[Marketing] OpenID market segmentation

Thu Aug 7 19:10:24 UTC 2008

That looks good Nat.  It will be interesting to see how prospective RPs respond and what the requirements are for each of these categories.  It may be that when we query them, there are only 2 categories, or there may be 5, but once we start doing the research we'll find out.

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: Thursday, August 07, 2008 10:12 AM
To: OpenID marketing
Subject: Re: [Marketing] OpenID market segmentation

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<mailto: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> [mailto: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<http://openid.net>@netmesh.us<http://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> [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<mailto:marketing at openid.net>

> http://openid.net/mailman/listinfo/marketing

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