[Marketing] OpenID market segmentation

Thu Aug 7 17:11:52 UTC 2008

My ball park number would be:
Low dollar value commerce < US$10 -- Typical for mobile contents in Japan.
Micro-payment kind.
Mid dollar value commerce < US$500 -- Most of the Amazon type commerce falls
into this category
High dollar value commerce < US$5000 -- something in line with usual credit
card credit limit.
Higher dollar value commerce >= US$5000 -- stock brokerage, etc.

Would that be good enough?

Also, is there any template so that we can start working on the cases?

=nat

On Thu, Aug 7, 2008 at 8:50 AM, Brian Kissel <bkissel at janrain.com> wrote:

>  Good question Nat, I didn't have a specific number in mind, but suspect
> that the balance between easy access and security/trust/reputation for
> buying a $1 mp3 download is different than buying a $5000 diamond online, so
> the RPs for those categories might have different requirements.  I'm
> certainly open to any suggestions, and it may not be a hard dollar number
> but some other criteria that distinguishes between the two segments.
>
>
>
> Cheers,
>
>
> Brian
>
> *==============*
>
> *Brian Kissel*
>
> *Cell: 503.866.4424*
>
> *Fax: 503.296.5502*
>
>
>
> *From:* marketing-bounces at openid.net [mailto:marketing-bounces at openid.net]
> *On Behalf Of *Nat Sakimura
> *Sent:* Tuesday, August 05, 2008 1:55 AM
>
> *To:* OpenID marketing
> *Subject:* Re: [Marketing] OpenID market segmentation
>
>
>
> What is the dollar value that makes a transaction "Not Low Value"?
> Is it US$100? Or $1000? Or ...
>
> =nat
>
> On Tue, Aug 5, 2008 at 10:13 AM, Johannes Ernst <jernst+openid.net@
> netmesh.us> 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<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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>
> --
> Nat Sakimura (=nat)
> http://www.sakimura.org/en/
>
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-- 
Nat Sakimura (=nat)
http://www.sakimura.org/en/
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