As the number of Internet surfers
Internet presence
wasn??™t always considered
a strategic
asset
Passport was designed
as a turnkey
system
Companies realized
that a turnkey system
was not always
suitable for their
interests
100 Hints Toward a Solution
grew an order of magnitude, the importance of the Web as a
medium for reaching customers grew, too. Any information
about the user became precious for maintaining loyalty, predicting
behavior, and targeting offerings. Online advertising
exploded. It was like the of?¬‚ine world, but the eyeball economy
made everything faster and global reaching. In these new conditions,
in which somebody can earn revenue just by having you
look at one page, outsourcing identity management just does
not make business sense. That??™s why nowadays we are so surprised
at the attempt to extend the Passport authentication
scheme beyond Microsoft assets, but at the time there was some
reasoning behind it. In fact, other big Internet players are betting
on similar systems still today while Microsoft endorses the
Identity Metasystem (see the section with the same name).
While online business went through all those transformations,
maturity and awareness in the usage of the Internet increased.
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