[Marketing] OpenID market segmentation

[Dick Hardt]

First the board needs to decide what OpenID is and what it's mission  
is. :-)

On 4-Aug-08, at 6:13 PM, Johannes Ernst wrote:

> 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
>> >
>> > _______________________________________________
>> > marketing mailing list
>> > marketing at openid.net
>> > http://openid.net/mailman/listinfo/marketing
>>
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