But at the cost of “peak privacy”?There are three key trends will that will determine whether innovation wins over privacy:1) The Connected World which is expanding but more importantly is already in place andintegrated into society making it difficult to retreat – 43% of the global population arealready mobile internet users. 2) The Privacy Paradox means that consumers are unlikelyto reduce their interactions with business services as they choose convenience over anyprivacy concerns (79% of 1,500 US consumers surveyed stated that they were willing togive up personal data for ‘clear personal benefits’). This is particularly prevalent inyounger generations with 62% of millennials willing to give up third party data for