Track 1: Individualisierung und Konsumentenorientierung

Innovations in Consumer IT such as SmartPhones, App Markets, Car IT, or interactive websites via the laptop or mobile devices have changed for many people their everyday live and the way they use IT. New service experiences (joy of use, ease of use, etc.), new ways of collaboration (mobile, context sensitive, etc.) and new value propositions have changed user expectations for IT and services in many other fields, driving service-dominant logic and consequently the customer expectations for personalized services to many new areas. Service innovations, new ways of service creation, orchestration and consumption, using and creating vast amounts of openly available or user-generated data offer great potential for improving everyday life of large parts of our society. New business models and ways of value creation become critical, as a big opportunity, but also as a challenge for organizations and existing IT structures. Consumerization describes the tendency for new information technology to emerge first in the consumer market and then spread into business and government organizations. The emergence of consumer markets as the primary driver of information technology innovation is seen as a major IT industry shift, challenging the way companies innovate and evolve with IT.

This track addresses all aspects of personalization and consumerization of IT and welcomes all methodological approaches to the topics. We call for high quality papers on all aspects of iConsumer - personalisation and consumerization of IT. Possible topics include (but are not limited to):

(The track is supported by Fachgruppe CSCW of the Gesellschaft für Informatik ( Authors of successful submissions will be offered the possibility to fast track an extended and revised version of their papers to a special issue of Electronic Markets.)


  • Life situations (Health, Shopping, Communication, Media, Housing, Mobility, Administration, Government)

  • Application and services for consumers (Mobile /internet based consumer solutions, Services and solutions supporting special circumstances / customer processes, Legal issues, Adoption & diffusion, Crowdsourcing through consumer communities)

  • Service innovation (Open Innovation with consumer, Open Data, Open Value Creation)

  • Consumer technologies

  • Methods, models & tools for designing and developing consumer services (Usability Engineering and user-centered design, Management of consumer data)

  • Entrepreneurship, business and service models for consumer solutions

  • Consumerization and Corporate IT (Managing consumerization, Antecedents and Effects of consumerization)

  • Applications for employees (Bring-your-own-device, Field service applications, Consumer consulting applications, Productivity tools, Inter and intra enterprise collaboration)

  • Consumer technologies (e.g. smart home, human-computer interaction, virtuelle welten, online communities, web 2.0)

Track Chairs

Prof. Dr. Jan Marco Leimeister, Universität Kassel, Deutschland
Prof. Dr. Hubert Österle, Universität St. Gallen, Schweiz


Prof. Dr. Alexander Benlian, Technische Universität Darmstadt, Deutschland
Prof. Dr. Markus Bick, ESCP Berlin, Deutschland
Prof. Dr. Tilo Böhmann
, Universität Hamburg, Deutschland
Dr. Ulrich Bretschneider
, Universität Kassel, Deutschland
Dr. Angelika Bullinger-Hoffmann
, FAU Erlangen Nürnberg, Deutschland
Prof. Dr. Thomas Hess
, LMU München, Deutschland
Dr. Holger Hoffmann
, Universität Kassel, Deutschland
Prof. Dr. Michael Koch
, Universität der Bundeswehr München, Deutschland
Prof. Dr. Stephan Lukosch
, Delft University, Niederlande
Prof. Dr. Wolfgang Maass
, Universität des Saarlandes, Deutschland
PD. Dr. Dr. Björn Niehaves, Universität Münster, Deutschland
Prof. Dr. Frank Piller, RWTH Aachen, Deutschland
Dr. Michael Schermann
, Technische Universität München, Deutschland
Prof. Dr. Gerhard Schwabe
, Universität Zürich, Schweiz
Prof. Dr. Ali Sunyaev, Universität Köln, Deutschland
Prof. Dr. Frédéric Thiesse, Universität Würzburg, Deutschland