Did you know there was a person in charge of “identity” at eBay? As Head of Identity (literally his job title), Ashish Jain was responsible for providing customers and third-party developers with the technology for secure access to eBay’s website. Or, in tech jargon, for “delivering seamless, flexible, and secure cross-platform experience for more than 180 million eBay customers and third-party developers through its Identity, Risk, and Trust framework.”
However, this week, Jain was named Chief Product Officer at Arkose Labs, which offers clients fraud-fighting solutions such as its “long term solutions against account takeover.”
A week before his departure from eBay, Jain had posted about his efforts to make the marketplace passwordless to offer a more secure site. “Our underlying problem statement is the same as most sites today – Passwords are bad,” he wrote. “Results in fraud, account take over (ATO), additional support calls, user abandonment etc.”
The announcement of Jain’s departure was a reminder that this year marks the 10-year anniversary of eBay’s announcement of its “Commerce Identity” solution that was supposed to allow shoppers to sign-in to websites with a single identity tied to PayPal. It would include their shopping profile so that retailers could show them targeted offers.
eBay had made the pie-in-the-sky announcement at its X.Commerce Innovate Developers Conference in October 2011, but the initiative quickly faded away, and just 3 years later, in 2014, eBay was forced to require all users to change their passwords after a data breach.