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What 'Identity Shift' Means for Consumers and the Future of e-Commerce

By Peter Bernstein

As active transactional individuals in the Internet age, here are a few questions to ponder for a moment.

  • How do we present ourselves to the world, or choose not to, and why? 
  • What does our view and management of our multiple identities —on multiple physical, virtual (and where they intersect/converge/blur) platforms —tell us and others about predicting and/or leveraging our behavior?
  • Does where you are in your life matter? 
  • In an age where dynamic context-based identity mediation will be paramount (for individuals and organizations alike), whom do we and can we trust and entrust with our identities?
  • How does trust factor into our purchasing decisions?

These are not existential questions.  In fact, as pointed out in a previous blog, they are the subject of an important new book, Identity Shift : Where Identity Meets Technology in the Networked-Community Age, written by Alcatel-Lucent’s Allison Cerra and Christina James

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