Identity is a key enabler for the development of omni-channel service delivery and is used in one of two ways:
- for the security function of access control (login)
- for content and service enrichment (eg targeting an advert)
Both are well established sub-sets of bigger markets a) security and b) data and analytics. Somewhere in the point of convergence is the emerging identity market. It’s one that inglis jane has been active in for many years as we help clients to develop, and deliver, innovative products and services to their customers.
In this new market, customers will be able to make use of ‘login’ technologies to control how their data is used and shared. The problem is, in the eyes of consumers this market doesn’t exist. Talk to most consumers about their digital identity, and they think of their social media profile (ie what they project online) as opposed to a distinct service that functions to carry that profile across online and offline services. It is also highly unlikely that they will see it as a point of control for protecting the use and abuse of their personal data. This means that one of the most common issues in developing identity services is making that market in the first place.
Currently we don’t have a market for ID’s in the same way as we do for email addresses, but it’s already growing with services like Facebook Connect, MiiCard and government schemes such as the UK’s .verify service. We, and our clients, firmly believe we’re headed for a great opportunity.
So what does it take to grow an Identity Market? This blog post addresses the first step – the concept of persona or ‘We are 3’.
We are 3
When I first started working with identity some 11 years ago, I was convinced we’d have one super-ID that we carried everywhere and used for everything. Working in mobile, it made sense to me that your mobile phone provider would be the primary provider of those services - the mobile with a digital ID was a remote control for your life. Having witnessed the failure of many great people to make that happen (eg Microsoft Passport), I now understand that ID is a bit like email addresses or credit cards; we have many of them to communicate or transact in different contexts or spheres of our lives.
Think about it; I bet you have more than one email address, maybe one that you use for work, one for spam, or fun, and one that you use for companies you actually buy stuff from. Most people have at least two or three, very few people have only one. We need this ability to have multiple accounts because it helps us organise our lives and set the parameters for the relationships we have with people and organisations.
To successfully sell to, or grow, the market for your identity service, it is vital to understand which persona your customers and potential customers express at any given time, and the context in which they express it. To help you do this, ij has developed a simple Venn diagram that articulates the three key persona that we believe exist for most people.
Opportunities and practical applications:
Using the Persona model enables you to plot the personas of customers and prospective customers, the context in which they are expressing their personas, and layer on the service or solution that you want to develop. It provides focus and a framework to facilitate discussions and decisions that will impact how successful your service will be. Here’s just a few of the scenarios where we have seen this model work:
- Customer segmentation
- Product Portfolio analysis & roadmapping
- Product ideation and ID strategy development
- Support for legal and compliance analysis of identity and personal data services
- Identifying what’s needed to grow a market and the most appropriate Go To Market route
- Articulating the concept of identity
- Building business cases
- Setting product KPI’s
Want to find out more?
Everything contained within this blog is free for you to use, and I’d be delighted to hear your views. If you’d like to talk to the ij team about your own specific scenarios, or how the Persona model could develop your thinking and accelerate your results please get in touch.