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Apple and Google Release Updated Details on COVID-19 Tracing Process

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apple and google release updated details on covid 19 tracing process

After many questions were raised about the new Google/Apple contact tracing API, which will enable health authorities to send alerts to people who’ve potentially been in contact with someone who’s tested positive for COVID-19, the tech giants have announced some updates to the system, which they’re aiming to make available for use by regional health bodies early next month.

The new Google/Apple API will, potentially, be the largest data-tracking tool ever created, which understandably has put many privacy advocates on edge.

Through the process, all iOS and Android devices would be able to ‘communicate’ with one another for the purposes of contact tracing – so whomever you cross paths with in your day would be tagged in your phone’s history via anonymized data keys.

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It’s important to note here that no personal information is exchanged in this process. As you can see above, the system tracks data through “anonymous identifiers”, which, when a person is found to have the virus, can be used to alert all of the people that they’ve been in proximity to that they also need to self-isolate and/or visit a doctor.

Responding to early concerns, the system has now been updated with enhanced encryption of the exchanged data keys in order to avoid the potential identification of users.

As explained bt The Verge:

“​Under the new encryption specification, daily tracing keys will now be randomly generated rather than mathematically derived from a user’s private key. Crucially, the daily tracing key is shared with the central database if a user decides to report their positive diagnosis.”

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The new measures will ensure more security for users, while the system’s also being stripped of certain additional data elements that could, potentially, also be used to identify individuals. 

Apple has also published a new Q & A document on the process, which aims to address the key concerns raised around how the API will be used – and importantly, when it will be shut off.

As per Apple:

Google and Apple can disable the exposure notification system on a regional basis when it is no longer needed.​”

Both companies have separately pledged to turn off the process for each region as required, and in conjunction with local health authorities.

The roll-out of the process will be in two stages, the first involving the download of a separate app, and the second added at a system level in each device, meaning a separate app won’t be needed for the process to be effective. The key to maximizing the value of the process is scale, so both companies are working to establish a solution which won’t require users to download a new app, necessarily – though they will still need to agree to the usage of their data for such purpose.

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The update clarifies many of the concerns, but the issue of widespread location tracking and monitoring will remain. Again, an app that can trace users across both iOS and Android will essentially cover more than 97% of mobile devices in the world, which, as you can imagine, many government and illegitimate actors will also be keen to get their hands on for alternative purposes.

The value of contact tracing for the sake of containing COVID-19 will only become more important as we look to shift back into some level of normal activity, but the power of this combined process is significant.

Again, the data is anonymized, there’s no way, really, for a Government to use it beyond its intended purposes, at least as its framed at present. But the system is a significant step up in tracking capacity, and it could, at some stage, facilitate increasingly complex systems of tagging and monitoring citizens, if it’s adapted from this initial process.

Google and Apple are very aware of such concerns, and they’ll be working to solidify their protections in this respect. But it remains a concerning proposal in various respects. 

But then again, both Google and Apple are tracking the location data of most users via location services anyway, they technically have this information already. Maybe, it’s just that they’re being upfront about such that raises the alarm bells. 

You can read the new “Exposure Notification FAQ” from Apple here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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