Identity Verification Methods and Techniques for North American Consumers in the Dating Market Chris...

Identity VerificationIdentity VerificationMethods and Techniques for North American Consumers in the Dating Market

Chris Bradley, VP Marketing

Pat Mangiacotti, VP Business Development

January 20, 2005

iDate 2005 - Miami

Methods and Techniques for North American Consumers in the Dating Market

Chris Bradley, VP Marketing

Pat Mangiacotti, VP Business Development

January 20, 2005

iDate 2005 - Miami

©2005 Trufina Inc. All Rights Reserved • Proprietary & Company Confidential

QuoteQuote

“Romance should never begin with sentiment. It should begin with science and

end with a settlement.”Oscar Wilde, (1854–1900)


Problems and TrendsProblems and Trends

IncreasinglyPeople use the Internet to socialize and buy/sell goods with people they don’t know personally

On-line fraud and identity theft are growing at an alarming rate

9.9 million people had identity stolen in 2003 - 79% increase ID theft cost consumers $3.2BOn-line merchants bare brunt of on-line fraud (averaging 7% of revenue)

Lack of trust slowing further adoption of on-line servicesOnly 36% of web population buy and sell on lineOnly 10% of visitors to dating sites use the services

Sources: Federal Trade Commission, Gartner Group, Jupiter Research

Consumers need a means to easily and more effectively establish trust with a business and person-to-person


Our MissionOur Mission

Trufina will be the definitive leader of online identity management by providing the most

trusted and member controlled identity verification solution.

The company’s proprietary and closed loop process

allows its members to exercise complete control

over multiple Trufina profiles.


The Need for Identity ManagementThe Need for Identity Management

70% of on-line users are worried about being a victim of a hoax or scam (Source: Earthlink Internet Lifestyles Study 7/04)

Identity Management minimizes the fear by:

+ Improving personal brand credibility (reputation)

+ Managing and controlling privacy (self regulation)

+ Building trust between parties

+ Building social-capital within a group

= Trusted on-line community


The Problem with AnonymityThe Problem with Anonymity

Before we can trust the

MessageTransactionPackageEmailIMVoice MailLetterConversationCompany

we must trust the communicator.


ChallengesChallenges

Adequate security and privacy

Proving the ‘true’ identity of a personOver 300 valid forms of credentials

Often discretionary

Stolen identities

Liability

Dynamic EnvironmentChanging credentials, facts, locations, status, …

Proprietary SystemsDifficulties in propagation, sharing, portability

Inconsistencies in usability for the user

Home grown solutions can be expensive to build & maintain


The Platform for Identity ManagementThe Platform for Identity Management

Portable across Internet domains/properties

User controlled for the purpose intended

Privacy managed by the user

Consistent look and feel

Encourages ease of sharing and dialogue between parties


ID Verification – The BasicsID Verification – The Basics

ID verification is performed by authenticating:

Something they know

Something they own

Something they are

Or a combination of all three


ID Verification RequirementsID Verification Requirements

Credential Presentment & VerificationBackground checks

CriminalFinancialEducationWatch-list

Other CredentialsBirth Certificate, PassportDriver’s LicenseUtility Bill3rd Party

Multi-variable (scored) analysisApproved/Rejected

Appeal Process


Privacy is MandatoryPrivacy is Mandatory

The Identity Management system must meet these privacy requirements:

Control the collection, use, and release of personal information

Protect each individual’s right to control how personal information is collected and promulgated

Protect against identity theft and the use of an individual's personal information for fraudulent purposes

Protect the confidentiality, integrity, and availability of information that identifies or otherwise describes an individual


Data Sources: Migraines Made SimpleData Sources: Migraines Made Simple

3,146 Counties with State and Local jurisdictions Administrative Office of Courts (AOC) at State/County level Department of Corrections (DOC) Sex Offender Registry (SOR)

500+ data aggregators NO single vendor has all the data needed They will ALL tell you theirs is better Some are US based and some are not Some refresh data frequently—or not at all Monthly may NOT be required

200,000,000 peopleUntold numbers of compliance acronymsNobody reports the same way!There is no 100% solutionDon’t forget you’ll still need:

University & College data Employment data Credit data And many more!


Closing The LoopClosing The Loop

ID Verification is more than a single eventBeyond data verification and quizzes PIN Mail Phone activation Biometric

Customer Service is key Privacy is more than Policy Dispute Resolution Adjudication Frequent Communication Stewardship


Building TrustBuilding Trust

Reputation System must facilitate

discovery, control, and management of reputation indices

Reciprocity System must facilitate

repeated sharing and variability of interaction among multiple agents

InterpersonalInterpersonalInstitutionalInstitutional

ReputationReputation

TrustTrust

ReciprocityReciprocity

Thought for the Day:Is your objective to build Institutional or Interpersonal trust?

Model Based on: L. Mui, M. Mohtashemi, and A. Halberstadt, "A Computational Model ofTrust and Reputation," in Proceedings of The 35th Hawaii InternationalConference on System Sciences, IEEE, 2002.

Identity VerificationIdentity VerificationMethods and Techniques for North American Consumers in the Dating Market

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Methods and Techniques for North American Consumers in the Dating Market

Questions & Answers

Identity Verification Methods and Techniques for North American Consumers in the Dating Market Chris...

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