TY  - JOUR
ID  - Liu:2011:PBM:2034606.2034615
T1  - Privacy-Friendly Business Models for Location-Based Mobile Services
A1  - Liu, Zhan
A1  - Bonazzi, Riccardo
A1  - Fritscher, Boris
A1  - Pigneur, Yves
JA  - Journal of Theoretical and Applied Electronic Commerce Research
Y1  - 2011
VL  - 6
IS  - 2
SP  - 90
EP  - 107
PB  - Facultad de Ingeniería, Universidad de Talca
AD  - Talca, Chile
SN  - 0718-1876
UR  - http://www.scielo.cl/scielo.php?pid=S0718-18762011000200009&script=sci_arttext
M2  - doi: 10.4067/s0718-18762011000200009
KW  - business model
KW  - control over user personal data
KW  - design science
KW  - Information Systems
KW  - location based services
KW  - personal data disclosed
KW  - personalization available
KW  - Privacy
KW  - user's payoff
N2  - 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 thirdparty services. We discuss four examples to show how the mobile platform can play a key role in the implementation of these new business models.
M1  - issue_date={August 2011}
M1  - 
numpages={18}
M1  - 
acmid={2034615}
ER  -