Since 2007, a coalition of residents, community-based organizations and the City of Ontario have been working together under the Healthy Ontario Initiative (HOI) to improve health outcomes and quality-of-life. HOI came together to address community health and build safe and vibrant neighborhoods, against a backdrop of high levels of poverty and chronic disease burdens.
At 17 pages, the case study goes into a great deal of detail on a variety of initiatives, including Healthy Ontario and the Vista Verde Apartments near Holt and Grove. The apartment complex and other projects all fit within the goals of improving “health outcomes and quality-of-life.”
Now this is not the most robust proof of identity. As I recently noted in my JEBredCal blog (one of my other Google identities), it’s extremely easy for multiple people to use this day pass at different times during the day. Even the 7-day and 31-day passes, which must be signed and may be compared against an identity document, are not necessarily free from fraud.
However, this is not critical to Omnitrans, who would rather put up with a small amount of fraud than inconvenience its riders with multiple identity checks.
Identity proofing is more critical in some situations than it is in others.
Of course, if Omnitrans really wanted to, it could achieve the need for fraud prevention by using relatively frictionless forms of identity proofing. Rather than demaning to see a rider’s papers, Omnitrans could use passive methods to authenticate its riders. I won’t go into all the possible methods and their pros and cons here.
However, I would like to explore one possible identity proofing method to see if it would solve the Omnitrans pass use issue.
You’ll recall that many identity experts recognize five factors of authentication:
Something you know.
Something you are.
Something you have.
Something you do.
Somewhere you are.
Well, because I felt like it, I proclaimed a sixth factor of authentication.
I said, because I felt like it!
Whoops, “why?” is the sixth authentication factor. I still haven’t rendered it into the “somexxx you xxx” format yet.
Can Omnitrans use the “why?” factor to test the reasonableness that any particular trip is performed by the person who originally bought the pass?
Applying the “why?” question to bus boarding data
Assume the most challenging scenario, in which Omnitrans knows nothing about the person who purchases a 31-day pass. The person pays in cash and is wearing a face mask and sunglasses throughout the entire transaction. Therefore, the only identity information associated with the pass is the location where the pass was purchased, the date/time it was purchased, and some type of pass identification number. For this example, we’ll assume the pass number is 12345.
So Omnitrans really doesn’t know anything of importance about the holder of pass 12345…
…other than how it is used.
I’m making the assumption that Omnitrans logs information about every use of a pass. Since you don’t need to use your pass when you leave the bus, the only information available is when you board the bus.
So let’s look at some fake data.
Date and Time
Monday, July 25, 2022, 6:39 am
Euclid & Holt, Ontario
Monday, July 25, 2022, 6:35 pm
Amazon LGB3, Eastvale
Tuesday, July 26, 2022, 6:39 am
Euclid & Holt, Ontario
Tuesday, July 26, 2022, 6:35 pm
Amazon LGB3, Eastvale
Wednesday, July 27, 2022, 8:42 am
Euclid & Holt, Ontario
Wednesday, July 27, 2022, 6:35 pm
Amazon LGB3, Eastvale
Thursday, July 28, 2022, 6:39 am
Euclid & Holt, Ontario
Thursday, July 28, 2022, 6:35 pm
Amazon LGB3, Eastvale
Thursday, July 28, 2022, 7:20 pm
Plum & Holt, Ontario
Thursday July 28, 2022, 9:52 pm
Ontario Mills, Ontario
Friday, July 29, 2022, 6:39 am
Euclid & Holt, Ontario
Friday, July 29, 2022, 8:35 am
Amazon LGB3, Eastvale
Friday, July 29, 2022, 10:00 am
Vineyard & Foothill, Rancho Cucamonga
Friday, July 29, 2022, 11:26 am
Friday, July 29, 2022, 11:53 am
Friday, July 29, 2022, 12:08 pm
Hypothetical logging of trips on Omnitrans Pass 12345.
Even if you are not familiar with California’s Inland Empire, you can probably classify these trips into the following categories:
Trips that are probably legitimate.
Trips that may or may not be legitimate.
Trips that are probably fraudulent.
Trips that are definitely fraudulent.
For the most part, you can’t know with certainty about the legitimacy of most of these trips. Here’s a story that fits the facts.
Jack Jones starts his new job at Amazon on Monday, and works Monday and Tuesday with no incident. Jack overslept on Wednesday and was written up. He made sure to arrive at work on time Thursday, and at the end of the day he celebrated with a dinner at a restaurant in the Ontario Mills shopping center. After arriving at work on Friday, Sara Smith picked his pocket and took his pass, fleeing the scene an hour later and making her way to Fontana. She creates several clones of the bus pass and sells them at a discount before fleeing herself. Therefore, all trips beginning on Friday at 8:35 am are fraudulent.
But that might not be the true story. This one also fits the facts.
Jack Jones starts his new job at Amazon on Monday, and works Monday and Tuesday with no incident. On Wednesday Jack calls in sick, but lets his housemate Bob Brown (who also works at Amazon) use his pass on Wednesday and Thursday. By Thursday evening, Jack is feeling better, retrieves his pass from his housemate, and goes to Ontario Mills for the evening. On Friday Jack goes to work and is fired. He boards the 87, misses his stop in Ontario, and stays on the bus until he reaches Rancho Cucamonga. Despondent, he decides to visit his friend in Fontana. However, his Fontana friend, Sara Smile, secretly created several clones of Jack’s bus pass and sells them at a discount. Therefore, the Wednesday trips, the Thursday day trips, and all Friday trips beginning at 11:26 am are fraudulent.
Or perhaps some other set of facts fit the data.
It’s possible that the pass was stolen before it was ever used and all of the trips are fraudulent.
Or perhaps every trip before arriving in Fontana is legitimate, but how can we tell which one (if any) of the three trips from Fontana was undertaken by the true passholder?
But the data that Omnitrans captured provides a way to challenge the pass holder for possibly fraudulent trips.
If Omnitrans is really suspicious for some reason, it may choose to challenge every trip that didn’t take place at the “regular” times of 6:39 am or 6:35 pm. “Why are you boarding the 87 bus at this hour of the morning?” “Why are you boarding the 61 bus?”
Or Omnitrans may assume that all of the trips are reasonable and don’t necessitate a challenge. Yes, someone can go to work late. Yes, someone can go to Ontario Mills for the evening. Well, all of them are reasonable until Friday at 11:53 am, when a passholder boards a bus at the same location where the same passholder supposedly departed at 11:26 am.
Now even if strict identity checks are used with the “why?” statement, the data alone can’t detect all fraud. If Jack Jones and Bob Brown both work the day shift at Amazon, but on alternate days, how can Omnitrans detect the days when Jack Jones leaves Ontario at 6:39 am, vs. the days when Bob Brown leaves Ontario at 6:39 am?
Again, no identity proofing method is 100% foolproof.
But the “why?” question may detect some forms of fraud.
Or are there really only five factors of authentication after all?
Now I’ll grant that “why?” might not be a sixth factor of authentication at all, but may fall under the existing “something you do” category. This factor is normally reserved for gestures or touches. For example, some facial liveness detection methods require you to move your head up, down, right, or left on command to prove that you are a real person. But you could probably classify boarding a bus as “something you do.”
Anyway, thank you for engaging my tangent. If I can think of a “why?” example that doesn’t involve something you do, I’ll post it here. That will help me in my hopeful (?) quest to become the inventor of the sixth factor of authentication.
What about the businesses in cities where my bus trips took place?
But back to the businesses in Ontario, Eastvale, Rancho Cucamonga, Fontana, and other cities: need some content help? I can create esoteric long-winded content like this, or (what you probably want) more concise, customer-focused content that conveys your important message. My regular work includes case studies, white papers, proposal services, and other types of content. If you need someone to help you create this content:
On Saturday morning, my wife and I returned from errands to find a huge package on our front porch. The package contained a crib.
No, my wife is not pregnant.
We examined the package and found the following:
A tag from the delivery company. I won’t name the company, but I will say that this package delivery was “off track.”
The true destination address for the package, which had the same street number but a different street name.
A message indicating that the crib was a gift.
Wrong deliveries have been a topic of conversation in my Ontario neighborhood on the NextDoor app, especially after “R” posted this:
Many people did not agree with “R,” including myself.
So I tried to load the huge crib into the back seat of my car, but it was wider than the car. Since I didn’t want to drive around with an open car door, we went over to the real parents, who thankfully had a truck and picked up the crib.
But the package was delivered several days ago!
The most upsetting part of the story to me isn’t that the delivery company misdelivered the package in the first place.
The most upsetting part is that the delivery company told the parents-to-be several days ago that the package was delivered.
When it obviously wasn’t.
They had been wondering for several days where their supposedly-delivered package was, which wasn’t delivered until today…to the wrong address.
That’s really “off track.”
There’s a technology lesson here
All of the delivery companies, both the good ones and the bad ones, are incorporating package tracking technology into their operations. In theory, the technology lets you know exactly where the package is at any given time. In theory, this benefits the recipient by making sure the package is delivered to the right place at the right time.
Why do these errors happen? One reason is because the automation isn’t completely automated. Everything still depends on humans in the loop. For example, this morning’s delivery depended on a human to verify that they were delivering the package to the street name on the address label, and not some other street.
Another example that doesn’t amuse me is delivery time guarantees. Let’s say a package is promised to arrive at 10:30 am. In the real world, the package may not arrive until noon or later, but if you check the system, the system says the package was delivered at 10:29…and that many of the delivery driver’s packages coincidentally were delivered at 10:29!
But this is not a technology problem. It’s a business problem.
But it’s really a business lesson
While the delivery company strives for on-time and accurate deliveries, their actual processes to achieve this end up hurting the company. Rather than making sure that the package truly arrives correctly in the real world, the employees are incentivized to make sure the system records correct delivery of packages.
And the employees are punished (maybe fired) if the system says the package wasn’t delivered to the right place and/or at the right time.
The result? Some employee, afraid of losing their job, recorded a crib delivery several days ago to address X when the crib was really delivered today to address Y.
This is something that technology cannot solve. This can only be solved when a company focuses on delighting its customers, rather than reprimanding its employees.
On Saturday, April 30, 2022, the city of Ontario (California) held its COVID-delayed grand opening for its newest fire station, in the newer southeastern part of the city (2661 E. Grand Park St). The fire station actually opened in January, but the ribbon cutting was held this morning.
Public safety is a tough profession. I’ve worked with police more than fire/EMS, but it’s tough for all of them. At the ceremony, Ontario Mayor Paul Leon shared the story of a time that he accompanied the Ontario Fire Department on a call. Although Mayor Leon was wearing protective gear, he had to stop at a certain point because of the intense heat from the fire. The firefighters kept right on going, because it was their job.
And now the department has one more station, ensuring that the residents and businesses in that corner of Ontario will be safe.
There is a LOT going on in Ontario, California that escapes the attention of most of us. For example, only dedicated boxing fans may know what is happening here on May 14.
Former world champion and light heavyweight Mexican boxing star Gilberto “Zurdo” Ramírez (43-0, 29 KOs) of Mazatlán, Mexico, will face former WBA Interim Light Heavyweight World Champion Dominic Boesel (32-2, 12 KOs) of Freyburg, Germany on Saturday, May 14….The event will take place at Toyota Arena in Ontario, CA, and will stream live exclusively on DAZN.
So why didn’t I learn about the Ramirez-Boesel fight until a week after this April 22 announcement?
Because I’m not part of the target market for this fight.
The announcement that I quoted above was shared on The Ring website. Obviously people who visit that particular site are interested in boxing.
And the Toyota Arena is certainly promoting it. (“Zurdo” is Ramirez’s nickname.) Notice the prominent “BUY TICKETS” call to action. The Toyota Arena wants you to attend the event in-person.
And the DAZN streaming service is obviously talking about it and hoping that you sign up for the service. The yellow “SIGN UP NOW” buttons (two of them in this screen alone) are hard to miss. Unlike the Toyota Arena, DAZN doesn’t require you to be in person to view this fight.
What the Toyota Arena and the DAZN streaming service DIDN’T do when marketing the fight
Let’s look at one aspect of how the fight is being marketed.
Have you ever noticed that some companies believe that the best way to market themselves is to talk about themselves? They’re worse than a self-obsessed narcissist on a date.
If the “my company is most important” people were promoting this fight, the Toyota Arena could have started its Zurdo vs. Boesel page with the text below.
Toyota Arena, built and owned by the City of Ontario, operated by ASM Global, can accommodate over 11,000 guests. The 225,000 square foot venue features 36 luxury suites located on two levels and a continuous concourse hosting a variety of concession and refreshment stands, merchandise kiosks, the VIP Club and other fan amenities. Toyota Arena hosts over 125 events annually including concerts, family shows, and sporting competitions. The Arena is home to several sport teams including: Ontario Reign (American Hockey League), Ontario Fury (Major Arena Soccer League), Aqua Caliente Clippers of Ontario (G League Basketball), and LA Temptation (Legends Football League).
This text appears on the arena’s “About Us” page. Why not also put it on the page for the fight, to ensure that the readers see it and realize the sheer awesomeness of the arena, the City of Ontario, and ASM Global?
Why not talk about the arena at the beginning of the fight announcement? Because fight promoters are smart. Fight promoters know that to make a sale, they need to maintain a customer focus.
Let’s say that you’re a boxing promoter and YOU have to promote this fight. Which of the following two facts is more important?
Gilberto “Zurdo” Ramírez has a boxing record of 43-0 with 29 knockouts.
The Toyota Arena is a 225,000 square foot facility.
Now perhaps the janitorial staff that has to service the Toyota Arena is more concerned about item 2, but if you want boxing fans to buy tickets or streaming access, you’re going to aggressively promote item 1 and maintain your customer focus.
So what is MY call to action to YOU?
If I were to ask you, there is a high probability that you are not a boxing promoter. I know this because I’m not submitting this post to The Ring as a press release, but am instead sharing it in various Inland Empire West business channels.
However, there is a pretty good probability that you own or manage a local business, and you have your own news that you want to get out.
And this news must resonate with your customers.
Perhaps you want to share a customer success story, case study, or testimonial—a casetimonial, if you will. This document must appeal to your customers, speak to their needs, and ideally lead to them considering your company’s services or products.
Or perhaps you want to share a white paper that addresses your customers’ needs, but also drives them to consider your business. For example, you might distribute a white paper that lists seven critical criteria for customer success—and coincidentally, your company’s offering satisfies all seven critical criteria. (What an amazing coincidence!)
I, John E. Bredehoft, through my Ontario-based DBA Bredemarket, can write casetimonials, white papers, and other types of content, working with you to answer these and other critical questions BEFORE producing the content:
Why, how, and what do you do?
What is the topic of the content?
What is the goal that you want to achieve with the content?
What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
Following the second driest year on record and with near record low storage in California’s largest reservoirs, Governor Gavin Newsom today issued a proclamation extending the drought emergency statewide and further urging Californians to step up their water conservation efforts as the western U.S. faces a potential third dry year.
[T]he MWD has asked six of its member agencies to consider requiring its customers to restrict outdoor watering to just one day per week, or find other ways to conserve water, according to the large water agency that provides water to 19 million people in six counties.
As a regional wastewater treatment agency, the Agency provides sewage utility services to seven contracting agencies under the Chino Basin Regional Sewage Service Contract: the cities of Chino, Chino Hills, Fontana, Montclair, Ontario, Upland, and Cucamonga Valley Water District (CVWD) in the city of Rancho Cucamonga.
In addition to the contracting agencies, the Agency provides wholesale imported water from MWD to seven retail agencies: the cities of Chino, Chino Hills, Ontario, Upland, CVWD in the city of Rancho Cucamonga, Fontana Water Company in the city of Fontana, and Monte Vista Water District (MVWD) in the city of Montclair.
Notice that MWD has only asked that the IEUA “consider” restrictions. Why can’t MWD mandate them? Because the MWD is not the only water provider for the agencies in question. Take the city of Upland, for example:
The City water interests are a result of either a direct water right or indirectly through its shareholder interest (entitlement) in two private mutual water companies. The City has a 93% shareholder interest in West End Consolidated Water Company (WECWco.). The water received from WECWCo. is local groundwater. The City has a 68% shareholder interest in San Antonio Water Company (SAW Co.). Both local groundwater and surface water from San Antonio Canyon is provided by SAW Co. San Antonio canyon surface water supply is subject to availability and is closely tied to rain and snowpack. This local surface is treated at the City’s San Antonio Water Treatment Plant. In addition to the local surface and groundwater supplies, the City invested and owns 22% interest in an 81 million gallon imported water treatment plant, Water Facilities Authority (WFA-JPA), Agua de Lejos located on Benson Avenue north of 17th Street. The WFA water treatment plant receives Northern California State Project imported water from Metropolitan Water District of Southern California (MWD) through Inland Empire Utilities Agency (IEUA) our MWD member agency. In 2013, IEUA completed regional pipeline facilities and began delivering recycled water. Recycled water is predominantly available in the southeastern sector of the City and is mostly used for large landscape irrigation areas, such as the Upland Hill Country Club Golf Course, City Parks, several school grounds and the Euclid Avenue median.