Welcome!

Java IoT Authors: APM Blog, Liz McMillan, Elizabeth White, Simon Hill, Stackify Blog

Related Topics: @CloudExpo, Java IoT, Cloud Security

@CloudExpo: Blog Post

‘C’ What Your IAM System Lacks in a Customer-Centric World | @CloudExpo #Cloud

Cloud-based CIAM systems offer on-demand scalability to support millions of dynamic users across mobile and web channels

The age of mobile applications, pervasive use of social media and growing demand for accurate consumer data are converging to drive significant changes in how organizations connect with and market to their respective customer bases - as well as the technologies they use to do so. It's becoming increasingly clear that legacy technologies that weren't purpose-built for consumer-facing use cases will no longer suffice.

Take, for instance, identity and access management (IAM) systems. Historically used to manage a business's internal employee records, many brands leverage modified IAM systems to manage their customer identity records as well. These brands are finding, however, that there are significant differences between managing corporate data resources and managing exabytes of consumer-generated data, and these differences simply can't be addressed effectively with IAM systems.

IAM ≠ CIAM
Indeed, IAM systems have inherent deficiencies that prevent their efficacy in consumer-focused projects; namely:

  • Inability to scale. The largest on-premises IAM systems were built to manage, at the most, a few hundred thousand employee identities. Customer identities across mobile and web channels can easily number in the hundreds of millions.
  • Privacy challenges. Traditional IAM systems' privacy settings are controlled by the organization. Consumers expect control over their own personal data as well as complete transparency with regard to how their data will be used.
  • Difficulty supporting omnichannel interactions. Omnichannel capabilities have never been of paramount importance when dealing with employee-centric IAM systems. Consumers today rely on a variety of devices to connect with organizations and brands.

For these reasons, many organizations are finding that their use of IAM systems for consumer-focused identity management projects is contributing to poor customer experiences.

Interestingly, even Forester Research agrees, and, recognizing the unique requirements of the management of customer identity data, the independent market research and advisory firm recently acknowledged an entirely new market, customer identity and access management (CIAM). CIAM systems allow businesses to understand their customers on a deeper level by facilitating the registration and identity verification processes across devices, consolidating data into rich customer profiles and integrating those profiles with additional marketing and service technologies. These capabilities yield a better understanding of an organization's users and make privacy a priority, leading to known, loyal and engaged customers rather than anonymous shoppers. Operationally, CIAM solutions emerge superior to IAM systems as well, using the cloud to ensure that scalability is a non-issue and performance is not compromised.

“The unique requirements of customer identity, especially scale, performance, usability, and support for seamless multichannel interactions, have necessitated the development of CIAM as its own market segment with competitive offerings distinct from traditional solutions for employee IAM.” – Forrester Research, Inc., Market Overview: Customer Identity and Access Management (CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015

CIAM: Purpose-Built for Customer Identity's Unique Requirements
Well-designed CIAM systems are optimized to provide key capabilities quickly and simply, such as user self-service, registration, preference management and social authentication. They have several additional characteristics in common that make them optimal for customer identity management projects, especially when compared with IAM systems.

Scalability and Usability Across Channels
As mentioned earlier, cloud-based CIAM systems offer on-demand scalability to support millions of dynamic users across mobile and web channels. The ability to scale in this manner also means consistently high performance and a seamless user experience across devices.

Privacy and Security
Because privacy is of paramount importance to consumers today, CIAM systems offer comprehensive privacy and preference management capabilities. With CIAM systems, customers can choose which marketing communications they want to receive and decide what personal data they will share with a business. CIAM technologies also allow for multifactor authentication support to protect high-risk transactions, as digital identity continues to merge with payments.

A cloud-based CIAM platform offers a number of benefits aside from scalability:

  • Reduced CAPEX
  • Streamlined deployment and reduction in time spent on software updates, patches and integrations
  • Identity-based security measures that are focused on securing API interactions

Holistic View of the Customer
Organizations today are not just looking to increase their operational agility and comply with security and privacy mandates. They are also striving to build customer relationships that result in higher retention and revenue. CIAM systems can drive these initiatives by utilizing permission-based customer data to power more personalized marketing interactions. CIAM solutions capture rich, first-party customer data through customized registration flows, and authentication through social networks. They deliver consolidated reports and analytics around user demographics, behavioral data, revenue activity and more to gain a more holistic view of an organization's customers.

As we dive deeper into the age of the customer, and digital user experience continues to become a source of competitive differentiation, it's more important than ever for businesses to take advantage of customer identity data in their marketing, sales and service efforts. Unfortunately, IAM systems - while absolutely adequate for managing employee identities - are hardly equipped to leverage customer information. By deploying a purpose-built CIAM platform, organizations can harness the power of customer identity data and secure a competitive edge.

More Stories By Suresh Sridharan

Suresh Sridharan is the senior director of Technology & Product Strategy at Gigya, the leading customer identity management platform with more than 700 customers, including Fox, Forbes and Verizon. He is a 20-year veteran in enterprise software and had held key product management positions at Sun Microsystems, Oracle and Okta prior to joining Gigya. When Suresh is not helping IT teams realize the power of customer identity data, he enjoys spending time with his wife and two daughters, hiking, and practicing yoga.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things’). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing? IoT is not about the devices, it’s about the data consumed and generated. The devices are tools, mechanisms, conduits. In his session at Internet of Things at Cloud Expo | DXWor...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution. In his session at @ThingsExpo, Akvelon expert and IoT industry leader Sergey Grebnov provided an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...