MINIONS AND THEIR MASTERMIND (or How Behind Every Device There’s a Customer)
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The document discusses how identity management and relationships with customers have evolved and need to continue evolving. Historically, relationships were modeled as data models of entities and attributes. However, customers now expect immediacy, honesty, trust, conversations, and intimacy in relationships. As attributes become more multi-valued, verifiable, and change over time from various sources, identity systems must understand how each interaction affects relationships. Both individual data points and how points change relationships over time must be considered.
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MINIONS AND THEIR MASTERMIND (or How Behind Every Device There’s a Customer)
- 1. IRM Summit Europe Chuck Mortimore VP, Product Management Salesforce Identity @cmort
- 3. relationship ^ identity management
- 4. how have we historically managed relationships?
- 7. An entity-relationship model is a systematic way of describing and defining a business process. The process is modeled as components (entities) that are linked with each other by relationships that express the dependencies and requirements between them
- 9. our relationships have been conceived and expressed as a data model
- 11. “I reserve the right, not to do business with you.” - The Customer
- 12. ____________ _ Today’s customer is:
- 13. Today’s customer isF: ickle
- 14. Today’s customer isL: oyal
- 15. Today’s customer isC: onnected
- 16. Today’s customer isP: owerful
- 18. ____________ _ Customers expect:
- 24. Customers expect: You to know them
- 25. we need to manage relationships, not just track them
- 27. our products must listen to the world around us, and respond with meaningful, targeted interactions
- 31. the winners in the market will know their customer
- 32. and deliver an experience that proves it
- 37. Authenticate Broadcast location and offer driver passenger
- 38. Authenticate Authenticate Broadcast location and offer driver passenger
- 39. Authenticate Broadcast location and offer Broadcast location and offer Authenticate driver passenger
- 40. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit driver passenger
- 41. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit Relationship Formed driver passenger
- 42. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit Relationship Formed Assess Risk and Demand driver passenger
- 43. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit Relationship Formed Assess Risk and Demand Seamless Commerce driver passenger
- 44. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit Relationship Formed Assess Risk and Demand Seamless Commerce Relationship Ends driver passenger
- 45. Authenticate Broadcast location and offer Broadcast location and offer Authenticate Assess location, reputation, & credit Relationship Formed Assess Risk and Demand Seamless Commerce Relationship Ends Update Reputation Update Reputation driver passenger
- 47. the old model learned nothing about us or the relationship
- 48. …and it will die
- 50. identity defines the terms of the relationship
- 51. so how are systems evolving?
- 52. dn:cn=Barbara Jensen, ou=People, dc=company, dc=com objectclass:top objectclass:person objectclass:organizationalPerson cn:Barbara Jensen streetAddress: 118 Elsie St. l: San Francisco st: CA postalCode: 94110 country: USA
- 53. { "schemas": ["urn:scim:schemas:core:1.0"], "id": "2819c223-7f76-453a-919d-413861904646", "name": { "familyName": "Jensen", "givenName": "Barbara", }, "addresses": [ { "type": "home", "streetAddress": ”118 Elsie", "locality": ”San Francisco", "region": "CA", "postalCode": ”94110", "country": "USA”, “primary”: true }, { "type": "work", "streetAddress": ” 1 Market St”,
- 60. …and changing over time
- 61. the physics of attributes is being redefined
- 62. …and the attribute sources are exploding
- 65. these are things we understand pretty well
- 66. but what about…?
- 72. data points from these interactions are fuel for our relationships
- 73. and every one is a first impression
- 74. …and that’s just the humans.
- 75. what about the minions?
- 77. 25,000,000,000
- 78. 50,000,000,000
- 80. are we ready for this…?
- 81. they speak funny ( MQTT, MQTT-SN, CoAP )
- 83. authentication actually gets easier
- 84. but it’s the relationship that matters
- 85. each of these is an interaction with a customer
- 86. we must develop identity systems that understand both the individual datapoint…
- 87. and how each datapoint changes our relationships
- 88. behind every
- 89. behbinedh ienvde eryv edreyv ice is a customer
- 90. what now?
- 91. 1) re-think your systems
- 92. identity, marketing, and big data systems are on a collision course
- 93. 2) API enable everything
- 94. Explore how connecting your product transforms your business
- 95. 3) Transform your organizations
- 96. did identity deliver the right access?
- 97. did identity deliver the right experience?
Editor's Notes
- Who has access to what. as greg said, getting the right access to the right people at the right time
- Let’s inject one simple word All of a sudden, this is changes the basics of what we’re doing. This becomes how are we connected to people, and how does identity inform that connection. I want to talk about today: how Identity can help connect us to our customer businesses that do this successfully can be disruptive forces in their marketplace
- Our Identity Systems have traditionally thought in terms of hierarchy
- in Relationship Management systems we have traditionally thought “relationally”
- …this sounds pretty good. The word relationship is actually in there
- but that, in fact, is a red-herring
- Relationships need to be something more than a foreign key in a database
- We’ll be back in ten minutes Your call is important to us – we’ll be available in 8 minutes. Suggestion Boxes – is there a better manifestation of a 1 way conversation. It’s LOCKED! We reserve the right to refuse service to anyone. No shirt no shoes no service
- this is the new reality. Customers have an amazing amount of choice today and it is very easy to exercise that choice
- let’s look at today’s customer
- Your competitor is a click away
- but they will reward great service with loyalty
- We walk around with extremely powerful devices in our pocket. Power to connect us to not only networks, but to the people around us
- and that power can be directly applied to shape your brand. Both positively and negatively.
- a relationship on fairly equal terms
- call tree
- open honest exchange of information
- that honest needs to build trust
- they don’t want to be talked to, or at. The want a conversation
- expecting conversations them to be intimate
- I mean they they’re expecting you to know and understand their needs
- These interactions have to be informed by identity let’s see what this historically did to our customers
- The Mayday button. Customer services can introspect and collaborate A targeted response time of 15 seconds human face. And it’s built directly into the product. - no searching for 800 numbers - conversation in the product
- in this new age we must listen respond
- nest made thermostats something people want. wait – think about that. a thermostat that people want beyond aesthetics, this is a device that understands you and your behavior 3 Billion dollar exit.
- Tesla. a car startup? that sounds like a bad idea. Entrenched market - high barriers to entry industry you don’t know who is driving your car. No dealers. #1 luxury car
- the quitessential disruptor. if the business that can disrupt almost every market they enter is biometric identity into the middle of the key platform that enables that disruption. something is going on
- all of these companies build superior products key ingredient is really knowing the customer
- Taxi of tomorrow. This will remove 5 square acres of space But they’re focusing on the wrong part of the equation
- Let’s talk about Uber Generally paraphrased as “Taxi’s that don’t suck” But what they’ve really built is a general purpose brokering system For brokering relationships and transactions that are informed by identity Result: massive disruption in the taxi business, and eventual dismantling of a regulations
- Uber has created a fairly distruptive experience. And it’s one that’s fundamentally informed by Identity
- This begins when a driver starts the app and is authenticated.
- The system is actively managing a relationship.
- I'm picked up, data I'm generating flows back into the system physics of attributes are changing - they’re constantly updating this informs risk engines, demand, etc - this fuels relationships in their ecosystem
- At the end of it commerce is streamlined - the driver knew our credit worthiness
- relationship was ephemeral
- but knowledge of it is retained we rate each other the identity of the users is updated in the system to inform future interactions
- And of course, lots of these are happening in parallel all the time
- who looses? the old model - didn’t retain any knowledge
- who looses? the old model - didn’t retain any knowledge
- THE new model Not all going to disrupt entire markets But we can use identity to disrupt and evolve Insurance is basically a big-data business. The terms of the relationship are dictated by probability and large numbers. But by plugging in this device, and learning who I actually am, Identity can inform that.
- let’s talk about attributes. Location is an interesting one LDAP is a good starting point here we see Babs Jensen any old LDAP folks? here we see Babs can have a single address
- SCIM – we make some forward progress. You can have more than one address. its Typed. you even can designate a primary
- Here’s where location has evolved
- These things we’re carrying around with us change the nature of this attribute entirely.
- I asked brian where he was headed, but I know longer need to ask.
- each of these attributes are now changing rapidly.
- You’re likely not going to update the geo-code of a user in a read-optimzed directory service and if you do, you loose historical context
- our old mechanisms of customer service we’re pretty straightforward
- today we’re dealing with multi-channel
- we have a pretty good handle on these because they look like standard identity problem
- check-ins at your buiness
- 8 Trillion likes and shares, just on facebook every year
- every interaction with your point of sales systems, tells you more about your customer
- iBeacons are providing automated opt-in checkin
- lightbulbs which focus the ibeacon to particular merchandizing
- they expect recognition recognize them across as people no a number or blue tooth id must be informed by identity
- those are just the interactions we’re creating on our own. clicking, checking in, liking. I don’t even think there is a verb for setting of a beacon and analyzing light sources
- minions as promised what about the devices
- not just 1….
- 25B according to Gartner.
- 50B according to Cisco. I guess we know who has more to gain
- in any case – we can agree there will be a lot car thermostat fitbit dogs fitbit
- that was a lot of slides. What now? What should we be working on?
- device contraints are pushing new communication standards Battery life. Networks will continue to suck. All of a sudden we’re reading binary protocols again
- washing machine should be able to create telemetry data until things go wrong then create case
- humans suck at passwords, minions aren’t bad. Worst case these are being minted with guids. Best case we get secure elements with keys, and manufacturer and we can actually use a lot from OAuth and OpenID Connect
- some scenarios - self asserted guid full holder of key pattern our ability to physically control all these devices will get worse personal perimeter security is breaking down
- so why engineer for this minions
- that was a lot of slides. What now? What should we be working on?
- This of course requires you Protect all of these APIs
- In order to do this… Not only about being customer first. transform your IT organizations to see how you can move to asking