Abstract
For many years a mysterious paradox has plagued the Internet trust industry, says Peter Liss, CEO of Swedish PKI specialists AddTrust, in a paper prepared for this month’s Infosecurity Europe conference. Everyone needs enhanced trust, and the technology and techniques are mature and standardised — in other words supply is ready to sell, and demand is ready to spend. Yet, when examining the numbers, we can only conclude the two are not doing a very good job at meeting one another. Branding — as used in the credit card industry — could provide a significant bridge between supply and demand. Trust means different things to different people. For one community, ‘the trust industry’ is obviously all about technologies enhancing the privacy of personal data. For another it is about PKI. One reason that the trust industry — whatever that means — has taken such a long time to grow is that it is hopelessly fragmented. Privacy gurus don’t talk to consumer protection advocates, who don’t understand cryptographers, who in turn don’t see what trustmarks have to do with their industry. And yet, somewhere hidden among these people and their disciplines, lies the key to resolving the trust market paradox. As is not unusual in situations like these, each community has developed a special skill or an understanding that is crucial to the creation of real trust.
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