Wednesday Dec 16, 2009

Strategic News Service: Tech Predictions for 2010

Mark Anderson, publisher of Strategic News Service, talks about his yearly technology predictions in the following Business Week library video.    An overriding theme seems to be that consumers are demanding, and progressively getting, highly personalized, context-aware, mobile services and content. This demand driving big changes in hardware platforms, operating systems, media distribution and pricing, and network infrastructure. Much of the work I am involved with at Sun is focused directly on these major shifts in markets and technology. This whole area is rife with large, market changing opportunities.

A longer audio presentation, recorded December 10, 2009 at the Waldorf-Astoria, New York, is available. Listen to the presentation now.

Thanks to Kip Meacham for sharing the link.

Tuesday Oct 27, 2009

Identity Trend 9: Identity Analytics

This post is the ninth in a series of eleven posts I am writing about key trends in the Identity Management industry.

Whenever data is amassed and made available for analysis, the odds are great that someone will  figure out ways to derive new meaning from this data.  So it is with data related to personal Identity.  I believe we will see an explosion of data analytics being applied to Identity-related data for a number of applications.  Three emerging areas are briefly described in this post.

Authentication/Discovery

imageConsiderable evidence is available to show how each of us is progressively establishing a historical, logical  “fingerprint” based on our personal patterns of accessing online resources.   In a blog post entitled, “Anonymized Data Really Isn't,” I discussed how correlating “anonymized” data with seemingly unrelated publicly available data can pinpoint personal identities with frightening accuracy. 

In his address at Digital ID World, Jeff Jonas’ discussion about using data analytics to discover space-time-travel characteristics of individuals was both challenging and disturbing.  Mobile operators are accumulating 600 billion cellphone transaction records annually and are selling this data to third parties who use advanced analytics to identify space/time/travel characteristics of individual people, to be used for authentication and focused marketing activities.

I expect we will soon see many ways data analytics will be used for both positive and negative purposes, to very accurately identify individual people and leverage that identification for authentication and personalization purposes.

Context/Purpose

imageJust like data analytics can be used to identify who we really are, these methods can be leveraged to personalize the experience online users have with each other and with online applications.  As I discussed in my Identity Trend blog post about Personalization and Context, personalization increases the value of online user experience by presenting relevant content to a specific user at a particular time and tailoring the user experience  to fit what a user is doing at that time.  Data analytics can be used to evaluate both real time and historical information to answer questions such as:

  • What are you doing now?
  • What did you do recently in a similar circumstance?
  • Will historical patterns predict your preferences?

Perhaps the best-known example of this is Amazon.com’s recommendation service illustrated in the photo above.  In this case, based on my historical purchase pattern, Amazon recommended two books to me.  Ironically, Amazon recommended I purchase Seth Godin’s book entitled “Permission Marketing, which addresses some of these very issues we are addressing in this post.  In the next few years, we will most likely see more powerful and refined recommendation engines based on complex data analytics, adapted to a wide variety of user interfaces.

Auditing

imageThe big question surrounding IT auditing is, “Who really did what, when and where?”  While many tools exist for maintain audit trails and evaluating compliance with audit policy, I believe we will see and emerging class of tools to evaluate audit trails and logs in ways not anticipated by current tools.  A few examples:

Sophisticated ad hoc analytics may make it easier to discover patterns of fraudulent access that may be missed by more structured audit tools. 

Enhanced analytics may help improve the business role discovery process by detecting obscure usage trends in log data.

Recommendations:

Some questions you may consider to explore how Identity Analytics may affect your enterprise include:

  1. What Identity data do you currently store?
  2. What related data do you store that could be correlated with Identity data?
  3. Can data analytics be used to correlate data you store with publicly-available data to provide value to your enterprise and your customers?
  4. What additional business value could accrue to your organization base on such analytics?
  5. That privacy and security threats may exist to your employees and your organization if advanced analytics are used to correlate publicly-available data with data you make available?
  6. How could data analytics related to Context and Preference be used to enhance the way users interact with your organization?
  7. How can advanced analytics help you combat fraud or other cybercrime?
  8. How can you use advanced analytics to improve corporate processes?

Identity Trend 8: Personalization and Context

This post is the eighth in a series of eleven posts I am writing about key trends in the Identity Management industry.

Much of the work I have been doing with Sun Microsystems during the past year has been focused on how to leverage Identity to enhance personalization of user experience across multiple “screens of your life.”  Project Destination, a Sun initiative which I lead, is all about enhancing online user experience through “Identity-enabled Service Orchestration and Delivery.”

Personalization increases the value of online user experience by presenting relevant content to a specific user at a particular time and tailoring the user experience  to fit what a user is doing at that time.  An effective combination of Identity and Context is essential for personalization.

Context refers to the idea that computer systems and networks can both sense and react based on their environment. For example, devices may have information about the circumstances under which they are able to operate and based on rules, or an intelligent stimulus, react accordingly.  Context is not simply a state, but part of a process in which users are intimately involved and user interfaces are adapted in real time to accommodate changes in user or system context. For example, a context aware mobile phone may know that it is currently in the meeting room, and that the user has sat down. The phone may conclude that the user is currently in a meeting and reject any unimportant calls. Context-aware systems are concerned with the acquisition of context, the abstraction and understanding of context, and application behavior based on the recognized context. Context awareness is regarded as an enabling technology for ubiquitous computing systems.  The Wikipedia article, “Context Awareness,” provides more details and valuable links to material on the subject.

The emergence of Context as a key component of personalization will likely accelerate as service providers seek to answer demand for the delivery of identity-enabled, highly personalized, blended services to subscribers of modern networks.

imageCombining a third element, “Preference,” will enable further personalization.  In a blog post entitled, “Identity, Context, Preference and Persona,” I proposed that the concept of persona is best understood as the intersection of three elements: 

  • Identity = who I am
  • Context = what I am doing
  • Preference = what I want
  • Persona is not just a partial projection of one's identity.  It must take into account the context in which a person exists at the moment, and the preferences the person makes relative to that particular situation. Personalization of a product or service must be synchronized with the persona of a person at any relevant point in time - his or her current persona.

    I expect that two key context-enabled concepts will continue to gain more focus in the near future:

    1. Selective Personae refers to the ability of a person to choose which persona he or she desires to use in a particular context to enable certain types of online experiences.  For example,  online systems (such as BigDialog, a project directed by eCitizen Foundation and Massachusetts Institute of Technology) are emerging to enable citizens to interact more effectively with government officials.  In such a case, a context-driven, selective persona system may validate that a user is indeed a citizen, but allow the user to specify how much personal information (e.g. age, marital status, race) he or she wishes to expose for a particular conversation.
    2. Purpose-driven Web refers to providing a context-driven online experience focused on what a person is doing or wants to do at a particular time, not just what sites the person may be visiting on line.  For example, at the recent DIDW conference, Phil Windley, founder of  of Kynetx proposed to enable contextualized, purpose-based user experiences using the web browser as a point of integration.

    Recommendations:

    Consider questions such as these to determine how your organization can leverage Context to enhance user experience:

    1. How can a more personalized user experience strengthen the relationship between my customers and my organization?
    2. What new business opportunities can we leverage if we can deliver better user experience to our users?
    3. In what different contexts (e.g. in-store, via web browser, with mobile phone, via TV, at home, at work, during travel) do my user interact with my organization?
    4. How can we augment Identity information we have about users with contextual information to further personalize user experience?
    5. How can information I have collected about user interactions with my organization be leveraged to further personalize a user experience?
    6. What privacy and security regulations limit how we can leverage user information?
    7. Can we effectively leverage user opt-in or opt-out techniques to meet individual user preferences?
    8. How can we leverage new context-driven concepts such as Selective Personae or Purpose-driven Web to personalize the user experience for our customers?

    Friday Jun 05, 2009

    Intuitive Identity in a Highly-personalized, Hyper-connected World

    A pervasive theme in the just-concluded JavaOne conference was the need for context-aware personalization of the user experience in a hyper-connected world.

    For example, Ericsson's overview presentation advised, "it's about people" and "it's all about me, me, me."

    "Our kids will grow up in connected world," observed Dan'l Lewin of Micrsosoft.  "... I need to connect to things that matter most from wherever I am."

    At that heart of making this all happen is Identity - enabling highly personalized, time-and-space-sensitive answers to fundamental questions:
    • Who am I?
    • Where am I?
    • What "hat" am I currently wearing?
    • What  is top of mind to me right now?
    • With whom do I wish to connect?
    • What device am I using?
    • How do I want to participate in cyberspace - at this very moment?
    However, as important as Identity is in answering these questions in a highly-personalized, hyper-connected experience, a user shouldn't have to think about Identity.  A person should be immersed in the personal experience, not distracted by whatever mechanisms provide secure, personalized access to the services and applications that deliver the experience.  Identity must be an integral, intuitive, unobtrusive part of the entire experience.  It must be so natural and easy to use that it fades into the background of any task. 

    Identity is rightfully the focal point for the Identity Management professional community.  But one measure of our ultimate success will be how little users have to think about it.

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    Monday Dec 15, 2008

    Identity, Context, Preference and Persona

    While exploring how Identity is an enabler for personalization of products and services, I recently pondered on the relationship between four interesting words: Identity, Context, Preference and Persona.  Dictionary definitions of the three words include:
    • Identity: "condition or character as to who a person or what a thing is."
    • Context: "the set of circumstances or facts that surround a particular event, situation, etc."
    • Preference: "that which is preferred; choice."
    In other words, I might say about myself:
    • Identity is who I am
    • Context is what I am doing at a particular time
    • Preference is what I choose to think or do
    I propose that the fourth word, Persona, is at the intersection of the first three concepts.  The dictionary defintion:
    • Persona: "the mask or façade presented to satisfy the demands of the situation or the environment and not representing the inner personality of the individual; the public personality."
    In other words, a Persona is a personality I choose to project in a particular circumstance.

    Graphically, we may diagram the relationship as shown below:



    Persona is not just a partial projection of one's identity.  It must take into account the context in which a person exists at the moment, and the preferences the person makes relative to that particular situation. Personalization of a product or service must be synchonized with the persona of a person at any relevant point in time - his or her current persona.

    For example:
    1. My interest in photography is one of several attributes of my personal Identity.
    2. Last Saturday, my presence in a camera store less than two weeks before Christmas was my context at a particular time.
    3. My preference at that time was to find a replacement camera bag.
    My current persona was essentially: 1)photography buff, 2)in a camera store, 3)with desire to buy a camera bag.

    At that point, to present me with information about dairy farms in Idaho would clearly not be synchronized with my current persona, even though Idaho cows are a legitimate interest of mine.

    As good fortune would have it, a very helpful sales person was very synchronized with my persona.  He showed me a great camera bag that would fit my needs, and knowing that Santa was coming soon, let me drool over a really cool, image-stabilized Nikon zoom lens.

    Please let me know what you think about this concept.  I plan to share more thoughts in coming days.


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    Wednesday Sep 17, 2008

    Happy Thoughts about You

    Much has been said about user-centric, or user-controlled Identity allowing individuals to choose which subset of personal Identity attributes use in facilitating online interactions. Maybe this could be called "self personalization" because an individual is in control and actively choosing specific steps to follow.



    But at the recent Digital Identity World conference, I had a minor epiphany. As a speaker addressed the subject of role management, it struck me that much of enterprise Identity management is also about personalization - granting people the specific rights and credentials to enable them to do their work. These assignments could be made automatically or with human intervention. This could well be termed "assigned personalization."

    I supposed that efforts like Amazon's to deliver purchase recommendations based on past activities would be a form of "calculated personalization."

    In all three cases, the objective is similar - how can the online application experience be more closely aligned with who a person is and what the are doing at a particular time?

    Personally (pun intended), I think this personalization stuff is fascinating.  Those are happy thoughts.

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    About

    Discovering Identity was founded on blogs.sun.com in May 2005 as a means of documenting my exploration of the field of Identity and Access Management. In February, 2010, I switched to hosting the blog at DiscoveringIdentity.com. In March 2012, I began posting Oracle-related information in both places.

    Thanks for stopping by.

    Please connect with me in cyberspace at LinkedIn or Twitter.


    The views expressed on this blog are my own and do not necessarily reflect the views of my employer, Oracle Corporation, or any other person or organization.

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