Personal
Identity Management (PIM) refers to the rules, standards and
algorithms by which individuals and any organization controls share
and use confidential information with other individuals and
organizations. As the people are increasingly leaving their digital
footmarks across various media and channels, the companies are able
to leverage this data to as a part of their marketing strategy (for
targeted marketing) or for verification and monitoring applications.
This however violates the privacy and relevant rights of individuals,
giving rise to demand for security solutions, which allow
users/customers to manage the digital footprints created by them as
part of daily internet based activities.
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In
personal identity management, people can create policies stating out
to any organization commitment to storing only those data which is
needed and trying to keep those data safe to the best of its ability.
PIM opposes the third party user in gaining access to all the private
data and information without the consent of the actual user. In this
way it puts controls over the management of their identities.
One
of the main factors which are boosting the market growth is the cyber
crime which is gradually increasing with the advanced communications
in various information technology sectors. Companies are looking for
various ways to stop the cyber crime which includes hacking,
virus/worms, bank robbery, pornography, credit card frauds, etc.
Governments too have framed laws and regulations pertaining to
personal data security and cyber crime, which are playing prominent
role in increasing the importance of this market in various sectors.
The prime application of personal identity management can be seen in
banking sector where the information of the account holder is the
most important confidential thing that the banks have to keep
secured. Also, this market is playing a key role in providing data
management services to various firms who are in marketing field where
commitment to data security is very important for gaining trust.
Personal
identity management can be divided based on data type into
behavioral data, individual identity data, derived data and
self-identified data. Behavioral data comprises of web browsing
history, transactional data and location data. Individual identity
data has user full name, driving license number, credit card number,
date of birth and IP address. Derived data consists of methodically
modeled attributes such as credit score, propensity and personas.
Self identified data includes user prepared data like product views,
purchase intent, social media “likes”, LinkedIn groups and Quora
responses. Geographically, this market has strong global presence,
with Asia Pacific emerging as fast growing market whereas North
America and Europe seeing relatively higher maturity due to developed
regulatory and technical infrastructure.
One
of the major drawbacks in designing such kind of systems is their
complex programming which needs professionals with high level of
consumer intelligence in order to meet the desired level of safety of
personal data and information. Further, the users have to remember
various usernames and passwords in order to gain access to their own
information while working on various applications. The opportunity of
this market lies in various public complexes (hyper and super
markets), tourist places, museum and education institutes and science
labs which are vulnerable to terrorist attacks happening around the
world. The key players of this market are Acxiom Inc., Azigo Inc.,
Bluekai Inc., Experian Inc., Merkle. Inc., Mydex Data Services.Inc.,
Signature Systems Inc., McAfee Inc., Quick Heal Technologies (P)
Ltd., and Kaspersky Lab.
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