VRM (Vendor Relationship Management) is the customer-side counterpart to CRM (Customer Relationship Management). Described extensively in Doc Searls book The Intention Economy, this webinar shows how Respect Network, the world’s first personal cloud network, will make VRM a reality. Presented by Doc Searls, Drummond Reed (Respect Network Co-Founder and CTO), and Dan Blum (Respect Network Chief Security Architect), it first explains what VRM and the Respect Network are and then gives four concrete examples of how VRM is a win-win for both customers and businesses: safe single sign-on, automated change-of-address, intentcasting, and straight-thru customer service.

1. How Will Respect Network Make VRM Work?
2013-10-10
Doc Searls, The Searls Group
Drummond Reed, CTO, Respect Network
Dan Blum, Principal Consultant, Respect Network

2. 1. What is VRM?
2. What is Respect Network?
3. What are some concrete examples of how Respect
Network will make VRM work?
–
–
–
–
Safe single-sign on (“social login that doesn’t suck”)
Change-of-address
Intentcasting
Customer service
4. Conclusion: What should businesses do?
2

3. Doc Searls, President, The Searls Group
• Founder & Director, Project VRM, Harvard
Berkman Center for Internet and Society
• Fellow, Center for Information Technology and
Society, Univ. of California Santa Barbara
• Author, The Intention Economy (Harvard
Business Press, 2012)
• Co-Author, The Cluetrain Manifesto (Basic
Books, 2000, 2010)
• Senior Editor, Linux Journal
• Co-Founder, Customer Commons
3

4. What is VRM?

5. VRM
CRM, or whatever
5

6. VRM tools are driven by customers.

7. 7

8. • Personal data management and use —
including personal clouds (aka “stores,”
“lockers” and “vaults”)
• Intentcasting and messaging
• Privacy protection & projection (e.g.
through terms & policies individuals assert)
• Trust-based or –providing systems
• Combinations of some or all of the above
• Base level code, standards, protocols, etc.
8

9. Drummond Reed, CTO, Respect Network
• 1995-2007: Co-Founder & CTO, Cordance
• 2004 – Co-Chair, OASIS XDI Technical Committee
• 2005 – Founding Board Member, OpenID
Foundation
• 2009 – 2010 Executive Director, Information
Card Foundation
• 2010 – Founding Executive Director, Open
Identity Exchange
• 2011: Co-Founder Respect Network
9

10. What is Respect Network?

11. Personal Clouds
+
=
Trust Network
11

12. Today, when people hear the term “cloud”, they
think “big servers in the sky” used by companies to
connect systems and crunch Big Data
12

13. A personal cloud is a personal computer in the sky
that lets an individual connect his/her own systems
and crunch his/her own data
Personal Cloud
13

14. Like email, personal clouds will be available from
commercial or non-profit cloud service providers
(CSPs) or you can host your own
Personal Cloud
Personal Cloud
Personal Cloud
Personal Cloud
Personal Cloud
Personal Cloud
Personal Cloud
14

15. Like a personal computer, a personal cloud is also
a platform for new apps that can intelligently share
data in ways PCs and smartphones alone can’t
Whisper
DOX
• Apps can run in the cloud, on
local devices, or both
• Apps can store and share data
through the personal cloud
Personal Cloud
• Apps can manage connections,
relationships, communications
• Apps can come from any
developer or app store
• NO ambiguity about who owns
and controls the data
15

16. What do personal
clouds have to do with a
trust network?
16

17. Just as personal computers are networked,
personal clouds are networked through smart,
private connections called personal channels
Personal channel
Business Cloud
17

18. Unlike email or social networks, personal
channels can do both secure messaging and
secure data sharing in both directions
Secure messaging
Business Cloud
Secure data sharing
Respect Network personal channels
use the open standard OASIS XDI
semantic data interchange protocol
18

19. Using personal channels, personal and business
clouds can be connected into a private P2P network
19

20. Using a shared trust framework, the members of this
network can form a self-reinforcing trust network
✔
✔
✔
Business Cloud
✔
✔
20

21. This trust network resembles a credit card network,
only for sharing data, not money
$
$
Issuing bank
Acquiring bank
Rewards
Interchange fee
Transaction
On a credit card network, businesses
pay interchange fees based on the
value of the transactions facilitated by
the network
$
Cloud provider
Cloud provider
Payment
$
$
$
$
Personal
channel
Rewards
Relationship fee
$
Relationship
On the Respect Network, businesses
pay relationship fees based on the
value of the relationships facilitated by
the network
21

22. The Respect Network is based on
the Respect Trust Framework, a
promise of permission,
protection, portability, and proof.
It won the Privacy Award at the
2011 European Identity
Conference.
22

23. Personal Clouds
+
=
Trust Network
23

24. So how will Respect Network make VRM work?

25. Example #1: Safe Single Sign-On

26. The problem: social login is anything but safe
•
•
•
•
•
All login data shared with social network
Privacy concerns for both user & site
Not portable—you can be “locked out”
Minimal security, dictated by one company
Permanent dependency on middleman
26

27. The VRM solution: safe single sign-on
Business Cloud
•
•
•
•
•
All login data stored privately in personal cloud
Not shared with anyone without user’s permission
Open standard—portable for life
“Race to the top” for best security
Direct P2P connection—no middleman
27

28. The next 3 screens show the user
experience for Facebook Login
at The San Francisco Examiner
28

29. 29

30. 30

31. 31

32. The next 3 screens show what
Respect Connect personal cloud login
would look like at The San Francisco
Examiner
32

33. 33

34. Login with Respect Connect
The San Francisco Examiner
Member since May 2014
Personal cloud data requested:
Respect
Connections
304
Permissions requested:
Name
Drummond Reed
Send daily news summary
Email
drummond@connect.me
Send weekly news summary
Zip code* 98133
All data shared under the Respect
Trust Framework
Okay
Cancel
34

35. 35

36. Example #2: Change of Address

37. The problem: change-of-address is a universal
business hassle that costs customers time
and businesses money
37

38. The VRM solution: automatic updates over
secure personal channels
Business Cloud
Change-of-address
Business Cloud
•
•
•
•
•
User makes change once in personal cloud
All permissioned channels are updated
Open standard XDI message is digitally signed
Update can flow directly into business systems
Full audit trail on both sides
Business Cloud
38

39. Example #3: Intentcasting

40. The problem: The Attention Economy
40

41. The VRM solution:
41

42. Intentcasting is way of signaling trusted
vendors that you are in the market for a
product or service so they can come to you
42

43. Intentcasting uses personal channels to deliver a
“personal RFP” to trusted vendors
✔
Business Cloud
Intentcast
Business Cloud
✔
•
•
•
•
•
User signals intent to personal cloud
Personal cloud matches it with personal channels
Only matching trusted vendors receive the signal
Vendors access relevant personal cloud data
Vendors return just-in-time bespoke offers
Business Cloud
43

44. Example #4: Customer Service

45. The problem: IVR hell
45

46. The VRM solution: Talktags
For instant customer
service scan this tag
with your smartphone
46

47. Talktags get you straight-thru customer service
Business Cloud
•
•
•
•
•
Talktag ships with the product
Scan with smartphone for instant service
Personal channel is set up automatically
All relevant data & context can be communicated
Auto-logged in personal cloud for future reference
47

48. Conclusion: What should businesses do?

49. Dan Blum, Principal Consultant and Chief Security
Architect, Respect Network
• Internationally-recognized security and identity expert
• 1998-2009: Burton Group
– Principal Consultant for large enterprises, leading technology providers
– Research Director for Identity and Privacy Strategies (IDPS)
– Research Director for Security and Risk Management Strategies (SRMS) and
lead author on SRMS Reference Architecture
• 2010-2013: VP & Distinguished Analyst at Gartner
– Agenda manager for security reference architecture
– Lead analyst for cloud security and other topics
– Won Golden Quill Award in 2011
• March 2013: Joined Respect Network to develop consulting
practice and guide peer cloud security architecture
49

50. Whisper
DOX
The
s
are coming!
=empowered customers
50

51. • Retail: Loyalty programs
• Manufacturing: Internet of Things
• Health care: Secure data exchange, Meaningful Use,
patient engagement
• Financial services: Micro-accounting, choosing systems
for willing buyers of digital assets
• Telecommunications: Enhanced account management,
value-added services
• Information technology (IT): BYOD solutions
• Utilities: Subscriber data give backs, energy efficiency
51

52. • Leverage our world-class team to help organizations:
–
–
–
–
–
Determine how and when to leverage personal clouds & VRM
Assess and develop enterprise security architecture
Assess and develop cloud security architecture
Architect and build next generation identity management systems
Develop federated identity architecture
• Delivered via:
– Onsite 1-3 day workshops
– Custom consulting leveraging our own team and our partners
52

53. Q&A

54. • Trust and Reputation on a Personal Cloud Network
• Connecting the Internet of Things to the Internet of People
• Respect Connect: From Social Login to Personal Cloud Login
(Repeat: first presented Sept 10 2013, slides posted)
54

55. Gary Rowe, CEO
Drummond Reed, CTO
Dan Blum, Principal Consultant
Andy Dale, VP Development
gary@respectnetwork.com
drummond@respectnetwork.com
dan@respectnetwork.com
andy@respectnetwork.com