Blockchain Technology Diffusion and Adoption: Tunisian Context Exploration

International
conference on
Digital Economy
Emerging technologies and business
innovation
ICDEc 6th edition
15-17 Juillet 2021, Estonia

Blockchain Diffusion
and Adoption
Tunisian Context Exploration
Leila Ennajeh
RIGUEUR Laboratory
ENIG, Gabes University
ICDEc
15-17 Juillet 2021

Research Motivations
 Digital Economy context
 Emerging technologies
 Blockchain !
 Adoption rate is growing vertically and horizontally!
 Attracts researshes, practioners and decision makers!
 Seems relevant for developping countries
 Literature is yet at the begining!
3

Research Questions
 Where the Blockchain technology is located in the
innovation adoption curve and in the innovation
diffusion process?
 Who are the early adopters of Blockchain technology?
 What factors are determining the adoption of
Blockchain technology?
4

Research Design
 Literature Review
 Theoretical foundations
 Theoretical contsructs
 Empirical research design
 Results and discussions
5

Literature Review
Blockchain?
Blockchain Types?
Blockchain Characteristics!
Advantages ?
6

Blockchain?
Blockchain is not bitcoin!
Disruptive innovation that impacts traditional rules in economy and society…
Computer science concepts
 Blocks, nodes
 peer to peer architecture,
 Protocols :proof of work, proof of stake…
 Hash fonctions,
 Cryptoghraphy
Economic concepts
 Ledger (distributed)
 Transactions
 Assets/cryptocurrency
 Third party/financial intermediary
7

Blockchain?
 Blockchain is seen as a revolutionary technology designed in a network that
gathers participants (nodes) who wants to do transactions (exchange assets or
cryptocurreny) directly between each other’s (without third party) without any
central authority (namely central bank). It allows keeping information in a public
ledger accessible to anyone in the network and where information is historically
recorded. Blockchain technology has the potential to guarantee trust,
transparency, security and visibility between partners.
8

Blockchain Types
Who can access to the Blockchain?
Private
 Business applications !
 (Hyberlegder products)
Public
 Cryptocurrency
 (Bitcoin, Etherum,…)
9

Blockchain Characteristics
 Peer to peer transactions : no centralized server, no third party intermediary..
 Concensus mechanism: protocol to information share, broadcast transactions…
 Smart contract: are of binary nature. are triggering execution of transactions
automatically and autonomously, without the need for human involvement or trusted third
party.
 Cryptocurrencies and digital assets exchange : the Blockchain technology
enables the representation of assets in a digital system that allows move and
management of value between individuals or organizations thanks to cryptography.
 Distributed Ledger : Distributed ledger technology generally refers to the distributed,
decentralized ledger that can be maintained, secured, and authenticated by relying on a
network of computers. 10

Blockchain advantages
Decentralization
Transparency,
Immutability
Trust
Reliability
Security
11

Theoretical Foundations
Innovation Diffusion Theory (Rogers, 1995)
5 Innovation Diffusion stages
knowledge >> persuasion >> decision >> implementation >> confirmation.
5 Adopters categories
Innovators, early adopters, early majority, late majority and laggards.
5 Adoption Factors
The relative advantage, observability, triability, complexity and compatibility.
12

Theoretical Constructs
 A1: Blockchain Technology is at the persuasion/decision stages of the
innovation decision process.
 A2: Financial sector is the early adopter of Blockchain technology.
 A3: Blockchain technology is at the emergence/growth stage of
innovation adoption curve.
 A4: Relative advantage of Blockchain Technology is the most
determinant factor of its adoption.
13

Empirical Research Design
Exploratory nature of research questions and goals
The novelty of the phenomenon
Exploratory study is required!
Interviews with 5 high skilled people in high-tech
Tunisian startups
Documentary analysis : press article, press
interviews, conference talks.
14

Research Results (Tunisian context)
Tunisian Blockchain Ecosystem
Blockchain diffusion process
Blockchain adoption curve
Blockchain adopters categories
Blockchain adoption factors
15

Tunisian Blockchain Ecosystem
16
Blockchain
Ecosystem
Financial
sector
Adopters
(current and
potential)
High Tech
startups
Tunisian
central bank

Blockchain Diffusion Process
17
Knowledge Persuasion Decision Implementation Confirmation

Adopters categories
Innovators : Startups (Sqoin, Tlegder, Talan
Tunisie, Dar Blockchain…) BCT Lab (sandbox
Fintech Lab)
Early adopters : Tunisian Post, BCT and STB
(actually are at the testing phase of the project).
Early majority : --
Late majority : --
Laggards :--
19

Blockchain Adoption Factors
 The relative advantage :
(decentralization, security, transparency and trust)
 Other advantages : it facilitates international trading and reduces time required for
transactions execution.
+ Trialbility
20

Research Assumptions Validation
21
Theoretical Assumptions Results Interpretations
A1: Blockchain Technology is at the persuasion/decision
stages of the innovation decision process.
Maintained
Partially
Except for Tunisian post which is using Blockchain
Technology since 2016 (confirmation stage).
A2: Financial sector is the early adopter of Blockchain
Technology.
Maintained
Financial sector (BCT and BTS) Tunisian Post (financial
services)
A3: Blockchain Technology is at the emergence/growth
stage of innovation adoption curve.
Maintained
Current state of Blockchain adoption is composed of
innovators and early adopters.
A4: The relative advantage is most determinant factor of
Blockchain technology adoption
Partially
maintained
Triabitlity is also determinant factor of Blockchain
adoption.

Conclusion
Blockchain has and will have a great impact on economy, society and even individuals.
It seems very promising for many industries (manufacturing, trading, agriculture…)
rather than financial sector
Blockchain adoption is yet in its earlier stages globally and in Tunisia
(persuasion/decision stages)
It is a technology that enable economic digitalization and development namely for
developing countries like Tunisia.
Deeper analysis and case studies are called 22

Thanks for
listening
Leila Ennajeh
E-mail
ennajehleila@yahoo.fr

Blockchain Technology Diffusion and Adoption: Tunisian Context Exploration

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