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