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Consumer Identity & Access Management (CIAM), Big Data and the Internet of Things (IoT)


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It is all about providing your customer a great experience so that they return to you and not to your competitor, who has never before been that close to your business. Anticipating, maybe even in advance, your customer's needs has on the one hand become a must. On the other hand, GDPR is significantly limiting the way how to create such intelligence through collecting personally identifiable data.

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Hello, this is John Tolbert. I'm a lead Analyst at co and cold today. We'll be talking about consumer identity and access management and the relationship with big data and the internet of things. And the other presenter today is Edman from fetus ID, Vitus concepts. So let's get started. So about us scooping or Cole, we were founded in 2004. We're an independent Analyst organization. We offer neutral advice on identity management, cybersecurity, and a variety of other topics you see down below, we support both end user organizations, as well as software vendors and different kinds of system integrators. Again, with topics such as information, security, identity, and access management, identity governance, GRC, and really anything around the digital transformation topic. We have three major business areas. Research. We do research on all those different fields. We stay vendor neutral. We try to keep up to date so that we can offer the best independent advice in industry. We do events such as webinars like this conferences, other kinds of special events. We provide leadership summits and we, these events provide really good opportunities for networking and then to be able to meet the experts in the field. And we also do advisory work. And by these, I mean, short term consulting engagements, where we may help out end user organizations with things such as RFP shortlist or in cases of software vendors, we help them develop their product and service roadmaps.
So on the event side, we have several events upcoming. The next step is our consumer identity world event tour. It's all about consumer identity topics like the we're gonna talk about today. It's starting next week in Seattle. And then at the end of October, we will be in Amsterdam and the, of November in Singapore. And Vita's concepts is a sponsor of some of the consumer identity world events. And for that we're thankful, then we also have the cybersecurity leadership summit coming up in November in Berlin, running at the same time as the cyber access summit. So please check out these events and we hope to see you there.
So about the webinar everyone's muted centrally, you don't have to mute or unmute yourself. We will unmute and take questions at the end. The webinar is being recorded and there is a questions blank in the webinar application. So at any time you have questions, feel free to put those questions in the, and we will address them at the end. So I'll start off and talk about the differences between traditional identity management solutions and consumer identity management and the market trends and the business drivers. And then Cedric will take over and talk about their solution and we'll save the Q and a for the end.
So I thought it would be good to start with, you know, let's look at the differences between traditional IM and consumer identity. So traditional IM systems have been around for going on close to 20 years, and they really were designed to be employee facing, hence the difference in customer consumer facing identity management systems. And that really drives all the functional differences that you see below for traditional identity management. Obviously we've, we've had passwords for a long time, L D passwords, but other authentication methods that have been supported for quite a while, or things like smart cards or other kinds of hardware tokens, contrast that with consumer identity systems that still rely predominantly on username and password, but also increasingly social logins from social networks, such as Facebook, Google, Twitter, and then also mobile applications for login. And sometimes the mobile biometrics that come with with mobile phones, the attributes that are collected for traditional identity management systems are used for authorization.
Think about group membership and who should be able to see what kinds of documents or data, whereas in consumer identity management systems, attributes are collected for know your customer purposes. And by this, I mean more than just KYC for financial purposes, it's to get to know your customers so that you can better serve them. Data about employees is usually stored in L D sometimes SQL databases. It's always structured data on the consumer side. There's an opportunity to do that and more there's LDAP and SQL, but also no sequel kinds of databases so that you can store unstructured data as well. Increasingly we see, let's say social retail media companies that are interested in storing things like audio and video for their consumers. Also for single sign. On many times in traditional identity management solutions, SAML Federation is used, but on the consumer side, it's much more common to run into OAuth or open ID connect. And then some of the driving concerns for identity management in traditional or enterprise I am is about access control. Like I was saying, group membership, determining who can get to what data and on the consumer side, it's about privacy being able to collect consent, knowing what information can be shared with other partners.
So diving a little bit farther down on enterprise. I am, we see we've got employees on the inside. Customers are on the outside. It can be difficult to capture the rich profile data that consumer facing companies want by using traditional or enterprise IM systems. Salespeople often have to manually enter data about their customers into separate CRM systems. And there's usually less flexible authentication options, which also can lead to more inefficient marketing processes. When you take all these factors in combination enterprise IM has scaled very well to even up to the hundreds of thousands. Many large companies have hundreds of thousands of employees or contractors. And, you know, those systems have been around for many years and, and they do well at authenticating and doing complex authorization for up to hundreds of thousands of employees. But they do tend to have difficulties going beyond that. And as we'll see with consumer, I am, there's often a need to scale to the many millions or in some cases, even billions of users.
So other ways in which consumer identity management solutions differ from enterprise I am solutions is you have human resources on the employee facing side that collect information about employees at the time they're hired and then populate all that information in the database. On the consumer side, it's more consumer driven. So you need to be able to allow consumers to register themselves, use those social logins, existing O I D C accounts. And you don't collect all the information about them front. This is where the idea of progressive profiling comes from you, take information as users offer it so that you don't hit them upfront with lots and lots of questions about their preferences, or even what they want to consent to. Then you can collect data as time goes on what they may purchase, maybe their social media likes. And then you can store this data again with consent properly in place.
This can lead to a much better 360 degree view the customer and the things to which they have consented. So this way you see more of a direct integration between your cm solution to customer relationship management solutions and then marketing and marketing automation. We'll talk a little bit more about that in a minute. So the notion of B Y O D has been around for a while and that's users bringing their own device, obviously with consumer facing solutions, companies really don't have any control over the kinds of devices that users want to bring to the interaction, but this also leads to the notion of bringing your own identity. And in many cases, now identity can be also tied to those devices. And we'll dive into the IOT side of that in a bit as well. And then consumers also expect what we call an omnichannel experience. And by that we mean having a very similar experience regardless of what kind of platform they originate from, whether it be a desktop laptop, tablet, mobile phone, or even those IOT devices.
Some of the key features we find in consumer identity and access management solutions. We'll go into that here now. So we let's look at the user experience factor. So again, registration, it's important to have a self-service Porwal. And by this, I would think of like a user dashboard where the user can, you know, track all the different uses of their information, what attributes they've decided to share, what social networks or other open ID accounts, they link to the, the identity that you've created for them. And then also both provisioning can be a factor. If you have an existing identity management solution for your customers, you probably wanna be able to import that L D and the skim protocol can be useful for that authentication username password, still the most prevalent, but many companies offer social logins, some mobile applications, including mobile biometrics, the, the native apple and Samsung biometrics, such as touch ID or face ID. And there's a real emphasis on customer experience so that you don't really know what brand of CIM solution your customers are using because you can white label it. You can integrate it into your brand and provide single sign on across multiple web properties, and then give you the consent management that's necessary for GDPR and other privacy regulations around the world.
Security and privacy are important, both from the administrative side, as well as the user expectation users know that passwords and compromise passwords are increasingly the source of most data breaches. So fraud detection's really important, and being able to understand user behavior profile that behavior compare current requests to past interactions is an important feature that many consumer identity solutions provide today. They also allow, allow for integrating third party fraud, compromise credential, and other kinds of threat intelligence services. And think of this as like being able to do an API look up against, say the, have I been owned service to see if credentials have been used fraudulently elsewhere, and then be able to make a decision whether or not you want to allow those credentials used in your system, privacy management with GDPR in effect. Now it's really important to have fine grain consent mechanisms. And by this, we mean being able to offer to the user the ability to say what each bit of data can be used for, for each purpose.
And then also allow the users to edit or export that data on request and even delete that customer profile data in its entirety. On the backend security side, we like to evaluate how strong is the administrative security. Does it integrate with other systems like SIM security incident and event monitoring? And does it offer strong authentication and authorization methods for consumers? If appropriate many companies are interested in cm solutions for the marketing and the ability to increase sales revenue. So all the different kinds of data that we've been talking about that we can collect from end users with their consent there, a couple of different ways. We like to parse that. So we look at identity analytics. This is more purely about, you know, the use of credentials for logins, maybe failed logins, where are they coming from? How many profile edits that they've done, this kind of information can be useful from a security context, more so probably than marketing, but it's really important to be able to prevent fraud.
Then on the marketing analytics side, many cm solutions have a lot of built in marketing analytics capabilities, and they might be able to parse data according to things like age, gender income, social media activities, and then, you know, transform that information into really good reports. There's two major approaches here, and we see a little divergence in the market where companies are CIM. Companies will either provide this natively or open it up to APIs. So you can use your own big data solutions and then marketing automation being able to use those native APIs, or maybe have some sort of out of the box ready connector to marketing automation solutions like mail, Marketo IOT, very important, smart home devices. There are three different levels that CIM solutions can take with integrating IOT devices. Most basic is password synchronization. Just being able to synchronize your passwords and connect it to your digital identity slightly more sophisticated than that, or, you know, an association capability CIM solutions might be able to register in non-standard way in track assets and LDAP SQL, or even sometimes no SQL databases. State of the art today is to use the I E T F O two device flow standard. It's a, a standard for registering and managing OT devices, such as smart home devices and in conjunction with consumer identity and management solutions.
Not surprisingly let's look at consumer I attitudes towards cm. Not surprisingly, no one really wants to use passwords more than half a users will avoid registering to a site. If it, they make you come up with yet, another user ID and password biometrics are certainly not a panacea, but users do want to use them touch ID face ID, Samsung biometrics, social logins are, make it easier for users to register and, and most, almost half will use them. And everybody really is concerned about data privacy with the never ending string of news stories about data breaches, CIM itself is still the fastest growing segment. And I am with an estimated market size of around 21 billion euros by 2021, there are three major kind of vendors in the market. We've got specialized consumer identity management vendors. Enterprise IM that we've been describing has been moving toward cm for the last few years.
And now we have identity API platform providers that can sort of serve as a broker between identity existing identity stores and line of business applications. And this is all coming about really because digital transformation demands CIM solutions, and we're starting to see some divergence in the products and services that are out there in the cm solution environment, where the kinds of markets that CIM vendors are going after really help determine the features that they build into it. For example, let's say you're a consumer identity solution vendor, and you really want to focus on the financial market. It's important to offer multifactor authentication, strong authentication, strong risk analytics as well. It may be less important to integrate that with say social logins or to wanna do advanced marketing analytics. So companies are beginning to specialize in the kinds of markets. And again, that really drives the features that we see in the cm solutions out there.
We've been hinting about GDPR. It really is a market driver for CIM because it can start by requiring opt in rather than opt out. And you can store the history of consent and allow users to change their consent as their own preferences change. You can use cm solutions to notify users of let's say changes to D terms of service. And then many also now have the ability to export their customer data and take it to a different solution provider if they like. And then delete upon request is a requirement for GDPR as well. PSD two can be a market driver for cm. Also PSD two defines strong customer authentication, and it requires strong customer authentication and transactional risk analysis to mitigate against the need for a strong customer authentication event with every transaction. It can also help with, to know your customer this time, thinking about it from a purely financial perspective, and then also help with compliance with anti-money laundering regulations around the world. And we think cm will help banks gain a competitive advantage in retaining customers. So winding down here on my side, consumer identity solutions really can help turn your anonymous users into known customers and then be able to provide better service for them and give them a better user experience. And then I think just as important as that with the regulatory environment that we have today, cm can help with the regulatory compliance specifically on consent management for GDPR or other privacy regulations around the world, as well as financial regulations like PSD two.
So with that, we will turn it over to
Hi, thank you, John, for the introduction and the great input regarding concept management, the comparison between I am and cm, as well as the changes in the upcoming features requirements here was really great to have your presentation here. As already mentioned in the beginning. My name is, and I'm responsible for CDAs as a chief product officer, and I'm really happy to have the chance to show how big data and IOT change customer identity and access management today and in the future and how we already utilize it in CDAs us. I would like to start with a fundamental statement here. So IOT erodes the identity of the end user. So I think all of you know, IOT is not far away. So today I, for example, already carry multiple devices with me, laptop smartphone, apple, watch a tablet at home. I have even smart TV. So a bunch of devices here that leads us through topic of the webinar. So how do big data and change the customer identity and access management? How does it change the customer engagement, the customer communication, and in particular, the customer behavior here, I would like to start with a short and simple example here. So how devices take over new tasks in the context of shopping. So suppose you're in a store there you will be in touch with a salesperson in the personal touchpoint, but we also have many virtual touchpoint via mobile devices. We all do online shopping already, and now the device or the IOT devices in our smart home environment, but also in industry will become a touchpoint too.
If you go deeper into the personal touchpoint, we have a trained salesperson with a personalized and targeted consultation. So starting from basic information like age and gender, to more context, specific information like facial expression, gestures, or mood, and then finally the demands and vicious and buying motives the salesperson, if it's consciously or unconsciously, use this information to offer the personalized experience and the targeted consultation. So what do I need to buy today? Some advice here, all these information and all these consultation, what we see here that we have to transfer now to the IOT. So basically the, to, we need to transfer the personalized experience to the present. So in which more and more devices become part of the user's identity and even more important, also interact on behalf of the user. So we see completely different requirements and needs should be considered here. So in the first step, we'll take a look now at the technical aspects in IOT. So you already have seen the question, so who is accessing who's authorized, or how is someone authorized to perform certain actions on our IOT device? And basically the technical questions are often related to security. So network security, authentication encryption, what we see here and with today's capabilities, also security analytics. So especially in real time, consider these inputs and directly react to it. As for example, John mentioned with the fraud detection, which we will see later and also important is the API security. So in the context of cm, the access management,
But probably more important and more interesting in regard to the business opportunities is if we have a look at the business perspective. So the use cases which become more and more complex in the internet of things. So let's take a refrigerators to be in the context of the shopping use case refrigerator, ordering the food, which has certain factors influencing the process and the device itself. So basically in the beginning, it's quite easy. So who's paying for the food. It's quite interesting for sure. And who will take food from the refrigerator. So it's not only the person who bought the food, but also if you consider families, the number of people accessing or taking food off out of the refrigerator will increase immediately. But we also should take in the, into the context of use, they will be often a daily routine. So I get up at seven, make my breakfast, and then I go to work in the evening at six, I come back and start cooking.
But despite this daily routine, we have special events like cooking with France. I have a holiday, I have business trips, so which all need to be taken into account here. And it will get even more complex. If you take into account the preferences in limitations here. So change of eating behavior that can be due to season. So summer in winter, it can be due to a DC or lifestyle trends like vegan, vegetarian fruitarian. So many things needs to be considered to help the rate here. So that all influences what the device needs to order or even better. But the service provider needs to recommend advice or deliver. So finally, it's not the device solely. It's also the service provider offering all these services here
As already pointed out in the beginning, I'm already using multiple devices. So I don't need to list them here, I think, but the number of devices will heavily increase in near future as indicated or forecasted by many analysts and studies here. So number will explode due to everything will device and connected in the future. Moreover, we will not only have multiple devices or different devices, but we also will have them everywhere. And at any time it is with a smartphone as we have today. So the world will become more and more connected. Many devices will also be shared devices. So where multiple users use not only one device, they will use one or more devices together. So coming back to our refrigerator example, it's not only the person buying the food, it's also his family. Or if it consider a car, I drive the car of my dad, my mother drives with it.
So we have a bunch of people driving the car, all this causes an increasing security lack, especially considering the use cases arising, but we need to take care of that. Why do we need to take care of that? It's quite easy. The customer expectation will increase with the technical opportunities. So if you know, who is using the car who is using, or where is it where, where it is used, which device is used, all this should be taken into account. So more information finally will enable the businesses to deliver more benefit to the customer. If you take automated maintenance. In the first example, it can be with a, with a car, but it can be also with industry machines. So finally the automated maintenance can take care of himself. It recognize all that. It can take actions on behalf of a company or on behalf of a person here, the same we see with cars.
So we have navigation, parking slots, cheap fuel traffic information, all that can be taken to account identified who, which users is driving the car. We can such as the best gas station on the way we know we can even use cashless payments or cashless payments. If you take the healthcare use cases, we see the same. So diagnosis becoming more automated. We have personalized and predictive medicine here. If you take apple watch, for example, or Android Watchers term to record sport activities or the compete health situation, the smart home environment, we already mentioned with a refrigerator, but also the same for the heating or windows or lights will appear here. eCommerce is probably the most known example with the recommendations perfectly fitting. So to our personal needs and wishes buying motives here, we have seen a lot about IOT now to make it more clear that new area already started.
Let's have also look at big data and why it is important to process the data in cm today with big datas and with big data solutions. Let's take a look at the CS locking events. So during the CDAs lock, many tasks needs to be fulfilled in parallel and in real time. So starting from a fraud detection, maybe in less than 500 milliseconds, we have to check for content. If it's already given, or if we need to check for content here, we need to check for progressive profiling or progressive registration as John already pointed out. So that a user step by step provides the necessary information to these applications. We will have strong authentication. Sean already pointed out with PSD two. There's a need also the healthcare sector. There's a need by law that certain information are secure and also even more important, positive authentication or multifactor features here with biometrics.
So we have a complete bunch of parallel tasks, which needs to be fulfilled, not only for one person, but as indicated by John by million or billions of people and over the time. So these par these tasks need to be processed in real time and parallel because logins takes seconds about milliseconds. And that's probably a good start to introduce the importance of why artificial intelligence machine learning and big data should be used in cm. So fine statement here, I would say is huge amount of data needs to be processed in real time for convenience secure and feature, which cm. That is why we build CDAs on a modern microservice architecture in which big data concepts are an integral part of the platform. So if you take a look at the architecture, what we provide you, our virtualization layer based on Apache MAs and DACA, it's perfect to operate big data technologies and to orchestrate containers.
We have a processing layer with a bunch of data technologies on top microservices with JavaScript and or TypeScript and Nocha, and on the top layer as the case, but it's not so important what technologies we are showing here. It's more important that we continuously evaluate these technologies on new technologies to use the best and most suitable technologies to operate ZDA. And based on our techno based on our architecture, we are also able to offer all our APIs to our customers. So finally, we follow the everything as is an API concept here. And I think it's quite, it's a good start to show, which use cases we already solve with these architecture stack and what big data and IOT concepts we apply current C does. So what use case and features do we provide with our modern iTech? Just one of the most attractive features, which John already also indicate, you know, your customer concept.
What we do here is the behavior based clustering, the clustering based on channels, which is showing this illustration is only for the purpose of indicating the concept. So obviously we do much more than only channels. We do devices, frequency, location, APIs factors, and many, many more. So I find it's about all of it. So a real behavior based clustering to identify the behavior of the user and most important to arrive the marketing insights about it, to help the company, especially with an interactive dashboard and trigger the business software in real time so that it can react according to the currently appearing event to come back to easy illustrations as shown here, a significant change in our user behavior is a switch from an apple enthusiast with only apple devices to an Android device. So as mentioned, it's an easy example, but it indicates what is happening here with the automatic triggering of the business software.
If we take the behavior based clustering, we do not only apply the beha it for the marketing automation, but also for the fraud detection. So it's a core of our modern proven fraud detection. And we see that fraud detection recognizes any suspicious behavior and can trigger certain actions. So easy example is administrative administrative actions like triggering a bad hook or comparable actions to inform the software or monitoring suits, but more interesting is as shown here the smart multifactor. So in addition to our advanced manufacturer features, including biometrics, mobile biometrics and basic options like smart push FMS, many more, the smart MFA is triggered in real time. So by FDS and ask the user to confirm the identity by a second factor. So if we recognize any suspicious behavior, we say, okay, please user show me that it's you by using your face ID by using, see, does face recognition, a smart push behavior, anything like this important here we provide all of our features in your feed authenticator app, but even better we offer as an SDK. So our clients can integrate all these features easily into their own apps to give a short background about the modern feature, which product, what we built here. It's built with 20 years of experience and big data and IOT. So to meet the business needs of our clients, as mentioned, we refer to a long term experience in diverse projects, including fraud detection, marketing automation, with for example, shopping carbon projects. We are with vis concepts in the area of custom development and it consulting for many clients here.
And what we recognize over the time with in all of these projects is that identity and access management is an important challenge in companies, especially in nowadays with IOT and also internet is taking us granted. So as already mentioned, the customer or user expectation is increasing with the techno technical opportunities. So one of these expectations is a good user comfort or also that identity linking or applications happening. So basically users want to have easy access to application and businesses. On the other side, do not want to have many duplicates in their user data, same applies for the users. So the user will suffer from a bad user experience if he or she accidentally created the second user account. So once the idea behind our identity linking and user dation, if the user S the Facebook account, and three months later comes back and remembers, Hey, I used the social login, but now uses Google instead of Facebook or any other identity provider. He do not want to create a new account to overcome this. We recognize the duplicate account and offer him to link the identities. So finally, it is one user with multiple identities and multiple options to lock into his account. And he just takes care, takes care of all of this.
Now I've seen a lot of big data driven features. I would say now we would like to bring in IOT or things a little bit more. So the starting point for our IOT suite, we thought about extending our feature set by using already existing features to create and facilitate new use cases. As with the physical authentication hereby, we use our MFA options, especially the biometric features to secure physical entrances use case are diverse. And numerous, I would say to give a short example, I would say a training center can offer its customers to book an event in the online shop and also offer them a self service to the physical authentication by themselves, thereby they, they secure their training center. And at the same time allow easy access for participants at a certain point of time. So when the course will happen, that cannot only happen via Facebook mission.
There many techniques which can be used here to see another feature of, of, of our IOT suite here, which is aiming at the same target. It's the real world identification. So hereby we use certain technologies like geofencing beacon, sub Bluetooth, to identify users of our clients in the real world. So we can link the real world identity with the digital identity the user already has and deliver thereby an even better user experience, I would say. And in this context, the main use case arise, we take a fashion shop providing the user the best experience in the online shop and local store and providing them the best recommendation in both world. If they identify when the user is visiting the local store. And when he's visiting the online shop, figuring out which devices he's using, as well as what he wants to buy, we can also take a supermarket and where effortless and cashless payment can be enabled you to.
One of the most important tasks here is to identify the user is already solved with this. And that's also what we believe in. If you're show the benefit to the user and make it transparent for reason or purpose, you're using these different data and information, or you're applying certain technologies and many users will give their content. You can use a, John mentioned content management's important. We also have a builtin content management solution here and read once from a detailed one and trust joy to the user and make transparent what you're using it for in the start as always innovatives and early adapters will start, but soon a maturity will follow. That's what we believe in taking a look at the roadmap to go as you, or as we have seen, we achieved already a lot, but there's much more to come as always. So, especially if we bring together the requirements we have seen in trans presentation and our presentation and the innovations shown and features and requirements, which are coming.
And we see already a lot of matches here with our system, which we are proud of, but we always strive for more. So the next, what we are working on is we take a look on, on the graph and the IOT device authority management, and for sure improve our real world identification that will give a big boost to our clients to bring together real world and identity and digital identity. And important to point out here is that it's always a combination of security and realtime customer engagement. So we always target for security, but it's also really important to consider the customer engagement because that's one of the main sources of success for our clients, independent of which sector or area they're active.
If you take a look at the IOT device authority management, which we, which I mentioned just now we call it internally C IOT, and coming back to our use case at the beginning, the refrigerator there's much more, it's not only smart home set up. So in the same sense, we see high demands for IV divide, 30 management in manufacturing and production lines. So starting from which users are allowed to do a, to do certain actions or commands on a machine, for example, production engineers, from maintenance, maintenance engineers, they both have different roles, perform different actions on the machine to even more automatic process. So to a completely automatic production line, where there will be a huge amount of different IOT devices with different authorities in it.
Now we've seen quite a lot. I would like to summarize CS a little bit in that aspect, especially in three aspects, starting with, with the security we, as pointed out, we apply big data fraud detection here with a comprehensive set of multifactors, including biometric methods. We have a second aspect, which is really important, which is the analytics part with no your customer also based on the user profiling with big data based an advanced digital concept management, which is really important to get the content, to be compliant with the law, but also to be transparent and show the user what you're doing, what we didn't had, a what it didn't show today is the group management. So the combination of B2B and B2C, so finally a customer identity and access management. So that's quite important if you consider, for example, families, it's not as mentioned, not always one customer it's often that you have more than one customer, more than one consumer here, families, companies, many things hereby.
We also put in our, the linking of the virtual and the real world identity of person, because that's quite source of data, which you can utilize in the analytics here to deliver a much better experience for the customer and third technical aspect. Sean already pointed out a little bit. Things will change here. So we have microservices architecture, as already mentioned, we offer everything as an API. So all the services we provide can be used and can be addressed via API cloud services as 24 hours, seven days a week is obviously if the login goes down, registration goes down, no one will be happy anymore. And based on our microservice architecture, we are able to scale the application and fill it to the needs of the customer immediately. So in seconds, I would say, which is a huge, huge advantage of our architecture here, especially based on the Apache measles and Tucker underlying infrastructure here, I would say
Coming to the end, I would first like to thank Sean for a great presentation. The beginning again was quite interesting to see it. I would like to thank co a call here and all my colleagues for sure. Sean already pointed out. We are sponsor at the consumer identity world in Europe and Amsterdam end of October and in the consumer identity world in apex. So in Singapore, end of November, in both, we will have a booth as a sponsor and we will have a speaker slot. I myself will be available in Amsterdam in the speaker slot. So I will talk about biometric login and I'm really happy to, to see you there. And if you have any questions, feel free to ask now or can touch with us. We are really happy to answer all them and to show you what C does, can offer you. Thanks.
Great. Well, thank you. Thank you, Cedric. So feel free to all attendees to go ahead and put some questions in the blank. And I see a couple coming in right now. Let's see. Cedric, can you please explain a bit more about the process used for linking accounts?
Sure. So basically the, the process of linking accounts is quite easy. So we have, we have two processes here, so it can be triggered by our user duplication. So we recognize a user already exists and we offer the user, okay, please log into your already existing account and link both accounts or create a new account if you want to, or it can be triggered by the user itself. So the user can in his self-service say, okay, I now use Facebook and I want to use FA goo in the future, or also create a client account. Then he can link them here. Or if they're already existing to accounts, we will merge them to one account.
Great. Another question is, do you see cm merging with IAM? I'll, I'll, I'll take a shot at that and then you can have a turn to Cedric. Sure. I, I think the answer to that is yes. I think in many cases, you know, we initially saw some differentiation between traditional or enterprise I am and consumer facing. I am, but as enterprise IM solutions start moving in that direction, they've had to modernize their product and service offerings. Increasingly we see these kinds of things offered as a service. So, you know, identity as a service, which makes it much easier to customize or do both employee facing and customer facing identity management solutions. So just from the sake of reducing complexity, I think many businesses will start to merge their, I am and cm just because, you know, it's difficult to run two different systems. It increases the administrative cost. It probably increases the infrastructure cost, even if you're doing something cloud based. So yes, I would say over the next few years, you'll probably see trends, at least in some areas where I am and cm are going to get closer and closer to one another. What do you think, Cedric?
I, I agree with you, you brought up a lot of points already. I would add one more. If you take a look at many of these applications, the interaction with the customer becomes more and more important. And for sure, it's much easier if you secure the application with only one system. So with the cm system, for example, and bring your customers on board and bring your employees on board in that aspect. So it's, it's really, it's a logical process that both systems getting close to each other and, and finally one, the cm will probably stand here and fulfill the tasks.
Okay. Yeah. There are a few more questions here. What was the starting point of your approach with, and C
I, as mentioned often the presentation in, or sometimes in the presentation, I would say we from reader's concepts have, or since 20, more than 20 years, different custom development projects, different software projects. We have seen quite a lot here and we have also have many IOT projects already today. We have many devices as mentioned and the number will rapidly increase in the future. So we have seen the needs and especially the first statement. So the IOT devices eroding the identity of the user, putting the pressure here that in the future, we really need to take into account devices. So basically based or coming from all projects, that was a starting point that we say, okay, IOT will be one of the next big things we need to consider.
Okay. And do you think biometrics will make traditional authentication procedures obsolete or what makes biometrics a real must have function in cm?
Yes. We think that biometric login will become more and more important and step by step will be used much more. We do see that it works best. So if customers provide multiple biometric options depending on their preference and also depending on what works best for them or what works best for use case, it really works in a good way. And one advantage what biometrics brings is we always have it with us username password. We have to remember, we have to renew it. We have to change it over some time. Biometrics is thereby an effective and secure rate. And we always see that already see that many users already familiar with it. So we have it in touch ID or you pointed out Samsung. So the Android fingerprint systems, and we already have them uses, apply them and use them heavily. Also the face recognitions of face ID of, of apple or other systems like the owner. We all see that the users start to use these technologies and prefer them because they're more comfortable and faster. That's why I think, or that's why we think the biometric login will become more and more important. And it's a must have,
You know, I, I would agree with that. I think that there, there are definitely ease of use in many cases, you know, touch ID, face ID customers, consumers want to not have to remember lots of usernames and passwords, you know, and there are security issues that, that solves, but there are some, also some problems around biometrics. There are operational concerns. I mean, there are certain populations that aren't necessarily well served by touch ID and face. You can, you know, be susceptible to things like, you know, daily changes, you know, did you shave today or did you not shave today? You know, so it can, there's a way to go with making biometrics as operationally good as they can be. But, but yeah, I do see the same thing that people are very interested in getting away from passwords and doing something that's useful and convenient. And I think biometrics has a lot of promise in that area, but it's, it's not perfect. There's always a balance between usability and security. So it'll be interesting to watch. There's been so much development in that particular field already biometric authentication. And I think it remains a hot bed for R and D for authentication.
Yeah. I,
Where, where do services? Where does C a services? What geographies, I guess, what areas do you service with C D S
So basically due to CDOs is a cloud service. It's available all over the world, but in regard to our marketing activities, due to our headquarters is based in Germany. And we started in Germany and serve for German Austrian Switzerland market in the beginning. And could we expand heavily in the European market, but we also started Asian market. That's also why we attend in Singapore at the conference. And frankly spoken we to our markets that's due in the beginning of the marking phase. That's our starting point in Europe and Asia.
Okay. Let's see. Do you see CS more as an identity provider or more as a profile management environment?
We see it more as an identity provider, so sure. We integrate other identity providers into CDA to offer a huge mono of logging possibilities to customers or to users, but CDA is due to its feature set, the advanced multifactor options, the, the profile options, what we did over here, all the locking capabilities, what we and registration capabilities, what we offer the basis with myd connection doors, to also the, or through device flow. We an identity provider with an advanced set of features necessary in the, in the area of identity management and personalized or customer experience, I would say,
Okay, we probably have time for one more question here. What features are your customers asking for in the product?
Currently, we see a huge demand for strong biometric authentication that is probably driven by laws. As you pointed already out the PSC two for financial institutes or patient laws in the healthcare sector, in that aspect. Also customer customers appreciate the smart MFA feature with these CS detection, what we offer here, but also positive authentication becomes quite of interesting. It's currently not a must have, but it's something which they have a look at, especially also content ment in regard to GDPR or in Europe or other data privacy regulations. In other parts of the world, it's becoming more and more important to be transparent and to get a concept of the user. I think particular our big data, artificial intelligence capabilities are regressed a lot. And I'm curious to see how fast the I will affect declined use cases and also our feature set here.
Well, great. Thank you, Sandra. We're at the top of the hour and thank you to everyone who's dialed in today. This will be available on the website tomorrow, the recording, and we look forward to doing future webinars and check out the events that you see on the screen here. And with that, we will conclude today's webinar. Thanks again, Cedric.
Thanks.

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