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<p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:#1F497D'>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.<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:#1F497D'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'>Cheers,</span><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'><o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'><br>
Brian<o:p></o:p></span></p>
<p class=MsoNormal><b><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'>==============<o:p></o:p></span></b></p>
<p class=MsoNormal><b><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'>Brian Kissel<o:p></o:p></span></b></p>
<p class=MsoNormal><b><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'>Cell: 503.866.4424<o:p></o:p></span></b></p>
<p class=MsoNormal><b><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:navy'>Fax: 503.296.5502<o:p></o:p></span></b></p>
<p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";
color:#1F497D'><o:p> </o:p></span></p>
<div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0in 0in 0in'>
<p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span
style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>
marketing-bounces@openid.net [mailto:marketing-bounces@openid.net] <b>On Behalf
Of </b>Nat Sakimura<br>
<b>Sent:</b> Thursday, August 07, 2008 10:12 AM<br>
<b>To:</b> OpenID marketing<br>
<b>Subject:</b> Re: [Marketing] OpenID market segmentation<o:p></o:p></span></p>
</div>
<p class=MsoNormal><o:p> </o:p></p>
<div>
<p class=MsoNormal>My ball park number would be: <o:p></o:p></p>
<div>
<p class=MsoNormal><o:p> </o:p></p>
</div>
<div>
<p class=MsoNormal>Low dollar value commerce < US$10 -- Typical for mobile
contents in Japan. Micro-payment kind. <o:p></o:p></p>
</div>
<div>
<p class=MsoNormal>Mid dollar value commerce < US$500 -- Most of the Amazon
type commerce falls into this category<o:p></o:p></p>
</div>
<div>
<p class=MsoNormal>High dollar value commerce < US$5000 -- something in line
with usual credit card credit limit. <o:p></o:p></p>
</div>
<div>
<p class=MsoNormal>Higher dollar value commerce >= US$5000 -- stock
brokerage, etc. <o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><o:p> </o:p></p>
</div>
<div>
<p class=MsoNormal>Would that be good enough? <o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><o:p> </o:p></p>
</div>
<div>
<p class=MsoNormal>Also, is there any template so that we can start working on
the cases? <o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><o:p> </o:p></p>
</div>
<div>
<p class=MsoNormal>=nat<o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><o:p> </o:p></p>
</div>
<div>
<p class=MsoNormal><o:p> </o:p></p>
<div>
<p class=MsoNormal><o:p> </o:p></p>
<div>
<p class=MsoNormal>On Thu, Aug 7, 2008 at 8:50 AM, Brian Kissel <<a
href="mailto:bkissel@janrain.com">bkissel@janrain.com</a>> wrote:<o:p></o:p></p>
<div>
<div>
<p><span style='font-size:11.0pt;color:#1F497D'>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. </span><o:p></o:p></p>
<div>
<p><span style='font-size:11.0pt;color:#1F497D'> </span><o:p></o:p></p>
<p><span style='font-size:11.0pt;color:navy'>Cheers,</span><o:p></o:p></p>
<p><span style='font-size:11.0pt;color:navy'><br>
Brian</span><o:p></o:p></p>
<p><b><span style='font-size:11.0pt;color:navy'>==============</span></b><o:p></o:p></p>
<p><b><span style='font-size:11.0pt;color:navy'>Brian Kissel</span></b><o:p></o:p></p>
<p><b><span style='font-size:11.0pt;color:navy'>Cell: 503.866.4424</span></b><o:p></o:p></p>
<p><b><span style='font-size:11.0pt;color:navy'>Fax: 503.296.5502</span></b><o:p></o:p></p>
<p><span style='font-size:11.0pt;color:#1F497D'> </span><o:p></o:p></p>
</div>
<div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0in 0in 0in'>
<p><b><span style='font-size:10.0pt'>From:</span></b><span style='font-size:
10.0pt'> <a href="mailto:marketing-bounces@openid.net" target="_blank">marketing-bounces@openid.net</a>
[mailto:<a href="mailto:marketing-bounces@openid.net" target="_blank">marketing-bounces@openid.net</a>]
<b>On Behalf Of </b>Nat Sakimura<br>
<b>Sent:</b> Tuesday, August 05, 2008 1:55 AM</span><o:p></o:p></p>
<div>
<div>
<p class=MsoNormal><br>
<b>To:</b> OpenID marketing<br>
<b>Subject:</b> Re: [Marketing] OpenID market segmentation<o:p></o:p></p>
</div>
</div>
</div>
<div>
<div>
<p> <o:p></o:p></p>
<div>
<p style='margin-bottom:12.0pt'>What is the dollar value that makes a
transaction "Not Low Value"? <br>
Is it US$100? Or $1000? Or ...<br>
<br>
=nat<o:p></o:p></p>
<div>
<p>On Tue, Aug 5, 2008 at 10:13 AM, Johannes Ernst <jernst+<a
href="http://openid.net" target="_blank">openid.net</a>@<a
href="http://netmesh.us" target="_blank">netmesh.us</a>> wrote:<o:p></o:p></p>
<div>
<p>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.<o:p></o:p></p>
<div>
<p> <o:p></o:p></p>
</div>
<div>
<p>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.<o:p></o:p></p>
</div>
<div>
<p> <o:p></o:p></p>
</div>
<div>
<p>Personally I think it would be useful to inform our own planning within the
foundation, and perhaps focus and simplify our message and focus.<o:p></o:p></p>
</div>
<div>
<p> <o:p></o:p></p>
</div>
<div>
<p>Cheers,<o:p></o:p></p>
</div>
<div>
<p> <o:p></o:p></p>
</div>
<div>
<p><span style='color:#888888'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='color:#888888'>Johannes.</span><o:p></o:p></p>
</div>
<div>
<div>
<div>
<p> <o:p></o:p></p>
</div>
<div>
<div>
<div>
<div>
<p>On 2008/08/04, at 17:04, Brian Kissel wrote:<o:p></o:p></p>
</div>
<p style='margin-bottom:12.0pt'><o:p> </o:p></p>
<div>
<div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>While not
suggesting more "official" segmentations, to address adoption and the
sequencing of OIDF outreach, our thoughts are that it may evolve as follows:</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>User generated
content (blogs, wikis, discussion groups, etc.) - today</span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>Media content sites
(newspapers, magazines, broadcast and cable TV, radio, sports, etc.)</span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>Affinity group sites
(boy scouts, little league, corp and academic alumni associations)</span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>Light duty partner
federation (non-commerce)</span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>Low dollar value
commerce</span><o:p></o:p></p>
</div>
<div>
<p style='text-indent:-.25in'><span style='font-size:10.5pt;font-family:Symbol;
color:black'>·</span><span style='font-size:10.5pt;color:black'> </span><span
style='font-size:10.5pt;font-family:Consolas;color:black'>More sensitive
categories (banking, high value commerce, healthcare, govt related personal
information)</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>Cheers,</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>Brian</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>==============</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>Brian Kissel</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>Cell:
503.866.4424</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>Fax:
503.296.5502</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>-----Original
Message-----<br>
From: <a href="mailto:marketing-bounces@openid.net" target="_blank">marketing-bounces@openid.net</a>
[<a href="mailto:marketing-bounces@openid.net" target="_blank">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</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>The only
segmentation we have thought of so far is:</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>
OPs</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>
RP business</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>
RP technical</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>
Users</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>I think any
more then that is premature at this point in time.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>-- Dick</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>On 4-Aug-08,
at 4:34 PM, Johannes Ernst wrote:</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> Within
the marketing committee, has there been any agreement (or at</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> least
discussion) on market segments and customer segments for</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> OpenID
adoption, and in which sequence they are most likely going to</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> adopt
OpenID?</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> We know
that it is "OPs are first, RPs second" because that's what</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> we're
seeing in the market.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> But
what about industries, geographies, business scenarios,</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>>
demographics, ... or whatever other ways of slicing and dicing the</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> market
may be useful here?</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> Thanks.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>>
Johannes.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>>
Johannes Ernst</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> NetMesh
Inc.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> <openid-relying-party-anonymous.gif>
<lid.gif> <a href="http://netmesh.info/jernst" target="_blank">http://netmesh.info/jernst</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>>
_______________________________________________</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>>
marketing mailing list</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> <a
href="mailto:marketing@openid.net" target="_blank">marketing@openid.net</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>> <a
href="http://openid.net/mailman/listinfo/marketing" target="_blank">http://openid.net/mailman/listinfo/marketing</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>_______________________________________________</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>marketing
mailing list</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'><a
href="mailto:marketing@openid.net" target="_blank">marketing@openid.net</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'><a
href="http://openid.net/mailman/listinfo/marketing" target="_blank">http://openid.net/mailman/listinfo/marketing</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>__________
Information from ESET NOD32 Antivirus, version of virus signature database 2888
(20080220) __________</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'>The message
was checked by ESET NOD32 Antivirus.</span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'><a
href="http://www.eset.com" target="_blank">http://www.eset.com</a></span><o:p></o:p></p>
</div>
<div>
<p><span style='font-size:10.5pt;font-family:Consolas;color:black'> </span><o:p></o:p></p>
</div>
</div>
<p><span style='font-size:9.0pt;color:black'>_______________________________________________<br>
marketing mailing list<br>
<a href="mailto:marketing@openid.net" target="_blank">marketing@openid.net</a><br>
<a href="http://openid.net/mailman/listinfo/marketing" target="_blank">http://openid.net/mailman/listinfo/marketing</a></span><o:p></o:p></p>
</div>
</div>
<p> <o:p></o:p></p>
</div>
</div>
</div>
</div>
</div>
<p style='margin-bottom:12.0pt'><br>
_______________________________________________<br>
marketing mailing list<br>
<a href="mailto:marketing@openid.net" target="_blank">marketing@openid.net</a><br>
<a href="http://openid.net/mailman/listinfo/marketing" target="_blank">http://openid.net/mailman/listinfo/marketing</a><o:p></o:p></p>
</div>
<p><br>
<br clear=all>
<br>
-- <br>
Nat Sakimura (=nat)<br>
<a href="http://www.sakimura.org/en/" target="_blank">http://www.sakimura.org/en/</a><o:p></o:p></p>
</div>
<p> <o:p></o:p></p>
<p>__________ Information from ESET NOD32 Antivirus, version of virus signature
database 2888 (20080220) __________<o:p></o:p></p>
<p> <o:p></o:p></p>
<p>The message was checked by ESET NOD32 Antivirus.<o:p></o:p></p>
<p> <o:p></o:p></p>
<p><a href="http://www.eset.com" target="_blank">http://www.eset.com</a><o:p></o:p></p>
</div>
</div>
</div>
</div>
<p class=MsoNormal style='margin-bottom:12.0pt'><br>
_______________________________________________<br>
marketing mailing list<br>
<a href="mailto:marketing@openid.net">marketing@openid.net</a><br>
<a href="http://openid.net/mailman/listinfo/marketing" target="_blank">http://openid.net/mailman/listinfo/marketing</a><o:p></o:p></p>
</div>
<p class=MsoNormal><br>
<br clear=all>
<br>
-- <br>
Nat Sakimura (=nat)<br>
<a href="http://www.sakimura.org/en/">http://www.sakimura.org/en/</a><o:p></o:p></p>
</div>
</div>
</div>
<p class=MsoNormal><o:p> </o:p></p>
<p>__________ Information from ESET NOD32 Antivirus, version of virus signature
database 2888 (20080220) __________<o:p></o:p></p>
<p class=MsoNormal><o:p> </o:p></p>
<p>The message was checked by ESET NOD32 Antivirus.<o:p></o:p></p>
<p class=MsoNormal><o:p> </o:p></p>
<p>http://www.eset.com<o:p></o:p></p>
</div>
</body>
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