Accountability of companies with data-driven business models in Colombia: personal data protection in the digital age.

• Pages: 111-131
• Author: Vivian Newman-Pont,Daniel Ospina-Celis,Juan Carlos Upegui

111

Working Paper 10

ACCOUNTABILITY OF COMPANIES WITH DATA-

DRIVEN BUSINESS MODELS IN COLOMBIA:

PERSONAL DATA PROTECTION IN THE DIGITAL AGE

María Paula Ángel-Arango

Vivian Newman-Pont

Daniel Ospina-Celis

1. Introduction and Selection of CDDBMs

In a previous study titled Accountability of Google and other Businesses

in Colombia: Data Protection in the Digital Age, we analyzed the privacy

policy of the products oered by thirty companies with a data-driven

business model (CDDBM) operating in Colombia. To analyze them, we

classied the companies into four categories: 1) large Internet companies,

2) intermediate companies, 3) start-ups, and 4) established companies.

e rst group comprises Google,123 Amazon,124 Facebook,125 Apple,126

and Microso127 (usually known with the acronym GAFAM); all of these

companies have a large innovation capacity and extensive capital to in-

vest. e intermediate companies include those that, without being

large Internet companies, cannot be considered start-ups either. ese

123. Google LLC, “Google Privacy Policy” (no date). Retrieved June 1, 2018,

from https://policies.google.com/privacy?hl=es-US&gl=us

124. Amazon Inc., “Privacy Notice” (no date). Retrieved June 1, 2018, from

https://www.amazon.com/gp/help/customer/display.html?language=es_

US&nodeId=468496

125. Facebook, “Data Policy” (no date). Retrieved July 25, 2019, from https://

www.facebook.com/about/privacy/update

126. Apple Inc., “Privacy Policy” (no date). Retrieved June 1, 2018, from https://

www.apple.com/legal/privacy/en-ww/

127. Microsoft Privacy Statement (no date). Retrieved June 1, 2018, from

https://privacy.microsoft.com/en-us/privacystatement

BACK TO TOC

112 Data Feast: Enterprises and Personal Data in Latin America

include Netix, Deezer, Spotify, Waze, or Uber. e third category, start-

ups, applies to young companies with scalability and exponential growth

(Entrepreneur2019). ese companies are usually national or regional

at best. In the case of Colombia, companies like Rappi,128 Cívico,129 or

Fluvip130 were considered as start-ups. Lastly, the established compa-

nies include Almacenes Éxito,131 Unilever,132 Grupo Aval,133 Sura,134 and

Claro,135 which existed before the digital age but adapted to new technolo-

gies or created new data-driven business models.

e criteria to select the intermediate companies was their position

in the ranking published by App Annie,136 which analyzes the most down-

loaded App Store and Google Play applications in Colombia. e applica-

tions included in the top10 most downloaded applications in Colombia

during the rst ve days of July, August, and September 2018, respectively,

were: WhatsApp, Tinder, Messenger, Facebook, Instagram, Facebook

Lite, Netix, Deezer, Google Drive, YouTube, LinkedIn, Messenger Lite,

AliExpress, Joom, 30 Days Fitness Challenge, and 8t Workouts and Meal

128. Rappi S.A.S., “Aviso de Privacidad” (no date). Retrieved June 1, 2018, from

https://legal.rappi.com/colombia/politica-de-proteccion-y-tratamiento-de-

datos-personales-rappi-s-a-s/

129. Cívico Digital S.A.S., “Políticas de Tratamiento de Datos Personales” (no

date). Retrieved June 1, 2018, from https://www.civico.com/politicas-de-

privacidad

130. Fluvip S.A.S., “Política para la protección y el tratamiento de datos person-

ales de Fluvip” (no date). Retrieved June 1, 2018, from https://www.uvip.

com/home_policy_for_the_protection?locale=es_CO

131. “Política manejo de información y datos personales de Almacenes Éxito S.

A.” (no date). Retrieved July 1, 2018, from https://www.grupoexito.com.

co/es/politica-manejo-de-informacion-y-datos-personales.pdf

132. Unilever N.V., “Privacy Notice” (no date). Retrieved June 1, 2018, from

https://www.unilevernotices.com/united-kingdom/english/privacy-

notice/notice.html

133. Grupo Aval Acciones and Valores S.A., “Política de privacidad y tratamiento

de datos personales” (no date). Retrieved June 1, 2018, from https://

www.grupoaval.com/wps/wcm/connect/grupo-aval/2c470a75-992f-

4db3-a47b-a70da487464b/Politica-Tratamiento-Datos-Personales.

pdf?MOD=AJPERES

134. Seguros Generales Suramericana S.A., “Política de privacidad y tratamien-

to de datos personales” (no date). Retrieved June 1, 2018, from https://

www.segurossura.com.co/Paginas/legal/politica-privacidad-datos.aspx

135. Telmex Colombia S.A., “Política de tratamiento de la Información” (no

date). Retrieved June 1, 2018, from https://www.claro.com.co/portal/

recursos/co/legal-regulatorio/pdf/Politicas_Seguridad_Inf_Claro.pdf

136. App Annie, Top App Matrix, 2018. https://www.appannie.com/en/