It is expected that Body Scanner will be in full launch in time for the holiday shopping season. Ethical Implications

There are two major types of ethical implications that can arise from Body Scanner software. The first is that consumers are going to have three-dimensional images of themselves loaded onto the Internet. Thus, security concerns are paramount as these images may be considered sensitive, especially if consumers are partially undressed for the pictures. It is necessary that Body Scanner protect its consumers and their images using all available measures. This is especially true it dealing with partners, since those images may need to be made available to the partners (or not, depending on how the system is designed). There are also security issues associated with customer data, which will also be gathered. Both the data and the images must be given high levels of protection in order to help consumers overcome the trust gap with respect to the virtual dummy concept and Body Scanner in particular.

The second major ethical implication for Body Scanner is with respect to partner information. Partners will be submitting their clothing -- it will be scanned in 3D and uploaded. This includes proprietary design information and potentially new designs not yet released. Therefore it is critical that Body Scanner protect the integrity of this data. In addition, when dealing with strategic partners, Body Scanner must ensure that it protects its own intellectual property, so that partners do not simply copy or mimic the software based on knowledge they gain of the Body Scanner system during the partnership.

It is not expected that there will...

Ethical issues often arise from low involvement decisions and for both the partner and the end user these are high involvement decisions that are being made, as evidenced by the use of Body Scanner to study the clothing prior to purchase.
Conclusion

In order for Body Scanner to be successful, the product needs to be able to overcome the consumer objections that were noted in the primary and secondary research. This likely means forming strategic partnerships with key manufacturers, and that has distinct implications for the way the product is marketed, the ethical considerations and for the way in which the technology is developed. It is important that Body Scanner understand the buying process for its strategic partners and for consumers who would be the end users of Body Scanner. Consumers want a virtual dummy that performs well enough to be trustworthy, that but requires a lot of information to be input both by the user and the company.

Works Cited:

BBC. (2004). Virtual dummy to try on clothes. British Broadcasting Corporation. Retrieved April 3, 2010 from http://news.bbc.co.uk/2/hi/technology/3430131.stm

Kim, J. & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing. Vol. 22 (2) 45-59.

Way, H. (2010). Revolution in Internet shopping? Try clothes on virtually before you buy -- Mimicme.com. TechFluff.tv. Retrieved April 3, 2011 from http://techfluff.tv/2010/06/18/revolution-in-internet-shopping-try-clothes-on-virtually-before-you-buy-mimicme-com/