Why I think we will all have an Internet ID within the next 5 years:
1. Google+ Search Plus Your World & Google+ soft marketing strategies will pick up new Google+ users and record more consumer behavior.
2. Changes to Google privacy settings – Everything on the Internet is becoming more centralized.
3. SOPA, PIPA
4. Barack Obama’s announcement of the creation of a special task force to battle piracy in China
I will go anywhere in the world to open new markets for American products. And I will not stand by when our competitors don’t play by the rules. We’ve brought trade cases against China at nearly twice the rate as the last administration –- and it’s made a difference. (Applause.) Over a thousand Americans are working today because we stopped a surge in Chinese tires. But we need to do more. It’s not right when another country lets our movies, music, and software be pirated. It’s not fair when foreign manufacturers have a leg up on ours only because they’re heavily subsidized.
Tonight, I’m announcing the creation of a Trade Enforcement Unit that will be charged with investigating unfair trading practices in countries like China. (Applause.) There will be more inspections to prevent counterfeit or unsafe goods from crossing our borders. And this Congress should make sure that no foreign company has an advantage over American manufacturing when it comes to accessing financing or new markets like Russia. Our workers are the most productive on Earth, and if the playing field is level, I promise you -– America will always win. (Applause.)
5. Large media companies (ABC, NBC, CBS, etc) pushing legislation and advertisers in the Internet ID direction to reap the benefits (Google, Bing and Facebook are pushing users in this direction but with much softer tactics – recommendations from friends)
Kevin Ryan at Marketing Land breaks down the recommendation marketing strategy by Facebook and Google+ beautifully:
I really don’t think my friends like the same things I do. Beyond the basics of a good pizza joint, the latest place to knock back a few pints or dry cleaner that won’t set my Loro Piana suits ablaze, isn’t the process of identifying and surfacing influence within my circles just another silly layer of useless data that does nothing but add confusion and complication?
Take a deep breath. There’s more to it.
Our ability and subsequent desire to share every minute detail of our lives has turned the human interest and behavior set into a product that no digital media company could ever resist selling into — and marketers should figure out a good way to take advantage. While usage of Google Plus isn’t yet what it could be in the coming years, the logic behind its Circles approach is sound — I don’t want my work people mixing with my personal people thereby creating lines of communication that should never (ever) be connected.
You can’t think of Plus or Search Plus Your World in today’s terms. Think of what it represents; a world where everyone’s relationships, deeds and interests are neatly organized so anyone with a marketing budget can pick and choose Circles Chinese-menu style.
See also Bing’s partnership with Facebook.
6. Google is already an ID company.
7. Kim Dotcom’s arrest and the DOJ’s increased activity in this space.
A friend of mine said I sound like this guy. Maybe the Internet is controlled by a secret group of reptilian humanoids.
Update: The White House beat me to the punch. Talks of an Internet ID system are already in the making.