This document discusses factors that influence market acceptance of cloud computing based on case studies from other contexts. It analyzes how trust was built in the automotive, IT outsourcing, banking, and fuel industries. Recommendations for cloud computing include providing transparency, expert user groups, public guarantees, addressing liability, fostering sympathy, and focusing on technological maturity rather than prices. The full analysis of factors influencing cloud computing acceptance will be published by EuroCloud Deutschland in fall 2012.
1. EuroCloud Deutschland_eco e.V.
Factors of Market Acceptance of
Cloud Computing –
an Analyses by Case-based Evidences
Prof. Dr. Georg Rainer Hofmann
Information Management Institute
University Aschaffenburg, Germany
Luxembourg, 8 October 2012
2. 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
3. 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
4. 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
5. 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
6. EuroCloud Deutschland_eco e.V.
Methodical Approach
1 Identification of relevant socio-economical contexts
2 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 factors
4 Elaboration of recommendations
Prof. Dr. Georg Rainer Hofmann – Luxembourg – 8 October 2012 6
7. 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
8. EuroCloud Deutschland_eco e.V.
Case-based Evidence
The 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
9. 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
10. 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
11. 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
12. 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
13. EuroCloud Deutschland_eco e.V.
Tentative Results –
General comprehensive
Trusted Advisory
Multi-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
14. 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
15. 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