Page 197 - Trust in ICT 2017

Trust in ICT 3

This clause firstly discusses some mistrust drivers in current ICT environments. Then, it presents a framework
for analysing trust based ICT service models on new market disruption and symmetric ICT environment based
on a new market disruptive innovation model.

9.1 Mistrust in current ICT environments
There are some mistrust drivers in current ICT environments:

– Privacy infringements and errors: The endless supply of so-called big brother stories is slowly
shifting people’s views on privacy and personal data, making them more open to tracking blockers
and privacy products. Government agencies’ programs used to collect ICT users’ materials, including
searches, the content of emails, file transfers, instant messages, and live chats. This puts the “Safe
Harbor” agreement with the EU at risk [b-EU-Safeharbor]. In a company level, corporate annexation
of consumer rights can be as easy as a new sentence in a company’s privacy policy.
– Security breaches: The growing regularity of news reports about online security breaches is likely to
lead a higher proportion of the population to change their behaviours. Consumers are now looking
for improved security. It provides richer opportunities for security and privacy players.
– Government mass surveillance: A surveillance software provides users worldwide with the tangible
evidence that comprehensive, population-wide surveillance is systemic in many countries. The
surveillance covers every medium, and has been almost totally outsourced to a dozen of ICT major
service providers.
The result of ‘mistrust’ is the “asymmetric ICT environment” as follows:
– Information asymmetries: Firms have an overload of user information, but consumers suffer from
information scarcity in terms of their own data.
– Solution asymmetries: Firms have sophisticated analytics for optimizing customer lifetime value,
but consumers have no analytics for minimizing vendor lifetime cost.
– Control asymmetries: Consumers are comparatively powerless to control the collection and use of
their personal data. In some cases, firms have full control on personal data which firms have.
NOTE – Appendix III describes theoretical and industrial backgrounds about trust based ICT service models.

9.2 A framework for analysing a trust based ICT service model

A trust based ICT service model is a positional strategy building trust not only with consumers by defending
their social economy and by enabling their control of their own devices and data, but also making ecosystem
with business partners by defending their sharing economy and by enabling creation of their products and
services. In doing so, trust gives a new business strategy for disrupting the legacy economy and delivers a
more high-quality, permission-based data pipeline and profitable services with trust attributes (e.g., integrity,
ability, benevolence, reliability, and helpfulness, etc.). This analysis framework is focusing on three major
asymmetries:
– Information asymmetries: Companies have an overload of user information (mostly social and
transaction data), but consumers suffer information scarcity in terms of their own data and that
relating to companies. It is trust about product and service (product and service level).

– Solution asymmetries: Companies have sophisticated analytics for optimizing customer lifetime
value, but consumers have no analytics for minimizing vendor lifetime cost, which is the flip side of
customer lifetime value. It is trust about log, social and business transactions, etc. (software level).
– Control asymmetries: Consumers are comparatively powerless to control the collection of their data
and the operating system (OS), but corporations have full control of data storage and OS which they
provide. It is trust about data source, storage, network, and software (software and network level).

Trust attributes of product & service, customer and process of ICT service models based on the theoretical
background, new value chains of markets are as follows:

– Product & Service: Privacy, Safeness, Security, Convenience, Simplicity, etc.;

189