The Five Pillars of Customer Identity and Access Management (CIAM)

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Digital technologies are revolutionizing customer interactions, with new rules and possibilities that were unimaginable only a few years back. Customer identity and access management (CIAM) is a foundational layer in crafting quality digital customer experiences. Today’s increasingly sophisticated consumers now view digital channels as the primary mechanism for interacting with brands and, consequently, expect deeper online relationships delivered simply and unobtrusively. CIAM turns customer data into gold! This deck will explore how: - CIAM integrates multiple components into a larger ecosystem to build a smooth digital experience for customers - The five pillars of CIAM act as foundational layers to craft digital customer experiences Watch the webinar on-demand here: https://wso2.com/library/webinars/the-five-pillars-of-customer-identity-and-access-management/

Technology

FIVE PILLARS OF CUSTOMER IAM
Ishara Karunarathna
Director Of Engineering, IAM, WSO2
isharak@wso2.com

ABOUT US
2
Mountain View,
New York, London, Sydney,
São Paulo, Colombo
Founded in 2005
Venture backed by
Cisco and Toba Capital
450 Employees;
300 Engineers
500+ Customers,
175 New Customers
in 2017

OPEN TECHNOLOGY FOR AGILE DIGITAL BUSINESS
3
Build internal and external
developer ecosystems
with an API marketplace.
Manage identity, security, and
privacy across your digital
business.
Create real-time, intelligent,
actionable business
insights and data products.
Platform enable your digital
business with “microservices” and
“micro-integrations”.

● 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.
CHALLENGES
4

● APIs and Integration
● Scalability
● Strong / Adaptive Authentication
● Analytics
● Security and Privacy
FIVE PILLARS OF CIAM
5

● 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).
APIs AND INTEGRATION
6

● 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.
SCALABILITY
7

● 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.
STRONG / ADAPTIVE AUTHENTICATION
8

ANALYTICS
9
● 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.

● 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.
SECURITY AND PRIVACY
10

OPEN TECHNOLOGY FOR YOUR AGILE DIGITAL BUSINESS
THANK YOU

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