[OpenID board] Marketing CMP report
Dick Hardt
dick at sxip.com
Thu May 22 16:45:54 UTC 2008
fellow board members:
Reviewing the material that Beale gleaned from the interviews, the
focus has been on what do we need to do to get adoption of OpenID
today and what are the barriers to adoption. The messaging they came
back with was assuming that OpenID is ready for mainstream adoption,
we just need to correctly message about it.
We need to decide if we are focused on:
(1) getting adoption of the current technology, or
(2) getting people together to solve the broader internet identity
problems using the current technology as a starting point.
If the first one, then we can have the following messaging:
- Leadership
using OpenID shows the world you are forward thinking
- Efficiency
using OpenID will save you money
- Growth
using OpenID will get you more users
If the second, we can have the following messaging:
- Leadership
participating in the Foundation shows the world you are part of the
solution for solving internet identity
- Efficiency
participating in the Foundation unites your efforts with others
- Growth
participating in the Foundation will provide you with identity
solutions that allow you to grow your business
NOTE: I made up these phrases on the fly to indicate the tone -- let's
not spend time discussing if they are the right words!
Personally, I am aligned with (2) and with the following items from
the Internet Identity Workshop page [1]
....
User-centric identity is the ability:
* To use one's identifier(s) on more then one site
* To control who sees what information about you
* To selectively share presence and profile information
* To maintain multiple identities and personas in the contexts
you wish
* To aggregate attention, navigation, and purchase history from
the sites and communities you frequent
* To move and share your personal data, relationships, documents,
and other publications as you wish
[1] http://iiw.idcommons.net/index.php/Iiw2008a
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