1. Identity Verification Methods and Techniques for North American Consumers in the Dating Market Chris Bradley, VP Marketing Pat Mangiacotti, VP Business Development January 20, 2005 iDate 2005 - Miami Methods and Techniques for North American Consumers in the Dating Market Chris Bradley, VP Marketing Pat Mangiacotti, VP Business Development January 20, 2005 iDate 2005 - Miami

2. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Quote “Romance should never begin with sentiment. It should begin with science and end with a settlement.” Oscar Wilde, (1854–1900)

3. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Problems and Trends Increasingly People use the Internet to socialize and buy/sell goods with people they don’t know personally On-line fraud and identity theft are growing at an alarming rate 9.9 million people had identity stolen in 2003 - 79% increase ID theft cost consumers $3.2B On-line merchants bare brunt of on-line fraud (averaging 7% of revenue) Lack of trust slowing further adoption of on-line services Only 36% of web population buy and sell on line Only 10% of visitors to dating sites use the services Sources: Federal Trade Commission, Gartner Group, Jupiter Research Consumers need a means to easily and more effectively establish trust with a business and person-to-person

4. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Our Mission Trufina will be the definitive leader of online identity management by providing the most trusted and member controlled identity verification solution. The company’s proprietary and closed loop process allows its members to exercise complete control over multiple Trufina profiles.

5. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential The Need for Identity Management 70% of on-line users are worried about being a victim of a hoax or scam (Source: Earthlink Internet Lifestyles Study 7/04) Identity Management minimizes the fear by: + Improving personal brand credibility (reputation) + Managing and controlling privacy (self regulation) + Building trust between parties + Building social-capital within a group = Trusted on-line community

6. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential The Problem with Anonymity Before we can trust the Message Transaction Package Email IM Voice Mail Letter Conversation Company we must trust the communicator.

7. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Challenges Adequate security and privacy Proving the ‘true’ identity of a person Over 300 valid forms of credentials Often discretionary Stolen identities Liability Dynamic Environment Changing credentials, facts, locations, status, … Proprietary Systems Difficulties in propagation, sharing, portability Inconsistencies in usability for the user Home grown solutions can be expensive to build & maintain

8. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential The Platform for Identity Management Portable across Internet domains/properties User controlled for the purpose intended Privacy managed by the user Consistent look and feel Encourages ease of sharing and dialogue between parties

9. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential ID Verification – The Basics ID verification is performed by authenticating: Something they know Something they own Something they are Or a combination of all three

10. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential ID Verification Requirements Credential Presentment & Verification Background checks Criminal Financial Education Watch-list Other Credentials Birth Certificate, Passport Driver’s License Utility Bill 3 rd Party Multi-variable (scored) analysis Approved/Rejected Appeal Process

11. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Privacy is Mandatory The Identity Management system must meet these privacy requirements: Control the collection, use, and release of personal information Protect each individual’s right to control how personal information is collected and promulgated Protect against identity theft and the use of an individual's personal information for fraudulent purposes Protect the confidentiality, integrity, and availability of information that identifies or otherwise describes an individual

12. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Data Sources: Migraines Made Simple 3,146 Counties with State and Local jurisdictions  Administrative Office of Courts (AOC) at State/County level  Department of Corrections (DOC)  Sex Offender Registry (SOR) 500+ data aggregators  NO single vendor has all the data needed  They will ALL tell you theirs is better  Some are US based and some are not  Some refresh data frequently—or not at all  Monthly may NOT be required 200,000,000 people Untold numbers of compliance acronyms Nobody reports the same way! There is no 100% solution Don’t forget you’ll still need:  University & College data  Employment data  Credit data  And many more!

13. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Closing The Loop ID Verification is more than a single event Beyond data verification and quizzes  PIN  Mail  Phone activation  Biometric Customer Service is key  Privacy is more than Policy  Dispute Resolution  Adjudication  Frequent Communication  Stewardship

14. ©2005 Trufina Inc. All Rights Reserved Proprietary & Company Confidential Building Trust Reputation  System must facilitate discovery, control, and management of reputation indices Reciprocity  System must facilitate repeated sharing and variability of interaction among multiple agents InterpersonalInstitutional Reputation Trust Reciprocity Thought for the Day: Is your objective to build Institutional or Interpersonal trust? Model Based on: L. Mui, M. Mohtashemi, and A. Halberstadt, "A Computational Model of Trust and Reputation," in Proceedings of The 35th Hawaii International Conference on System Sciences, IEEE, 2002.

15. Identity Verification Methods and Techniques for North American Consumers in the Dating Market Questions & Answers Methods and Techniques for North American Consumers in the Dating Market Questions & Answers