University of Southern California

Approaches & Methodologies:


Research Approaches and Methodologies

Our current research efforts apply numerous proprietary methodologies and approaches of analysis to a wide range of topics. Our unique methodologies include the following:

Global Acceptance of Technology (GAT)

Several frameworks exist to identify the variables accounting for technology diffusion. Nonetheless significant gaps consistently appear in the accuracy of these models, especially as they relate to the adoption rates of innovations in three demographic areas:

  • across national markets
  • within the same ethnic groups across different national markets
  • within the same age groups across different national markets

CTM's Global Adoption of Technology (GAT) approach attempts to address the limitations of the current models. Specifically, our GAT model incorporates cultural norms, both social and organizational, to a greater degree than other models. Culture is broadly defined in terms of way of life, and specifically as the learned behaviors, values, and beliefs that a group, or nation share, as factors driving technology adoption in different sectors.

Read more on GAT | View Publications

VISOR Business Model Framework

Created by CTM's former Research Director,Omar El Sawy (now Professor of Information Systems at the Marshall School of Business), VISOR is a new business modeling framework that defines how companies can evaluate the viability of new technology introductions or service offerings. VISOR examines the Value Proposition, Interface, Service Platform, Organizing Model, and Revenue / Cost Sharing factors.

Read more about VISOR. | View Publications

View the PowerPoint for how VISOR can be applied to advertising in the NDI, as presented by Dr. Francis Pereria at CTM's Workshop, "Building a Better Business Model for Advertising in the Networked Digital Industry.

Sustaining ICT in Emerging Economies

Projects that bring information and communications technology (ICT) to the developing world—and especially to rural areas—have the potential to empower the disenfranchised, foster economic opportunity, and narrow the digital divide that threatens to widen global disparity between haves and have-nots. However, given the remarkable growth of such undertakings around the world, there has been little corresponding effort made to address the vital issues of long-term project sustainability and the diverse motivations and incentives facing the actors involved.

CTM's research on ICT and emerging economies seeks to define success factors and recommend best practices for implementing and/or scaling them. We explore partnerships, by examining the stakeholders as well as technology recipients who hold the key to project sustainability. Using case studies and econometric analysis we seek to identify important success factors that can be applied generally to developing world ICT projects.

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Convergence Collisions

CTM's research in this area is predicated on the fact that service platforms of all types are converging, generating fundamental business model challenges for providers and fierce debates over who will "control the customer." These collisions are setting off a cosmic reconfiguration of industry value chains, leaving customers of all types uncertain over their choices. CTM's research examines the nature of such convergence collisions in business models, service platforms, content offerings and cultures.

Read more about convergence collisions.

Digital Life-Hierarchies

The end user has completely blurred home and work functions. The virtual office is the norm. All aspects of e-commerce are realized, including time, place, and device shifting of entertainment experience. Interactive multi-media applications and machine to machine communication is commonplace. Interactive multimedia entertainment is seen as part of communal experience.

CTM's research focus is on identifying key accelerators that encourage increased usage of information communications technologies in all aspects of work-home-social activities across all digital life-hierarchies. Some of our research questions include:

  • What are the lessons from international markets?
  • Are there user interface issues related to adoption beyond voice and entertainment applications?
  • Which applications will consumers be willing to pay premium rates for?
  • Is the intensity of use of these applications related to specific demographic and socio-economic profiles

Maslow's Hierarchy of Needs and ICT: Challenges of End-User Adoption of Digital Life Paper presented at the 47th European FITCE Congress, London September 22 2008.

View Publications

Wireless Mobility

2009 World Congress on Computer Science and Information Engineering conference paper In an electronic commerce environment, the merchant and the customer are unlikely to trust each other. How to guarantee both parts' fairness is critical. Fairness means that at the end of exchange, either each party receives the expected item or neither party receives any useful information about the other's item.

This paper proposes the enhanced-security fair payment protocol suitable for digital products transaction basing on a new two times concurrent signature and analyzes its fairness and other characteristics. A conclusion is given in final section.

An Enhanced-security Fair E-payment Protocol