E-Commerce Times Talkback
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Web users do not get loaded down with packages when they go from site to site, but they
do lug some baggage in the form of passwords. Commerce and content sites increasingly
ask visitors to log in with a password, taxing the memories of those who frequent
multiple sites. "One of the biggest hindrances to e-commerce is that people don't want
to fill in their passwords, addresses and other information over and over again,"
Aberdeen research director Kent Allen told the E-Commerce Times.
All the high-profile initiatives to develop universal authentication platforms by players such as AOL with its Magic Carpet initiative, Microsoft with its .Net My Services initiative and the Liberty Alliance initiative started by Sun, do face significant challenges in terms of establishing consumer trust in their technology solutions. However, they may face even greater challenges regarding business interoperability within online identity and authentication "federations." It's a delicate balance between giving consumers what they want, a simple and secure single sign-on solution, and establishing a system that accommodates business interoperability and competition issues.