While most organizations are at least good enough in managing their employee identities, dealing with millions of consumer and customer identities imposes a new challenge. Many new identity types, various authenticators from social logins to device-related authenticators in smartphones, risk mitigation requirements for commercial transactions, the relationship with secure payments, customer retention, new business models and thus new requirements for interacting with customers: The challenge has never been that big. The glue is the identity. If you know your customer and manage one consumer identity, you can solve your business challenges. This requires new ways for managing identities, the sweet spot for Cloud IAM. It requires integrating all customer-related information, from all sources – one identity, one view on the consumer. It requires adaptive authentication for balancing convenience and security. And it requires a well thought-out approach towards security and privacy to mitigate the reputation risks.
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