Former Microsoft Exec Joins Online Identity Startup

A former Microsoft executive has joined Identity.net, a new startup aimed at letting people better control their “online reputations.”

Susan Koehler, previously in charge of Microsoft’s consumer digital imaging, will become chief marketing officer for Identity.net. Koehler is credited with helping boost Microsoft’s business planning as well as implementing projects such as the company’s Trustworthy Computing security initiative.

Identity.net just launched on July 16. Beta tested under the name Demoxi, the company lets you set up a “personal reputation page” that then interacts with third-party sites to confirm your identity and personal information. Its president says the service “frees users to take their reputation with them as they engage online … [so] it travels with the consumer as he/she uses the internet for blogging, shopping, conducting business or even engaging with the various social media sites.”