Advanced encryption technology and specialized routing techniques make it just about impossible for someone to track your moves, says Hamnett Hill, executive vice president of Zero Knowledge. You install the program, choose a pseudonym and let Freedom take it from there. That's several hundred times stronger than the highest standard allowed under U.S. law. Zero Knowledge can use it because it's Canadian. But the use of pseudonyms and encryption technology has e-commerce promoters concerned.
Freedom gives customers control of that currency for the first time.
Information officers at corporations share their concern over the ability to browse the 'Net with a pseudonym. While customer privacy is a concern, business executives are apparently more focused on obtaining the information that will fuel e-commerce and help their businesses succeed. Zero Knowledge argues that the use of pseudonyms will not hamper the growth of e-commerce. Indeed, Hill argues that consumers will be more likely to share demographic information about themselves if marketers don't know their true identity. There is a difference, notes Hill, between shopping anonymously and doing the same activity with a pseudonym.