identity and e-commerce
DESCRIPTION
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.TRANSCRIPT
IDENTITY & E-COMMERCE
FARHANG KASSAEI, EBAY Inc.
X.COMMERCE
I
“Cloud Commerce ”
…Storefront…Demand generation…Personalization…Transaction …Analytics
… IDENTITY
Questions
II
What does a Commercial IDP Look like?
How do merchants use identity?
Is there a commercial Identity?
Is identity a continuum or discrete types?
Can one IDP covers the whole range of identities?
Observations
III
Register
Identity == Customer
To merchants identity is
…On boarding
…Personalization
…Transaction
…Less risk, More Security
…It is not about SSO!
“ 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…”
DICK HARDT
To Customer/User…Convenience …Value …Privacy/Control
…Less risk, More Security
Enablement is a trend
…APIs vs. App Stores
…App vs. Cloud …IDP vs. Customer Provider
IV
Super Identity
Implications for IDP
…”The dance”…Entity resolution …Coverage and quality…Dynamic attributes…Portability
A Federation of…Social Identities …Professional Identities
…Other source of attributes
…Trust and Value broker
XIDP
AP
AP
AP
Dyna
AP
RP
RP
RP
Privacy
… Key to success… A trade off vs. A violation… Meaningful control
We’d like to hear from you
… Attribute Provider… Identity Selector… Merchant
Thanks You.Farhang Kassaei/[email protected]://softwareforallseasons.blogspot.com
Cover Photo: Stylized photo of Orion nebula, Courtesy NASA