Hazel Lacohée

Risk and restitution: Assessing how users establish online trust

The belief that users must be assured of security prior to engaging with an online service is challenged through the examination of attitudes from participants of a number of focus groups within the UK. What is apparent from our evidence is that rather than accepting simple assurances of protection, the average user is far more informed than service providers often credit, and will carry out a personal risk assessment prior to engaging with a service. Rather than guarantees of security, clearly defined indications of mitigation and restitution in the event of failure or problems are what users consider important. These findings have far reaching implications for service providers and a number of consequent recommendations are defined.

Defining the Research Context

The Superfast Cornwall project exists within a broader policy context that seeks to drive improvements in broadband connectivity, particularly fibre broadband, across countries – driven by government to encourage investment in infrastructure by private sector telecommunications companies. Superfast Cornwall, specifically, can be related to both European (Digital Agenda for Europe) and UK (Broadband Delivery for the UK) policies. In understanding how take-up of such projects may become successful, we can draw from established technology adoption theories to consider factors beyond technical availability. Informed by policy and literature, the research context defines a detailed three-phase approach looking at those considering adoption, early impact, and long-term benefits, considering a broad range of success factors beyond simple economic benefits to consider things such as social value, environmental impact and barriers to adoption.

Always Wanting More

Phase 3 research further highlighted the virtuous circle of connectivity, showing the longer-term use of fibre connectivity (18 months plus) resulted in it becoming an essential part of the organisation, allowing new ways of working, the exploitation of virtual workforces, down- and rightsizing businesses, expanding customer base and reaching worldwide markets and business diversification. However, the research also highlighted the fundamental, almost business critical, role connectivity now played in organisations and their total reliance upon it for business success, meaning the reliability was crucial to the services. It also highlighted further needs for skills gaps to be addressed and that perceived benefits, such as environmental impact, perhaps are not as clear as first assumed.

Early impact – Take-Up and the Virtuous Circle of Connectivity

Phase 2 of the research explored early adoption (less than 6 months) to consider what early gains could be understood from the adoption of fibre broadband by rural small/medium enterprises (SMEs). Organisations demonstrate clear, benefits so that the IT function become more mainstream and business process could rely upon reliable, fast connections. We propose the virtuous circle of connectivity, where increased use of connectivity results in a continuous improvement. Further benefits included better work/life balance, new ways of working and greater use of Cloud services. However, issues still arose, such as the lack of skills and knowledge to effectively exploit the potential of the technology and concerns over business reliance on connectivity that was still prone to failure.

Conclusions, Recommendations and the Future

In summarising the findings of the Superfast Cornwall project, we can demonstrate clear value for business in the adoption of fibre broadband. However, we can also show that while benefits can be wide ranging, it is not simply the case of providing technology for adoption. Businesses have real skills and knowledge is needed in order to be able to best exploit new technology, and we cannot assume that adoption is smooth and consistent – by its nature, connectivity can be quite diverse depending upon locality whereas businesses often need consistency to maximise benefits.

Moving Up the Information Superhighway

In Phase 1 of the research, the focus of enquiry was around the impact of “traditional”, ADSL broadband upon rural businesses, the problems organisations faced in its adoption and the aspirations for connectivity within their businesses. Problems reported included slow broadband speed, and the contention ratios associated with ADSL. Aspirations for fibre broadband included an expectation of a more reliable service (reliability is considered as important as speed for most organisations) and greater access to third online services. Businesses also expressed many beliefs around why superfast broadband (SBFF) would not work, based on a lot of the time on simply untruths and rumour, although this exploration did highlight the need for accurate, available information when considering technology adoption.

Balancing Act or Compromise? A Case Study Highlighting the Challenges of Trialling IT Services with the Elderly

The world’s population is ageing. Older members of society have needs from IT which can be quite specific, reflecting their living arrangements and increased likelihood of suffering from physical and cognitive impairments. So how can businesses offering IT services understand these needs to develop products and services that this demographic group (and their carers) will be willing to adopt? In this paper we outline the process we went through to attempt to answer this question. Because our research involved elderly and (in some cases) disabled trial participants, the process had ethical considerations at the forefront, which on occasion affected the operational processes involved in bringing the trial to life. We describe the various challenges we encountered, where possible how we overcame them (by balancing commercial, stakeholder and participant requirements or by compromising where we could not), and what we learnt for future trials.