CIS14: NSTIC: AARP and Trusted Identity: Empowering Members for the Digital Age
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Jim Barnett of AARP discusses the need for trusted digital identities that empower individuals in the digital age. Currently, digital identity solutions do not fully meet principles of ease of use, cost effectiveness, security and privacy. AARP partnered with Daon on a pilot program using mobile devices to improve the online experience, facilitate high assurance transactions, protect personal information and give individuals more control over their data. However, great technology and security are not enough - adoption remains a challenge as individuals prefer free options and resist change. AARP needs to develop a compelling value proposition that shows how digital identity fits into people's daily lives.
CIS14: NSTIC: AARP and Trusted Identity: Empowering Members for the Digital Age
- 1. Jim Barnett Senior StrategicAdvisor,AARP Board Member,IDESGInc. July 20, 2014 AARP and Trusted Identity: Empowering Members for the Digital Age
- 2. Why AARP? 2 • Our Mission: AARP enhancesthe quality of life for all as we age. We championpositive social change and deliver value throughadvocacy,information andservice. Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014 • Our Vision: A society in which everyonelives with dignity and purpose,and fulfills their goals and dreams. • Enterprise Strategy:Fight for and equip each individualto live their best life.
- 3. Why Digital Identity? • A robust, accessible and transparent market for digital identity is essential to empower individuals to participate fully as digital citizens and to reap the benefits of the digital economy. • However, the market currently does not fully meet needs for trusted digital identities as defined by the NSTIC / IDESG principles of ease of use, cost effectiveness, security and privacy enhancement. • While “free” identity solutions serve many purposes, greater levels of security and privacy enhancement are required to conduct transactions that are essential to new generations of the products and services that AARP offers (and hopes to offer) to its members. Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 4. Pain Points - Then 4 “I worry that we can’t afford our prescriptions now– andthat we won’t be able to stayin ourhome laterwhen we’re less mobile.” “I have a goodpensionplan. But I think I’llalso need Social Security in retirement, and I’m worried that that Congress will cut my benefits.” “We want to have an adventureforour40th anniversary, but we need some advice about where to go.” “I don’t knowa lot about electronics, so I want a reliable source of consumer information.” Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 5. Pain Points - Now 5 “I have a 401k, but I still don’t know if I have enoughforretirement. I need to do more,but I can’t make sense of allthe options.” “There are so manydevices andso much gearin myhouse to maintain – it’s too complicated. “Ourfriends tooktheirkids to ski schoolin Colorado, but we want to see recommendations from empty-nesterslike us.” “Mydoctorsays I need to do bettermanagingmydiabetes and high bloodpressure if we’re going to continue living at home.But it’s hard forus to keeptrack .” Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 6. 6 Home:The symboliccenter of our lives Fun: How we spend our “free” time Health:Our physicaland mentalwell- being Finances:Our resources Our connections family Physical networks Virtual communities Marketplace of the Individual Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 7. • In the legacy model, membership was a gateway to value. Organizations charged dues in return for access to discounts from institutions that dominated market verticals such as health and financial. • In the emerging Marketplace of the Individual, value is a gateway to membership. Organizations offer “free” personalized solutions as a means of building networks that can function across market verticals. 7 Membership, Then Value Value First Membership That Finds You Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 8. “(Y)ou grant us a non-exclusive, transferable,sub-licensable, royalty-free, worldwide license to use any IP content that you post … (I)t means that you are allowing everyone … to access and use that information, and to associate it with you (i.e., your name and profile picture).” 8 Terms of Service The Dominant Model Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 9. Privacy as a Differentiator • Despite the prevalence of that model, people are growing more concerned about their lack of privacy and ability to manage data that make up their identities. • A recent eMarketer survey found that people of all ages are becoming more concerned about privacy, not less. 9 • The dominant model of data ownership is predicated on providers having the legal right – and in some cases, duty to shareholders – to mine personal data for commercial gain. Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 10. 10 The Empowerment Model • Successful organizations recognize that people want to feel in control. The market is responding with products and services that allow them to “opt in,” sharing data as they see fit. • Example: Personal.com offers themed data vaults that confer ownership to customers and allow them to choose which people and companies with which they share specific types of information. • Terms of Service: “You own your data. Under the terms of this Agreement, Owners will own all of their data that they upload … as well as any data they create while using the (site).” Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 11. Validation NewYork Times (April 30) – Facebook is testing a feature that will allow people to log in to other apps and sites in a way that the company says will reveal no personal information to the outside service. "We need to do everything we can to put people first and give people the tools they need to sign in and trust your apps,” Mark Zuckerberg, Facebook’s co-founderand chief executive, said Wednesday during a speech to software developers. NewYork Times (May 22) – Facebook introduced a feature on its site that will warn its 1.28 billion users about their current privacy settings. The company is doing this with a blue cartoon dinosaurwho politely says, “Sorry to interrupt.You haven’t changed who can see your posts lately.” Facebook to Let Users Limit Data Revealed by Log-Ins 11 Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 12. 12 • The Daon Inc. pilot will employ user-friendly identity solutions that leverage smart mobile devices (smartphones/tablets) to maximize consumer choice and usability. Goals include: AARP and Daon: Our NSTIC Pilot • Improving online experience. • Facilitating services requiring high levels of assurance. • Protecting PII and reducing number of credentials needed. • Increasing individual control. • Supporting family and inter- generational applications • Investigating usability and user acceptance. Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 13. The Challenge of Adoption • Potentialuse cases include accessingdiscounts, health records,financial plans and governmentbenefits. 13 • What we have learned so far is that greattechnology isn’t enough.Privacy and security are not enough. Weare competing with “free,”and peopledon’t like change. • Our Challenge:How do we develop abroader,more compellingvalue propositionthat inserts our new “product”into the contextof individuals’daily lives? • You mightask, if trusted digital identity is so importantto AARP, why isn’t AARP offering these servicestoday? • We tried blinking. But that didn’t work. Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014
- 14. 14 A Lesson From The News Biz Jim Barnett – jbarnett@aarp.org –AARP Proprietary – July 20, 2014