The integration of mobile devices with cloud computing systems results in a platform which is well-suited for the aggregation of customer behavior. Many organizations are capitalizing on this opportunity to harvest user data. They offer free software, content, and services in order to observe customer behavior. However, users have grown wary of increasingly comprehensive and granular profiling. The public’s rejection of certain applications show there is growing resistance to this business practice. The present study overcomes these concerns by proposing four alternative privacy models. The viability of these privacy models is assessed using a broad public survey. The results suggest that organizations can alleviate consumers’ privacy concerns by incorporating elements of the proposed alternative privacy models into their businesses.
Shropshire, Jordan; Campbell, Matt; and Sweeney, Bob, "Overcoming Privacy Challenges In Mobile-Cloud Computing" (2015). SAIS 2015 Proceedings. 28.