New Zealander Brendon Lynch, Microsoft’s chief privacy officer was interviewed by on the challenge of e-identity and online privacy issues.

Lynch says privacy, as past failed startups have learned, is a tough sell to consumers, mostly because the required technology is often complicated and unintuitive. Lynch hopes that the U-Prove technology, launched freely earlier this year for developers to experiment with, will change this.

The goal is to make authentication easy. The full interview can be viewed here