Identity Resolution for the

Sharing Economy

David Murgatroyd — @dmurga

VP, Engineering

Bottom Line, Up Front

Sharing requires Trust

Trust requires Verification

Verification requires [Text] Analytics

History of sharing economy

"...135 million people have learned

they can trust a complete

stranger...People have more in

common than they think."

– Pierre Omidyar,

Founder and Chairman of ebayebay celebrates their

10 year anniversary

…in 2005

Airbnb

Bla Bla Car

Everything Else

airpooler

“Do your business in the cloud”

Sharing for the sake of sharing

Key Questions

safe?

pleasant?

incentive?

something to share?

Key Questions

safe?

pleasant?

incentive?

something to share?

Family ride

sharing in india?

Key Questions

Gum sharing?

safe?

pleasant?

incentive?

something to share?

safe?

pleasant?

incentive?

something to share?

Key Questions

Paid hitchhiking?

Safety comes from Trust

Sharing with a stranger requires trusting them.

Sharing economy apps must broker this trust.

Trust as part of the adoption curve

Trust Building Stage Trust Maintaining Stage

Early MajorityInnovators

Late MajorityEarly

AdoptersLaggards

Standard Adoption Curve

Trust as part of the adoption curve

Trust Building Stage Trust Maintaining Stage

Following

the Crowd

AdventurersRisk

Tolerant

Safety

Mavens

Trust Adoption Curve

Risk Averse

Trust as part of the adoption curve

Trust Building Stage Trust Maintaining Stage

Following

the Crowd

AdventurersRisk Averse

Risk

Tolerant

Safety

Mavens

Trust Adoption Curve

Uber

Airpnp

Airbnb

Doggy Vaca ebay

airpooler

Flightcar

CouchSurfing

No Trust, No Money

“Airbnb, multi-billion-dollar business, right? I was one of the first people to see

the Airbnb page. And I pulled them aside and said, guys, this is super

dangerous. You're renting out a room in somebody's house while they're still

there? Somebody's going to get raped or murdered, and the blood is gonna be

on your hands. There's no way this'll succeed. That's a $10 billion business

today that I'm not an investor in.”

- Chris Sacca, Silicon Valley Investor

Trust Sources for a new Sharing App?

Constructed Offline Online

Airbnb Added Government ID

Gov. ID

Airbnb: Scan a Government ID

First Name: J A N E

Last Name: C I Y I Z E N

Scanned Name

Match Scanned Name Against Profile

C I T I Z E N

First Name:

Last Name:

J A N I E

C I Y I Z E N

J A N E

Ingested Passport

NameProfile Name

85%

Match Against Local Property Record

Ingested Passport

Name

C I T I Z E N

Profile Name

First Name:

Last Name:

J A N I E

C I Y I Z E N

J A N E

시티즌

자넷

Property

Record

85% 90%

Names Help Connect Positive Info

C I T I Z E N

Profile Name

J A N I E

Names Can Help Reveal Negative Info

Timeline

May 25: Maksym showed-up for stay to July 8, 1 month pre-paid

June 24: Airbnb’s attempt to collect balance due “did not succeed”

July 8: Cory texts Maksym: reservation over, power to be cut off

Maksym replies: I’m legally occupying the condo and that loss of

electricity would threaten his livelihood, threatens to press charges.

Aug 21: Legal eviction process finally removes Maksym

Predict Renter would Squat?

Oct 28 (2013): Hit Kickstarter goal for video game due in June

Nov (2013): 2 progress updates on Kickstarter

Dec (2013): 1 progress update on Kickstarter

Jan-Feb: 1 progress update on Kickstarter

May 25: 3 months since update on Kickstarter with due date fast approaching

Timeline

+ ?

If Maksym had opted-in, Cory might have seen

‘Kickstarter: Last Update: Feb 28; Release Goal: June’

and decided to request full payment in advance.

If Maksym had not opted-in, Airbnb could have requested Maksym pre-pay the

full reservation before arrival.

How to Connect the Accounts?

Connect the names: Maksym Pashanin

“People have also found out that they've got a few Twitter, Steam, Amazon, etc. accounts and at least one other personal website under different names but all registered to Pashanin. Presumably, set ups for other scams. Stay away from Dennis, Denis, Denys LOGAN, and other derivations of Maxim, Maksym, Maksim etc.” - Kickstarter backer Chris Chen (Aug 1)

Kinds of Name Variations

Maksym PashaninMaksim BashninPashanin MaksimM. PashaninMax PashaninMaxPashanin Максим ПашанинMaksym X. Pashanin

How about Names in Reports?

How about Names in Reports?

Is it your future guest?

Terence W. Embree

1702 NICHOLAS ST

OMAHA, NE, 68102

DOB: 08/22/1962

But is it that Terry Embree?

Terence W. Embree

1702 NICHOLAS ST

OMAHA, NE, 68102

DOB: 08/22/1962

But is it that Terry Embree?

Terence W. Embree

1702 NICHOLAS ST

OMAHA, NE, 68102

DOB: 08/22/1962

But is it that Terry Embree?

Terence W. Embree

1702 NICHOLAS ST

OMAHA, NE, 68102

DOB: 08/22/1962

‘Your future Guests in the News’

He’s Creepy, but is Monitoring Creepy?

Not if people are opting-in.

Even if they’re opting-out, is it any more creepy

than a host Googling the name of their

prospective guest?

Where are you on the Airbnb curve?

Trust Building Stage Trust Maintaining Stage

Following

the Crowd

AdventurersRisk

Tolerant

Safety

Mavens

Trust Adoption Curve

Risk Averse

Questions? Some Suggestions...

How do these text analytics capabilities (name matching, linking) work?What about within-app star ratings?What about endorsements from other people who trust you?User Experience (UX)-wise what should be seen by users vs by the App?What about regulation? Don’t laws differ for people v. businesses?

Continue the conversation: Basis table here at #AnalyticsStreet@dmurga basistech.com