MOBIX Self-Sovereign Marketing: Contextualized, Privacy-Preserving Advertising

by | May 13, 2021

Micromobility is a highly dynamic affair: in metropolitan areas, hundreds of thousands of residents ride their scooters, eBikes, cargo bikes, or mini-EVs every day. They do it for leisure, as well as for business purposes. They transport themselves, other people, groceries and other goods. City council information management departments can use the massive amount of transportation data to enhance traffic flows, optimizing their urbanisation efforts towards more eco-friendly, livable cities.

A Data Play

Data generated by all this hustling and bustling within 15-minute cities can and will also be used for marketing purposes. Micromobility users belong to an extremely valuable target group: in general, they are innovative, forward-thinking, flexible, and dynamic people. Micromobility can be regarded as the real-life version of being online, or, ´always-on‘: riding a scooter means that you can meet with friends in a completely different neighbourhood, within minutes. Using a cargo bike means that you can transport heavy stuff within your 15-minute city without using a car, searching for a parking space, or being stuck in a traffic jam.

GDPR Compliance Within the EU

Whenever tons of valuable data are available, data abuse is near: data generated by a micromobility user belongs to this user, only. It must not be used by any third party, e.g. a business, at least not without the user’s consent. This is laid down in the General Data Protection Regulation GDPR. The GDPR applies to the processing of personal data in the context of the activities of an establishment of a controller or a processor in the European Union, regardless of whether the processing takes place in the Union or not. 

Marketing, in other words, has to comply with the GDPR. And this is exactly what the MOBIX Micromobility Marketing Platform offers to micromobility service providers MSP (operators of scooters, bikes, cargo bikes, tiny EVs), micromobility infrastructure providers MIP (building operators, parking garages). On MOBIX, MSPs and MIPs can target their prospective customers in a micromobile-contextual way while preserving their full privacy. MSPs and MIPs can address users of scooters, bikes, tiny EVs, etc. based on their respective preferences, without knowing their targeted data.

Self-Sovereign MOBIX Marketing On A Decentralized Marketplace

The full privacy-preserving MOBIX Marketing Platform is based on Self-Sovereign Identity SSI technology that has been developed by MOBIX partner Datarella. Their Identity product suite ‘SmartID’ features identity solutions with a specific focus on the privacy and security requirements within the mobility industry, s.a. an SSI Wallet, or EVERKEY, also used in a broader context in the actual Mobility 4 Future GAIA-X project.

Micromobility data will be provided on a decentralized data marketplace, based on OCEAN Protocol. At Datarella, we have partnered with OCEAN for quite some time and work jointly with them in GAIA-X. OCEAN is a great partner for MOBIX since its marketplace provides the necessary features needed!

From the user perspective, MOBIX Self-Sovereign Marketing provides a trustworthy, privacy-preserving way of always knowing the best micromobility offerings, having access to a personalised feed with actual events, and don’t-miss promotions, available in the MOBIX Wallet. The MOBIX Wallet is the crux of the matter, it also allows for receiving and sending MOBX tokens. While the user receives MOBX Reward tokens for all micromobility services she uses, her personal assistants – the so-called Autonomous Agents – work on her behalf and provide her with the best possible information. These agents are the ones that pull the promotional information from the MSPs and MIPs, compare it with her bosses (i.e. the user‘s) preferences, and – in case of a match – will provide her with the respective contextualized information.

In combination, MOBIX Micromobility Marketing and the MOBIX Wallet, offer an industry-first solution to a hitherto unsolved challenge: a contextualized, privacy-preserving marketing.