Identity verification (proving someone is who they say they are) is slightly different from authentication (proving someone is who you think they are). Both sometimes conflict with privacy and all three are relevant to marketers who need to know their customers. On the authentication front, Tel Aviv-based SecuredTouch uses 100+ behavioral parameters such as typing patterns to ensure the expected person is using a device – even though it doesn’t know who that person is. This does away with registration, passwords, and in fact any specific effort by the user. SecuredTouch just announced they will be an authentication option for IBM’s MobileFirstFoundation.