Consumer Identity World EU - Five pillars of consumer IAM
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Five pillars of consumer IAM - My presentation from Consumer Identity World EU 2018 https://www.kuppingercole.com/events/ciweu2018
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Consumer Identity World EU - Five pillars of consumer IAM
- 1. Five pillars of CIAM Sagara Gunathunga Director, WSO2 www.kuppingercole.com
- 2. ● Director at WSO2 ● Mainly focuses on WSO2 Identity and Access Management (IAM) offerings ● Core member of WSO2's effort in making its products and business processes GDPR compliant ● PMC member and committer for a number of Apache projects including Apache Axis2 and Apache Web Services About Me 2
- 3. WSO2 At-A-Glance WSO2 At-A-Glance 3 $25m Sales in 2017 53% YoY growth 500+ Customers, 175 New Customers in 2017 Open Source Founded 2005, Backed by Cisco and Toba Capital Colombo, London, Mountain View, New York, São Paulo, Sydney 500+ Employees (300 Engineers)
- 4. Integrated, Open Source Products 4
- 6. CHALLENGES 6
- 7. Standard protocols and security CHALLENGES CHALLENGES tokens 7 ● Multiple points of connections. ● Disconnected sources of consumer data. ○ 52% of marketing leaders responsible for data and analytics believe data integration and data management are the most time consuming activities. ○ Over ⅓ of marketers say their inability to integrate data is the biggest impediment to the success of their analytics teams. ● Protecting consumer data at large scale.
- 8. FIVE PILLARS OF CIAM 8 ● APIs and Integration ● Scalability ● Strong / Adaptive Authentication ● Analytics ● Security and Privacy
- 10. APIs AND INTEGRATION 10 ● 60% of digital transformation projects start with integration. ● CIAM is not a product but a solution. ● A CIAM system should know how to integrate with multiple components (CRM, fraud detection solutions, risk engines, CMS, CDP, DMP, Proofing services and many more).
- 11. SCALABILITY 11 ● User base from hundred thousands to millions. ● Considerable difference between average load to peak load. ● Multi-regional deployments globally. ● High availability. ● If it takes more than 3 seconds to load a website, it is very likely that users will abandon it.
- 12. STRONG / ADAPTIVE AUTHENTICATION 12 ● MFA could reduce the account compromise by 99.99%. ● 90% Google users have no 2FA. ● Continuous and Adaptive authentication are the the next phase of MFA. ● 41% of US customers are interested in password-less authentication. ● Security vs. Usability.
- 13. ANALYTICS 13 ● Basic reporting for administrative and access events. ● Customer segmentation, customer attributes, and other business characteristics. ● Integration with SIEM/UEBA systems. ● Integration with marketing and sales systems.
- 15. SECURITY AND PRIVACY 15 ● Privacy is mostly about how much control you have over your own personal identifiable information. ● GDPR is making a global impact in privacy. ● Privacy by design and by default. ● Consent management.
- 17. 17 THANK YOU
Editor's Notes
- 90% WSO2 Identity Server deployments are customer facing.
- CIAM drives the revenue growth by leveraging identity data to acquire and retain customers. CIAM builds an identity centric ecosystem. CIAM helps turning an anonymous website visitor into a well-known loyal customer. We have come across multiple phases in the past, and today at the age of customer, identity has become the glue for all contextual marketing. Multiple Connections: Web site visitor (marketo), Leads (pardot), Sales (Salesforce), Sign Up (Online portal) with Social IdPs, Omni channel access, Login to web sites (CMS) Disconnected Data Sources: Multiple connections can result in disconnected data sources. Data Protection: Data Protection regulations in different countries, securing PII data, increased cyber attacks.
- CIAM drives the revenue growth by leveraging identity data to acquire and retain customers. CIAM builds an identity centric ecosystem. CIAM helps turning an anonymous website visitor into a well-known loyal customer. We have come across multiple phases in the past, and today at the age of customer, identity has become the glue for all contextual marketing. Multiple Connections: Web site visitor (marketo), Leads (pardot), Sales (Salesforce), Sign Up (Online portal) with Social IdPs, Omni channel access, Login to web sites (CMS) Disconnected Data Sources: Multiple connections can result in disconnected data sources. Data Protection: Data Protection regulations in different countries, securing PII data, increased cyber attacks.
- A CIAM system should know, how to integrate with multiple data sources, customer relationship management (CRM) systems, marketing platforms/solutions, e-commerce platforms, fraud detection solutions, risk engines, content management systems, data management platforms and many more. API security: At the edge and service to service communication Legacy systems
- In one of the financial institutes we worked with, they were building an IAM infrastructure over 1.5 million customers. In an average day, they expect 350,00 logins — having daily peak times around 9 AM to 10 AM, 12 PM to 1 PM and 3 PM to 4 PM. Even if we assume 300,000 users will login to the system during the 3 hours peak time, the expected load per minute would be around 1700 users. But — in 2 days every month, they expect 5000 logins per second, that is 300,000 users per minute. Auto-scaling - talk about trend towards containers/Docker/K8S Vertical / Horizontal scaling NoSQL data stores Multiple data center master - master replication (Amazon Aurora / Postgress) / Stateless
- 41% of the US customers are interested in password-less authentication. Almost all the consumer mobile applications produced by vendors in financial, retail, airline domains — have added the support to login with touch ID. More than 80% of the data breaches happened in 2016 was due to weak, stolen or default passwords. Going beyond MFA, we’ve got adaptive authentication. Adaptive authentication helps you decide how to authenticate users based on multiple contextual parameters.
- the growth of customers/leads over time, active customers/leads over time, customers/leads by geography, the conversion rate over time from leads to customers, the frequently used business functions by customers/leads, the conversion rate over time from existing customers to online customers, inactive customers/leads by age (inactivity) by region, customers/leads access patterns by the channel (web/mobile). real-time analytics helps us in strengthening the security of the CIAM system and helps in integrating with fraud detection systems.
- ⅔ of customers do not trust brands with their personal information. With the competition only a click away, your firm’s misuse of customer data, whether deliberate or inadvertent, can significantly damage brand equity. Yahoo! was in the middle of a series of data breaches during last couple of years, that exposed the personal information of more than 1 billion users and already have cost the company $350 million. Yahoo had to lower the sales price of its email and other digital services to Verizon Communications from $4.83 billion to $4.48 billion to account for the potential backlash from the data breaches.