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By using PKI a company can now build a model of Trust between itself, a TrustCenter (or Certificate Authority) and the Customer/User
The Certificate Authority can issue digital Certificates to be used for a variety of I-business applications.
Part of a digital certificate is a Public key, which can be stored in and retrieved from a public Directory.
Now the customer can do secure Transactions and applications where both parties, the customer and the bank know that they are talking to the right party.