Privacy is a strategic issue that deserves great attention from enterprises because the convergence of customer information and advanced technologies that they engage in diverse business processes in response to competitive pressure, particularly when businesses promote their traditional e-services to ubiquitous services (u-services). The underlying vision of u-services is to overcome spatial and temporal boundaries in traditional services, such as m-services and e-services. U-services will be the next wave and can be recognized as a logical extension of traditional e-services because u-services are initiated by e-services based on current potential customer pool and further propagated by m-services. In the context of u-services, customers are always connected seamlessly in context-awareness networks so that a higher degree of customized and personalized services can be timely provided. While people are served with more convenience and efficiency, they may also well be aware of privacy threats behind that. Hence, privacy concerns have been recognized as a critical impediment for boosting u-services. Drawing upon integrative social contracts theory, this study undertakes to explore a proactive privacy practices framework that embraces technical and non-technical elements such as human, legal, and economic relevant perspectives. The results of this study are expected to shed light on privacy practices.


Electronic services, Mobile services, Ubiquitous services, Proactive privacy governance, Competitive Strategies, Perceived value, Disclosure willingness, Integrative social contracts theory


ISBN: [978-1-86435-644-1]; Full paper