OPERATIONAL SECURITY OF UBIQUITOUS INFORMATION - Cyberwar-Netwar: Security in the Information Age - page 99

mean everybody would have to be included, otherwise once again you end up with
opposing sides.
Dinis : At what level in any organisation do you put the coordination of competitive
intelligence?
Amaral : If it is strategic, it has to be at the strategic level. It is as simple as that. If it
is operational, at a simple operational level. Tell me how strategy is defined in an
enterprise and I will tell you where to put the competitive intelligence decision and
decisions on security. Security today is not dealt with at the strategic level. Look at most
enterprises and how they are organised. Security is in there somewhere. I do not know
where, but not at board level. I believe that you have to deal with security and
competitive intelligence at board level because it is strategic and then you can have all
the levels to implement it. But it has to be right at the top. There is no other way
possible to be successful.
Erez : One of the main enemies of security apart from the economic point of view, is
personal privacy. I remember in Israel twenty-five years ago when the first offices put in
time-attendance clocks where you had to swipe your card in order to show that you were
present, there was an immediate outcry of erosion of privacy. This is one of the
problems also with security. If we look at the possibility in the future of locating cars, in
Israel we have a law that cars of a certain value need to have a device that constantly
gives a signal as to where the car is located, so that if it stolen, immediately the company
knows where the car is going and it can be tracked. So this is a problem if you want to
keep your private life just that - private. The problem with privacy in all organisations
that support civil rights is that there is a fight against a lot of improvements to security
under the terminology of harming privacy.
Amaral : For an enterprise it is really simple. You do not have to do anything to your
consumer as you just wait for him to ask. You create in your consumer what in
marketing strategies is called a yet non-identified need, so suddenly he understands that
he has a need for something he did not realise he wanted. Marketing can do that. It did it
with mobile phones when we did not have these and did not feel the need for them.
Today I cannot live without one. Someone created this need in me. The same thing will
happen with every new need. There is something called permission marketing. If you
know how to handle permission marketing well, everybody will have a demand. You do
not need pressure. The demand will come to you, usually because it is something useful
like child location or navigation. Of course you can say you do not want to receive
marketing strategies but in marketing terms that really will not be a problem. It is a good
thing to have a barrier because good enterprises will learn and then create a market. In
political terms it is more difficult, because even when something is good, if you lay down
the law, people will react against it.
Handy : On the Internet we get these unwanted pop-up messages. It is a good
marketing idea because now you are shown a need you never thought about. I may be
too busy to read these but from a marketing standpoint there is a chance that of the
hundred people it is sent to, two will actually see a need for it, so we can forget the rest.
All these kind of things, I guess basically without a sense of responsibility, can create