The identity wars intensify. Social media realize the importance of a single log-in to enhance their customer base. And the role of big players like Amazon and Facebook as trusted ID management providers is rapidly rising. It’s understandable that you don’t want to shop with an online store you’ve never heard before, but it’s different if you have a trusted brand behind it that you know has vetted the provider. Same model as Paypal for payments, only here it’s just the ID for log-in.
This ID race in the online world is bound to spread to mobile payments soon.