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The subject of this thesis is « Consumer acceptance models for highly personalized and intrusive new ICT products and services. »

The world of today is bigger, vaster, faster and way more connected than it has never been before. It offers an all-new path of possibilities for the tech companies to create special new experiences for the customers. It is now possible to be closer to them, to know them better and to have a tremendous amount of data about them. Thanks to that, there is now the potential to present them a new kind of highly personalized services. This is also why, at the beginning, we describe some models that deal with how the consumers could respond to different kind of situations. 

The Internet of things is also getting more developed and a lot of tech companies have started to build on it. These connected items are taking a huge place in a lot of people’s life: enhancing their sport performances, building unique features with 3D printers, helping sick people by tracking their vital signs and by doing that, they gather even more data which can be use to improve the core products or services. 

Some of these tech companies are now so big and so powerful that they have the power to really influence in a significant way the future and how we will live in it. In this work, we will mainly focus on Alphabet (Google), Apple and Facebook, which are among the 3 biggest players in that field. In their own way, the three of them want to change the world, either by giving Internet to everyone, creating the new devices everyone will want or… simply by trying to beat death itself. 

Nevertheless and even if a lot of consumers are into these kinds of innovation, some of them might be worried about all this technical revolution, coming faster every time. Where is all the data going? Who uses them and for what purpose? Sometimes, “far could be too far”: where should we settle the line not to cross? These are relevant questions that we all need to take into account: companies, consumers and governments.

To conclude, but after having discussed the long term strategies of our three main tech companies and how some still under development technologies could be implemented, we will make some recommendations about how to improve the confidence and trust between users and tech companies.

ICT --- Connected items --- Big Data --- Personalized Internet services --- tech companies --- Internet of things --- Sciences économiques & de gestion > Marketing