Welcome!

Java IoT Authors: Elizabeth White, Yeshim Deniz, Tim Hinds, Douglas Lyon, 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
BnkToTheFuture.com is the largest online investment platform for investing in FinTech, Bitcoin and Blockchain companies. We believe the future of finance looks very different from the past and we aim to invest and provide trading opportunities for qualifying investors that want to build a portfolio in the sector in compliance with international financial regulations.
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...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
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...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
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, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
"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...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rat...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
"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...
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...