Ikea promotes ‘data safe’ approach to smart home
Ikea is marketing itself as a data-safe brand as it pushes into smart home products, side-stepping consumer concerns over big tech and data privacy (The Drum).
Key points
- Homeware giant is building integrated tech range with Sonos
- But users won’t be able to control speakers using voice assistants such as Alexa or Siri
- Neither will Ikea collect any data from smart home products
- Will not allow microphones into intimate spaces, e.g. products designed for bedrooms
A sign that marketing around data privacy could become the next big thing, or a prudent approach from the Swedish-owned retailer in the face of incoming regulatory change?
Either way, Ikea is upfront about its rationale. Head of Ikea’s smart home division, Björn Block told The Drum that “one can ask if we are being really stupid by not getting any data,” but that the firm is taking a cautious approach to unfolding risk. “It was a strategy of saying ’we don't know how to handle the data and until we're super sure, we don't want to collect things that we can't use’.”
As the implications of the ACCC’s report become clear, Australian brands may also start to reconsider how they approach data collection and use.
