Industry backs our trust campaign

new campaign, A Question of Trust, has been widely welcomed by the IT and business communities.

We believe that trust and customer confidence are now fundamental to the growth of online business. Last week we launched a call for action and received instant support.

Beatrice Rogers, ebusiness programme manager at industry body Intellect said: 'This is not just a flash in the pan issue and it's something that we have to take seriously. It's really good that an industry magazines like Computing is taking it upon itself to raise these aspects of ebusiness.'

The Institute of Directors says the campaign should be 'strongly supported'.

'The Institute of Directors has always believed the adoption of ecommerce is vital for businesses and the general competitiveness of the UK economy. Any efforts which aim to remove obstacles that inhibit confidence and growth in an online economy have to be strongly supported,' said a spokesman.

'The issue [of trust] is more about perception than reality,' said James Bennet, managing director of IT executive forum, the European Technology Forum. 'This is a cultural thing and it's about changing people's behaviour,' he said.

'Trust and information security is all tied together,' said Sue Daley, senior policy adviser in the ebusiness group at the Confederation of British Industry. 'Our main aim is to talk to businesses and find out the problems they have with information security. Anything that raises the issue of security is a positive step,' she said.

'I think the direction you [Computing] are coming from is appropriate for the market place today, and I wholeheartedly agree with this view, which is very similar to our own,' said Tim Pickard, EMEA strategic marketing director, RSA Security.

Pickard uses the example of ebanking - a plausible and convenient way of banking. Yet take up is slim - around 10 per cent in Europe - largely because people do not feel comfortable about putting their banking details online.

Frits Janssen, CEO of the BuyIT Best Practice Group, is backing the campaign, which coincides with the publication of its own 'Trust' guidelines drawn up with law firm Clifford Chance.

Computing's campaign will focus on a series of high-profile events, surveys, studies, publications and lobbying activity.

The campaign will create effective partnerships to ensure the issue becomes a major part of the business agenda.

Computing celebrates its 30th birthday next year and A Question of Trust will be a key theme. Over the coming months we will concentrate on:

Crime and the law

Without a working system of effective reporting and punishment, there will always be doubt in the minds of potential customers.

Talking about 'locking down' the Computer Misuse Act is mere tinkering around the edges of the problem. We need a coherent legal and social framework.

Standards

Ecommerce and B2B online transactions require an effective and transparent set of standards to build the confidence of users.

It may be that some existing standards could work but the industry needs outward-facing standards that are as effective and recognisable as the kite mark.

Access to advice

Businesses need to understand the issues and we will work with partners to offer events, publications and simple pointers for those who need them.

Language

The addiction to impenetrable jargon, dreary marketing cliches and obsessive geek-speak must be challenged. Building trust and being taken seriously means talking the same language as the rest of the world.

Industry

Computing believes that the IT industry needs to prove its maturity by putting security and trust at the core of its activities. We will highlight best practice, expose the lazy and incompetent and campaign for rigorous standards.

Education

Changing attitudes begins in our schools and universities and we will take the Trust message into education.

If you have any ideas or points to make, write to the editor at mike_gubbins@vnu.co.uk