IEEE Technology and Society Magazine - March 2020 - 5

EDITORIAL

Jeremy Pitt

From Trust and
Loyalty to
Lock-In and Digital
Dependence

ne of the key requirement s for t he E U
Multimedia Access
through Persona l
Persistent Agent s
(M A PPA) project 1 (1998 -2000)
was to build an electronic commerce system that "increased
loyalty." MAPPA was therefore one
of the first computer systems that
attempted to affect directly a qualitative human value associated with
a conceptual social relation that existed between two or more human
systems (people and organizations),
that in itself was a conceptual resource that could be used to encourage prosocial behavior and
mutually preferable benefits from
the relationship [1].
However, the idea of computational trust [2] had been proposed
and developed some years prior to
the MAPPA project. However, computational trust was largely concerned
(in the first instance) with the representation of, and reasoning with,
trust between computational systems (or software agents). While this
extended to trust human-computer
interaction and computer-mediated
communication, when issues like
privacy are significant, the trust
dimension has become particularly
salient with the increase of "responsible" and "ethical" Artificial Intelligence, and the question of trust in
intelligent machines [3].

WIKIMEDIA

O

But going back to the turn of the
millennium, the telecoms companies (telcos), the nascent Internet
Service Providers (ISPs), and the
emerging "tech giants" readily recognized that customer loyalty and trust
could be leveraged for (at least) two
commercial opportunities, ostensibly for the benefit of their customers.
The first opportunity was to create

1

EU Esprit Programme Project EP28831.

Digital Object Identifier 10.1109/MTS.2020.2967483
Date of current version: 2 March 2020

MARCH 2020

∕

IEEE TECHNOLOGY AND SOCIETY MAGAZINE

customer lock-in. Customer lock-in
occurs when a vendor contrives a situation whereby a customer is completely dependent on the vendor for
services and products, and whereby
customers are unable to switch to a
competing vendor without incurring
substantial costs. (A prime example
is when Microsoft bundled not just
their browser (Internet Explorer) with

5



IEEE Technology and Society Magazine - March 2020

Table of Contents for the Digital Edition of IEEE Technology and Society Magazine - March 2020

Contents
IEEE Technology and Society Magazine - March 2020 - Cover1
IEEE Technology and Society Magazine - March 2020 - Cover2
IEEE Technology and Society Magazine - March 2020 - 1
IEEE Technology and Society Magazine - March 2020 - Contents
IEEE Technology and Society Magazine - March 2020 - 3
IEEE Technology and Society Magazine - March 2020 - 4
IEEE Technology and Society Magazine - March 2020 - 5
IEEE Technology and Society Magazine - March 2020 - 6
IEEE Technology and Society Magazine - March 2020 - 7
IEEE Technology and Society Magazine - March 2020 - 8
IEEE Technology and Society Magazine - March 2020 - 9
IEEE Technology and Society Magazine - March 2020 - 10
IEEE Technology and Society Magazine - March 2020 - 11
IEEE Technology and Society Magazine - March 2020 - 12
IEEE Technology and Society Magazine - March 2020 - 13
IEEE Technology and Society Magazine - March 2020 - 14
IEEE Technology and Society Magazine - March 2020 - 15
IEEE Technology and Society Magazine - March 2020 - 16
IEEE Technology and Society Magazine - March 2020 - 17
IEEE Technology and Society Magazine - March 2020 - 18
IEEE Technology and Society Magazine - March 2020 - 19
IEEE Technology and Society Magazine - March 2020 - 20
IEEE Technology and Society Magazine - March 2020 - 21
IEEE Technology and Society Magazine - March 2020 - 22
IEEE Technology and Society Magazine - March 2020 - 23
IEEE Technology and Society Magazine - March 2020 - 24
IEEE Technology and Society Magazine - March 2020 - 25
IEEE Technology and Society Magazine - March 2020 - 26
IEEE Technology and Society Magazine - March 2020 - 27
IEEE Technology and Society Magazine - March 2020 - 28
IEEE Technology and Society Magazine - March 2020 - 29
IEEE Technology and Society Magazine - March 2020 - 30
IEEE Technology and Society Magazine - March 2020 - 31
IEEE Technology and Society Magazine - March 2020 - 32
IEEE Technology and Society Magazine - March 2020 - 33
IEEE Technology and Society Magazine - March 2020 - 34
IEEE Technology and Society Magazine - March 2020 - 35
IEEE Technology and Society Magazine - March 2020 - 36
IEEE Technology and Society Magazine - March 2020 - 37
IEEE Technology and Society Magazine - March 2020 - 38
IEEE Technology and Society Magazine - March 2020 - 39
IEEE Technology and Society Magazine - March 2020 - 40
IEEE Technology and Society Magazine - March 2020 - 41
IEEE Technology and Society Magazine - March 2020 - 42
IEEE Technology and Society Magazine - March 2020 - 43
IEEE Technology and Society Magazine - March 2020 - 44
IEEE Technology and Society Magazine - March 2020 - 45
IEEE Technology and Society Magazine - March 2020 - 46
IEEE Technology and Society Magazine - March 2020 - 47
IEEE Technology and Society Magazine - March 2020 - 48
IEEE Technology and Society Magazine - March 2020 - 49
IEEE Technology and Society Magazine - March 2020 - 50
IEEE Technology and Society Magazine - March 2020 - 51
IEEE Technology and Society Magazine - March 2020 - 52
IEEE Technology and Society Magazine - March 2020 - 53
IEEE Technology and Society Magazine - March 2020 - 54
IEEE Technology and Society Magazine - March 2020 - 55
IEEE Technology and Society Magazine - March 2020 - 56
IEEE Technology and Society Magazine - March 2020 - 57
IEEE Technology and Society Magazine - March 2020 - 58
IEEE Technology and Society Magazine - March 2020 - 59
IEEE Technology and Society Magazine - March 2020 - 60
IEEE Technology and Society Magazine - March 2020 - 61
IEEE Technology and Society Magazine - March 2020 - 62
IEEE Technology and Society Magazine - March 2020 - 63
IEEE Technology and Society Magazine - March 2020 - 64
IEEE Technology and Society Magazine - March 2020 - 65
IEEE Technology and Society Magazine - March 2020 - 66
IEEE Technology and Society Magazine - March 2020 - 67
IEEE Technology and Society Magazine - March 2020 - 68
IEEE Technology and Society Magazine - March 2020 - 69
IEEE Technology and Society Magazine - March 2020 - 70
IEEE Technology and Society Magazine - March 2020 - 71
IEEE Technology and Society Magazine - March 2020 - 72
IEEE Technology and Society Magazine - March 2020 - 73
IEEE Technology and Society Magazine - March 2020 - 74
IEEE Technology and Society Magazine - March 2020 - 75
IEEE Technology and Society Magazine - March 2020 - 76
IEEE Technology and Society Magazine - March 2020 - 77
IEEE Technology and Society Magazine - March 2020 - 78
IEEE Technology and Society Magazine - March 2020 - 79
IEEE Technology and Society Magazine - March 2020 - 80
IEEE Technology and Society Magazine - March 2020 - 81
IEEE Technology and Society Magazine - March 2020 - 82
IEEE Technology and Society Magazine - March 2020 - 83
IEEE Technology and Society Magazine - March 2020 - 84
IEEE Technology and Society Magazine - March 2020 - 85
IEEE Technology and Society Magazine - March 2020 - 86
IEEE Technology and Society Magazine - March 2020 - 87
IEEE Technology and Society Magazine - March 2020 - 88
IEEE Technology and Society Magazine - March 2020 - Cover3
IEEE Technology and Society Magazine - March 2020 - Cover4
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2023
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2023
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2023
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_december2022
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2022
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2022
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2022
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_december2021
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2021
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2021
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2021
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_december2020
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2020
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2020
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2020
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_december2019
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2019
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2019
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2019
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_december2018
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_september2018
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_june2018
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_march2018
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_winter2017
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_fall2017
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_summer2017
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_spring2017
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_winter2016
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_fall2016
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_summer2016
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_spring2016
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_winter2015
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_fall2015
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_summer2015
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_spring2015
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_winter2014
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_fall2014
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_summer2014
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_spring2014
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_winter2013
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_fall2013
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_summer2013
https://www.nxtbook.com/nxtbooks/ieee/technologysociety_spring2013
https://www.nxtbookmedia.com