In today’s fast-paced, always-on retail environment, what does the perfect shopping experience look like? Maybe it’s something as simple and prosaic as buying a Coke from the local corner shop. The customer grabs the cold drink, pays with cash, a card or a swipe of their iPhone, and continues on their way. The transaction is quick, convenient and nearly effortless: there’s no friction to interrupt the customer journey. This buying experience is also private and secure. Though fraud protections are in place, the customer’s bank doesn’t know what was purchased. The iPhone is acting as a point of sale (POS) device, but it’s not collecting data to track its user’s beverage preferences. And the Coca-Cola Company has no idea who bought the canned drink. It’s no accident that we’ve chosen an offline customer experience as an exemplary paradigm of rapid delivery, low friction, convenience, privacy and security. Building identity management.