Archive by Author | 374956vc

Be Aware of Trading in Blood Pressure!

With fitness bracelets and mobile apps some people allow voluntarily to keep track of sleep patterns, exercise, nutrition and stress. But since companies are dealing in those dates, the confidentiality of our biological data is placed under pressure. The upcoming revision of the data protection law will not give us enough protection. Therefore, a fundamental review of our privacy law is required.

Technology and people are becoming more intimately connected. Technology is everywhere and without realizing it is collecting information about us. Companies follow surf- and click behavior. Besides that, companies start collecting biological data due to the introduction of wearables such as bracelets and fitness apps. Biodata can be used to deduce sensitive information about our physical and mental health. For example, walking patterns can show early signs of dementia.

Many people find it interesting to collect biological data of themselves. The reason for this is that the data can give some useful insights, for example a bad sleeping pattern on days they eat just before they went to bed. More and more companies want to have biodata: research found that 20 popular health apps share data with more than 76 parties. Further, health insurers are experimenting with health apps. Those who live healthy can earn points to pay less premium. Those things happen now on a voluntary basis. But it is certainly conceivable that there will be more pressure on employees and insured people to keep their health data.

In the Netherlands, there is a kind of protection – the concept of ‘informed permission’, part of the Data Protection Act. However, in the digital world this concept loses meaning. For individuals it is not clear what exactly happens with their data.  For individuals to oversee it impracticable what happens to their data and what the consequences are. Data is traded in mini seconds through online auctions and enriched to detailed profiles. Consumers do not know what profiles they are assigned, neither what kind of products or services there will be offered to them of the basis of their data.

Trading in online data, the resulting information asymmetry and the effects of using data on individuals, ask for an adjustment of our fundamental right to privacy.

Do you agree that the government should take action to protect us from the data industry?, 2015, used on 19 October 2015


iFlow: ICT support for the daily trade of floriculture

Can we structurally improve and better stabilise the price-setting in the daily trade of floricultural products? How can revised logistics contribute to this process? To answer these questions, growers and traders along with Wageningen University and Rotterdam School of Management, part of Erasmus University, initiated the project iFlow. The goal of iFlow is to support the daily trade between growers and customers by providing information on prices, suppliers and skills and ultimately to strengthen the power of the Netherlands as a marketplace. The information for traders and growers will be accessible via various ICT tools (, 2015).

The clock has always been an effective and efficient tool in the determination of a good market price and in the rapid processing of many logistics and commercial transactions. The direct flows between growers and customers, however, are greatly increased. The process of pricing on the clock is still very decisive for the pricing in the overall market. At the same time, this way of pricing is under influence of various factors and therefore has become less stable over the past few years.


The use of new and advanced IT tools to support decisions, make it possible to renew the daily trade process and the associated supply chain network, to make it more competitive and more sustainable. Research by RSM has shown that it is possible to support growers and customers in making better decisions about buying and selling flowers and plants (, 2015).

Besides selling the flowers at the auction, it is also possible for growers to opt for a contract with a floral wholesaler. The grower hereby receives a fixed price per flower during the whole season. However, the wholesaler has much power, as the prices are low at the auction, and therefore it would have been better for wholesalers to purchase through the auction, the wholesaler will whine at the grower of quality, even though it might be good. It happens regularly, in that case, that the wholesaler can take the flowers for a lower price than the price of the contract or that flowers are rejected. The grower brings the flowers over to the auction if the flowers are rejected by the wholesaler. These actions between wholesalers and growers also affect the price volatility in the auction. If there appear more flowers at the auction, as a result of rejection, the price drops even further. This can be explained by the supply and demand mechanism.

Do you think iFlow can (partly) solve the problem of price instability in the floriculture industry or do you think that the power of the wholesalers is too strong in this industry?, 2015, last visited 29 September 2015, 2015, last visited 29 September 2015, 2015, last visited 29 September 2015