Commerce lectronique Sance 5

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Commerce ÉlectroniqueSéance 5

• La gestion et l utilisation de l information
  sur internet
• Jacques Nantel
• octobre 2002

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• La notion de vie privée telle de vue par les
  consommateurs

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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
NO Consumer Knowledge

YES
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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
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Nature des informations colligées

• Nombre de clicks
• Click streams
• Temps moyen par page
• Circuits et liens
• entre les sites
• pour un usager
• Achats

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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

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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

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Lintérêt, pour lentreprise à utiliser de la
donnée privée

• La personnalisation
• Le courriel
• La commercialisation croisée

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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

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Mesures de performance de l action marketing
selon la nature du commerce
Source BCG déc. 2001
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La commercialisation par courriel

• Spams
• Permission
• Viral

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Marketing par personnalisation

• Amazon
• Landsend

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Web-based Personalization

• Personalized services
• My Virtual Model
• My Personal Shopper
• E-Mail
• Personalized products
• Lands End Custom

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My Virtual Model

• 13 of landsend.com visitors use it
• 34 higher conversion rate
• 7 higher average order value

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Microsoft .NET Passport June 2002

• Mark Ugar
• Director, Retail Vertical MSN

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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

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What is Microsoft .NET Passport?

• 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

• Internet scale
• authentication service
• available to any web site

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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

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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

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.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

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.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
• Victorias Secret Catalog
• Buy.com

• 800.com
• 800Flowers.com
• Starbucks.com
• Expedia.com
• Office Depot

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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

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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

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.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

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.NET Passport Sign In
Browser (SSL, Javascript, Cookies)
(4) Auth Response Cookies In pp.com Redirect
URL Includes site specific tticket and
pprofile on the query string
(1) Initial Page Request
(6) Page including Set cookie for MSPAuth and
MSPProf
(3) Authentication Request
(2) Redirect for Authentication Idsite-id,
rureturn URL
(5) Authenticated Page Request Tticket, Pprofile
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)
Participating Web Site 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 .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
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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

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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

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Principales questions
Forrester May 2000