scanning corporate and free users emails urged Google to change its policy because of users concerns over privacy. In my view, Google made the right move then and it should do the same now; third party vendors should not be allowed to harvest and process users emails. Respecting user privacy should be at the center of any policy Google wants to adopt.
Google has always put the user as a priority in developing its products offerings and it should continue to do that especially when it comes to privacy. Users are now sensitive to how their data is being used. Even though we do not necessarily see that happening today, but history teaches us that the process goes as following: users gain awareness about the dangers of a certain product, this increased awareness results in changing public opinion, which then turns into government regulations. Preventing third party vendors from scanning Gmail data is necessary to stay ahead of the changing user behavior and protecting Google’s reputation.
Turning products into platforms is a successful strategy for many products but it might not be the right direction for Gmail. Simple, practical, and safe is why users choose Google’s products over competitors like Microsoft. It is the reason why Gmail gained the largest market share in the email market among competitors. A shift towards a platform model can negatively impact Gmail in two ways: First, it can make Gmail more complicated and less practical. Second, it threatens Google’s image of being a safe method of communication.
Google has responsibility towards its stakeholders, including shareholders and users. Allowing third party vendors to download add-ons to Gmail threatens the long-term potential of the product. If users decide that Gmail is not safe enough, a new product will emerge offering what Google failed to offer in terms of protecting privacy. Under their current increased awareness of the value of their data, users will leave Google which will significantly impact the future of Google as a corporate. It will also reflect negatively on Google’s relationship with its users.
The alternative is for Gmail to adopt some of the features that third parties offered to users. However, this adoption should not impact Gmail’s attractive simplicity. Google has proven to be successful at realizing users needs even before they express them. It should continue to do what it is good at while paying extra attention to privacy and data concerns.
This is a blog post written for DPI-662 class at Harvard Kennedy School.
