Ayten Öksüz, Peter Henning Vages, Ralf Plattfaut, Jan Saat
Cloud computing is an emerging paradigm
in research and practice. As first implementations
of cloud services are observed, a lack
of trust still hinders broad adoption. This appears
to be especially true for industries with
high demands of security and data control.
In this article we employ the diffusion of innovations model and the Technology Acceptance
Model with trust-focused extensions as suggested by literature. With these constructs we
derive insights to overcome the gap between technology maturity and adoption. We conduct
altogether five interviews with, both, consultants working for the banking industry as well
as managers of cloud computing providers. Based on this exploratory qualitative study in the
financial services industry, we identify trust-related gaps and propose possible approaches
to overcome these. The analysis shows that major differences occur in the dimensions of institution-
based structural assurance, calculative-based trust, and knowledge-based familiarity.
Our results suggest that cloud computing providers should improve their communication
with respect to trust in order to be successful in the financial industry. As such, especially
institution-based structural assurance of customers can be improved, for example, by providing
guarantees where data is stored. Furthermore, cloud computing providers should be
transparent in regard to their security technologies, e. g. via third party certificates.