In the publishing world, the need for a powerful and intelligent identity system is clear – incorporating easy commerce methods directly into the real identity of their user base can provide easy registration, checkout and user authentication.
The problem is that current open identity systems are not commerce based, and traditionally leverage off of social channels. Even at their best, current implementations of OpenID or Mozilla’s new BrowserID do scarcely more than provide a “yes, this person has an account” answer to “who is this user?”. Even at their best, when identifying profile information is made available, it is based completely off of either anonymous social account details or a perceived real identity – not the true identity of a user.
This traditional social identity approach can be a major hindrance for publishers when attempting to build an identity system to not only identify their users, but also to enhance the entire product discovery and buying experience.
This is where the new PayPal Access identity system comes in. Building an identity foundation in commerce, around the 100 million plus verified PayPal consumers, we are allowing publishers and merchants the ability to create powerful, smart direct identity channels that are based in the true identity of that consumer base.
Besides the foundation of true user identity, publishers will also gain the value behind the 45 million events PayPal processes per day. Historical buying history of users allows us to be able to present buying categories for users (how likely they are to buy a particular product), or trust ratings (much like an identity credit score), all bundled directly into the user identity.
Taking this a step further, having payment and identity tied together means that you can skip steps in the checkout process, decreasing user drop-off by being able to skip the login stage, prefilling shipping and receiving information, user details, and much more.
PayPal Access is truly tied to the needs of publishers, allowing them to build an intelligent open identity system directly into their markets. Through this commerce based identity approach, publishers can generate increased sales, build richer user profiles and enhance the buying experiences of their users.
Jonathan is an Emmy award-winning software engineer and the author of the O’Reilly book “Programming Social Applications.” He specializes in open source initiatives around the implementation of social engagement services. He also works with and promotes emerging technologies to aid in the adoption and utilization of new social development techniques, such as his work on the OpenSocial foundation board. As a software engineer, Jonathan works extensively with social interaction development, engaging in new methods for targeting the social footprint of users to drive the ideal of an open web.
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