3. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
The Basics - What is an Identity?
…a unique person, product, or device
– All the data/attributes associated with it—dynamic (location) and static (gender)
– Across all channels (In store, Online, Mobile)
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In Store experience
Shopping for X category and comparing Y
products, adding Z products to the basket
Online experience
Searching retailer website for X category
of products with Y features and Z price
Mobile experience
Surfing for price comparisons, reviews,
and features on X products at Y location
4. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Identity = Personal Data
5/14/2013 4
Individual
Preferences
Favorite brands
Taste in music
Interests
…
Acquired
Attributes
Address
Medical record
Purchase history
…
Inherent
Characteristics
Date of birth
Gender
Nationality
…
What does
she like?
What did
she do?
What does
she come
from?
Digital Identity
Sum of all the
digitally available
data about an
individual
5. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Identity as Enabler, Currency, and Product
• Identity drives revenue by serving 3
roles:
– Enabler: companies are building
rich, personalized products and
services
– Currency: users can trade their
identity data for value
– Product: companies will sell
identity data as a product
5/14/2013 5
6. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Identity is Valuable but Carries Risk
Monetization Data Privacy
Stronger legal
enforcement
Increased potential
for brand damage
Higher consumer
awareness/interest
Attribute Exchange
& Federation
Personalization &
Cross-sell
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?
7. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Identity Economy Business Cases
5/14/2013 7
Permission-Based Marketing
Supplier of real-time profile data
to advertising engines
Identity Broker
A market maker for companies that
want to exchange identity assets
Identity Bank
A secure, privacy-driven solution for
managing personal data
Privacy-as-a-Service
Real time attributes driving service interaction
8. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Permission-Based Targeted Marketing
“If we can share your data,
you’ll get a discount”
“Great!”
Policy: Has resource owner {the consumer} consented to allow client {advertiser} to
access {profile, preferences, location, presence} for this purpose {scope(s)}?
Advertising Brands
• Profile
• Presence
• Location
• Preferences
5/14/2013 8
Targeted Advertisement
1
2
3
4
9. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
“You’re Verified!”
“I’m signing up.”
Partial &
Un-trusted
Data “Please verify her identity
and risk score”
“90% certainty
and low-risk”
Identity Broker: Authentication as a Service
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Monetized Exchange of Identity Data for Enhanced Security:
• Knowledge-based Authentication
• Identity Proofing
• Geofencing
10. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Identity Bank
“If we can share your data,
you’ll get compensated”
“I’m signing up.”
“Great!”
Monetized Exchange
of Identity Data:
* Profile
* Presence
* Preferences
Turn your customer data into a valuable asset, instead of a privacy liability
• Put the user in control of what’s OK to share
• Faster time-to-market for Opt-In/Opt-Out
• Enabled personalized 1:1 marketing versus aggregated anonymized
• Become a trusted broker of consumers’ attributes
Retail Finance Healthcare
5/14/2013 10
11. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Privacy-as-a-Service
Transparency, Choice, & Control
5/14/2013 11
My Privacy Preferences:
• Consent
• Preferences
• Personal Data
Informed Consent
• JIT
• Contextualized
12. • Copyright 2013. UnboundID Confidential. All Rights Reserved. •
Privacy-as-a-Service
Humanize and Operationalize Privacy
5/14/2013 12
1
Regulations
Consumer
Consent
Internal
Policies
2
13. UnboundID is a leading platform provider for identity services enabling companies
to dynamically manage, protect, and share real-time customer identity data across
cloud, mobile and social applications. Our solutions help companies provide cross-
organizational visibility into individual customer value, preferences and desires
over time while delivering the assurance that companies and their customers need
to share and manage identity data in secure and open environments. Ultimately,
UnboundID helps companies maximize average revenue per customer by
responding to changing identities over their lifetime.
For more information, see www.unboundid.com.
CLARITY
TRUST
REVENUE
