Control your data - PRISM (extra)

[GENERAL] Summarize your solution to the problem.

Consent-based data vault (D)app with integrated DID (PRISM), that record which companies access your data, allows you to permission it, and compensates you for your data & attention

[GENERAL] Summarize your relevant experience.

Privacy/Tech lawyer + Profila team of (20+) industry experts. Product bèta-ready, first POC of Atala Prism under development (fund 6 and 8); working with IOG PSG, privacy research team and Atala team. implementation by University of Madrid, big data institute.

[IMPACT] Please describe your proposed solution.

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Existing Catalyst funded projects - Profila has already received funding by the Cardano community for 4 project workstreams (privacy - data sharing via NFTs - digital ID - tokenization/gamification) - during fund 5, 6, 7 and 8 of Project Catalyst. We thank the Cardano community for their trust and support.

All our projects are aimed at giving people back control over their personal data, control over brand content they see, and provide people with compensation for their data and attention. The project workstreams we are developing are the following:

1. Privacy - titled: Control your data - privacy ledger (funds 5 and 8); and Company privacy ledger (GDPR & CCPA)

2. Data sharing via NFT: NFT for customer feedback/content (fund 6); and (d)app to control your data (fund 6)

3. DID - Control your data (vault) via PRISM (funds 6 and 8)

4. Tokenization/Gamification - anonymity and data control with ZKT (funds 7 and 8).

This follow up proposal is focused on consolidating all the work from the existing DID workstreams that received funding under funds 6/8. Without adding another use case at this point, we focus on linking all the work together, cleaning up the UX/UI and doing additional testing to make sure the solution functions well.

DID1 - Fund 6 - Control your data (vault) via PRISM - Create, manage DID for a Person a Brand, 

DID2 - Fund 8 - Control your data - PRISM (Profila) - Implement Atala Prism DID in mobile apps, requires wrappers (Extends Fund 6 to mobile)

DID3 - Fund 8 - Control your data via PRISM part 2 - Share profila dataset/s between DIDs, person to brand.

----------------------------------------------------------------------------------------------------Short summary of the Profila app - Profila is a platform (mobile IOS/Android application for individuals and a web-based dashboard for companies, organizations, governments and other legal entities, we call "Brands") that enables individuals to communicate with various organizations in their lives, privately, one-to-one, and without supervision or surveillance.

Imagine an app that allows you to regulate all the pipes of information, where you can instruct each brand that has access to your data (i) which channel they can use, (ii) the frequency of the messages they can send, (iii) and the content of such messages / ads. If you accept to see paid content, it will only be from the companies you authorized, according to your instruction (see i-iii). Our revenue model is 50/50 namely we share all advertising revenue with users.

People can manage their digital life in one location via an app that shows which organisations have access to (certain parts of) their personal data. People can sort all their personal information, product preferences and communication preferences and communicate with all the organizations they want to interact with in the same easy way (instead of on each individual organization's platform each time). The entire tool is design for people to (1) gain control over their personal data; (2) choose to ethically share (or not) they personal data with organisations, and (3) get compensated if they do (today only in fiat).

We invite you to read our pitch deck and check out our product demo (both in PDF attached to this proposal), which will show you more details about our product, market, go to market, team, business model, traction, partnership, funds and grants received. Our product demo shows you the app that exists today and explains the most important features.

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1. Introduction to Profila

Profila GmbH is a Swiss company founded in 2018 with the main focus to give people control over their personal data and (re)connect brands with individuals in a privacy preserving manner, one-to-one and at scale. Profila has a vision of giving people agency over their online lives, and giving brands a better way to build meaningful customer relationships.

The major functionalities available in the Profila platform:

1. Privacy education and privacy rights management – people can learn about privacy and their legal rights, and exercise them towards brands via an easy 3-click process (see our funded proposal in fund 5 – “control your data; privacy ledger”, https://cardano.ideascale.com/a/dtd/Control-your-data-%E2%80%93-privacy-ledger/350680-48088))

2. Ethical and consented data sharing - Individuals can select to share certain information to with a brand of their choosing and get compensated for it. (see our proposal in fund 6 – “dapp to control/monetize your data” - https://cardano.ideascale.com/a/dtd/Dapp-to-control-monetize-your-data/366908-48088))

2. The Profila Platform today

With Profila, People can manage their digital life in one location via an app that shows which organisations have access to (certain parts of) their personal data. People can sort all their personal information, product preferences and communication preferences and communicate with all the organizations they want to interact with in the same easy way (instead of on each individual organization's platform each time). The entire tool is design for people to (1) gain control over their personal data; (2) choose to ethically share (or not) they personal data with organisations, and (3) get compensated if they do. (see “Illustration 1).

The Profila platform encompasses two major parts, a mobile app and a web app.

The mobile app allows the user to interact with remaining parts of the Profila platform. It will be used to set up user preferences, consent configuration, subscriptions to brands, etc. In addition, it will provide to the user access to all the information about all activities associated with Profila platform including which ads they have received, which ads they have interacted with, and videos or photos sent to subscribed brands.

The Mobile App: A person centric, multi brand experience mobile application that will enabling an individual to:

● Engage with brands and manage own privacy

● Create and selectively share own digital profile

● Get rewarded in cash and brand value

The Web App: A permission-based relationship for brands with individual customer that will enable to:

● Access evergreen, accurate zero-party data and insights

● Communicate and advertise on a private channel

● Earn attention and deliver true personalization

3. Profila tomorrow – the Catalyst project - integrating with IOG through ATALA PRISM for our identity management system component

Because of all these interactions in Profila between people and brands have legal consequences (including the payout to consumers for granting access to their data), we need certainty that the transactions happened between the 2 parties, and that the individual is who he/she says he/she is. We therefore need proof of identity.

Towards the further realization of the Profila platform, Profila is therefore looking to integrate with IOG through ATALA PRISM for the identity management system component. If you want to control your data online and receive (financial) compensation for your data, it is important you can provide proof of your identity. ATALA PRISM is the perfect solution. By integrating ATALA PRISM, we can better guarantee that the correct person is sharing information and is receiving payments.

Profila would integrate its platform with IOG identity management system to enable customers owning DID based digital ID and various credentials which will be the base for their communication with brands. The identity management part is needed to incorporate zero knowledge proof, the aspect of enabling an individual to share her/his own data (psychographic, preference, etc.) and contents to brands with the fact that the brand does not know any more details about the individual except that information is of a living person who is uniquely identified by the Profila platform and is used for targeting and advertising purposes.

We believe that we can use ATALA PRISM for the following capabilities:

1. Digital ID – one click registration; login; confirmation

2. Credential management – user owning and sharing credentials

3. Data privacy management – user exercising legal data subject rights

4. Document certification (ID documents, legal documents, certifications, KYC, etc)

5. Data Sharing – user selectively sharing information

6. Personal Data Vault – user controlling third party access

The following use cases are foreseen:

1. User registration - As Profila, we need to register any Profila user with digital ID or Physical ID to ensure that he/she is a living person. -> This is being developed under the first Prism proposal - fund 6, for our brand customers (companies) and fund 8 for individuals (people)

2. User identification - As Profila, we need to ensure that all users are cryptographically identified as a unique person so that no two users with the same identity can register in Profila Platform -> This is being developed under the first Prism proposal - fund 6, for our brand customers (companies) and fund 8 for individuals (people)

3. User’s data sharing (consented, via data subscription) – as a user, I need to have an option to take my consent for sharing the whole of my profile non-anonymously to a specific brand

4. User’s data sharing (anonymously) – as a user, I need to be able to choose to disclose only some parts of my profile anonymously to a brand of my choice, and securely share information.

5. Brand advertising - As a brand admin, I need to create a private and secured connection with individual for advertising

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Based on current development path of fund 6 Atala PRISM challenge, in contact with IOHK we decided to implement Atala Prism as Identity provider for the Brand Portal which is the B2B Layer.

In this Fund 8 follow up project, the implementation is going to be extended to the B2C Layer to our Profila App (identity provider for App users). In collaboration with IOHK we are going to develop SDK for Cross-platform App (in our Case React-Native) so both B2B and B2C users of the Profila platform use Atala Prism as Self Sovereign Identity.

Under fund 9, we are focused on consolidating all the work from the existing DID workstreams that received funding under funds 6/8. Without adding another use case at this point, we focus on linking all the work together, cleaning up the UX/UI and doing additional testing to make sure the solution functions well.

DID1 - Fund 6 - Control your data (vault) via PRISM - Create, manage DID for a Person a Brand, 

DID2 - Fund 8 - Control your data - PRISM (Profila) - Implement Atala Prism DID in mobile apps, requires wrappers (Extends Fund 6 to mobile)

DID3 - Fund 8 - Control your data via PRISM part 2 - Share profila dataset/s between DIDs, person to brand.

[IMPACT] Please describe how your proposed solution will address the Challenge that you have submitted it in.

The challenge is as follows: ""What dapps, products and integrations can be implemented to bring impactful use cases to Cardano ecosystem that help drive more adoption?""?

We are confident that our proposal addresses this challenge because we are expecting many users onto our platform in the next months, who will benefit from the functionality we develop under this proposal

• We are onboarding 100.000+ users onto the App in the next months, as part of a pilot with a large multinational.
• All of these people will be incentivized to share consumer-created content with this pilot brand.

[IMPACT] What are the main risks that could prevent you from delivering the project successfully and please explain how you will mitigate each risk?

After several workshops we have done with IOHK's professional services team around the integration of Atala Prism in the Profila app, we now have a better view what PRISM can do today, and what it will be able to do in the future. A risk is that several functionalities which we need for our Decentralized Marketing (DeMar) platform to work in the future, are not yet ready. Atala Prism is not yet a finalized product but more a set of building blocks to integrate into our own solution.

A risk of the former projects has also been the budget. We have spend already more time in research, PRD development, conversations with IOHK/PRISM team, following courses from the PRISM Pioneer program etc then we initially expected. It is therefore that we submit this follow up project to make sure we have the funds required to successfully deliver the 3 funded proposals and test them accordingly.

[FEASIBILITY] Please provide a detailed plan, including timeline and key milestones for delivering your proposal.

The milestones & deliverables for this specific proposal are as follows: (post funding):

• Week 1-4: project kickoff with COO, internal dev team and external game developer, further discussing technical requirements included in the Request for Work (RFW) documents from the last 3 DID proposals (product requirement document)

• Week 4: submission of the RFW by business team (start week), for comments of the development team (end week).

• Week 4-8: final RFW submitted, on the basis of which the development team makes a RFC (request for comments) with project divided in 14 days sprints, with scrum calls and update calls in the calendar of all team members.

• month 2: first development work starts.

• month 2: designer produces new screens for in the app in parallel of dev work

• month 3-6: continued development work

• month 7-8: testing

• month 9: finalize project, video and paper reporting

As the voting ends in August and funds are distributed in September, we consider the first week to be somewhere late September, early October 2022 (kick-off meeting).

[FEASIBILITY] Please provide a detailed budget breakdown.

Via this submission, we are requesting additional funding for the further development of our ATALA PRISM DID integration. We assess that this will require at least a budget of 81.500 USD, to be allocated as follows:

• 30 days of senior developers @ 900 USD per day (36.000 USD)

• 30 days of Atala Prism expert (@IOHK, professional services team lead by Carlos Vargas)(27.000 USD)

• 20 days of web/backend developer @ 400 USD per day (8.000 USD)

• 20 days of app developer @ 400 USD per day (8.000 USD)

• 10 days of UX/UI designer @ 400 USD per day (4.000 USD)

• 10 days of project management work @ 750 USD per day (7.500 USD)

[FEASIBILITY] Please provide details of the people who will work on the project.

Main contact persons:

Profila GmbH

Michiel Van Roey, Co-Founder of Profila and Project Head

See LinkedIn https://www.linkedin.com/in/michielvanroey/

University of Madrid, Santander Big Data Institute

Ruben Cuevas Rubin

See Linkedin https://www.linkedin.com/in/rcuevas/

Extended Team:

Team – We have a versatile team with experience in blockchain projects that is able and committed to tackle this challenge. Please find below more information on the Profila leadership team:

• Mikko Kotila (CTO) - IT project manager and data analyst with 20+ years’ experience multi-disciplinary technology and software development projects (throughout all phases of implementation with global scope and resource team). See LinkedIn, https://www.linkedin.com/in/mikkokotila/. 

• MICHIEL VAN ROEY, (Co-founder, Crypto-legal expert and Chief Legal Officer); Belgian, 10 years XP as EU-qualified business lawyer in international law firms, an international organization (CERN), and a multinational company (Cisco). Specialized in tech & and privacy law; author crypto-asset regulations (see https://thelawreviews.co.uk/title/the-virtual-currency-regulation-review/belgium). See LinkedIn profile of Michiel, https://www.linkedin.com/in/michielvanroey/.

• SHAWN BOONE JENSEN, (Founder & CEO); South African; 20+ years XP in senior management role in ISP's, SI and global Telco organizations, most recently as Head of Product &Head of Customer Presales and Service MEA in Vodafone Global Enterprise (VGE). See LinkedIn, https://www.linkedin.com/in/shawnj/.

• LUKE BRAGG, (Chief Product Officer); US citizen & Swiss resident; 20 years XP designing creative digital solutions for complex organizations (G7 organization in Russia; digital strategy lead for Akzo Nobel in the Netherlands; Director of Enterprise Architecture for Merck/MSD). See LinkedIn, https://www.linkedin.com/in/lucasbragg/.

• IPEK SAHINER, (Chief Operating Officer); Swiss and Turkish citizen, Computer Engineer with 20 years XP as computer engineer and project manager in the telecom sector at Nokia, supporting local Swiss and global network operators. See LinkedIn, https://www.linkedin.com/in/ipeksahinerschlecht/.

• REMY MERCKX (Chief Growth Officer); French; 23 years XP in the Travel & Hospitality Industry,

• CLARA-ANN GORDON, Swiss; partner at Niederer Kraft Frey (NKF; Zürich), legal advisor to Profila. See LinkedIn, https://www.linkedin.com/in/clara-ann-gordon/.

• ELIE AUVRAY, French; co-Founder of logion (public blockchain network), blockchain advisor to Profila; See LinkedIn, https://www.linkedin.com/in/elieauvray/.

• MIKKO KOTILA, Finnish, software developer and ad-tech industry expert, technology advisor to Profila; See LinkedIn, https://www.linkedin.com/in/mikkokotila/.

• PHILIP LAMS, Belgian, serial entrepreneur & Profila board member, sales & business advisor to Profila; See LinkedIn, https://www.linkedin.com/in/philip-lams-a9a64215/.

• BULLISH DUMPLING, Cardano Community ambassador and interviewer, with 5000+ highly relevant cardano followers, known for interviewing Cardano Foundation CEO (Frederik Gregaard). See Twitter

• HOSKY

• Mitchell Goodie (product analyst) https://www.linkedin.com/in/mitchellgoudie/

• Elena Meier (legal intern) https://www.linkedin.com/in/elena-meier3/

University of Madrid + IOHK + Mlabs

Our own team will work together with 4 researchers at the University of Madrid under Professor Rumin as well as with the Atala Prism team from IOHK and our own hired development resources at MLabs.

[FEASIBILITY] If you are funded, will you return to Catalyst in a later round for further funding? Please explain why / why not.

Yes, as explained earlier, there are at least 5 use cases for Atala Prism integration into the Profila platform. The most important have been funded under funds 6 and 8, which we are now building out further. Other DID use cases might be submitted in follow up funds.

In addition, we have several workstreams where we are building out many features on Cardano (as shown below). We will file for follow up proposals at the appropriate time.

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Existing Catalyst funded projects - Profila has already received funding by the Cardano community for 4 project workstreams (privacy - data sharing via NFTs - digital ID - tokenization/gamification) - during fund 5, 6, 7 and 8 of Project Catalyst. We thank the Cardano community for their trust and support.

All our projects are aimed at giving people back control over their personal data, control over brand content they see, and provide people with compensation for their data and attention. The project workstreams we are developing are the following:

1. Privacy - titled: Control your data - privacy ledger (funds 5 and 8); and Company privacy ledger (GDPR & CCPA)

2. Data sharing via NFT: NFT for customer feedback/content (fund 6); and (d)app to control your data (fund 6)

3. DID - Control your data (vault) via PRISM (funds 6 and 8)

4. Tokenization/Gamification - anonymity and data control with ZKT (funds 7 and 8).

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[FEASIBILITY] Are you or any member of your team working on any other proposals in this Fund9?

[FEASIBILITY] Are you or your team working on any other proposals from previous Funds?

[AUDITABILITY] Please describe what you will measure to track your project's progress, and how will you measure these?

Profila will provide the community with detailed periodical progress for this proposal (once funded) in the following ways:

1. Github repository updated (1x per month, after the initial scrum sessions for creation of the PRD, product requirement document
2. 2-weekly updates to other Cardano proposers via the Catalyst coordinator call
3. 2-weekly updates in our "Cardano projects" newsletter (register via our website https://profila.com/token)
4. Monthly project process and KPI reports submitted to Catalyst teams and available to the public for verification.
5. Monthly Swarm session office hour (at end of townhall) for a Question and Answer session about our funded projects.
6. Periodical AMAs by the Profila founders to talk about our progress.

[AUDITABILITY] What does success for this project look like?

Successful delivery of all the DID projects by Profila in the 9 months following the award of funds under this proposal.

Integration of the DID projects into our overall platform and testing with real life customers.

[AUDITABILITY] Please provide information on whether this proposal is a continuation of a previously funded project in Catalyst or an entirely new one.

Yes, as explained earlier, there are at least 5 use cases for Atala Prism integration into the Profila platform.

Under fund 9, we are focused on consolidating all the work from the existing DID workstreams that received funding under funds 6/8. Without adding another use case at this point, we focus on linking all the work together, cleaning up the UX/UI and doing additional testing to make sure the solution functions well.

DID1 - Fund 6 - Control your data (vault) via PRISM - Create, manage DID for a Person a Brand, 

DID2 - Fund 8 - Control your data - PRISM (Profila) - Implement Atala Prism DID in mobile apps, requires wrappers (Extends Fund 6 to mobile)

DID3 - Fund 8 - Control your data via PRISM part 2 - Share profila dataset/s between DIDs, person to brand.

Sustainable Development Goals (SDG) Rating

Digital identity