Analyzing Privacy Concerns in Concept Videos of Drone Delivery Services

What is it about?

We analyze how privacy concerns are reflected in two concept videos from 2013 and 2015 developed by Amazon that depict fictional scenarios involving its future automated drone package delivery service. Drawing on design and communications methods we find that the concept videos reveal increased attention over time to privacy concerns. Our findings offer some evidence that privacy concerns are influencing Amazon’s product and service design.

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Photo by Goh Rhy Yan on Unsplash

Photo by Goh Rhy Yan on Unsplash

Why is it important?

While the videos reviewed do not represent an existing product, we discuss the shifting role such concept videos might play when Amazon’s drone delivery service comes to market. As consumer facing representations of product functionality, concept videos, like other public statements, if misleading could form the basis of a deceptive statements claim by the Federal Trade Commission or state consumer protection agency. We suggest that concept videos are a useful tool for engaging regulators and other stakeholders in contextually specific considerations of when and how to enlist product and system design to protect privacy.