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4.2 cloud computIng: prIvacy and SecurIty ISSueS
Continual advances in information technology are furthering the proliferation of cloud computing in many new domains. The emergence of big
data, and recent advances in areas such as IoT (Internet of Things) has
massively increased the volumes of data generated by most organisations
leading to an increasing need to outsource data storage to cloud service
providers (Lowry et al. 2017). On the consumer level, the popularity and
number of mobile applications downloaded by users has also resulted in a
dependence on cloud computing to relieve storage issues; this is commonly referred to as mobile-cloud computing (Shropshire et al. 2015).
This greater reliance on the cloud significantly exacerbates the risk of privacy and security incidents while also heightening the risks associated with
more traditional security vulnerabilities (Lowry et al. 2017).
Privacy and security represent important challenges and potential barriers, both for organisations considering adopting and those currently relying on cloud services and cloud service providers (Alashoor 2014; Fauzi
et al. 2012). A host of researchers have stressed the importance of addressing privacy in the cloud computing context (e.g. Pearson 2012; Wood
2012; Nikkhah et al. 2018). Indeed, the security and privacy issues within
the cloud computing domain are far greater than those present when data
is stored in a single location (Ramireddy et al. 2010). This is partly attributed to the fact that data stored in the cloud is often in unencrypted form
and thus open to many vulnerabilities (Senarathna et al. 2016).
Furthermore, the use of cloud computing often involves the movement of
data beyond international borders requiring consideration of legal requirements in different jurisdictions while also complicating the organisation’s
ability to observe and manage data flows and preserve consumer privacy
(Lowry et al. 2017). Privacy also represents an important consideration
for cloud end users, with recent research illustrating that consumers are
willing to pay to limit data collection and to ensure deletion from a cloud
database (Shropshire et al. 2015).
While Chap. 3 in this book outlines the legal requirements across different jurisdictions, this chapter focuses on the consumer aspect of privacy
in the cloud computing context. In addition to the undeniable importance
of privacy in this context, it is important to note the intertwined nature of
privacy and security within existing academic discussions. While, the focus
here is on privacy, it is worthwhile to differentiate and highlight important
parallels between these concepts. Both security and privacy have been
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…
4.2 cloud computIng: prIvacy and SecurIty ISSueS
Continual advances in information technology are furthering the proliferation of cloud computing in many new domains. The emergence of big
data, and recent advances in areas such as IoT (Internet of Things) has
massively increased the volumes of data generated by most organisations
leading to an increasing need to outsource data storage to cloud service
providers (Lowry et al. 2017). On the consumer level, the popularity and
number of mobile applications downloaded by users has also resulted in a
dependence on cloud computing to relieve storage issues; this is commonly referred to as mobile-cloud computing (Shropshire et al. 2015).
This greater reliance on the cloud significantly exacerbates the risk of privacy and security incidents while also heightening the risks associated with
more traditional security vulnerabilities (Lowry et al. 2017).
Privacy and security represent important challenges and potential barriers, both for organisations considering adopting and those currently relying on cloud services and cloud service providers (Alashoor 2014; Fauzi
et al. 2012). A host of researchers have stressed the importance of addressing privacy in the cloud computing context (e.g. Pearson 2012; Wood
2012; Nikkhah et al. 2018). Indeed, the security and privacy issues within
the cloud computing domain are far greater than those present when data
is stored in a single location (Ramireddy et al. 2010). This is partly attributed to the fact that data stored in the cloud is often in unencrypted form
and thus open to many vulnerabilities (Senarathna et al. 2016).
Furthermore, the use of cloud computing often involves the movement of
data beyond international borders requiring consideration of legal requirements in different jurisdictions while also complicating the organisation’s
ability to observe and manage data flows and preserve consumer privacy
(Lowry et al. 2017). Privacy also represents an important consideration
for cloud end users, with recent research illustrating that consumers are
willing to pay to limit data collection and to ensure deletion from a cloud
database (Shropshire et al. 2015).
While Chap. 3 in this book outlines the legal requirements across different jurisdictions, this chapter focuses on the consumer aspect of privacy
in the cloud computing context. In addition to the undeniable importance
of privacy in this context, it is important to note the intertwined nature of
privacy and security within existing academic discussions. While, the focus
here is on privacy, it is worthwhile to differentiate and highlight important
parallels between these concepts. Both security and privacy have been
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…