"Startup Claims Better Idea for Identity Management"
by Stan Gibson,
Imagine: An identity management system that you control; that tells interested parties only what you want them to know; that protects your identity and privacy, while learning about your preferences and streamlining your access to your favorite Websites.
Atigeo LLC, a Bellevue, Wash., startup, is promising just that through its Lifepass software. Lifepass works something like Amazon.com's preference engine, but it works across multiple sites - as many as subscribe as partners to its tagging system. Lifepass is capable of taking into account context, location, role, intent, as well as interest and preferences, in order to build a profile that is continuously learning about the user, according to Atigeo chief scientist Olly Downs.
"We're really about putting consumers in control of their identities. The partners only get to see the part of the profile that's relevant to them," said Downs.
Lifepass is built with an Atigeo technology called xPatterns, an intelligent layer of software based on a modularized SOA (Service-Oriented Architecture) platform. "The technology works behind the scenes. It understands what it means for you to say you like the Giants and you live in San Francisco. The technology can make indirect, but understanding-based associations," Downs said.