Gartner First Take on ORMS

["Carol Geyer" <carol.geyer@oasis-open.org>]

OASIS ORMS TC members:
Gartner has published a First Take on ORMS:

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"Effort to Address Online Reputation Scoring Is Big First Step"
http://www.gartner.com/DisplayDocument?doc_cd=157058&ref=g_homelink


The formation of the Open Reputation Management Systems Technical Committee is
an important effort in a difficult area of interoperability. Even if the
committee doesn't succeed, it may offer valuable lessons learned.

On 2 April 2008, the Organization for the Advancement of Structured Information
Standards (OASIS) formed the OASIS Open Reputation Management Systems (ORMS)
Technical Committee to address standards and interoperability for information
used to evaluate the relative trustworthiness of individuals and institutions
participating in Internet communities. The committee has been organized to
define formats for reputation scores that are used to evaluate reputations in a
growing variety of circumstances, including Internet auctions and peer-to-peer
networks.

 Analysis

The assertion that "reputation is everything" may very well be true when
applied to a corporation's brand equity. "Reputation" is a very broad term that
encompasses a wide variety of factors which all contribute to forming an
analysis of the degree to which an institution or individual can be trusted.
Enterprise Internet reputation management is emerging as a critical component
of business risk management strategies due to several factors, including
Internet anonymity, the rise of social media, and the persistence and easy
availability of information via search engines and other mechanisms. Successful
enterprises understand the threats and opportunities inherent in helping build
trust with customers, prospects, business partners, investors and employees
online.

Online reputation scores are a relatively recent innovation. Numeric ratings
are vulnerable to manipulation and are not suitable for every situation in
which previously unfamiliar entities need to make a trust evaluation.
Nevertheless, despite these limitations, such ratings are increasing and many
of them will likely prove useful. Groups like the ORMS committee that plan to
develop standards for reputational representation could be highly beneficial,
as would be any effort at sharing, comparing and verifying such information.
These groups should avoid attempting to impose a simplified standard scoring
approach or method of auditing the results. The ORMS committee's statement that
it does not intend to address the core issue of defining reputational
assessment algorithms signals that the scope of its effort will be
appropriately limited. The committee will focus on trying to define potential
portability of the building blocks of reputation scoring from Web site to Web
site.

This is a significant first step in an extremely difficult area of
interoperability. Given the social, technical and political complications,
Gartner does not expect the ORMS committee to be completely successful;
however, even if it meets with limited success, it will likely offer many
useful lessons learned.

Recommendations

Enterprises: If you are generating reputational scoring as a component of your
online presence or service, follow the work of the ORMS technical committee.
Seriously consider taking part. Be aware, though, that several years may pass
before this work has any effect on individuals or organizations that consume
this information.

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Carol Geyer
Director of Communications
OASIS
+1.978.667.5115 x209