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The
cover story of issue 00:09:01 discussed the issue of states earning
revenue from the sale of drivers license information. That article
addressed a court case, Reno v. Condon, in which the Supreme Court ruled
in favor of privacy. We asked for your comments about how this would
affect sales efforts. Following are two of the comments we received: Reno
v. Condon: Would limited access to drivers license information really
impair the sales efforts of ISOs by reducing the number of available
leads? Presumably, ISOs are not selling to individuals who obtain the
license privilege but to businesses where the data would have little
relevance. A
bigger privacy question for the industry as a whole, particularly with the
explosion of Internet commerce, may be whether we will see severe
restrictions on the use of cardholder data that would have an impact on
shared databases for fraud-prevention purposes. I
see this ruling as firming up a business opportunity because it clarifies
the situation, and lets us know we in the private sector are responsible
for coming up with a better way to do the job. I think most of us were
expecting that anyway; but now we know for sure this is needed. Today,
we are very fortunate to have new capabilities available for self-service
customer data capture. For example, even people who never mastered the
mouse are feeling comfortable operating a touchscreen Internet kiosk. By
this, and other means, a willing customer can easily supply all the
information on a drivers license, including the digital photo image, all
in self-service fashion. This information will be more complete, more
easily tailored, and more timely. If we're halfway clever about how we do
it, this will generate leads that are far better qualified. In
the blink of an eye we will be doing this job far better than it was ever
done before, and at a tiny fraction of the cost. That implies profits. So
does anybody doubt the states are going to sniff out those profits and
quickly replace any lost revenues? I'm not going to be losing any sleep
over that one. John
Payne, President FaceBase,
Inc. www.facebase.com
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