Identity and E-Commerce

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E-Commerce is one the most important application of the Internet and e-commerce sites, large and small, are among the biggest digital identity providers and consumers. But are they likely to consume identity from an external source? To examine this question one should answer question such as what does identity mean for e-commerce and particularly to a merchant? What do merchants expect from an identity provider? Can a generic or universal identity provider satisfy commercial needs or will we see the rise of "vertical" identity providers? Why is the adoption of external identity provider such as Facebook, Google, Yahoo, AOL etc. is much lower among e-commerce site? In this talk we focus on identity from a merchants point of view and whether their needs may lead to rise of “commercial identity” akin to social and professional identity.

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  • Buy Anything, Any Where, Any How X.Commerce is a new company created by eBay Inc. to empower merchant on and off eBay and PayPal platform and to give developer a unified set of capabilities to build commerce enabled applications.As we hear this theme from Merchant and Developers alike to enable them to build end to end solutions, not point capabilities such as Data Access, Transaction, Store front etc.Store front: Presentation, Merchandising, Search etc.Demand Generation: marketing, traffic, personalization, offers, coupons, promotions Transaction: Payment, tax, shippingAnalytics: Identity is clearly a very important piece of this enablement, especially in a world that most commerce will be conducted no on place like eBay.com but in niche market places, vertical shopping experiences and variety of platform from within social networks to TV to Mobile to gaming consoles and of course POS.
  • Buy Anything, Any Where, Any How Identity is clearly a very important piece of this enablement, especially in a world that most commerce will be conducted no on place like eBay.com but in niche market places, vertical shopping experiences Mobile, TV, In-Game, Carsfrom within social networks and of course POS.
  • To provide an identity that merchants of all size can use, we start investigating several questionsWhat is identity in commercial setting? Is it the same as Social identity? Or there is distinct Commercial Identity?There is clearly an identity quality strata : Self asserted, verified implicitly, verified, assured But what is more viable: for one identity provider to provide a full range of identity qualities or different IDPs for different identity “product” or a federation?Product and technology wise, what does it mean to an identity provider to provide identity to merchants?So ask merchants and consumers … we start asking merchants…
  • From technical, operational, branding, legal
  • Of course I believe in a near future Internet users simply will not create accounts with any small, medium or even large sites, and identity naturally gets consolidated in relatively small number of identity provider.What does identity mean to you? How do you use identity today? And what does it take for you to replace your own registration with a “cloud identity”
  • The point of identity is not identify and authenticate an identifer but to do something .. In this case to exchange good and services with a form of valueUnequivocally Merchants do not see “identity”, they see customers or leads.So they prefer to see and interact with you not as an Identity Provider, but as a lead or customer provider
  • In addition, all of them expects “increased traffic and sales” – so they don’t see identity as just an abstract. They want to see functions beyond identity You may not like it or think this is not “what identity is”, but if you want to be relevant you should care about things such as Fraud, Merchandising, personalization, offers, payments etc.No this requires a lot of attributes (accurate, timely and relevant)Also implies a two way flow of information – What? How about privacy …we get to that too
  • Identity 
is 
more 
than 
authentication.
The 
success 
of 
Facebook
 et
.al. 
is
 driven 
by
access 
to 
information
 about 
the 
user 
rather 
than 
just 
which 
user 
it 
is. 
A
 broadly
adopted
 solution 
will 
enable 
the 
user 
to 
share 
profile 
information 
and 
delegate
authorization.
  • Consumer first and foremost want convenience BUT they also wantAnonymousPesodo-nymousValue: Value is tricky, what value an IDP really offers a consumer? No more password? Seems like there should be more in commercial settings, e.g. if you are using this IDP, then merchants do give you discount, or free shipping (funded by reduction in charge backs and high velocity)PersonasChoiceAnd most importantly meaningful control with a method such as UMA
  • Commercial identity provider in its core technical operation is no different that any other identity providerOf course it has to live up to the min expectations – up time, reliability, security etc.But at it is core CIDP is a trust broker – it provides some attributes and it form a trusted federation with other attribute providers and collect and gives the best available information to RPs Also CIDP is about liabilities, policies of use, agreements and trust CIDP also have to advance the core conversation with consumer and to enable them to make informed decision about privacy and value trade-offAlso CIDP has to act as a consumer advocate and enforcer of policy in its eco-system
  • The norm today is for user to consent what subset of their information on the identity provider will be used by RPBut in CIDP ecosystem – we need to get consent about what part of information produced on RP can be used by IDP and the whole eco-system – The closed loop model
  • Privacy as a trade off between personalinformation and valueFully transparent and user controlled Key to a successful commercial identity provider
  • Identity and E-Commerce

    1. 1. IDENTITY & E-COMMERCE<br />FARHANG KASSAEI, EBAY Inc.<br />
    2. 2. I<br />X.COMMERCE<br />
    3. 3. “Cloud Commerce ”<br />…Storefront<br />…Demand generation<br />…Personalization<br />…Transaction <br />…Analytics <br />
    4. 4. … IDENTITY<br />
    5. 5. II<br />Questions<br />
    6. 6. What does a Commercial IDP Look like?<br />
    7. 7. How do merchants use identity?<br />
    8. 8. Is there a commercial Identity?<br />
    9. 9. Is identity a continuum or discrete types?<br />
    10. 10. Can one IDP covers the whole range of identities?<br />
    11. 11. III<br />Observations<br />
    12. 12. Register<br />
    13. 13. Identity == Customer<br />
    14. 14. To merchants identity is <br />…On boarding <br />…Personalization <br />…Transaction<br />…Less risk, More Security <br />…It is not about SSO! <br />
    15. 15. “ Identity is more than authentication. The success of Facebook et. Al. is driven by access to information about the user rather than just which user it is…”<br />DICK HARDT<br />
    16. 16. To Customer/User<br />…Convenience <br />…Value <br />…Privacy/Control<br />…Less risk, More Security <br />
    17. 17. Enablement is a trend<br />…APIs vs. App Stores<br />…App vs. Cloud<br />…IDP vs. Customer Provider <br />
    18. 18. IV<br />Super Identity<br />
    19. 19. Implications for IDP<br />…”The dance”<br />…Entity resolution <br />…Coverage and quality<br />…Dynamic attributes<br />…Portability<br />
    20. 20. A Federation of<br />…Social Identities <br />…Professional Identities<br />…Other source of attributes<br />…Trust and Value broker <br />
    21. 21. Dyna<br />AP<br />AP<br />RP<br />XIDP<br />AP<br />RP<br />AP<br />RP<br />
    22. 22. Privacy<br />… Key to success<br />… A trade off vs. A violation<br />… Meaningful control <br />
    23. 23. We’d like to hear from you<br />… Attribute Provider<br />… Identity Selector<br />… Merchant<br />
    24. 24. Thanks You.<br />FarhangKassaei/fkassaei@x.com<br />http://softwareforallseasons.blogspot.com<br />Cover Photo: Stylized photo of Orion nebula, Courtesy NASA<br />

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