RSA is announcing their own single sign on (SSO) solution for web sites. They’re launching with several financial services companies, including E-Trade. In light of all the Identity 2.0 stuff, how does RSA’s entry match up?

One good thing will be that RSA will run into the same business roadblocks that a smaller company would’ve run into. It will be interesting to see if having a better reputation/more money will help them get a company with a large userbase like Amazon.com or Disney/ESPN to join into the fray. (I don’t work on the registration stuff, so I don’t have any special insight into that business).

I don’t have too much time right now to comment on this, but I wanted to pass it on.