This document discusses single sign-on identity management (IDM) and its value. It begins by outlining the typical components of IDM - identity and access management, enrichment of user profile data, and data analytics and exchange. It then discusses why companies participate in the IDM space and how they expand their cloud offerings using IDM. Examples of Google and Facebook's IDM strategies are provided. The document also covers the opportunity landscape, competitive landscape categorized by sharing, charging, verifying and advertising user data, and profiles some of the major IDM players including Google, Facebook, LinkedIn and Microsoft.

1. © 2011 Karthik Ethirajan, all rights reserved
Single Sign-On IDM Value
Karthik Ethirajan
September 2011

2. © 2011 Karthik Ethirajan, all rights reserved
2
Agenda
1. Why Participate in Identity Management Space
2. Opportunity Landscape
3. Competitive Landscape
4. Market Sizing Estimates

3. © 2011 Karthik Ethirajan, all rights reserved
3
Consumer Digital Identity Management (IDM)
User consent is required before data could be shared or otherwise monetized
Identity and Access
Management
Enrichment of User
Profile Data
Data Analytics and
Exchange
The natural evolution path of IDM includes data enrichment, and pursuit of
business opportunities in the wake of providing value-added services to the user
Why Participate in Identity Management Space ?
Creation of user account
and basic profile, and
managing future accesses
• Registration / Login
• Authentication
• Authorization
• User Profile
Enrich user profile data by
aggregating data from
multiple sources
• Personal information
• Financial data
• Social network
• Professional profile
Allow sharing of user data
with 3rd parties to provide
value-added services
• User driven identity sales
• Payment processing
• Peer-to-peer verification
• Social Login
Identity
& Access
Mgt
Social
Persona
Financial
Identity
Personal
Information
Professional
Persona
Interests
/ Hobby Verified
Information
Other Info
/ Identity

4. © 2011 Karthik Ethirajan, all rights reserved
4
With IDM as the foundation companies are expanding their consumer cloud
offering by enriching and sharing consumer profile data
Why Participate in Identity Management Space ?
• Google ID / Email
• Google Profile
• Gmail
• Google Plus
• Browser Add-ons
• Targeted Ads
• Google Checkout
• Google Offers
• Facebook ID • Facebook Profile
• Friends List
• Wall postings
• Like Buttons
• Facebook Connect
• Targeted Ads
• Facebook Credits
Identity and Access
Management
Enrichment of User
Profile Data
Data Analytics and
Exchange
Consumer Identity Market Players
• LinkedIn ID • Professional Profile
• Business Connections
• Apps like Trip It,
Events, Slide Share
• Premium Account
• Job Postings
• Skills Filter
• Windows Live ID
• Hotmail ID
• Live Profile
• Sky Drive
• MSN Messenger
• Windows Live Mesh
• Bing Targeted Ads
• Messenger Social

5. © 2011 Karthik Ethirajan, all rights reserved
5
Publishers and government can leverage user data stored with Identity Providers
to accomplish a variety of tasks with proper user consent
Why Participate in Identity Management Space ?
Examples of Data Analytics & Exchange
Description of Data Sharing Market Examples
 Social Login allows publishers to accept user
credentials from established Identity Providers
instead of having the user create a new account
with the publisher
 Payment Checkout enables payments for
e-commerce transactions by leveraging stored
financial data
 Discount Offers such as location-based couponing
lets user share their location data in exchange for
receiving the deal-of-day discount offers from local
merchants
 Job Postings that lets hiring managers and
applicants share their professional profile with each
other
 Trusted Identity requires personal and sensitive
user data to be verified by Identity Providers for
government entities. NSTIC, for example,
sponsored a symposium on Identity and Trust.
Facebook Connect
Messenger Social
PayPal Checkout
Google Checkout
LinkedIn
Jobs
SSA
NSTIC
Amazon Local
Google Offers

6. © 2011 Karthik Ethirajan, all rights reserved
6
IDM will gain new revenue streams from existing as well as non-subscription
customers and realize other synergies that will augment its core business
Why Participate in Identity Management Space ?
Potential Benefits to IDM Provider
Incremental
Revenues
• Captures revenues by sharing rich user profile
data with publishers, relying parties,
government, and other entities
• Cloud based IDM will attract new non-
subscription users to the platform who will
bring additional revenues
• E-Commerce / Payment processing
• User driven identity sales
• Strong authentication
• Verification of trusted identity for peers and
relying party
Increased
Stickiness
Marketing
Benefits
• As users sign on to
multiple IDM
products and
services, customer
stickiness increases
• IDM product &
service offerings can
help differentiate
itself from
competition
• May help reduce
mobile churn and
lower retention cost
• IDM capability brings
intangible benefits
such as brand
awareness and ability
to understand
consumer behavior
• Use of SSO ID by
millions of users
across thousands of
web properties
• Insight into online
consumer behavior
when they are logged
in with SSO ID
IDM capability allows to innovate in the high growth consumer cloud space with
potential for cross-selling

7. © 2011 Karthik Ethirajan, all rights reserved
7
Agenda
1. Why Participate in Identity Management Space
2. Opportunity Landscape
3. Competitive Landscape
4. Market Sizing Estimates

8. © 2011 Karthik Ethirajan, all rights reserved
8
Key Success Factors
Opportunity Landscape
The key to succeeding in the IDM market requires building a sizable database of
user profile that is easily monetizable by offering new products and through
partnerships
Universal
ID
Data
Enrichment
Emerging
Opportunities
Scalable
Ecosystem
Building and rolling out an Universal ID to enable
Single Sign-On. An easy to use registration process.
Implement widely adopted authentication protocol.
Flexible consent mechanism. Ability to create
pointers to internal databases. New fields to import
from external data sources. Data analytics.
Find pockets of opportunities while market matures.
Markets identified include user data storefront, micro
payments, peer-to-peer identity verification, others.
Forge partnerships with key industry influencers.
Collaborate with other projects having synergy with
Fulcrum. Expose APIs to 3rd party developers.
• Access ID
• OAuth2
• Business Card
• Expense Tracker
• SSO Connect
• Identity Assurance
• Strong Authentication
• Facebook Connect
• Swagg App
• Biometric Project
Present and potential items for Fulcrum roadmap

9. © 2011 Karthik Ethirajan, all rights reserved
9
IDM Opportunity Landscape
Opportunity Landscape
User profile data could be either verified or unverified. User data could be used
to interact with each other, advertise or complete 3rd party transactions.
P2P
PaymentBusiness Card
/ QR code
Peer-to-Peer
Unverified User Data
Online
Payments
SSO
Connect
Identity
Assurance
Advertise
Transactional/
3rdParty
Verified User Data
User-Driven
Identity Sales
Support
ART
Address
Verification
Employment
Verification
Developer
APIs Strong
Authentication
Unverified Data
• Gender
• Social Network
• Hobbies
• Activities
• Events
Verified Data
• Name
• Address
• Phone Number
• Email
• Credit Card
MyAssistant
DataAnalyticsSharing

10. © 2011 Karthik Ethirajan, all rights reserved
10
Agenda
1. Why Participate in Identity Management Space
2. Opportunity Landscape
3. Competitive Landscape
4. Market Sizing Estimates

11. © 2011 Karthik Ethirajan, all rights reserved
11
IDM Market Framework
Competitive Landscape
The monetization of IDM usually aligns itself into many verticals. We identify
Sharing, Charging, Verify, Advertise as the closest revenue opportunities
Identity and
Access
Management
Enrichment
of User
Profile Data
Data Analytics and Exchange
Sharing Charging Verify Advertise
Sharing
elements of user
profile with
publishers after
proper user
consent
Enabling
payment
processing
function for e-
tailers when
users are
logged in with
SSO ID
Sharing
sensitive user
data to facilitate
verification of
employment,
age, address,
others
Sale or use of
user profile data
to target ads
and issue
coupons for
local merchants
•Facebook
Connect
•LinkedIn
Job Posting
•PayPal
Checkout
•Google
Checkout
•Trusted
Identity
•Background
Check
•Google
AdSense
•Amazon
Local
Examples

12. © 2011 Karthik Ethirajan, all rights reserved
12
The biggest players like Google and Facebook have the broadest presence across
many verticals, but have gaps in some verticals.
Identity and
Access
Management
Enrichment
of User
Profile Data
Data Analytics and Exchange
Consumer Identity Market Snapshot
Competitive Landscape
Sharing Charging Verify Advertise

13. © 2011 Karthik Ethirajan, all rights reserved
13
Emerging and a few establishers, such as Crederity and PayPal respectively,
choose to play and hence dominate a single vertical.
Identity and
Access
Management
Enrichment
of User
Profile Data
Data Analytics and Exchange
Consumer Identity Market Snapshot
Competitive Landscape
Sharing Charging Verify Advertise
Vision

14. © 2011 Karthik Ethirajan, all rights reserved
14
Google and Facebook have a rich assortment of products, very strong in Apps
and Ads, and just starting to enter payments and verification space.
Identity and
Access
Management
Enrichment
of User
Profile Data
Data Analytics and Exchange
Consumer Identity Market Competitors (1/2)
Competitive Landscape
Sharing Charging Verify Advertise
Gmail ID is used to login into all Google services and 3rd party websites. User data is used to serve
targeted Ads. New account activation requires verified phone number.
Facebook user profile is unverified. 10,000 new sites are adding Facebook Connect every day.
Facebook Credits can be used to purchase Facebook Apps or virtual goods.
Gmail ID Google Plus Google
Login
Google
Checkout
AdSenseNew Account
Activation
Facebook ID Facebook Apps Facebook
Connect
Facebook
Credits
Unverified Facebook Ads

15. © 2011 Karthik Ethirajan, all rights reserved
15
LinkedIn using its lead in business networks, has established a strong job search
vertical. Microsoft is focused on creating synergies across its product lines.
Identity and
Access
Management
Enrichment
of User
Profile Data
Data Analytics and Exchange
Competitive Landscape
Sharing Charging Verify Advertise
LinkedIn enriches user data by building business networks and apps such as TripIt, Events, SlideShare,
etc. Premium membership gives access to users outside of one’s network. Fee based job postings, ads.
Microsoft has a wide portfolio of products built around Windows Live profile. Sky Drive is like Digital
Locker. Hotmail, MSN portal and Bing are tightly integrated with Windows Live.
LinkedIn ID Business Graph LinkedIn
Connect
Job PostingsUnverified
Windows Live Sky Drive Messenger
Social
Unverified MSN
adCenter
Consumer Identity Market Competitors (2/2)

16. © 2011 Karthik Ethirajan, all rights reserved
16
User Fields Shared by Identity Providers
Competitive Landscape
During the social login process the host website requests access to the following
user fields from the identity providers after the user consents to sharing those
fields
Name
Email
Nickname
Photo
Profile URL
Birthday
Gender
Location
Social Graph
Likes, Interests,
other Profile Data
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