Steinberg, established in 1984 and part of Yamaha since 2005, is focused on digitalization to improve its identity management systems due to challenges like data silos and high maintenance costs. Their new digital strategy aims to enhance customer experience and operational efficiency through a comprehensive digital unit and strategic partnerships like Forgerock. Key goals include optimizing processes, analyzing data, and adapting to changing customer expectations while ensuring GDPR compliance.

1. STEINBERG’S APPROACH
TO DIGITALIZATION
ForgeRock Identity Summit (Berlin, 2018)

2. • Established 1984
• Part of Yamaha since 2005
• HQ in Hamburg, Germany
• ~195 employees in Germany, UK and other European countries
• Manufacturer of award-winning software and hardware for
musicians and producers of music, film and games.
• Also provides license-management and copy-protection for B2B
Who we are

3. SITUATION

4. Old infrastructure sets us back.

5. We‘ve added silo after silo.

6. Customers have too many accounts.

7. Steinberg current IT landscape presents significant improvement opportunities
DAC
eLicenser
AC
MySteinberg Asknet
Optivo
Email
IDP
3rd
parties
VST
Connect
VST
Transit
Key issues of current landscape
Data silos - non matching formats – export data loss
High cost to maintain dependencies
Inability to consolidate data
Non-intuitive customer interface
Poor customer support
Support
Forums
Export
Customers
buy Steinberg
products here
1
They activate
their products
here
3
They register
their products
here
2
They get support
here
6
They communicate and collaborate with
others here
5
They get informed
here.
4

8. Steinberg‘s world is changing

9. Customers‘ expectations evolve

10. >40%
Direct online
B2C business
>3M
Customer
accounts
~1K
New accounts
per day
~1M
Newsletter
recipients
Building blocks
Developer Platform

11. Our digitalization strategy
Customer ID
Direct
Business
Eco
System
Data

12. When are we successful?
Optimize processes
Analyze data
Conversion rates up
Support cases down
Churn rate down
Trial version usage up
Average lifetime customer value up
Unused
potential

13. WHAT DID WE DO?

14. Create Digital Unit
Goal
• Covers strategy, implementation, operations and support.
• Self-reliant department
Domains
• Website
• Online marketing
• Online services
• Ecommerce
• Data analytics
• DevOps
• Digital strategy

15. Choose Implementation partner

16. Clarify strategy and business objectives

17. ü Focus on Customer IAM
ü REST API-based framework
ü Open to support IAM-based license management
ü GDPR compliance
ü Enables data-based business models
ü Unique level of support
Why ForgeRock?

18. LESSONS LEARNED

19. ü Take a helicopter view – get the complete picture
ü IAM is more than just technology – it is key business activity
Acknowledge the need for organizational change
ü You have to know your tools
There is no integration super hero
ü Use ForgeRock support (CVM)
ü Internal communication task
IAM roll-out is a major paradigm shift.
Learnings

20. Daniel Röper
Director of Digital
d.roeper@steinberg.de
Twitter: @d_roeper
+49 40 210 35 - 252
Bernd Peeters
Head of Services
b.peeters@steinberg.de
+49 40 210 35 - 144
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