Data economy and data ecosystems are crucial terms of new
business, even though their meaning is still blurred and evolving. So
far companies have been in key position in
data business development dominating the mode of operating. However,
latterly has arisen also endeavours to develop more human business by
legislation (e.g. GDPR) and by experimental projects, which challenge
current situation. In this paper, our aim is to clarify the term data
economy ecosystem and present a new, people-centred, approach for using
data —collected from individuals— in business. People-centred approach
advocates people´s rights to influence and engage actively the
invocation of personal data. We consider people-centred data economy
ecosystem as a promising approach, when striving towards a fair
governance model. Therefore, we propose it for further
development.