Future digital society depends heavily on timely availability of high quality wireless connectivity the offering of which today is dominated by mobile network operators (MNOs). Future 5G systems aim at connecting billions of devices to serve versatile location and case specific needs of vertical sectors in parallel with the provisioning of traditional mobile broadband services. As the majority of mobile traffic originates from indoors, cost-efficient and fast deployment of new indoor small cell networks is fundamental, which calls for new developments in regulation and technology to enable new business. This paper proposes the concept of micro operators (uO) for local service delivery in 5G to build indoor small cell communication infrastructure and offer context related services and content. Key elements of the new micro operator concept are introduced including regulation-related factors of local spectrum access rights, and technology-related factors of flexible network implementation. Several business opportunities are identified for the uO concept including the provisioning of hosted local connectivity to all MNOs in specific locations, operation of secure networks for vertical sector specific use, and offering of locally tailored content and services.

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BackgroundConstantly increasing health care costs have led countries and health care providers to the point where health care systems must be reinvented. Consequently, electronic health (eHealth) has recently received a great deal of attention in social sciences in the domain of Internet studies. However, only a fraction of these studies focuses on the acceptability of eHealth, making consumers’ subjective evaluation an understudied field. This study will address this gap by focusing on the acceptance of MyData-based preventive eHealth services from the consumer point of view. We are adopting the term "MyData", which according to a White Paper of the Finnish Ministry of Transport and Communication refers to "1) a new approach, a paradigm shift in personal data management and processing that seeks to transform the current organization centric system to a human centric system, 2) to personal data as a resource that the individual can access and control." ObjectiveThe aim of this study was to investigate what factors influence consumers’ intentions to use a MyData-based preventive eHealth service before use.MethodsWe applied a new adoption model combining Venkatesh’s unified theory of acceptance and use of technology 2 (UTAUT2) in a consumer context and three constructs from health behavior theories, namely threat appraisals, self-efficacy, and perceived barriers. To test the research model, we applied structural equation modeling (SEM) with Mplus software, version 7.4. A Web-based survey was administered. We collected 855 responses.ResultsWe first applied traditional SEM for the research model, which was not statistically significant. We then tested for possible heterogeneity in the data by running a mixture analysis. We found that heterogeneity was not the cause for the poor performance of the research model. Thus, we moved on to model-generating SEM and ended up with a statistically significant empirical model (root mean square error of approximation [RMSEA] 0.051, Tucker-Lewis index [TLI] 0.906, comparative fit index [CFI] 0.915, and standardized root mean square residual 0.062). According to our empirical model, the statistically significant drivers for behavioral intention were effort expectancy (beta=.191, P<.001), self-efficacy (beta=.449, P<.001), threat appraisals (beta=.416, P<.001), and perceived barriers (beta=−.212, P=.009).ConclusionsOur research highlighted the importance of health-related factors when it comes to eHealth technology adoption in the consumer context. Emphasis should especially be placed on efforts to increase consumers’ self-efficacy in eHealth technology use and in supporting healthy behavior.

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