Towards a Belgian Single Sign-On Media Solution:! Four Scenarios from the Organisation and User Perspective
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1 Towards a Belgian Single Sign-On Media Solution:! Four Scenarios from the Organisation and User Perspective Marlen Komorowski & Paulien Coppens iminds-smit, Vrije Universiteit Brussel
2 A Belgian Single Sign-On Solution
3 A Belgian SSO Solution Media ID is a secure and easy-to-use personal login and payment tool available on media sites, apps and services. " " " " " " " "! Collaborative SSO for the Belgian media industry! Identity management framework for user authentication and advanced user management! Launched Feb 2015! 3!
4 A Belgian SSO Solution 4!
5 A Belgian SSO Solution MARKET-WIDE DISRUPTIVE POTENTIAL?! BUT: UNCERTAINTY What will be the outcome?!?!?!?! How will the users adopt the SSO service?! How will the stakeholders incorporate the new SSO service?! What should be the strategy of the media stakeholders?! 5!
6 Research questions Which IMPACT can a SSO service have on the on the media usage and on the media industry? And which are the REQUIREMENTS to reach the best possible outcome? 6!
7 Research Design
8 Research Design Forecasting the impact of an innovation > scenario analysis! Media Stakeholders Media Users EXPERT INTERVIEWS! (n=13, 2013)! FOCUS GROUPS! (3 focus groups, n=22, 2013)! Whole universe of stakeholders! TV, Radio, Newspapers, Magazines 34! Age Average 20! 70! Age Min/max 8!
9 Results
10 Results: The Axes of Uncertainty 10!
11 Results: The 4 Scenarios 11!
12 Results: The SSO Fatigue Scenario The SSO service will reduce our costs for upholding and creating our own sign-on and payment system. We hope the SSO service will at least be a zero sum game for us. Actually, I detest websites where a login is necessary. (Jef, 36, research scientist) On some websites, I m not afraid to use a fictitious Gmail account to register. (Daan, 38, consultant) ü Stable media usage ü Obliged to transfer to Media ID ü No new online users ü Lack in trust ü Limited implementation ü Reluctance for risky decisions ü Cost efficiency but no enabling 12!
13 Results: The SSO Normalisation Scenario ü Re-adjustment of online behaviour ü Longer sessions ü Higher willingness to pay ü New online users ü High trust ü Reluctance for risky decisions ü Extension of today s business ü Hesitation to add new services SSO will help to increase the number of registrations and the number of logging in but not the revenue directly. It always knows who I am and also my preferences. That would be my expectation of such a thing. (Daan, 38, consultant) 13!
14 Results: The SSO Polarisation Scenario We have to trigger users through for example contests: If you want to win something you have to register. I prefer not to participate in that, except for services who also have something extra to offer. (Sarah, 27, researcher) ü Stable media usage ü Obliged to transfer to Media ID ü No new online users ü Lack in trust ü Additional services ü Data gathering about users ü Hesitation to add new services 14!
15 Results: The SSO Empowerment Scenario ü Re-adjustment of online behaviour ü Longer sessions ü Higher willingness to pay ü New online users ü High trust ü Additional services ü Data gathering about users ü Customization and personalization ü Become the only login system Already logging in is the first step towards online payments for us. The added value is that you find what you are looking for at once and that you can swap very fast between the different sources. (Hendrik, 41, project manager) 15!
16 Conclusion
17 Requirements Media Stakeholders Media Users u Dynamic digital content! u User insights! u Digital revenue streams! u Ease of use! u Privacy (transparency/control)! u Added value! u Payments! u Security! 17!
18 THANK YOU FOR YOUR TIME The test of good scenarios is not getting the future right the real test of a good scenario is: did I make better choices as a result of having looked at and understood both my own environment better and the consequences of my actions? Peter Schwartz, Futurist and Author
19 ! CONTACT DETAILS SMIT, founded in 1990 at the Vrije Universiteit Brussel, is part of iminds, the Interdisciplinary Institute for Broadband Technology. SMIT specializes in social scientific research on media and ICT, with an emphasis on innovation, policy and socio-economic questions.! ADDRESS: WEBSITE: Pleinlaan 9-1st floor, 1050 Brussels BE! AUTHOR: Marlen Komorowski! TELEPHONE: ! CO- AUTHORS: Paulien Coppens!! Prof. Dr. Wendy Van den Broeck!! Olivier Braet!! 19!
20 Media week 20!
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