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Commerce Électronique Séance 5 La gestion et l utilisation de l information sur internet Jacques Nantel octobre 2002.

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Presentation on theme: "Commerce Électronique Séance 5 La gestion et l utilisation de l information sur internet Jacques Nantel octobre 2002."— Presentation transcript:

1 Commerce Électronique Séance 5 La gestion et l utilisation de l information sur internet Jacques Nantel octobre 2002

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

3 Surfing Technology solutions, consumers can dismantle tracking software. General control maintained. Purchasing Use cash (not feasible online), technology. General control maintained. Surfing Able to access privacy statements, opt-in and opt-out options, technology solutions. Consumer owns information. Purchasing Able to access privacy statements with opt-out option if using credit card, ability to pay cash with opt-in option. Consumer owns information. Surfing Movements tracked by software. Consumer no longer owns information. Purchasing Use credit card, no privacy statement. Consumer no longer owns information. Surfing Able to access privacy statements, no opt-in and opt-out options, no technology solutions. Consumer no longer owns information. Purchasing Have to use credit card. Privacy statement, no opt-out. Consumer no longer owns information. Consumer Control Goodwin, C. (printemps 1991), Privacy : Recognition of a Consumer Right, Journal of Public Policy and Marketing, Vol. 10, No 1, pp NO YES NO Consumer Knowledge YES

4 Group G47 "Terms and Conditions" (Value tabulated = 1) Pct of Pct of Dichotomy label Name Count Responses Cases What's Being Collected Q How it will be Used Q In Exchange for Access to Site Q Discount at Site's Store Q Some Value Added Service Q Aggregated Only Q Would Not Give Q Other Q Total responses

5 Nature des informations colligées Nombre de clicks Click streams Temps moyen par page Circuits et liens –entre les sites –pour un usager Achats

6 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

7 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

8 Lintérêt, pour lentreprise à utiliser de la donnée privée La personnalisation Le courriel La commercialisation croisée

9 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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14 Mesures de performance de l action marketing selon la nature du commerce Source: BCG déc. 2001

15 La commercialisation par courriel Spams Permission Viral

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20 Marketing par personnalisation Amazon Landsend

21 Web-based Personalization Personalized services –My Virtual Model –My Personal Shopper – Personalized products –Lands End Custom

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24 My Virtual Model 13% of landsend.com visitors use it 34% higher conversion rate 7% higher average order value

25 Mark Ugar Director, Retail Vertical MSN Microsoft.NET Passport June 2002

26 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

27 What is Microsoft.NET Passport? Internet scale authentication service available to any web site Key features: Single sign in across multiple sites Single sign in across multiple sites Enables easy, secure commerce Enables easy, secure commerce Enables parents to make informed decisions for kids (Kids.NET Passport) Enables parents to make informed decisions for kids (Kids.NET Passport) User in control, data stored is minimal User in control, data stored is minimal

28 PUID.NET Passport Unique ID defined by.NET Passport User profile User's address or phone number First and last names Demographics data: –Country/region, postal code, and state –Time zone, preferred language, –Accessibility –Occupation –Birth date and gender Credenti als StandardUser's address (from the user profile) Password of at least six characters Secret question and answer Alternate (optional) Phone number and 6 digit PIN Strong (optional) Four-digit security key Three secret questions and answers WalletCard type, card numbers, name on card and associated expiration dates, billing addresses (first and last names, address, city, state/region/province, postal code, phone, ) and friendly description Shipping addresses (first and last names, address, city, state/region/province, postal code, phone, ) and associated friendly description

29 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

30 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

31 .NET Passport: Running at Scale Today.NET Passport: Running at Scale Today 165 million accounts 165 million accounts Growth – millions per month Growth – millions per month 2 billion authentications per month 2 billion authentications per month Used for most Microsoft online properties & growing number of third parties Used for most Microsoft online properties & growing number of third parties

32 .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: 800.com 800.com 800Flowers.com 800Flowers.com Starbucks.com Starbucks.com Expedia.com Expedia.com Office Depot Office Depot OfficeMax OfficeMax McAfee.com McAfee.com Radio Shack Radio Shack Victorias Secret Catalog Victorias Secret Catalog Buy.com Buy.com

33 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

34 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

35 .NET Passport Consent model User decides what part of their.NET Passport profile they want to share with Web sites at Sign In: – 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

36 Participating Web Site.NET.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 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.NET Passport Sign In Browser (SSL, Javascript, Cookies) Participating Web Site.NET Passport Manager Object (encryption library, authentication and data access interfaces) (3) Authentication Request (4) Auth Response Cookies: In pp.com Redirect URL: Includes site specific t=ticket and p=profile on the query string ( 1) Initial Page Request (2) Redirect for Authentication Id=site-id, ru=return URL (5) Authenticated Page Request T=ticket, P=profile (6) Page including Set cookie for MSPAuth and MSPProf 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 Central Config Service Nexus Valid Domains, Schema, URLs Configuration and Database Servers Registration and Login Servers

37 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

38 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

39 Principales questions Forrester May 2000


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