© The Authors, 2013. Electronic identity has become an increasingly complex subject. While problems of identity matter in both private and public sectors, this paper concentrates on the latter and in particular the challenges that must be considered in relation to the successful implementation and citizen adoption of personal electronic ID cards. The purpose of this paper is to discuss the challenges of implementing electronic ID cards in a European context and to examine the success of the Hong Kong smart card - a particularly interesting case because it is set against the background of the transition of the former British colony back to Chinese rule in 1997. Some reflections in relation to best practice and possible implications for the future nature and role of e-identity cards are drawn from this discussion.