2. Why AARP?
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• Our Mission: AARP enhancesthe quality of life for all as
we age. We championpositive social change and deliver
value throughadvocacy,information andservice.
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
• Our Vision: A society in which
everyonelives with dignity
and purpose,and fulfills their
goals and dreams.
• Enterprise Strategy:Fight for
and equip each individualto
live their best life.
3. Why Digital Identity?
• A robust, accessible and transparent market for digital
identity is essential to empower individuals to participate fully
as digital citizens and to reap the benefits of the digital
economy.
• However, the market currently does not fully meet needs for
trusted digital identities as defined by the NSTIC / IDESG
principles of ease of use, cost effectiveness, security and
privacy enhancement.
• While “free” identity solutions serve many purposes, greater
levels of security and privacy enhancement are required to
conduct transactions that are essential to new generations of
the products and services that AARP offers (and hopes to offer)
to its members.
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
4. Pain Points - Then
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“I worry that we can’t afford our
prescriptions now– andthat we
won’t be able to stayin ourhome
laterwhen we’re less mobile.”
“I have a goodpensionplan.
But I think I’llalso need Social
Security in retirement, and I’m
worried that that Congress
will cut my benefits.”
“We want to have an
adventureforour40th
anniversary, but we need some
advice about where to go.”
“I don’t knowa lot about
electronics, so I want a
reliable source of consumer
information.”
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
5. Pain Points - Now
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“I have a 401k, but I still don’t know
if I have enoughforretirement. I
need to do more,but I can’t make
sense of allthe options.”
“There are so manydevices andso
much gearin myhouse to maintain
– it’s too complicated.
“Ourfriends tooktheirkids
to ski schoolin Colorado,
but we want to see
recommendations from
empty-nesterslike us.”
“Mydoctorsays I need to do
bettermanagingmydiabetes and
high bloodpressure if we’re going
to continue living at home.But
it’s hard forus to keeptrack .”
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
6. 6
Home:The
symboliccenter
of our lives
Fun: How we
spend our “free”
time
Health:Our
physicaland
mentalwell-
being
Finances:Our
resources
Our connections
family
Physical
networks
Virtual
communities
Marketplace of the Individual
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
7. • In the legacy model, membership was a gateway to value. Organizations
charged dues in return for access to discounts from institutions that
dominated market verticals such as health and financial.
• In the emerging Marketplace of the Individual, value is a gateway to
membership. Organizations offer “free” personalized solutions as a
means of building networks that can function across market verticals.
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Membership, Then Value
Value First
Membership That Finds You
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
8. “(Y)ou grant us a non-exclusive, transferable,sub-licensable,
royalty-free, worldwide license to use any IP content that you
post … (I)t means that you are allowing everyone … to access
and use that information, and to associate it with you (i.e.,
your name and profile picture).”
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Terms of Service
The Dominant Model
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
9. Privacy as a Differentiator
• Despite the prevalence of that
model, people are growing more
concerned about their lack of
privacy and ability to manage data
that make up their identities.
• A recent eMarketer survey found
that people of all ages are
becoming more concerned about
privacy, not less.
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• The dominant model of data ownership is predicated on
providers having the legal right – and in some cases, duty to
shareholders – to mine personal data for commercial gain.
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
10. 10
The Empowerment Model
• Successful organizations recognize that people want to feel in control. The
market is responding with products and services that allow them to “opt
in,” sharing data as they see fit.
• Example: Personal.com offers themed data vaults that confer ownership
to customers and allow them to choose which people and companies with
which they share specific types of information.
• Terms of Service: “You own your data. Under the terms of this Agreement,
Owners will own all of their data that they upload … as well as any data
they create while using the (site).”
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
11. Validation
NewYork Times (April 30) – Facebook is testing a feature
that will allow people to log in to other apps and sites in a way
that the company says will reveal no personal information to
the outside service.
"We need to do everything we can to put people first and give
people the tools they need to sign in and trust your apps,” Mark
Zuckerberg, Facebook’s co-founderand chief executive, said
Wednesday during a speech to software developers.
NewYork Times (May 22) –
Facebook introduced a feature on
its site that will warn its 1.28
billion users about their current
privacy settings. The company is
doing this with a blue cartoon
dinosaurwho politely says, “Sorry
to interrupt.You haven’t changed
who can see your posts lately.”
Facebook to Let Users Limit Data Revealed by Log-Ins
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Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
12. 12
• The Daon Inc. pilot will employ user-friendly identity solutions
that leverage smart mobile devices (smartphones/tablets) to
maximize consumer choice and usability. Goals include:
AARP and Daon: Our NSTIC Pilot
• Improving online experience.
• Facilitating services requiring
high levels of assurance.
• Protecting PII and reducing
number of credentials needed.
• Increasing individual control.
• Supporting family and inter-
generational applications
• Investigating usability and
user acceptance.
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
13. The Challenge of Adoption
• Potentialuse cases include accessingdiscounts, health
records,financial plans and governmentbenefits.
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• What we have learned so far is that greattechnology
isn’t enough.Privacy and security are not enough. Weare
competing with “free,”and peopledon’t like change.
• Our Challenge:How do we develop abroader,more
compellingvalue propositionthat inserts our new
“product”into the contextof individuals’daily lives?
• You mightask, if trusted digital identity is
so importantto AARP, why isn’t AARP
offering these servicestoday?
• We tried blinking. But that didn’t work.
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
14. 14
A Lesson From The News Biz
Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014