The document discusses the challenges of building a customer identity and access management (CIAM) solution and outlines WSO2's vision for an integrated CIAM supply chain. It notes that existing CIAM technologies often fail to meet requirements for user experience, compliance, and fraud detection. An effective CIAM solution requires connecting disparate consumer data sources while protecting privacy at scale. WSO2 aims to become the #1 developer-focused CIAM solution by leveraging its open source identity and access management platform to provide core CIAM capabilities like registration, profiling, single sign-on, and risk assessment in a scalable, extensible manner through its API-driven digital supply chain approach.

1. The Integrated Supply Chain for CIAM
Johann Nallathamby
Solutions Architect/Associate Director
WSO2

2. “The current commercially available CIAM technologies fail to
address the most sophisticated requirements for user
experience (UX), compliance, privacy and fraud detection.”
“CIAM offerings need to be more developer-friendly and
include capabilities that further empower developers as a way
to continuously adapt to new customer and business needs.”
- Gartner on CIAM - 2018 -

3. “WSO2 recognizes that organizations are on a CIAM journey.
CIAM developers are the most important participant in this
journey. WSO2’s vision is to become the #1 developer focussed
CIAM solution.”
- WSO2’s CIAM Vision -

4. 4
The WSO2 Identity Server is the #1 open source IAM product
with comprehensive capabilities for identity federation, strong
customer authentication, adaptive access control and API
security.
WSO2
Identity & Access
Management
• 200+ production customers globally
and 500+ educational institutes.
• Manages 250M+ user identities
• 1000+ open source deployments
• Used in Financial / Government /
Healthcare / Education / Telecom /
Retail
• 550+ Slack community
Highlights

5. 5
Challenges in building a CIAM solution
● 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 obstruction
to the success of their analytics teams.
● Protecting consumer data at large scale.

6. 6
CIAM capabilities
● Registration
○ Support for self-service registration, social registration and call-center facilitated registration.
● Progressive profiling
○ Support for progressive profiling endpoints as well as out-of-the-box (OOTB) templates
● Single sign-on (SSO) and provisioning
○ Support for third-party identity providers, and support for various approaches to automate provisioning.
● Continuous adaptive risk and trust assessment (CARTA)
○ Support for different types of adaptive access, multi-factor authentication (MFA) and various approaches to
identity validation.
● Consent and privacy management
○ Support for consent, preference, and audit capabilities.
● Marketing capabilities
○ Support for integration with CRM and marketing analytics tools.

7. 7
Five Pillars of CIAM
● Scalability
● Security & Privacy
● Usability
● Extensibility
● APIs and Integration

8. 8
Maturity Model
● Nonexistent (level-0)
● Managed Identity (level-1)
● Siloed (level-2)
● Connected (level-3)
● Optimized (level-4)

9. 9
Maturity Model
● Nonexistent (level-0)
● Managed Identity (level-1)
● Siloed (level-2)
● Connected (level-3)
● Optimized (level-4)

10. 10
Maturity Model
● Nonexistent (level-0)
● Managed Identity (level-1)
● Siloed (level-2)
● Connected (level-3)
● Optimized (level-4)

11. 11
Maturity Model
● Nonexistent (level-0)
● Managed Identity (level-1)
● Siloed (level-2)
● Connected (level-3)
● Optimized (level-4)

12. 12
Maturity Model
● Nonexistent (level-0)
● Managed Identity (level-1)
● Siloed (level-2)
● Connected (level-3)
● Optimized (level-4)

13. 13
Maturity Model (Summary)

14. ConsumptionSalesDistribution
14Source: https://thenewstack.io/a-successful-api-strategy-needs-a-digital-supply-chain-and-a-thriving-ecosystem/
ManufacturingSourcing
Experience
(by Customers / Partners)
Onboarding
(of Customers / Partners)
Deployment
(of Digital Solutions)
Development
(of Digital Solutions)
Discovery
(of Data & Services)
Industry Supply Chain
Digital Supply Chain
Evolution of Supply Chain

15. 15
Takeaways
● The goal of CIAM is to drive the revenue growth by leveraging identity data to acquire and retain
customers.
● Organizations need to continuously improve the level of consumer engagement and adapt to the changes
in technology, business models, competition, regulations and customer preferences.
● An agile, event-driven CIAM platform can flex to meet both new business opportunities and new
challenges.
● A CIAM system should be able to address common CIAM needs out of the box, while its architecture
should permit extending the platform to address unique business requirements.
● As a CIAM solution matures, a properly designed digital supply chain helps you get from nonexistent
maturity level to optimized.
● WSO2’s vision in IAM, is to build an API driven, developer focused IAM product to address CIAM use
cases.

16. wso2.com
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