Business Model of Identity Management
Sunday, February 24th, 2008There is one thing that puzzles me when people talk about the business of Identity Management. It goes along the lines of “The idea is great and really needed (I myself manage X passwords), but there is no viable business model behind it!”
For example, in the recent (Feb 15th) Crypto-Gram Bruce Schneier writes:
Cryptographer Stefan Brands has a new company, Credentica, that allows people to disclose personal information while maintaining privacy and minimizing the threat of identity theft. … I know Stefan; he’s good. The cryptography behind this system is almost certainly impeccable. I like systems like this, and I want them to succeed. I just don’t see a viable business model. I’d like to be proven wrong.
See also a post by Marco Casassa Mont wondering what the business model might be.
And of course there are numerous emails that we receive here at SlashID - “it’s neat and looks very useful, but how are you going to make money?”
Do you see anything strange, or is it just me? How can something that is useful and needed have no business model? Business is about providing value and charging something in return. If you have a system that provides value (i.e. people may find it useful) you can ask for something back - like money or anything else.
In most cases, that “anything else” is just people’s personal data. Ever seen a cardboard box saying “drop your business card and win a free iPod”? This is how it can work with trusted Identity Providers. You pay with your privacy, if you are so inclined. This implicit “payment” can be used sometimes to describe a service as “free”. Well, if it’s not anonymous it’s not really free.
And this is where I think the root of the problem is. Internet is full of “free” services to the users - getting the payment implicitly through access to millions of records of personal data and possibilities of marketing, data mining and advertising revenue. Everybody does that, and it became a norm. And the key phrase - “User’s Don’t Pay!” - is now deeply rooted in the mind of anyone trying to make money online.
I think something is broken with it. If you ask me, I’d much rather pay a small sum of money (say, a buck a month) for the service that I need, than pay with my privacy.
Then it gets worse - websites are not only asking for your personal data, but also for your passwords on other sites - to import your contacts or show all your accounts on one screen, thank you very much. Some people already cry foul, and hopefully their voice is being heard. (Some would claim that OAuth solves this problem - but it only hides the passwords. You are still asked to authorize a third party website to access your sensitive data).
Unfortunately, we cannot count on the users to say “no” to services who have access to disproportionate amount of personal data - after all, people didn’t say “no” to mortgages with attractive interest rates… Besides a few security geeks, people don’t care. And this is why the common theme for now is “User’s Don’t Pay” - period.
Well, the recent subprime abuse was promptly followed by a subprime crisis. Do we need a trust and privacy crisis to follow the current trust and privacy abuse for people to learn to value their privacy? Time will tell.
Meanwhile, we are playing with fire.