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Commerce Électronique Séance 5. La gestion et l ’utilisation de l ’information sur internet Jacques Nantel octobre 2002. La notion de vie privée telle de vue par les consommateurs. Consumer Control Goodwin, C. (printemps 1991), “ Privacy : Recognition of a Consumer Right ”,

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commerce lectronique s ance 5

Commerce ÉlectroniqueSéance 5

La gestion et l ’utilisation de l ’information sur internet

Jacques Nantel

octobre 2002

slide3

Consumer Control

    • Goodwin, C. (printemps 1991), “ Privacy : Recognition of a Consumer Right ”,
    • Journal of Public Policy and Marketing, Vol. 10, No 1, pp. 149-66.
  • NO YES

Surfing

ØMovements tracked by software.

ØConsumer no longer owns information.

Purchasing

ØUse credit card, no privacy statement.

ØConsumer no longer owns information.

Surfing

ØTechnology solutions, consumers can dismantle tracking software.

ØGeneral control maintained.

Purchasing

ØUse cash (not feasible online), technology.

ØGeneral control maintained.

Surfing

ØAble to access privacy statements, no opt-in and opt-out options, no technology solutions.

ØConsumer no longer owns information.

Purchasing

ØHave to use credit card.

ØPrivacy statement, no opt-out.

ØConsumer no longer owns information.

Surfing

ØAble to access privacy statements, opt-in and opt-out options, technology solutions.

ØConsumer owns information.

Purchasing

ØAble to access privacy statements with opt-out option if using credit card, ability to pay cash with opt-in option.

ØConsumer owns information.

NO

Consumer

Knowledge

YES

slide4

Group G47 "Terms and Conditions"

(Value tabulated = 1)

Pct of Pct of

Dichotomy label Name Count Responses Cases

What\'s Being Collected Q39 838 19.3 56.5

How it will be Used Q40 1084 24.9 73.1

In Exchange for Access to Site Q41 345 7.9 23.3

Discount at Site\'s Store Q42 361 8.3 24.4

Some Value Added Service Q43 459 10.6 31.0

Aggregated Only Q45 831 19.1 56.1

Would Not Give Q46 130 3.0 8.8

Other Q47 302 6.9 20.4

------- ----- -----

Total responses 4350 100.0 293.5

nature des informations collig es
Nature des informations colligées
  • Nombre de clicks
  • Click streams
  • Temps moyen par page
  • Circuits et liens
    • entre les sites
    • pour un usager
  • Achats
quelques m canismes de base
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
nature des mod les de r ponse
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
l int r t pour l entreprise utiliser de la donn e priv e
L’intérêt, pour l’entreprise à utiliser de la donnée privée
  • La personnalisation
  • Le courriel
  • La commercialisation croisée
ce que viennent changer les syst mes crm
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
mesures de performance de l action marketing selon la nature du commerce
Mesures de performance de l ’action marketing selon la nature du commerce

Source: BCG déc. 2001

web based personalization
Web-based Personalization
  • Personalized services
    • My Virtual Model
    • My Personal Shopper
    • E-Mail
  • Personalized products
    • Lands’ End Custom
my virtual model
My Virtual Model
  • 13% of landsend.com visitors use it
  • 34% higher conversion rate
  • 7% higher average order value
microsoft net passport june 2002

Microsoft .NET Passport June 2002

Mark Ugar

Director, Retail Vertical MSN

authentication
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
what is microsoft net passport
What is Microsoft .NET Passport?

Internet scale

authentication service

available to any web site

Key features:

  • Single sign in across multiple sites
  • Enables easy, secure commerce
  • Enables parents to make informed decisions for kids (Kids .NET Passport)
  • User in control, data stored is minimal
benefits for consumers
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
benefits for partners
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
slide31

.NET Passport: Running at Scale Today

  • 165 million accounts
  • Growth – millions per month
  • 2 billion authentications per month
  • Used for most Microsoft online properties & growing number of third parties
net passport usage today
.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:
  • OfficeMax
  • McAfee.com
  • Radio Shack
  • Victoria’s Secret Catalog
  • Buy.com
  • 800.com
  • 800Flowers.com
  • Starbucks.com
  • Expedia.com
  • Office Depot
privacy
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
security
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
net passport consent model
.NET Passport Consent model
  • User decides what part of their .NET Passport profile they want to share with Web sites at Sign In:
    • Email 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
slide36

.NET Passport Sign In

Browser

(SSL, Javascript, Cookies)

(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

(6) Page including

Set cookie for MSPAuth and MSPProf

(3) Authentication

Request

(2) Redirect for

Authentication

Id=site-id,

ru=return URL

(5) Authenticated

Page Request

T=ticket, P=profile

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

Participating

Web Site

.NET Passport Manager Object

(encryption library, authentication

and data access interfaces)

Microsoft .NET Passport

Domain Authority

User Registration and Authentication

Web Servers and Databases

Participating

Web Site

Passport Manager Object

(encryption library, authentication

and data access interfaces)

Participating

Web Site

.NET .NET Passport Manager Object

(encryption library, authentication

and data access interfaces)

Registration and Login Servers

  • 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

Configuration and Database Servers

Central Config

Service

‘Nexus’

Valid Domains, Schema, URLs

the truth about net passport
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
business model guiding principles
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
principales questions
Principales questions

Forrester May 2000

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