Alexa following you wherever you go? One person's innovation is another's privacy nightmare. This tension between protecting personal data and convenience is just going to get more complex.

It's not just the digital giants who need to struggle with this issue. Every tech start-up that uses personal data will need to ask: what are we allowed to do legally; what do our customers want us to do; what can the tech do?  Maybe even in that order! Triangulating these areas will become a core requirement for successful development. Get it right and you will not just get happy customers you could end up with a marketing USP that is really difficult to be beat.