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I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud ingvar.tjostheim@nr.no

Travelers and location-information in the mobile environment – consumer attitudes and a prototype of a service for early adopters of mobile Internet service. I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud ingvar.tjostheim@nr.no The Norwegian Computing Center. Point of departure.

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I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud ingvar.tjostheim@nr.no

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  1. Travelers and location-information in the mobile environment– consumer attitudes and a prototype of a service for early adopters of mobile Internet service I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud ingvar.tjostheim@nr.no The Norwegian Computing Center

  2. Point of departure • The new 2.5G and 3G networks • advanced m-phones • Privacy concerns, the individual’s information privacy is the right to determine when, how, and to what extent information about a person is communicated to others. Westin, Alan, (1967) Privacy and Freedom. • A new research field: “Privacy Enhancing Technology” ENTER 2003 Research Track

  3. “Because rigorous theoretical and empirical research on the marketing implications of m-commerce is lacking, it would seem appropriate to conclude this article with a serious of illustrative questions: - How must consumer privacy policies be designed? - What m-commerce activities should be placed in the set that mobile devices users would need to opt in to, and what m-commerce activities should be placed in the set that they would need to opt out of?Balasubramanian, Peterson & Jarvenpaa (2002) • “Location-aware services as a general concept raise a number of ethical and legal issues. These include security, user privacy, etc. Obviously such issues have implications for everybody, includingtourists, and the successful resolution of these issues is a prerequisite for the widespread deployment of electronic tourist guides.” O’Grady, O’Hare, & Gregory (2002) ENTER 2003 Research Track

  4. Hypothesis • H1 Individuals with e-commerce experience are more willing to share personal information online than the general Internet-user. • H2 The travelers with e-commerce experience will be among the early adopters of mobile Internet (MI) services. ENTER 2003 Research Track

  5. The surveys National survey 2000/01 Travel survey 2002 5376 (100%) Internet users 3094 (58%) 458 (100%) Daily Internet user 1572 (29%) 367 (80%) Has e-commerce experience 1544 (29%) 334 (73%) Has an advanced m-phones 485 (9%) - • The first survey was a large postal survey to members of a national panel, the winter 2000/2001. The second, a travel survey targeted to members of the Internet-population with travel experience. ENTER 2003 Research Track

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  11. Key findings • H1 was supported –individuals with e-commerce experience are more willing to share personal information online than the general Internet-user. • H2 was supported - the travelers with e-commerce experience are, according to this study, among the early adopters of mobile Internet (MI) services. 11% of the members in this segment had experience with MI services. The travelers with e-commerce experience seem to be quite willing to reveal personal information in an electronic environment. ENTER 2003 Research Track

  12. The prototype – controlling access to location information • This prototype is a system that provides a single place for a user of a mobile phone to define his or her privacy policy regarding location information. ENTER 2003 Research Track

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  15. Concluding remarks • The prototype will be used as a tool in the investigation of user-preferences, as well as reactions and attitudes with regard to location privacy policies. The effectiveness of a privacy policy will depend on the possibilities for enforcing the policy. • There is a substantial challenge in making the relation between the user interface and the requirements for a privacy policy consistent and at the same time making it understandable for the users. • “Travel and tourism” is in its nature international. Hence, systems that will function across national borders are needed. It is highly desirable to develop a cross national and non-proprietary solution that operates independent of the separate network operators ENTER 2003 Research Track

  16. Acknowledgement • The paper was written as part of a project funded by The Norwegian Research Council. ENTER 2003 Research Track

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