Privacy-Friendly Business Models for Location-Based Mobile Services

This paper presents a theoretical model to analyze the privacy issues involved in business models for location-based mobile services. We report the results of an exploratory field experiment in Switzerland that assessed the factors driving the net payoff to users of mobile businesses. We found that...

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Autores principales:	Liu,Zhan, Bonazzi,Riccardo, Fritscher,Boris, Pigneur,Yves
Lenguaje:	English
Publicado:	Universidad de Talca 2011
Materias:	Privacy Location-based services Business model Design science Information systems Personal data disclosed User’s payoff Personalization available Control over user personal data
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762011000200009
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spelling	oai:scielo:S0718-187620110002000092018-10-12Privacy-Friendly Business Models for Location-Based Mobile ServicesLiu,ZhanBonazzi,RiccardoFritscher,BorisPigneur,Yves Privacy Location-based services Business model Design science Information systems Personal data disclosed User’s payoff Personalization available Control over user personal data This paper presents a theoretical model to analyze the privacy issues involved in business models for location-based mobile services. We report the results of an exploratory field experiment in Switzerland that assessed the factors driving the net payoff to users of mobile businesses. We found that (1) the personal data disclosed by users has a negative effect on user payoff; (2) the amount of personalization available has a direct and positive effect, as well as a moderating effect, on user payoff; and (3) the amount of control over a user’s personal data has a direct and positive effect, as well as a moderating effect, on user payoff. The results suggest that privacy protection could be the main value proposition in the B2C mobile market. From our theoretical model, we derive a set of guidelines to design a privacy-friendly business model pattern for third-party services. We discuss four examples to show how the mobile platform can play a key role in the implementation of these new business models.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.6 n.2 20112011-08-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762011000200009en10.4067/S0718-18762011000200009
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Privacy Location-based services Business model Design science Information systems Personal data disclosed User’s payoff Personalization available Control over user personal data
spellingShingle	Privacy Location-based services Business model Design science Information systems Personal data disclosed User’s payoff Personalization available Control over user personal data Liu,Zhan Bonazzi,Riccardo Fritscher,Boris Pigneur,Yves Privacy-Friendly Business Models for Location-Based Mobile Services
description	This paper presents a theoretical model to analyze the privacy issues involved in business models for location-based mobile services. We report the results of an exploratory field experiment in Switzerland that assessed the factors driving the net payoff to users of mobile businesses. We found that (1) the personal data disclosed by users has a negative effect on user payoff; (2) the amount of personalization available has a direct and positive effect, as well as a moderating effect, on user payoff; and (3) the amount of control over a user’s personal data has a direct and positive effect, as well as a moderating effect, on user payoff. The results suggest that privacy protection could be the main value proposition in the B2C mobile market. From our theoretical model, we derive a set of guidelines to design a privacy-friendly business model pattern for third-party services. We discuss four examples to show how the mobile platform can play a key role in the implementation of these new business models.
author	Liu,Zhan Bonazzi,Riccardo Fritscher,Boris Pigneur,Yves
author_facet	Liu,Zhan Bonazzi,Riccardo Fritscher,Boris Pigneur,Yves
author_sort	Liu,Zhan
title	Privacy-Friendly Business Models for Location-Based Mobile Services
title_short	Privacy-Friendly Business Models for Location-Based Mobile Services
title_full	Privacy-Friendly Business Models for Location-Based Mobile Services
title_fullStr	Privacy-Friendly Business Models for Location-Based Mobile Services
title_full_unstemmed	Privacy-Friendly Business Models for Location-Based Mobile Services
title_sort	privacy-friendly business models for location-based mobile services
publisher	Universidad de Talca
publishDate	2011
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762011000200009
work_keys_str_mv	AT liuzhan privacyfriendlybusinessmodelsforlocationbasedmobileservices AT bonazziriccardo privacyfriendlybusinessmodelsforlocationbasedmobileservices AT fritscherboris privacyfriendlybusinessmodelsforlocationbasedmobileservices AT pigneuryves privacyfriendlybusinessmodelsforlocationbasedmobileservices
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Privacy-Friendly Business Models for Location-Based Mobile Services

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