Ms. Pille Pruulmann-Vengerfeldt is a Professor of Media and Communication at the University of Malmo where she teaches courses and researches on the use and application of new media, Internet-user typologies, eGovernment, and museum communications. She has authored publications on youth participation, online content creation, the digital divide in Europe, and museum technologies. Ms. Pille Pruulmann-Vengerfeldt has a PhD in Media and Communication from the University of Tartu. She speaks English, Estonian, German, and Russian.

1. Why not all good technologies
get happily embraced by people
Pille Pruulmann-Vengerfeldt
Professor in Media and Communication
Malmö University
DIGITAL TRANSFORMATION FORUM GOVERNANCE x WATCHDOGS May 3-4, 2018

2. Case of Secure Multiparty Computation

3. University-SME cooperation
Sharemind is a
database and analytics
system that works on
encrypted data without
decrypting it.

4. User
perceived
needs
Capabilities
of a given
technology
Contextual
concerns
Too complex to adopt
Too costly to adopt
Lack of trustworthy partners
Legal obstructions
Security concerns
SMC's contribution to problem-solving unclear
Problem could be solved with other means
SMC does not help to solve the underlying
problem
Necessary information would not be accessed
Unclear business value

5. • Affordances of a given technology
– What we know or perceive about the
capabilities and limitations of the
technology to be
• New technologies are viewed within
the existing framework of
understandings
– The way we conceptualiase privacy
– The way we are used to doing things /
practices
Capabilities
of a given
technology

6. SECURE MULTIPARTY
COMPUTATION CAN SUCCEED
WHEN
POTENTIAL BARRIERS
Presence of task-technology fit Technology fits ill for the task
Data must be delicate enough Challenge of the demo
The need for data processing must
be regular enough
Unfeasible for the type of data
Coordination costs
Sufficient amount of resources Lack of resources
The enterprise must be big enough
to afford such data processing
Connectivity problems between various
databases
Need to have enough time and
resources to experiment with the
technology in order to imagine
possible uses in the first place
Not enough information on the process
costs of enterprises
Intelligence data may be difficult to
formalize

7. • Context sensitivity of any given
technology
• Institutional and social contexts
– Legal frameworks, institutional
regulations, norms, ethics
– Peers, sector based preferences
and practices, ethics
Contextual
concerns

8. SECURE MULTIPARTY
COMPUTATION CAN SUCCEED
WHEN
POTENTIAL BARRIERS
Minimal need for change: good
organizational fit
Avoidance of uncertainty
Low entry barrier, need for a
standardized application
Lack of willingness to change existing
work routines
Desire to see the initial data
Centralization of databases
Desire to avoid the complexity and
uncertainty involved in the adoption of
new technology
Sufficient usability Uncertainty about adoption costs
Compatibility with existing
data analysis software
Implementation may demand too
much organizational effort
Implementation may be too expensive
Low usability (high learning barrier)
Management support

9. • Dependent on:
– Understanding of social/situational
context
– Peer/sector pressure
– Norms, values, outlook on life
– Existing social practices
• E.g. Ability to „see“ data when
analysing
User
percieved
needs

10. SECURE MULTIPARTY COMPUTATION
CAN SUCCEED WHEN
POTENTIAL BARRIERS
Being sufficiently informed Insufficient information/communication
Perceived business case Lack of business case
Presence of other users (possibility of
learning from experience)
"Wait-and-see"
Insufficient knowledge
Working principle is not understood
Fear of data leaks "despite everything"
Insufficient knowledge about the
client's actual needs
Presence of perceived need Functional substitute already exists
Sufficient motivation to consider adoption Conduct/ethics/practices
Decreasing the complexity of work
processes
Trusted third party
Negotiations, organizing
Speeding up work processes
Monetary costs
Workaround guaranteed by law
The perceived costs of inaction do not seem
high enough

11. Privacy as a trade-off
• Trust in third party solutions
– e.g. PayPal, stock market
• Small society challenges
– Accepted level of loss in privacy
– Overkill of technological applications?
• Perceived benefits of publicness

12. Can uncertain
conditions be
navigagted?
Strategic niche management –
radical technologies need
protection before being eradicated
by markets
Pille Pruulmann-Vengerfeldt, pille.pruulmann.vengerfeldt@mau.se