This article envisions the use of context-awareness to improve single sign-on solutions (SSO) for mobile users. The attribute-based SSO is expected to increase users' perceived ease of use of the system and service providers' authentication security of the application. From these two features we derive two value propositions for a new business model for mobile platforms.
The business model can be considered as an instantiation of the privacy-friendly business model pattern presented in our previous work, reinforcing our claim that privacy-friendly value propositions are possible and can be used to obtain a competitive advantage.