The United States is Wickr's biggest market, but the app is available in 110 countries and is the number-one free social app in Greece, Singapore and South Africa, in the same category as Facebook and Twitter. Sell attributes that popularity to people wanting to have control over private, anonymous free speech. "Private correspondence is important to a free society," she said.
Security expert Dan Kaminsky, an advisor for Wickr, agreed. "Non-permanent communication came first -- humans have been speaking before they have been writing," he pointed out. "Communicating privately ... is core to the experience of being human. People need to be able to express their thoughts and converse with their friends, family and spouses -- and feel secure in their communication."
But Wickr also raises a lot of hard questions about security and regulation. Sell acknowledges that when she works with chief security officers, questions about regulation in the enterprise come up frequently. How will IT leaders manage communications when apps such as Wickr and Snapchat inevitably make their way into the enterprise? Many companies are required by law or regulation to keep records of all communications for many years. These new apps could make that much more difficult, if not impossible.
Derek Schueren, who co-founded data management, governance and analytics company Recommind, helps companies organize and index unstructured data. Recommind uses a technology called CORE that can help enterprises organize their data and make it easier to search and sort.
Most companies have a wide variety of electronically stored information, much of it in spreadsheets, databases, text messages, instant messages, email, file fragments and digital images. In most cases, that information can be searched and specific bits of data can be retrieved, if necessary, to respond to lawsuits or patent disputes or for other reasons. Many companies have policies that specify when certain types of data can be deleted. Other companies try to keep everything for decades.
"You have an obligation [to retain data] if there's a possibility of litigation. This includes email [and other forms of communication]," Schueren said.
Companies might worry about Wickr from a legal perspective, according to Schueren, but a bigger concern may be that Wickr could be used for destructive purposes. An employee could take photos of company secrets or forthcoming products and send them to someone outside the company.
"It used to be files were locked in a cabinet and you knew who had the key," Schueren said. "Now everyone has the key. Everyone has connections to the outside world and companies are more exposed than they used to be."