Abstract-Opinion-Simmonds

== =Opinion: Diffusion Theory and Sustainability of IS innovations=

Daphne Simmonds, Rosann Webb Collins, University of South Florida

Abstract
In a world that is increasingly conscious of environmental issues there is, and will increasingly be, attention to the sustainability of the computing platform (Watson et al., 2010). Some of this concern will be directed at analyzing the legacy IT infrastructure in order to understand how to improve its sustainability. Going forward, we argue, the sustainability of any IS innovation will be formally assessed as organizations and individuals consider such innovations for adoption. Therefore we propose an addition to the classic diffusion of innovation factors of a sixth factor, Sustainability. Sustainability can be initially operationalized using the three eco-goals identified by Watson et al. (2010):

1. Eco-efficiency, which measures whether an IT good or service reduces ecological impacts and resource use and is competitively priced. This expands our traditional focus on economic efficiency, since it also focuses on how an IT good or service meets ecological pressures. 2. Eco-effectiveness, which measures how well an IT innovation has been designed from the beginning to be sustainable. This often requires transformational thinking, since the focus is on “working on the right products and services and systems instead of making the wrong things less bad” from an environmental point of view (McDonough and Braungart, 2002, p. xxx). 3. Eco-equity, which measures how well the IT good or service will result in a fair distribution of resources within and between generations. This measure is based on “our social responsibility for the future generations who will bear the consequences of excessive consumption of scarce resources and environmental degradation” (Watson et al., p. 28). Measuring eco-equity will require predictions about both initial resource use of an IT innovation (e.g., energy consumption), but also longer-term resource issues, such as final disposal of an IT product (are IT components recyclable or biodegradable, or will they pollute the environment?).

To test sustainability as an IT innovation diffusion factor, we consider the case of the diffusion of cloud computing, in particular the establishment of data centers for private and public clouds. Cloud computing is selected for three reasons. First, it represents a transformational change in how the centers are designed from the start. Along with the massive computing power of these centers facilitate innovation of sustainable products there are opportunities for eco-effectiveness). Second, the replacement of distributed data centers with fewer, centralized data centers appears to deliver eco-efficiency (especially in energy and water savings). Third, the new improved designs of data centers that employ a mix of technologies (including server virtualization, sensors and next-generation air- and equipment-cooling processes) and services that aid utilization of far less non-renewable resources, offer the promise of eco-equity.

Proof of the concept of sustainability as an important innovation diffusion factor will require empirical test, and cloud computing provides an excellent context in which to study this effect. Other IS innovations would also be well served by investigation with the enhanced theory. We believe that, as environmental regulations become stricter, the sustainability concept is critical to increasing the explanatory power of diffusion of innovation theory.