Privacy Computing Issues in Collecting and Using Customer Data of Mobile Devices

Merchants through smartphones and mobile applications measure and analyze users’ interests and behaviors, and identify users in applications and browsers to push services, updates, and advertisements to the users. This way of providing personalized services to smartphone users to attract potential customers has improved the user experience, created new opportunities for advertising, and changed the marketing trend of enterprises. However, the collection, processing, and analysis of user personal data has brought serious privacy issues to individuals and organizations. This paper introduces privacy risks, including user information collection and analysis of information flow between networks, analysis procedures and standards. Discussed the challenges of protecting user privacy, including privacy threats brought by user information and analysis, extraction, and exchange of private information between various advertising entities, privacy threats tracked by third parties, privacy information and related privacy issues. Next, based on these technologies, related underlying architecture, privacy mechanisms, and deployment scenarios, several technologies, and various suggestions for protecting user privacy are analyzed. Finally, the respect for people, regulations and laws, the limitations of technical solutions, ethical principles and moral dilemmas were discussed.