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 The Norwegian Computing Center

ENTER 2003 Research TrackSlide Number 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 TrackSlide Number 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, including tourists, 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 TrackSlide Number 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 TrackSlide Number 5 The surveys National survey 2000/01 Travel survey (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.

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ENTER 2003 Research TrackSlide Number 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 TrackSlide Number 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.

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