In classical Identity Management enterprises focus their attention on processes, roles and permissions whereas in B2C scenarios (Business to Customer) the focus is on the customer from outside the enterprise. A central user directory enables the customers to utilise their online profile in different web portals. They benefit from the overall usage of their login data, making different usernames and passwords a thing of the past. The user's profile and personalisation information based on the analysis of their behavior in web portals may be provisioned into an enterprise's CRM systems (Customer Relationship Management). This allows a 360° view on the customer: the online and offline worlds are merging.
