<html><body style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space; ">First the board needs to decide what OpenID is and what it's mission is. :-)<div><br><div><div>On 4-Aug-08, at 6:13 PM, Johannes Ernst wrote:</div><br class="Apple-interchange-newline"><blockquote type="cite"><div style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space; ">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.<div><br></div><div>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.</div><div><br></div><div>Personally I think it would be useful to inform our own planning within the foundation, and perhaps focus and simplify our message and focus.</div><div><br></div><div>Cheers,</div><div><br></div><div><br></div><div>Johannes.</div><div><br></div><div><div><div><div>On 2008/08/04, at 17:04, Brian Kissel wrote:</div><br class="Apple-interchange-newline"><blockquote type="cite"><span class="Apple-style-span" style="border-collapse: separate; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-border-horizontal-spacing: 0px; -webkit-border-vertical-spacing: 0px; -webkit-text-decorations-in-effect: none; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0; "><div lang="EN-US" link="blue" vlink="purple"><div class="Section1"><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">While not suggesting more “official” segmentations, to address adoption and the sequencing of OIDF outreach, our thoughts are that it may evolve as follows:<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>User generated content (blogs, wikis, discussion groups, etc.) - today<o:p></o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>Media content sites (newspapers, magazines, broadcast and cable TV, radio, sports, etc.)<o:p></o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>Affinity group sites (boy scouts, little league, corp and academic alumni associations)<o:p></o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>Light duty partner federation (non-commerce)<o:p></o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>Low dollar value commerce<o:p></o:p></div><div style="text-indent: -0.25in; margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><span style="font-family: Symbol; "><span>·<span style="font: normal normal normal 7pt/normal 'Times New Roman'; "> <span class="Apple-converted-space"> </span></span></span></span>More sensitive categories (banking, high value commerce, healthcare, govt related personal information)<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">Cheers,<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">Brian<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">==============<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">Brian Kissel<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">Cell: 503.866.4424<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">Fax: 503.296.5502<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">-----Original Message-----<br>From: <a href="mailto:marketing-bounces@openid.net">marketing-bounces@openid.net</a> [<a href="mailto:marketing-bounces@openid.net" style="color: blue; text-decoration: underline; ">mailto:marketing-bounces@openid.net</a>] On Behalf Of Dick Hardt<br>Sent: Monday, August 04, 2008 4:49 PM<br>To: OpenID marketing<br>Subject: Re: [Marketing] OpenID market segmentation</div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">The only segmentation we have thought of so far is:<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> OPs<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> RP business<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> RP technical<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> Users<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">I think any more then that is premature at this point in time.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">-- Dick<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">On 4-Aug-08, at 4:34 PM, Johannes Ernst wrote:<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> Within the marketing committee, has there been any agreement (or at<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> least discussion) on market segments and customer segments for<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> OpenID adoption, and in which sequence they are most likely going to<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> adopt OpenID?<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> We know that it is "OPs are first, RPs second" because that's what<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> we're seeing in the market.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> But what about industries, geographies, business scenarios,<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> demographics, ... or whatever other ways of slicing and dicing the<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> market may be useful here?<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> Thanks.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> Johannes.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> Johannes Ernst<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> NetMesh Inc.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> <openid-relying-party-anonymous.gif> <lid.gif><span class="Apple-converted-space"> </span><a href="http://netmesh.info/jernst" style="color: blue; text-decoration: underline; ">http://netmesh.info/jernst</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> _______________________________________________<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">> marketing mailing list<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><span class="Apple-converted-space"> </span><a href="mailto:marketing@openid.net" style="color: blue; text-decoration: underline; ">marketing@openid.net</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">><span class="Apple-converted-space"> </span><a href="http://openid.net/mailman/listinfo/marketing" style="color: blue; text-decoration: underline; ">http://openid.net/mailman/listinfo/marketing</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">_______________________________________________<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">marketing mailing list<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><a href="mailto:marketing@openid.net" style="color: blue; text-decoration: underline; ">marketing@openid.net</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><a href="http://openid.net/mailman/listinfo/marketing" style="color: blue; text-decoration: underline; ">http://openid.net/mailman/listinfo/marketing</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> <o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">__________ Information from ESET NOD32 Antivirus, version of virus signature database 2888 (20080220) __________<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; ">The message was checked by ESET NOD32 Antivirus.<o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><o:p> </o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "><a href="http://www.eset.com" style="color: blue; text-decoration: underline; ">http://www.eset.com</a><o:p></o:p></div><div style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; font-size: 10.5pt; font-family: Consolas; "> <o:p></o:p></div></div>_______________________________________________<br>marketing mailing list<br><a href="mailto:marketing@openid.net" style="color: blue; text-decoration: underline; ">marketing@openid.net</a><br><a href="http://openid.net/mailman/listinfo/marketing" style="color: blue; text-decoration: underline; ">http://openid.net/mailman/listinfo/marketing</a><br></div></span></blockquote></div><br></div></div></div>_______________________________________________<br>marketing mailing list<br><a href="mailto:marketing@openid.net">marketing@openid.net</a><br>http://openid.net/mailman/listinfo/marketing<br></blockquote></div><br></div></body></html>