Page 206 - Trust in ICT 2017

3 Trust in ICT

Appendix III
Backgrounds for Trust based ICT Service models
This appendix describes some theoretical and industrial backgrounds about a framework for analysing trust
based ICT service models in business perspective.
Many firms already see and manage high volumes of security incidents, breaches, malware, and hackers and
early security offerings tended to focus on the network (e.g., WAN and Internet service security), but such
managed security services are expanding now into other areas like Internet data, mobile, web, and cloud-
based ICT, IoT services and business models.
Especially, people are connected with each other and with objects as well, and expect always-on connectivity.
It is expected to see ‘trusted ICT infrastructures from all parts of the ICT ecosystem, not only devices and
networks, but also applications and services. The EU (European Union)’s focus on Trust & Security in “Europe
2020 Strategy,” researches about ‘trust’ in projects of FP7’s uTRUSTit, ABC4Trust, and USA’s application of
‘Trust & Security’ on the industry level (NIST & DARPA), research about trust technology in projects like Smart
America, and HACMS (High-Assurance Cyber Military Systems) are verifying the importance of the trust and
security in the emerging business models in e-commerce, Social Network Service (SNS), IoT services and so
on.
In business area, some leading firms also are pursuing the same way in financial technology area. Despite of
such efforts of leading companies, recent big data based business models are not trusted by personal
consumers. There is ‘mistrust’ in many ICT service domains. Some companies launched permission-based
business models to use personal data, a more sustainable strategy to put consumers in control of their
personal data. It is a kind of disruptive innovation in the new market.
Human/service-related trust is beliefs that the other party has suitable attributes for performing as expected
in a specific situation irrespective of the ability to monitor or control that other party [b-Mayer]. It composed
to three attributes of integrity, ability and benevolence. The integrity refers to the beliefs that the trustee
adheres to a set of principles that the trustor finds acceptable. The ability is the beliefs that the trustee has
the group of ability, skills and characteristics that enable them to have influence within some specific domain
[b-Mayer, b-McKnight 2002]. Lastly, the benevolence is the beliefs that the trustee will want to do good to
the trustor, aside from an egocentric profit motive.

There are three innovation models to creating new-growth businesses: 1) sustaining innovation, 2) low-end
disruption, and 3) new market disruption: [b-Christensen]
1) Sustaining innovation model: A sustaining innovation does not create new markets or value
networks but rather only evolves existing ones with better value, allowing the firms within to
compete against each other's sustaining improvements.
– Disruptive innovation model: An innovation that creates a new market by applying a different
set of values, which ultimately (and unexpectedly) overtakes an existing market.
2) Low-end disruption: targets customers who do not need the full performance valued by customers
at the high end of the market.
3) New market disruption: targets customers who have needs that were previously unserved by
existing incumbents.

198