Customers will need to be authenticated with the right
security assurances, sure, but the highest-order bit will be how
to capitalize on relationships, retain customers, achieve loyalty
and prevent departures, leverage customer pro?¬?les for improving
sales or selling info to marketing ?¬?rms, handle privacy and
regulation concerns, keep user-pro?¬?le data fresh, and many
other considerations. Those are all business goals that can
deeply affect how customer identity is handled from the technical
standpoint; furthermore, any operator will give different
weights according to the kind of service they provide. Just think
of the use that Amazon.com would make of its user pro?¬?les, as
opposed to matchmaker businesses such as eHarmony.com.
That??™s not all. As the usage of new technologies rises in government
functions and practices (the so-called eGovernment), institutions
expose more and more of their operations to online
consumption. Their view of identity is in?¬‚uenced by the existing
relationship they have with citizens, and the assurances they
have to provide must be inline with the of?¬?cial function they are
called on to accomplish.
The different ways in which identity is de?¬?ned, exchanged, and
manipulated in a certain transaction de?¬?nes a context.
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