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Fujitsu Research Reveals One-size Data Privacy Rules Do Not Fit All

Respondents from 12 diverse countries indicate how governments and businesses must respond to local attitudes to achieve the benefits of cloud computing while minimizing its pitfalls

Munich, November 24, 2010

Fujitsu today released its global research report ‘Personal Data in the Cloud: The Importance of Trust.' The report finds that trust will be the key to unlocking the personal data needed to realize the future benefits of cloud computing, but the degree to which governments and businesses are trusted to look after personal data varies greatly from country to country.


This variance was explained by two factors; the complex nature of trust (whether people will rely on something they don't trust), and the different attitudes to cloud computing of ‘advocates', ‘objectors', and by far the largest group, ‘fence-sitters'. 


Under its banner ‘Shaping tomorrow with You', Fujitsu commissioned the research to help its public and private sector customers to navigate towards realizing the wider social and business benefits of cloud computing, while gaining citizen and consumer trust with regards to data privacy.


The research, polling 6,000 people in 12 countries across the globe [1], investigated the extent to which consumers do – or often don't – trust governments and large corporations to protect their privacy. The resulting report is designed to help these data-privacy stakeholders to understand the roots of divergent, and sometimes mutually exclusive public attitudes about who they trust, and what data security role consumers expect stakeholders to take. These roles, ranging from ‘keep out!' all the way up to ‘play a role in connecting data,' for example in sharing data for social purposes, such as in controlling traffic flow, or promoting public health, are summarized in the chart: Recommended Stakeholder Roles in Ensuring Data Privacy (page 35).


The 46 percent of total respondents found to be fence-sitters may well hold the key to cloud computing adoption rates in the future. They are pulled in two directions: positive about the benefits of cloud computing, but concerned about data privacy.


Says Dr. Joseph Reger, Chief Technology Officer of Fujitsu Technology Solutions, “With such divergent attitudes to the benefits and risks of cloud computing, there is no one strategic approach to data privacy that will work for public and private sector organizations everywhere. This research helps stakeholders to take a reading in their markets today, and so develop an appropriate response. Successful data privacy strategies will focus on winning over the fence-sitters, converting them into advocates by communicating the benefits even more clearly and by allaying their fears.” ‘Personal Data in the Cloud: The Importance of Trust' is released today at the Fujitsu VISIT Forum Europe 2010 in Munich, and these themes will be highlighted during the keynote speeches.


The second in a series, this report delves deeper into the findings of the recently published ‘ Personal Data in the Cloud: A Global Survey of Consumer Attitudes (1.66 MB ) ' to better understand common global trends such as substantial consumer fears over data privacy, coupled with an unwillingness to take measures to protect their data or trust organizations and governments to look after it. Consumers also saw the potential benefits of sharing their data, but the degree to which they were willing to trade off the benefits and risks varied depending on age, gender and nationality. The next two reports in the series will be practical ‘navigation' guides for the private sector and for governments.


Cloud computing and other trends such as off-the-rack software and Generation-Y attitudes towards social networking and social responsibility are changing the landscape for IT and business decisions.  Fujitsu has identified nine technological trends expected to have a lasting impact on the way companies do business. Please see Fujitsu's Technology Perspectives website, launched today, for a continuing development on this theme at: .



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For further information, please see:


[1]About the report: ‘Personal Data in the Cloud: The Importance of Trust' The report was commissioned by Fujitsu Research Institute and produced by Fujitsu Global Business Group (part of Fujitsu Limited). It is based on data compiled as a result of a market research project undertaken by ORC International Limited on behalf of Fujitsu Global Business Group.

The research was conducted from June to September 2010 using online bulletin boards, focus groups and quantitative research. Participants from Australia, Germany, Japan, Singapore, the UK, the USA, Canada, India, China, Brazil, Finland and Switzerland were screened to ensure a broad sample in terms of age and gender. There were 500 respondents from each country for the online quantitative research – 6,000 in total.

This is the second in a series of reports. The first " Personal Data in the Cloud: A Global Research of Consumer Attitudes" (1.66 MB )was published on October 27, 2010.




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Fujitsu Technology Solutions

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About Fujitsu Fujitsu is a leading provider of ICT-based business solutions for the global marketplace. With approximately 170,000 employees supporting customers in 70 countries, Fujitsu combines a worldwide corps of systems and services experts with highly reliable computing and communications products and advanced microelectronics to deliver added value to customers. Headquartered in Tokyo, Fujitsu Limited (TSE:6702) reported consolidated revenues of 4.6 trillion yen (US$50 billion) for the fiscal year ended March 31, 2010. For more information, please see:


About Fujitsu Technology Solutions

Fujitsu Technology Solutions is the leading European IT infrastructure provider with a presence in all key markets in Europe, the Middle East and Africa, plus India, serving large-, medium- and small-sized companies as well as consumers. With its Dynamic Infrastructures approach, the company offers a full portfolio of IT products, solutions and services, ranging from clients to datacenter solutions, Managed Infrastructure and Infrastructure-as-a-Service. Fujitsu Technology Solutions employs more than 13,000 people and is part of the global Fujitsu Group. For more information, please see: .


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Date: 24 November, 2010
City: Munich