??”The Laws of Identity, Cameron, 2005
One of the ?¬?rst adopters of Microsoft Passport was Victoria??™s
Secret. At the time, it was not a well-known brand in Italy.
When one of the authors found out that it was a lingerie brand,
he was puzzled. He spent a good deal of time trying to understand
the business reasons for which Microsoft needed to be
informed of the details of his Valentine??™s day purchases.
A negative
example: How the
Social Security
Number is handled
in the United States
The Seven Laws of Identity 99
Understanding the circumstances requires recalling what the
Internet was in the few years after Y2K. Today it is almost unthinkable
for any company not to have substantial web presence.
In 2001, there were still many important companies
without a website, and the bursting of the dotcom bubble had
scared the industry enough that they backed off any mainstream
strategy related to the Web. Brick-and-mortar companies often
didn??™t have investments in or know how to invest in web properties:
Website creation and maintenance were massively outsourced,
almost as experiments and PR bangs, every move
clearly giving away that the energies were still on the traditional
channels.
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