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Mon1420 acceptance cloud-rainergeorghofmann-uniaschaffenburg Mon1420 acceptance cloud-rainergeorghofmann-uniaschaffenburg Presentation Transcript

  • EuroCloud Deutschland_eco e.V. Factors of Market Acceptance of Cloud Computing – an Analyses by Case-based EvidencesProf. Dr. Georg Rainer HofmannInformation Management InstituteUniversity Aschaffenburg, Germany Luxembourg, 8 October 2012
  • EuroCloud Deutschland_eco e.V.Professorship for Information Management Strategic Data Processing Concepts Issues of General Leadership Information System Management Consulting Firm Management – since 1997 in Aschaffenburg, University Liechtenstein, University Würzburg, Seminars „Consulting of Consultants“, a.o. „Mathematics, Formal Systems, and Philosophy“ georg-rainer.hofmann@h-ab.de Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 2
  • The Term „Acceptance“ to accept, to tolerate (in Latin: „acceptare“) active passiv Agreement Tolerance Price Compensation Context Individuals Groups Subject ideal: material: Conzepts Products Object Processes Procedures ESF-Projekt KontAkS Wissenstransfer von Methoden nicht-technischer Innovationsforschung zur Ermittlung von Kontext und Akzeptanz von Systemen KontAkS – Hofmann – 26. Oktober 2011 Seite 3
  • EuroCloud Deutschland_eco e.V.Acceptance requires Trust» Each and every co-operation requires trust.» Rationally and economically, trust is (much) cheaper and „more efficient“ than being suspicious, trust reduces the complexity of the environment.» How may trust building measures be „constructed“?– Niklas Luhmann: „Vertrauen“– Michael Tomasello: „Warum wir kooperieren“– Martin Hartmann: „Die Praxis des Vertrauens“ Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 4
  • EuroCloud Deutschland_eco e.V.The Issue» „Using Cloud Computing is still affected with much uncertainity and the required trust ist still not at hand.“» How may this problem be addressed?– Georg Rainer Hofmann, Meike Schumacher: „Untersuchungen zur Akzeptanz von Cloud Computing“ Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 5
  • EuroCloud Deutschland_eco e.V.Methodical Approach1 Identification of relevant socio-economical contexts2 Analysis of acceptance and trust building, as well as contrary mechanisms of other diverse contexts and branches („Case-based Evidence“)3 Evaluation of transfer of the identified factors4 Elaboration of recommendations Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 6
  • EuroCloud Deutschland_eco e.V.The non-issues • No representative empiric results for acceptance • Priority on real (historical) cases • No relation to Information Technology (as such) Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 7
  • EuroCloud Deutschland_eco e.V.Case-based EvidenceThe examination of factors of acceptance and trust shall concen- trate on the four branches and products resp. services, as follows:» Automotive: „Blind Trust“ in (working) technology» IT-Outsourcing: Cloud Computing – expl.: DATEV, (DE-CIX)» Banking: Acceptance – despite financial crisis» Fuel type E10: Failure of acceptance of the product Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 8
  • EuroCloud Deutschland_eco e.V.Case Study Automotive» Large time frame for probing and testing of vehicles and systems» (TÜV-) public certification for vehicles Traffic controlled by the police» Safety is a „physical“ feeling» Comprehensive guarantee for mobility» Psychology of selling: Sympathy – Enthusiasm – Facts and Prices Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 9
  • EuroCloud Deutschland_eco e.V.Case Study IT-Outsourcing» Market leaders in spezific areas, like book keeping and accounting, or P2P internet exchange» Offering Cloud services – like DATEV or DE-CIX» In Germany: Berufsständische Genossenschaft (eG) oder Verein (e.V.) increases the level of control and supervision» „Experts talk to experts“ – long tradition of the co-operation» Qualified service, high price levels Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 10
  • EuroCloud Deutschland_eco e.V.Case Study Banking» Personal contact by the consultant – „social credit“» Legal context („Einlagensicherungsfonds“) and political influence and control» Public quarantees and back-up (BaFin)» Tresor, buildings, infrastructure, attitude of banking personal, etc., form trust-building symbols Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 11
  • EuroCloud Deutschland_eco e.V.Case Study Fuel Type E10» „Technical“ warning at the POS: No quarantee !» Information deficite at the prospective client, differrence to fuel type E5, internation experiences?» Decreasing prices shows no effective impacts.» Role of car manufactures and automotive associations – public political discussions: Ecology, Ethics, etc. Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 12
  • EuroCloud Deutschland_eco e.V. Tentative Results – General comprehensive Trusted AdvisoryMulti-dimensional Benefit shift of reliability „Genossenschaft“ or „Verein“ Closed User Groups „Sympathy Cloud“ Liability, Seriosity „Chaos Certification to ISO 27001 Reduction“ Providing internal Revision Precise Language Certificates „Worthiness “ Seminars and Training for the „informed buyers“ Technological Effort Increasing „Maturity“ Organisational or financial Effort Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 13
  • EuroCloud Deutschland_eco e.V.Tentative Approaches –» Potential(!) information transparency» Instructing clients about maturity of technology» Closed „expert“ client groups» Provision of public(!) quarantees and certifications» Taking-over liability („Haftungstransfer“)» Psychology of sympathy, rendering of liability and seriosity» Public political discussion: „Big Brother Award“ reputation» Prices and technical details in the background Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 14
  • EuroCloud Deutschland_eco e.V.Partner» EuroCloud Deutschland_eco e.V.» Contact Persons: Bernd Becker, Vorstandsvorsitzender Andreas Weiss, Geschäftsführer Documentation published by ca. fall 2012 Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 15