Commerce Électronique Séance 5

1. Commerce ÉlectroniqueSéance 5 La gestion et l ’utilisation de l ’information sur internet Jacques Nantel octobre 2002

2. La notion de vie privée telle de vue par les consommateurs

3. Consumer Control • Goodwin, C. (printemps 1991), “ Privacy : Recognition of a Consumer Right ”, • Journal of Public Policy and Marketing, Vol. 10, No 1, pp. 149-66. • NO YES Surfing ØMovements tracked by software. ØConsumer no longer owns information. Purchasing ØUse credit card, no privacy statement. ØConsumer no longer owns information. Surfing ØTechnology solutions, consumers can dismantle tracking software. ØGeneral control maintained. Purchasing ØUse cash (not feasible online), technology. ØGeneral control maintained. Surfing ØAble to access privacy statements, no opt-in and opt-out options, no technology solutions. ØConsumer no longer owns information. Purchasing ØHave to use credit card. ØPrivacy statement, no opt-out. ØConsumer no longer owns information. Surfing ØAble to access privacy statements, opt-in and opt-out options, technology solutions. ØConsumer owns information. Purchasing ØAble to access privacy statements with opt-out option if using credit card, ability to pay cash with opt-in option. ØConsumer owns information. NO Consumer Knowledge YES

4. Group G47 "Terms and Conditions" (Value tabulated = 1) Pct of Pct of Dichotomy label Name Count Responses Cases What's Being Collected Q39 838 19.3 56.5 How it will be Used Q40 1084 24.9 73.1 In Exchange for Access to Site Q41 345 7.9 23.3 Discount at Site's Store Q42 361 8.3 24.4 Some Value Added Service Q43 459 10.6 31.0 Aggregated Only Q45 831 19.1 56.1 Would Not Give Q46 130 3.0 8.8 Other Q47 302 6.9 20.4 ------- ----- ----- Total responses 4350 100.0 293.5

5. Nature des informations colligées • Nombre de clicks • Click streams • Temps moyen par page • Circuits et liens • entre les sites • pour un usager • Achats

6. Quelques mécanismes de base • Identification minimale d ’un usager • Pays • Nature du serveur • Distinction entre la machine et l ’utilisateur • Utilisation des «cookies» • Utilisation des «cookies étendus» • Notion de passeport électronique • Combinaison avec d ’autres mécanismes

7. Nature des modèles de réponse • Aucun modèle • Identification pour fins publicitaires • Identification pour fins de revente de l ’information • Identification pour fins de configuration du site • «Customization (rules-based systems) • Collaborative filtering • Open Profiling Standards

8. L’intérêt, pour l’entreprise à utiliser de la donnée privée • La personnalisation • Le courriel • La commercialisation croisée

9. Ce que viennent changer les systèmes CRM • Ils composent avec de plus grandes bases de données • Ils sont plus rapides • Ils sont souvent plus efficaces • Ils permettent de coordonner plusieurs vendeurs • Ils sont efficaces pour démontrer le ROI • Ils peuvent être plus coûteux

14. Mesures de performance de l ’action marketing selon la nature du commerce Source: BCG déc. 2001

15. La commercialisation par courriel • Spams • Permission • Viral

20. Marketing par personnalisation • Amazon • Land’send

21. Web-based Personalization • Personalized services • My Virtual Model • My Personal Shopper • E-Mail • Personalized products • Lands’ End Custom

24. My Virtual Model • 13% of landsend.com visitors use it • 34% higher conversion rate • 7% higher average order value

25. Microsoft .NET Passport June 2002 Mark Ugar Director, Retail Vertical MSN

26. Authentication • What is it? • Presentation of valid credentials to convince a network that you are allowed to access some set of resources • Why is it important? • Sites, devices, networks and applications need a way to provide a secure, customized experience • A secure authentication mechanism is important to ensure the integrity of the transaction

27. What is Microsoft .NET Passport? Internet scale authentication service available to any web site Key features: • Single sign in across multiple sites • Enables easy, secure commerce • Enables parents to make informed decisions for kids (Kids .NET Passport) • User in control, data stored is minimal

29. Benefits for Consumers • Single sign-in • Only one user name and password to remember • Common experience on all participating web sites • Anytime, anywhere, any device • Personalization associated with user, not device • Privacy and security • User in control of their information • Faster & easier online purchasing

30. Benefits for Partners • Enables deeper relationships with customers • Single click log-in removes registration barriers • .NET Passport identifies a customer consistently across multiple Web sites • Authentication for additional services • Lets partners focus on core competencies • Microsoft manages evolution of new technologies (mobile devices, smart card, biometrics) • Microsoft supports users (password resets) • Saves money

31. .NET Passport: Running at Scale Today • 165 million accounts • Growth – millions per month • 2 billion authentications per month • Used for most Microsoft online properties & growing number of third parties

32. .NET Passport Usage Today • Over 270 signed and implementing • 77 total live today • 64 live express purchase • 13 live Single Sign In (SSI) • Some examples: • OfficeMax • McAfee.com • Radio Shack • Victoria’s Secret Catalog • Buy.com • 800.com • 800Flowers.com • Starbucks.com • Expedia.com • Office Depot

33. Privacy • Critical success factor: trusted data management • Microsoft will make no secondary use of .NET Passport data • Microsoft will not mine, sell, rent, lease .NET Passport or .NET My Services data • Easy user management of consent/permissions • We are legally accountable to honor our privacy guidelines • Partners contractually agree to privacy standards • We support Safe Harbor for all customers worldwide • Microsoft services subject to same conditions as other partners

34. Security • Secure data centers • Physical access controls • User information stored on servers that are not connected to the Internet • Credential information never shared with partner sites • .NET Passport data is always encrypted • Sophisticated intrusion detection • Multiple security levels

35. .NET Passport Consent model • User decides what part of their .NET Passport profile they want to share with Web sites at Sign In: • Email address • First and last name • All other profile information • Default during registration is that nothing is shared (full affirmative consent). In that case, only the PUID is transferred to participating sites at Sign In and .NET Passport provides a true ‘anonymous’ authentication system (No personal information is shared) • No partner specific information (e.g. shoe size, favorite music, etc.) is ever shared with .NET Passport • Selected wallet information is shared only when using the .NET Passport express purchase service

36. .NET Passport Sign In Browser (SSL, Javascript, Cookies) (4) Auth Response Cookies: In pp.com Redirect URL: Includes site specific t=ticket and p=profile on the query string (1) Initial Page Request (6) Page including Set cookie for MSPAuth and MSPProf (3) Authentication Request (2) Redirect for Authentication Id=site-id, ru=return URL (5) Authenticated Page Request T=ticket, P=profile Microsoft .NET Passport Domain Authority User Registration and Authentication Web Servers and Databases Microsoft .NET Passport Domain Authority User Registration and Authentication Web Servers and Databases Participating Web Site .NET Passport Manager Object (encryption library, authentication and data access interfaces) Microsoft .NET Passport Domain Authority User Registration and Authentication Web Servers and Databases Participating Web Site Passport Manager Object (encryption library, authentication and data access interfaces) Participating Web Site .NET .NET Passport Manager Object (encryption library, authentication and data access interfaces) Registration and Login Servers • No server-to-server communication at authentication • Central Configuration Service • .NET Passport Manager server object resident at SSI Site • Alternative Interfaces (not shown) • Digest security packages for non-HTML clients • XML interfaces for clients Configuration and Database Servers Central Config Service ‘Nexus’ Valid Domains, Schema, URLs

37. The Truth About .NET Passport • Users choose what data is shared with partners • Partners do not share their data with .NET Passport • .NET Passport collects a limited set of user information • .NET Passport does not track what users do on the web • Microsoft will not use .NET Passport information to market to customers • .NET Passport is not required to use Windows XP • MSN sites play by the same rules as other partner sites

38. Business Model Guiding Principles • .NET Passport • End users will not be charged for .NET Passport authentication functionality • Partners who use the service will be charged a fixed annual fee plus a utilization charge above a certain threshold

39. Principales questions Forrester May 2000