The document discusses consumers' vulnerabilities to cyber attacks and privacy leaks. While solutions exist to protect online privacy and identity, such as personal VPNs, consumers have not widely adopted them. Consumers underestimate security and privacy risks and believe responsibility lies with technology companies, not themselves. A forcefield analysis shows increasing awareness of issues is driving adoption of protections, but consumers are restrained by unwillingness to pay and a lack of experience selecting solutions. The document proposes actions like raising awareness, educating on available solutions, offering pay-per-use pricing, and mandating minimum security measures.

1. PROBLEM MAPPING - EXAMPLE
Consumers are vulnerable
for cyber attacks and
privacy leaks
Solutions that protect
online privacy and identity
(e.g. personal VPN
solutions) are not yet
widely purchased
Consumers are
increasingly aware of
security/privacy issues,
but are not yet willing to
pay for security tech
Consumers underestimate
the risks related to
security and privacy
breaches
ProblemConsequences
Causes
Consumers have never
paid for security/privacy
protection in the past
Consumers think it is the
responsibility of the ICT
vendors to safeguard their
security and privacy

2. FORCEFIELD ANALYSIS - EXAMPLE
Consumers value security
and privacy more than in
the past
There is an increasing
awareness related to
security and privacy issues
amongst consumers
Consumers have never
paid for security/privacy
protection in the past
Problem
Driving forces
Restraining forces
Consumers don’t want to
pay for it
Consumers have no
experience with the
selection of security or
privacy solutions
Consumers don’t think it is
their responsibility to take
care of their security and
privacy
Consumers often think:
‘what are the chances it
will happen to me’

3. FORCEFIELD ANALYSIS - EXAMPLE
Consumers value security
and privacy more than in
the past
There is an increasing
awareness related to
security and privacy issues
amongst consumers
Consumers have never
paid for security/privacy
protection in the past
Problem
Driving forces
Restraining forces
Consumers don’t want to
pay for it
Consumers have no
experience with the
selection of security or
privacy solutions
Consumers don’t think it is
their responsibility to take
care of their security and
privacy
Consumers often think:
‘what are the chances it
will happen to me’
Action: Create more
awareness related to
security and privacy issues
Action: Provide more
information on the
solutions available, what
is it used for and how to
use it
Action: Offer a pricing
model which allows billing
the customers for the
security they actually used
(e.g. based on the number
of security breaches the
solution prevented)
Action: Developers of
security solutions should
cooperate with ICT
vendors to be able to offer
the consumer a complete
offer
Action: Make it mandatory
for everyone to take a
minimum level of security
measures depending on
their risk

4. SOURCES
Forstadt, L. A., Doore, B. (2012). Program Planning with Problem
Mapping to Better Understand Need. Tools of the Trade, February 2012,
Vol. 50, nr. 1.