Roßnagel, HeikoHeikoRoßnagelZibuschka, JanJanZibuschka2022-03-042022-03-042012https://publica.fraunhofer.de/handle/publica/2294822-s2.0-84874269835In this chapter, the authors discuss the diffusion of IT security solutions. The authors base their research on Roger's diffusion of innovations theory, and derive a model for holistic ex-ante analysis of the market potential of such systems based on generic factors influencing the diffusion of security solutions. After giving an overview of the relevant aspects of diffusion of innovations theory, and presenting the approach to use it as a structuring tool in ex-ante analysis, the authors present case study analyses for three IT security solutions, demonstrating the applicability of the method, and the alignment of results produced by the method with actual market results.enbook article