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D11.3: Economic aspects of mobility and identity
The proposed Framework for analysing the Economic Impacts of MIdM on Mobile Services and Applications
Based on the theories and aspects described in the previous chapters, the following points should be addressed, in order to derive an explanatory framework for analysing the impacts of MIdM on mobile services and applications:
Derived from the theories presented before (TAM, PoC, and TRA), the driving parameters/factors for the explanation of the adoption and trust building towards a technology or a product seem to be:
(1.) trust,
(2.) perceived usefulness,
(3.) perceived ease of use,
(4.) convenience, and
(5.) privacy.
Accordingly, the factors stated before should be integrated into the further analysis as parameters to be observed.
Furthermore, by integrating the DoI, the understanding of the properties of an innovation and how the stages of the innovation’s adoption process could be facilitated.
Moreover, the players described in the simplified value chain (cf. Chapter ) need to be integrated. However, the focus should be on the customer/user, as this model is built to offer the opportunity to mobile operators and service providers to streamline their product development efforts for mobile applications and to offer better products and services tailored towards the needs of users and customers.
Accordingly, the properties and strategies towards the development of mobile applications and services are the key components to be looked at, similar to the visions and strategies presented in the original BSC.
Finally, the aspects of law and regulation (cf. Chapter ) should be integrated, as the impacts towards e.g. technology or society are manifold, resulting in requirements towards the safeguarding of information for mobile applications or services (cf. Chapter ).
Figure : Perspectives of the framework for analysing the economic impacts of MIdM in mobile services and applications.
Similar to the approach taken by the BSC, the proposed framework for analysing the economic impacts of MIdM in mobile services and applications consists of five individual perspectives, which are linked to the strategies of an analysed product and service.
Namely, these perspectives are:
technology perspective,
market perspective,
user/customer perspective,
environment perspective, and
law/regulation perspective.
The resulting scorecard and the linkage between the perspectives is visualised in .
For the perspectives, one could identify several quantitative and qualitative parameters and aspects that help to identify relevant properties for a product. Based on the discussions in the previous chapters, the following possible parameters could be identified:
Technology perspective: Starting with the technology, this perspective contains quantitative and qualitative factors, such as the general properties associated to a technology (application field, available user base), maturity of the technology, and its ability to link to other technologies. This helps to better understand the role and linkages of a given technology, related to the other perspectives and their contained factors (e.g. the perceived usefulness or the perceived ease of use – cf. Chapter ).
Market perspective: In this perspectives, relevant parameters to be investigated include the observed market’s structure (e.g. monopoly or polipoly), the type of market (business, private, governmental), the number of service applications or service providers, and indicators for the demand of a certain product or service. Depending on the communicational context and the actual type of market being observed, the need for privacy and security could be considered a point of reference, too (cf. Chapter ).
User/customer perspective: The user/customer perspective can be considered the most important one, as it integrates the behavioural elements, such as trust, or the willingness to adopt a certain technology (cf. Chapter ) into the model from a user’s perspective. To this regard, an integration of the user’s interests would be possible, by using their individual or group preferences as the point of reference when planning mobile applications and services, in order to tailor them to their privacy or security needs. Furthermore, the critical point for the PoC, as the balance between privacy and convenience, could be identified and linked towards the technology and the environment perspective (cf. ).
Environment perspective: The environment perspective especially deals with qualitative factors, such as the impact of the media, the government, and society in general on the other perspectives. To this regard, environmental effects on the other perspectives can be identified, leading to a holistic view on the more intangible factors. An example could be the general opinion and discussion going on towards the usage of a technology, such as surveillance using mobile communications technology.
Law/regulation perspective: The last perspective of the proposed framework deals with the factors resulting from business compliance, such as data protection regulation, data security (e.g. roles, access permissions), and security standards (if required). Furthermore, the regulatory needs towards the composition of a mobile application or service are contained in this perspective, such as the need for consent, purpose of used data, or the related costs to achieve these (cf. Chapter ).
The aspects and parameters contained in the individual perspectives are not exhaustive and present a possible subset of aspects to be looked into. Also, the aspects and parameters contained in the different perspectives are not autonomous but interconnected. Further steps could include the building of causal chain models in order to identify and understand the interconnections.
Consequently, future research should extend the work presented here. This especially includes the understanding of the market reality, the application domains for the proposed framework, and the identification of relevant factors and their interconnections.
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