[Marketing] OpenID market segmentation

[Johannes Ernst]

We are probably all now agreed that the OpenID message resonates  
differently with different market segments. For example, OpenID has  
significant market share for blog commenting and it's relatively easy  
to make the case there, but it has zero market share so far for  
banking where today, nobody (I've heard of) thinks that OpenID is a  
solution.

Would it make sense for the marketing committee to attempt to  
categorize existing OpenID adoption -- perhaps using the categories  
that Brian suggested below -- and summarize why those adopters did or  
did not adopt, and what the obstacles are in each of those categories?  
Over time, this could perhaps be augmented by some systematic customer  
research that the foundation should be performing (sub-contracting) --  
at least I would make the argument that it should.

Personally I think it would be useful to inform our own planning  
within the foundation, and perhaps focus and simplify our message and  
focus.

Cheers,


Johannes.

On 2008/08/04, at 17:04, Brian Kissel wrote:

> While not suggesting more “official” segmentations, to address  
> adoption and the sequencing of OIDF outreach, our thoughts are that  
> it may evolve as follows:
>
> ·         User generated content (blogs, wikis, discussion groups,  
> etc.) - today
> ·         Media content sites (newspapers, magazines, broadcast and  
> cable TV, radio, sports, etc.)
> ·         Affinity group sites (boy scouts, little league, corp and  
> academic alumni associations)
> ·         Light duty partner federation (non-commerce)
> ·         Low dollar value commerce
> ·         More sensitive categories (banking, high value commerce,  
> healthcare, govt related personal information)
>
>
> Cheers,
>
> Brian
> ==============
> Brian Kissel
> Cell: 503.866.4424
> Fax: 503.296.5502
>
>
> -----Original Message-----
> From: marketing-bounces at openid.net [mailto:marketing-bounces at openid.net 
> ] On Behalf Of Dick Hardt
> Sent: Monday, August 04, 2008 4:49 PM
> To: OpenID marketing
> Subject: Re: [Marketing] OpenID market segmentation
>
> The only segmentation we have thought of so far is:
>         OPs
>         RP business
>         RP technical
>         Users
>
> I think any more then that is premature at this point in time.
>
> -- Dick
>
> On 4-Aug-08, at 4:34 PM, Johannes Ernst wrote:
>
> > Within the marketing committee, has there been any agreement (or at
> > least discussion) on market segments and customer segments for
> > OpenID adoption, and in which sequence they are most likely going to
> > adopt OpenID?
> >
> > We know that it is "OPs are first, RPs second" because that's what
> > we're seeing in the market.
> >
> > But what about industries, geographies, business scenarios,
> > demographics, ... or whatever other ways of slicing and dicing the
> > market may be useful here?
> >
> > Thanks.
> >
> >
> >
> > Johannes.
> >
> >
> >
> > Johannes Ernst
> > NetMesh Inc.
> >
> >
> > <openid-relying-party-anonymous.gif> <lid.gif> http://netmesh.info/jernst
> >
> > _______________________________________________
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> > marketing at openid.net
> > http://openid.net/mailman/listinfo/marketing
>
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