reflecting on its impact on potential service users and on health-policy making with our research partners
More than any other business users, SMES have a strong interest in standardised and fully compatible open inter-operable ICT solutions that stay relatively stable over time
their users. Even in the most advanced Member States, only a minority of SMES11 uses the Internet for commercial transactions and can handle transactions
Aggregated services CRM, ERP, user profiling Local ecosystem/s Savanna j u n g l e
sector (e g. adaptation of customer relationship management systems, user profiling systems, †ï€'New developed or imported sector-specific software components (e g
Human or digital users accessing to the digital business ecosystem will see a global ecosystem environment,
ï€'Critical mass of services and of users ï€'Maximising the number of â€oedigital species†populating the ecosystem
therefore of users, is critical to guarantee evolution and continuity of services in time within an open infrastructure
cannot be given the users an adequate guarantee on critical aspects like trust, security fair processing, integrity, confidentiality,
The user (or other â€oedigital speciesâ€) could select the more adequate service or component (open source or proprietary), could substitute it as soon a more adequate
the user stays"trapped"in the need to continue using products from the same supplier,
users. Today the jobs generated by ICT industry in most European regions, mainly concern technical tasks of little aggregate value;
interaction with users, acquisition of patents and licenses, consultancy services, etc On a broader scale, non-R&d innovation is also present in the creation and change of
favoured user-producer interactions through cultural and institutional proximity and localised learning (Lundvall, 1992), but became increasingly blurred due to business and
Innovation as an Interactive Process-from User-Producer Interaction to National Systems of Innovation, in:
*Users who downloaded this article also downloaded Anahita Baregheh, Jennifer Rowley, Sally Sambrook,(2009),"Towards a multidisciplinary
from user-producer interaction to the national system of innovationâ€, in Dosi, G.,Freeman, C.,Nelson, R.,Silverberg, G. and
Published by Newsroom Editor(/digital-agenda/en/users/Newsroom) on 26/11/2014 Many scientists point out that the goal of social sciences is not
order to enable an effective understanding of today†s organizations as well as users behavior and needs.
and Adopt the User Perspective...96 5. 3. 2 Step 2: Rethink User Computing†Change
Focus from Platform to User...96 5. 3. 3 Step 3: Shorten the Time Frame
for New Computing Approach Adoption...97 5. 3. 4 Step 4: Support Employee Owned Devices...
potential business leaders, users and consumers As pointed out by Bruce Horovitz on USA Today ††the still-forming generation
users by 2011 worldwide 4. 6 billion Mobile phones (worldwide 1 2 3 4 Veracity
(i) a map function, specified by the user to process a key /value pair and to generate a set of intermediate key/value pairs;
Twitter, and the ability of these platforms to provide data that can translate user choices in demographic information valuable to achieve marketing and commu
Defined as the process that enables the user to utilize computing capabilities, such as server using time and data storage, automati
which enables the user to access the cloud computing resource from different platforms, such as mobile phones, laptops or PDAS
users to utilize the hardware, software, and networking infrastructure over the Internet. From this definition, three levels of cloud computing can be defined (see
which allows users to rent virtual computers on which to run their own computer applications.
Windows Azure provides Windows based environment to enable users to run applications and store data in data centers.
Finally, the users can use cloud resources to scale up or down and the providers of this service can maximize the perfor
those API to allow users to discover the available features of the cloud computing However, insecure APIS would invite attackers†attention to know the architecture
for CSP as well as customers like cyberattacks and illegitimate control over user accounts 8. Cloud and CSP migration
the concerned users and IT department employees, whose jobs will be altered or removed 3. Implementation strategy.
Third, it provides an environment that can respond to user requests promptly via an automatic provisioning process based on on-demand
users, through a constant control and performance monitoring. Finally, the dis -cussion of case studies concludes the Chapter,
•the role of mobile in helping drive Facebook users and revenue 2 Moreover, analysts has placed in 2013 mobile applications and development
by final users and the current business model adopted by a given company may not always sustain the service design and delivery,
the acceptance by users as a key issue, analyzing the factors that make up the Technology Acceptance Model (TAM) 16†18 one among the most important and
number of basic constructs influencing the user intentions towards the usage of a technology. However, they are defined as follows in the original article by Davis
the acceptance of external users and costumers of digital services provided by ††new††mobile technologies and devices.
designed to provide the users heterogeneous types of information, such as, e g data, video, and pictures,
†perceived monetary value as the balance by the user between the usage costs and the price of the technology:
•Demographics concern information about the considered population of users such as, e g.,, gender, which determines behavioral intentions towards the
•Psychographics concern the user personality, values, opinions, attitudes, inter -ests, encompassing determinants considered also in TAM, such as
related to the belief by the user about the approval or disapproval by the group he belongs for his behavioral intention to adopt/use a mobile technology/service
-ception by the user The results of this interesting research show that for the people feeling younger
or resulting from the user querying/browsing what we could call a contiguity advantage Having clarified the main drivers and challenges also related to the difference of
impact on mobile services and technologies acceptance and adoption by users internal as well external to an organization.
-gration with enterprise information system, to a secure supply to the final users through a constant control and performance monitoring
with regard to costs of functionalities, user experience, and data security. Taking these issues into account, we overview the main characteristics of three types of
final users. Indeed, the choice of which is the ††store††for mobile applications, and
needs of specific target users, may require a careful monitoring of the market and an evolutionary design of
users based on their business role (executives, middle management, sellers, maintainers, retailers, and other mobile workers
user profiling as well as compliance with corporate policies. To this end, these solutions provide protection through a control of the settings and configuration for all mobile devices (com
These solutions, on the one hand, provide the user with a certain Table 3. 6 Solutions suitable to enable device security management
used by the user •Manage only devices, so the IT department of a company has
the practices of users Application streaming •The data is stored not directly on the device as well as a
operators, the latter by the IT department of the company where the user is actually working
practices that focus on increasing user awareness about the privacy, and security related, e g.,, to the access and unauthorized disclosure of corporate data as well as
as well as facilitating the updates by the users 29,30 Thus, the Kony solution have been selected to deliver Toyota†s Mobile Shopping
users to •compare the different car models, e g.,, by rotating a vehicle to view all its
secure supply to the final users, through a constant control and performance monitoring 3. 4 Case studies 63
different contexts, fitting the needs of various populations of users adopting them References 1. Craig C (2013) Beyond Google glass:
Venkatesh V, Morris MG, Davis GB, Davis FD (2003) User acceptance of information technology: toward a unified view.
and user acceptance of information technology. MIS Q 13: 319†339 19. Lee Y, Kozar KA, Larsen KRT (2003) The technology acceptance model:
Kim YH, Kim DJ, Wachter K (2013) A study of mobile user engagement (Moen engagement motivations, perceived value, satisfaction,
and share data among users •enable the user access and intervention to add and modify the data
•have improved an usefulness through different devices Thus, there are several situations in which these solutions, based on new digital
•Once identified, how to identify the most influential users •How to distinguish relevant matters from other ††false positives††or ††false
second step is to identify the most influential users, such as, e g.,, bloggers, whose opinions are considered usually as the most important.
strategic for firms to keep this type of users always up to date and involved Moreover, advanced social network analysis techniques 10,11 support the
influence could be the number of users that read the blog, a tweet, a post on
in this case the focus is on users that do not provide direct opinions, but comparative or comparable ones, instead;
the users are looking for. In this context, it is important to underline Horringan 22 reported that out of 2000 American adults†sample in 20071
even if most of the users con -sidered their own experiences with online searches positively, 58%of them
clear and user -friendly systems able to really help consumers in their online decision making processes
-ment and disagreement and classifying communities of users on the base of their preferences However, current systems use different methods to identify
considered as important evaluation made by users or authors 27 Finally, focusing on the third classification (Subjectivity Detection and Opinion
possibility of losing the device by the user/costumer Moreover, in addition to web browsers, also web server software can be easily
which a user issues a query for his or her own name 31 Approaches, methods and tools for marketing intelligence are therefore strategic
above can be classified as challenges for users, there are others that impact organizations as well. In particular, firms have to face the so called opinion spam
This behavior can deceive users as well, and has attracted already the blogosphere and media attention. However, considering that an increasing number of persons
lot of websites gives users the chance to rate comments helping other users in their researches.
Obviously this is only a partial solution because, on the one hand it cannot be used for the newest or not commented products
Table 4. 5 is classified as ††Crowdsourcing for user centered activities††with a
millions of users with often one or a limited set of applications, may lack redundancy,
Crowdsourcing for user centered activities Location trends •Google Latitude •Google Public Location Badge
decision makers as well as other internal users. Thus, end users could foster the market signals while they received information from the monitoring process
intelligence teams, decision makers, and internal users Abstracting from the case of Fujitsu, it is worth noting that this is one of the
through the involvement of external stakeholders and users, likewise As a consequence, Nokia†s employees were able to enhance their capabilities in
•involve also internal users in a proactive participation to the marketing intel -ligence process (helping
and user privacy. In: Proceedings Sixth ACM Conference Information Knowledge Management ACM, New york, pp 909†914
networks like Facebook (over 1 billion users), Twitter (over 500 million) and a host of smaller firms and the use of portable, mobile devices usage increases
being seen as a roadblock on how users want to work, it can provide a more subtle
money by increasing productivity, reducing spending and increasing user/cus -tomer satisfaction. Employees can be more productive due to permanent access
Users want agility and Freedom One device, many tasks Boundary-less security and manageability Fig. 5. 1 IT Consumerization transformation.
•Second part is about users and employees†awareness and acceptable use policies •Third section is about the technical issues concerned with mobile devices and
users and IT decision-makers that have found that 95%of the corporations already have policies that govern the use of mobile devices such as smartphones
3. It is hard to discriminate between user and company data on the employee -owned devices,
2. the possibility of losing corporate data as a result of access by unknown users and unmanaged devices to enterprise networks
Thus, it is safe to say that empowering users can help organizations to be more flexible
to fulfill every business user need internally since budgets, skills and the time factors are very different from one department to another.
the User Perspective Today†s employees are more technically capable to find their own ways to use
Rethink User Computing†Change Focus from Platform to User The traditional approaches and practices of users†profiles management are not
suitable any more in nowadays work environments because of today†s complex computing landscape and the countless number of employees using consumerized
Organizations have to reconsider how they manage user computing in order for them to effectively meet the previously mentioned challenges of dynamic land
They need to develop a user-centered strategy designed to optimize the computing experience and keep the user as
productive as possible on any platform, whether connected to the corporate net -work or not.
computing resources for users 14 5. 3. 3 Step 3: Shorten the Time Frame for New Computing
They may help organization to develop a stronger user-centered strategy and address some of the inherent security issues associated with the Bring You Own
different segments of users and the ways in which applications, devices, and connectivity support users†work styles.
Planning teams involve users categori -zation into segments and the identification of the various scenarios of IT consu
understanding of the different needs of users in the enterprise. This section describes users segmentation
and work styles according to 15 as well as some typical scenarios for the different segments of users who belong to those segments
and types, adapted from 16 According to 15, Microsoft has used qualitative and quantitative research in several countries to understand the different types of information workers, which
Fig. 5. 3 Users segmented along three dimensions. Adapted from 15 Table 5. 2 Consumerization of IT work styles and attributes
in popular user choices in scenario-driven ways to provide employees with the fashionable devices they seek that also enhance their productivity.
meeting user expectations for richer device experiences, and taking back previ -ously realized discounts achieved by buying in bulk 16.
roaming user experience across devices and locations, protecting user information using virtualization technologies that include desktop virtualization and applica
-based virtualization for application streaming and user state virtualization for a great cross-device experience 16.
capabilities for its users such as high-performance 3d graphics, unified collabo -ration and Voip with other products such as Microsoft Lync 2013.
The users of this solution can access enhanced media and graphic software from virtually any
retail channels and users become responsible for obtaining and supporting their own mobile devices. Thus, IT department is relieved of some time-consuming
of the users for being self-supporting and tech-savvy is under question. The organization that wants to adopt a consumerization of IT in a cost-effective manner
business and other considerations, technology considerations, and user support considerations. As for business and other considerations for consumerization of IT
Finally, considering user support considerations, there are direct effects for IT consumerization on the existing IT policies and procedures regarding hardware
example, by the beginning of 2011, the average user of Facebook website spent 1, 400 min,
The employees who use Yammer can set up user profiles, send and receive ††tweets††like messages,
the user to quickly create a group of people that heshe wants to communicate with
that, it has made BYOD available to users across the company, including its contractors and employees in joint ventures, likewise.
that focuses first on the business and users. In an ever changing business envi -ronment that brings new security and compliance challenges, IT must balance
flexible user choice with secure, cost-effective management standards across the organization. IT can prepare for the future by understanding
users will need next However, despite its potential benefits, the challenges associated with the consumerization of IT need to be well addressed
and user support have to be considered thoroughly in order not to face situations that the company has no control over devices that access important
and view a common whiteboard which users can add to its content or modify it. Another example is the electronic meeting
•keeping databases that are being used by different users in different locations synchronized and up to date
In these systems, typically users have their own computers, and each one of them can participate in the current running session simultaneously.
way of sharing and participation can eliminate the waiting time for users to speak and contribute to the content of the session.
systems that can be supported by its regular users •Users became more familiar with web conferencing tools
which helped in overcoming the traditional cultural barriers that hindered the use of such systems
-cates †chat†applications that provide its users to communicate in a simultaneous manner in real time.
integrity and quality, standards that govern the way these systems work, user compatibility, and the way the workflow is configured pre in such software
Slides that allow users to create presentations together Also, Siglin 17 has provided examples of other video collaboration software
It allows users to share contents through folders, which they can create on their computers.
users who are located in different geographical locations •sending and sharing files that are large to email
it provides users with features related to cloud storage, file sharing and documents editing in a collaborative manner.
users to create and edit documents, spreadsheets and presentations online while collaborating with other users live.
With Google docs, users and companies can do the following •create, collaborate on, share and edit documents online
•collaborate in a real time, which means that the users can see the changes instantly
•manage different revisions of a document •create online forms for conducting community surveys
Skydrive is a file hosting service from Microsoft that allows users to upload and sync files to cloud storage
It allows users to keep the files private, share them with contacts, or make the files public,
which means that users do not require a Microsoft account to access them. The features of the Microsoft Skydrive service include
•It allows users to upload, create, edit, and share Microsoft office documents directly within a Web browser
•Users can share the documents on social networks •It supports geo-location data for photos uploaded onto the service
gathering and provides capabilities for multi-user teamwork. It can accept entries such as users†handwritten or typed notes, sketches and audio explanations.
can be shared with other Onenote users over the Internet or a network, and it is
version of Onenote as part of Skydrive or Office Web Apps, providing users with ability to modify notes via a Web browser.
users to •create notes, outlines, clippings of websites, and collections of images •share and collaborate the created notes
the users can complete variety of tasks such as labeling images with keywords which provides opportunities to judge the relevance of search results,
and to have the user gener -ated work shared and contributed by communities of people regardless of time or
involving costumers and final users, likewise. Furthermore, the advent and the actual leadership consolidation of companies such as Facebook, Twitter, or Google
in the users and code of conducts, leading to habits suitable to preserve an orga -nization as well as individuals digital identity.
/risk/and compliance perspective they can be the mapping of users and accounts in the different systems (for having an ††account density††representation), or the
business identity is built also through interaction and exposure to users and societal Business Processes Security, Risk, and
exposure to users through a company image or brand. However, has argued by Topalian 18 the literature on corporate identity and on corporate branding, in
and how the former are experienced by the selected target audience of users and consumers, once recombined in an offering and a corporate image.
as a way to competitive advantage, should be based on user experience rather than price 22.
and challenged by its exposure to users through a company image or brand. Accordingly, digital business identity has been
Research has shown that IAMS can increase user participation in innovation management processes in corporate environments 2
-bination with the itunes software, a system that allows users to access the Apple store to buy online music
registered domain on the Web were aimed entirely at attracting as many users as possible to their websites,
business model that could convert the number of users who visited their sites in cash flows and profits.
model that would allow translating the clicks of users who had been attracted into profits In summary, the crucial factor for the success of a company is not the value of
-vices tailored to each type of user These developments require businesses to radically rethink and reconfigure the
and record the navigation of millions of users and produce in real-time pages with a highly personalized content based on the profile and
preferences of the single user Information and knowledge play a crucial role both in the traditional and the
production and publication of content that users generally expect to have free access to. The formulation and implementation of an appropriate business model
/service to any single user becomes greater as the number of users of the same product/service increases
Connectivity and interaction E-commerce enables the company to establish new relations and ways of interacting with their customers, suppliers and partners
The involvement of the consumer-user in the early stages of design and production of highly customized goods and services
Cost transparency Users are able to quickly and easily access a vast amount of information regarding prices and characteristics of the products
users Adapted and integrated from 41 3 The difference between digitizing and digitalization has been discussed in Chap. 3
experience goods must devise strategies to persuade users to overcome their reluctance to buy information before knowing the characteristics.
for users to understand the characteristics of the main product/service that is being offered to them
In an environment where users have at their disposal an extreme amount and variety of information that can be accessed anywhere and
users are called on an expensive and complex selection of useful or productive information, while, on the other hand, this overabundance of information gen
so the larger their user base, the higher the revenue, while the product, that is the selected information, is offered free of charge to the
this creates a lock in situation where users are tied to existing products. So transition costs are a barrier to entry for new
positively depends on the total number of users who make use of that product. In other words, the access to the network created by the good
of another user is beneficial for current users. Communication technologies 180 9 Reinventing Business models such as the telephone, the fax and internet access, are a clear example of
-ogies is not possible until a critical mass of users is reached not. The trend observed for technologies exhibiting significant network effects is a relatively
number of users is small, the incentive to connecting is limited, but once it reaches the critical threshold,
made available to users for free, while the other versions providing additional features are sold for a fee 11
as well as some indicators of user value in terms of perception such as the user Experience and the so called  Wowâ effect,
and impact on current processes 10.1 Introduction The shifting sands of innovation require from those who wish to stay on top to
Transfers can easily be made between users, requested from friends or relatives and grouped from multiple sources.
intimacy by means of becoming part of the daily routine operations of the user This application, as many other next-generation mobile banking apps, gives
your banking statement helps users recall where they spend their money, sending a Facebook message with a payment to a friend is an easy way to make a transfer
Table 10.2 shows a set of drivers used to capture the concept of User Value.
this case the user is the customer, therefore the relevance of a good user interface Table 10.1 Company
and user experience is even higher. The application is simple and does not require much learning.
changes the established processes for the user, therefore impacting on their will -ingness to change it.
First feedbacks from users has been good, and the ††wow††effect (i e. the
customer-friendly characteristics of Instabank contribute to its high User Value perception 10.3 Macrosense Macrosense 4 aggregates and analyzes large amounts of real-time mobile loca
user (based on their past behavior and that of individuals in the same group), the best corner to get a cab in New york, the best restaurant in a new city for a person
Table 10.2 User value indicators Fast learning Yes User interface Good User experience Good Process impact Low
User feedback Good (initial  Wowâ effect High 190 10 Innovation Practices 10.3.1 Developer Sense Networks is based a New york company,
founded in 2006 with the goal of empowering companies and investors to better understand and predict human
In Table 10.4 the set of drivers show a very high level of User Value.
Feedback from users has been very positive, and it is fueling the development and adoption of many other solutions based on the same core
The underlying concept is that single users seldom take the time to check their balance sheets at the end of the month,
Table 10.4 User value indicators Fast learning Yes User interface Good User experience Good Process Impact Low
User feedback Very good  Wowâ effect High 192 10 Innovation Practices 10.4.1 Developer Billguard was founded in Tel aviv in 2010 by Yaron Samid.
Besides being in the board of several other initiatives, Samid is also founder and organizer of
The declared purpose of this free of-charge application is to help users in not losing money to frauds, scams and grey charge policies, leveraging the collective
Table 10.6 shows an extremely high level of User Value. The application design is simple and well-conceived,
from users has been very positive, and the reception of Billguard has been enthusiastic at all the conventions and competitions it has taken part,
is a collaborative conference room, enabling multi-user, multi-screen, multi-device interaction both in a physical and virtual meeting space.
incorporating multiple users and devices, all sharing and manipulating information at the same time, increasing collaboration and effectiveness of meetings.
Table 10.6 User value indicators Fast learning Yes User interface Good User experience Very good Process impact Low
User feedback Very good  Wowâ effect High 194 10 Innovation Practices technology development and innovation.
The core purpose of Oblong is to find ways to make computers more flexible, capable, interactive,
networked, multi-user multi-screen, multi-device computing environments. The core technology plat -form, called g-speak,
Table 10.8 suggests a high level of perception for the User Value, but with the caveat of integration with existing processes.
-back from users has been very positive and the ††wow††effect is very high:
level of user experience. The platform is simple and easy to use on the parents†side, game-like and fun on the children†s side.
Table 10.8 User value indicators Fast learning No User interface Good User experience Very good Process impact Medium
User feedback Very good  Wowâ effect High 196 10 Innovation Practices In Table 10.9 time-to-market drivers show a ready and on the market company
facing a somewhat small demand yet to develop. The company is growing and the development of the platform is continuing.
Table 10.10 shows a good level of perceived User Value, based on a great user interface and user experience, a very high level of personalization and a gamified
structure of the application. Feedback from users has been very positive even if the novelty and ††wow††effect are not that high:
the impact on the personal life is not huge, but it has to do with the education of the children,
Table 10.10 User value indicators Fast learning Yes User interface Very good User experience Very good
Process impact Low User feedback Good  Wowâ effect Middle Fig. 10.1 Noldus face reader features
198 10 Innovation Practices package for behavioral recording and analysis, independent of the organism being
In Table 10.12 it appears the User Value is quite high, with good user expe
-rience and positive feedback from users. The impact on existing processes is due to the need to modify interaction processes
Table 10.12 User value indicators Fast learning Yes User interface Good User experience Good Process Impact Average
User feedback Very good  Wowâ effect Middle 200 10 Innovation Practices 10.8.2 Applications Companies use Cogito to gain insight into buying behavior,
satisfaction, follow -through, and intervention needs of their customers. This improves decision-making workflows, and consistency of service,
the User Value is quite high, with positive feedback from users. The impact on existing processes,
though quite high, is bounded from the fact that the solution requires to set specific actions
on the user side. The business development plan is to secure partnerships with large retirement homes and organizations for caregiving, retirement home place
Table 10.16 shows a good User Value, with very positive feedback from the first adopters. The impact on existing processes is very low and,
Table 10.14 User value indicators Fast learning Yes User interface Good User experience Good Process impact Average
User feedback Good  Wowâ effect Middle 202 10 Innovation Practices 10.10 Acceptemail Acceptemail 11 is a very simple innovation
which enables customers to pay bills, in form of e-mails, safely and conveniently through online banking, Paypal
Table 10.16 User value indicators Fast learning Yes User interface Good User experience Very good Process impact Low
User feedback Very good  Wowâ effect Low 10.10 Acceptemail 203 In Table 10.17 the drivers for time-to-market describe a solid company facing a
large and mature market, with a strong link to partners in the same technological ecosystem.
In Table 10.18 the User Value is high, with very good feedback on user interface and experience,
Table 10.18 User value indicators Fast learning Yes User interface Good User experience Very good Process impact Low
User feedback Good  Wowâ effect Low 10.11 Starbucks Digital Ventures 205 10.11.2 Applications Starbucks Digital Ventures†strategy aims at developing a digital media company
business model dedicated to all Starbucks customers. All services and initiatives share a customer-oriented approach,
In Table 10.20 the User Value is very high, with great User experience and interface, very positive feedback and very low impact on existing processes
-fusion among specific target users or even to a wide audience. However, we have also considered some evaluation parameters in the selection, namely:
Table 10.20 User value indicators Fast learning Yes User interface Very good User experience Very good
Process impact Low User feedback Very good  Wowâ effect Middle 206 10 Innovation Practices
the specific user, based on ease of use, pleasure and the so called  Wowâ effect
which makes the innovation potentially inedited if not disruptive The time-wise competitive evaluation of the ideas comes from the observation
improved knowledge of customers†needs and lifestyle for a consequent better user experience Lastly, in Chap. 5 we have discussed what can be considered as the core trend
and actual user adoption Consequently, not only digital innovations potentially inedited if not disruptive but also ††ready-to-use††ones, have been selected and analyzed
and external users 11.1 Making Digital Business Innovation Real 211 Index A Accessibility, 6 Adjustments, 51
and Adopt the User Perspective 5. 3. 2 Step 2: Rethink User Computing---Change Focus from Platform to User
5. 3. 3 Step 3: Shorten the Time Frame for New Computing Approach Adoption 5. 3. 4 Step 4:
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