Hello, everyone. Thanks for the introductions. So let me share my screen first.
I assume you can see my screen. So unfortunately I couldn't make it in person to the event due to some unable circumstances, but here I am connecting from the other part of the world from Silicon valley as the introduction made. So I'm the chief technology evangelist at w so two. So while telling the w so story, I am providing strategic consulting for many of other strategy customers as well. So the topic I'm planning to discuss today with you during next 20 minutes is about creating a seamless access experience with the digital double. So digital double might be a new term for you. I don't worry. I'm going to go in detail about it and define what it is and how this is relevant for you, as well as in general, for customer identity and access management. So before jumping to that, let's look at what's really happening in the market.
So basically if you look at the organizations are going through digital transformation. So I took this as a three dimensional view. Internally organizations are going through the digital transformation. They are digitalization exercises are going on by moving from analog to digital, and then they are moving to digitalization by connecting these systems and overall, they are building great digital experiences for their Enders. That's where these digital transformation projects are going on. So that is one area. And the other area, the applications are moving fast as well. So we are in edge of web applications and edge applications, mainly targeting mobile apps, IOT applications, and wireless, but we see metaverse is becoming a reality, not only in the gaming industry, as well as in the social media, it's coming for every other business as a mainstream application or a digital experience that we can take advantage of.
I think next year, probably if we are running this event in hybrid mode, we might use a metas device to connect and have a seamless experience. So web three, coming handy as well. And it's more relevant for the topics that we are discussing throughout this conference about the security, privacy and distributed identity. All these things are bundled together with Rito and these things are moving fast and organizations should focus on these coming trends, because those are very important. On the other hand, the economy side, we were in a product based economy and we move to more services based economy. And now we are in experiences based economy. So everything that we do, every cent we spend on these digital transformation activities are feeding into the experience economy. And that's how organizations are creating a differentiation in between their competitors as well. So there's a change happening in the experience economy as well, the personization or how you can get personal with their customers has become the DNA of the experienced economics.
So there's the main focus on the, the personalization and as a user, if we put ourselves on the other side of this equation, and if we are becoming digital use of these applications, we would like to get the personalized experience. That's the expectations from every consumer in our applications center services that we provide. So that is a change happening as well as main focus on these personalization area. And if you look at the digital native company, so I picked couple of examples, apple, Netflix, and Disney. So they use this personalized information to customize the digital experiences they are providing. As an example, the Netflix, the series that I have put on the screen, different people, getting a preview image of that. AMC is in different base based on their personality and apple is customizing the playlist. And then the workouts that they provide everything based on the personalization, even Disney customizing the experiences that they're providing inside their results, as well as the way they handle the online booking.
So on, so forth based on the personalized data. So it's a key for these digital native companies and how they are creating differentiates. So how this, this connects with the, the domain or the, our main focus area on the identity, because that's very important to understand these two and the connectivity in between. So if you look at the identity identity is about how you can uniquely identify among others, but it doesn't provide enough insight about you. That's where the personality coming into the picture. And it clearly described about yourself based on the humor, your emotions, your activities, interactions, transactions, all these things that you, you are doing will fed into the personality. And it gives you the clear understanding about yourself to others using the personalized personalization or attributes related to personalization as well. So the identity is common because the systems already know who you are based on your identity.
But then again, the systems doesn't know actually who you are because there's lack of information about the personality. That's where we need to do a change and move to a new paradigm that can merge these two and provide better experiences for application developers, to build applications, using personality, as well as end users, to get a better experience from the applications that they access. So how we can connect these two. And we think that the CIA is the way to intimate the personality because inside CIM, we already know the identity of that particular person thing or the place. So we already have the identity. So it's a matter of being the personality into the, that particular ecosystem. So we can have a fusion of these two. So it's about the future and what we think, CIA, mainly focusing on these particular attributes and make it an ecosystem to merge these two concepts, the identity and the personality in the future.
So if you look at the personality, I briefly mentioned about the attributes. There can be many attributes, define the personality of a person. So there are certain attributes that never change. So I picked few examples like DNA, blood group fingerprints, those things are never changing. And there are reality changing stuff. People sometimes change the name and they sometimes change the nationality like that. There are reality changing attributes associated with personality, and there are frequently changing things like people travel. So the location change and people's age changing, social status, changing job education, all these type of attributes. We can bucket them as frequently changing things. And there are rapidly changing attributes as well. So how they're interacting inside the social media, their heart rate, what type of music they are listening to, those type of attributes are, can categorize as the rapidly changing thing. And the, the advantage we have most of these interactions and most of these attributes happening inside the digital ecosystem.
So either these are store in, in digitally in this system of record layers, or these interactions we are doing will associate it with some kind of a digital channel. So that way we can easily identify these attributes and get more and more insight about the personality of the individual. So that's where the digital double that I explain when I am reading the title, come into the picture. So the fusion of the identity and personality comes with the digital double, and it connects these two in the digital spaces. So let's take a look at, in detail about digital double, because it's a new concept. There are some parallels about digital doubled, well, some call it as digital twin and some call it as the digital self, but we thought the best way to define digital, this representation of things, people and places inside the digital universities, digital double, this is not a new term.
Actually, we introduced this new term in 2016 and using here and there, but now we thought it's the correct time to give more prominent to the digital double by looking at the personalization requirements, as well as the identity requirements that we get. So, so one way to learn more about the digital double is design fiction, cultural legacy. If you have not watch it, I highly recommend to watch that movie in, in that they explain how a person can lose the digital identity inside the digital universe. And there are two characters in this, the, the movie sampling. And if we have not watch it, watch it. So you will get a clear idea. What is the digital double and how important it is. And it is always active inside the digital space, even when you are taking a nap or when you are sleeping, the digital double is active inside the digital spaces and doing various activities behalf of you.
And it connects physical and digital. Like that's where these supply chain concepts are coming. And then it is connecting digital, physical mashups as well. So best example for digital physical mashups are, is the, the Amazon dash. It's a really good example for that. And there are digital and digital interactions, as well as an example, assume CV is talking to Alexa. So that can happen in future like that. There can be pure digital objects communicating inside the digital world. So the digital double can represent and connect these type of communications internally. And it takes decisions behalf of you. I think that's a very important to understand. So the dating applications are really good example for this inside these dating applications. Once you register the digital doubles will date behalf of you. So ultimately you will lose the first date because the digital double has already done the first date and identify the matching people.
And you will go for the second date. So that's how the digital double will take decisions behalf of you and the, the, the, but we had to protect it. And that's where the sign fiction that I explained earlier coming handy, because it explained how important to secure this thing, as well as there are a lot of regulations are there and regulatory requirements are there, especially in different continents. So we need to identify those regulations and then identify things like cyber threats and create more and more secure actions to protect the digital data. So fundamental stack privacy, confidentiality, trust security controls. All these fundamental security features have to apply and then start protecting the digital data. And then the, when it comes to privacy, it's really important to maintain this heliocentric nature of the digital data. So things are moving from geocentric to heliocentric earlier, identities managed by the provider, but I think it's moving slowly.
The identity is managed by the individual. So that is very important, so that create people can tell what type of personization or personality related attributes that I should share with the ex provider. And what should I share with Y provider like that? They can have this control and share these attributes, and it has to be adaptive. And it has to be interoperable because we are still not in a world that every person got the unique idea across all the systems. So we have duplication of our digital doubles inside different digital ecosystem. So interoperability is key and decentralized session is where we are heading. That's where the identity fabrics identity measures, all these type of concepts are coming in handy. So the decentralized session is part of the digital double asset. So those are some fundamental capabilities and nature of the digital double. I would like to introduce as well as define when it comes to the implementation side.
And there are a lot of supportive concepts are coming. So decentralized identify is a really cool way to define and store digital double because you have the unique identity as well as there's a way to associate properties or attributes about the personality with the identity when it comes to standards like decentralized identifi. So this space is moving fast, as well as improving a lot and supporting to defined proper digital doubles inside the digital ecosystem. Not only represented secure them as well. So there are like organizations, I call them as a digital native organization at the beginning, they already build this infrastructure, but then again, it takes a lot of time and money to build such infrastructure, to maintain the identity, as well as maintain the personality. That's where we think the digital double as a service is very important for the organizations. If your CIM provided, provided this as a service, then you can utilize the capabilities provided from that particular ecosystem and start building applications by utilizing the personalization data.
So the cm provider should provide the basic authorization, authentication and entitlement related capabilities and improve them with the new standards are coming. And then there should be APIs to record this personalized data. And most importantly, there should be APIs to query the personnel data or personization related attributes and utilize them inside the application. And the CIA system should silently observe above the customer, not only inside the enterprise, outside the enterprise as well. So based on the consents, they can monitor social interactions, transactions that they do like that, how they behave inside the digital ecosystem can be monitored and observed silently. Then the artificial intelligence and machine learning type of technologies can be utilized heavy to get insights about the personalization data. And the cm provider will provide different type of real time triggers for different groups to make decisions based on the customer or like the customer support teams, and then any team relevant for the customers.
They can observe these triggers and take actions behalf of them. And the user will get more and more predictive information about their usage inside these ecosystems as well. So those are the capabilities that we are expecting from CIA provider to provide. And if you look at the enterprise architecture, so these are reference architecture, how we think and how we see these two will connected. So you will see the enterprise with the mesh architecture that services, APIs and applications are built. And then the CIA provider, we provide these capabilities using APIs, and then the fundamental cm features like what the authentication, and then there's a data link to store these attributes inside the C ecosystem. But it, it doesn't duplicate. You can see the system of ly at the top. So system of ly is still will keep certain set of attributes as an examples, the CRM systems, marketing automation systems, as well as customer journey mapping systems, those type of system of recorders record layers will use as a reference to get the more and more attributes about the person and process inside the CIM layer, using the machine learning and AI functionalities and provide or feed these information into the ecosystem that the application developers can utilize these applications and use them inside the apps that the build for the end users.
And you can clearly see the inside the enterprise. We collect the data as well as outside the enterprise. That's where the groups that they associate interactions, transactions, all these things will be monitored and fed into that data lake inside the C layer that I have highlighted in this slide. So that is the reference architecture. So how, how you are going to do this. And as a technology provider, we have done some contribution. So I would like to highlight people of them as well. So first thing is there should be a part to get into this, the personalization and combination of identity or the digital double creation. So that's where a maturity model will help organizations to achieve that. So we have identify five step maturity model starting from there's snow strategy, and then there's a manage identity. And then the level three is called silo that each and every individual business unit or functionality will have a siloed identity.
And then there's a connected identity, or the level four that you connect internal identity systems, as well as external systems with the partner networks and whatever are the associated the business outside the enterprise. And then the level five is the optimized. That way that you can optimize the connected identities and bring these personality into the equation. So simplify this maturity model, we have done it in three steps cause cm one, two cm, 2.2 and C IAM 3.2. Those are the high level definition of this maturity model and how you can improve this identity capabilities at the same time, bring the personalization into the same system. And from the product point of view, these are the products that we have introduced to implement this identity as a, so CIA as a service, the product is a SaaS product or identity as a service it's called Ardio.
And if you like to get more information, you can get to this URL that put down the slide, and we have a booth in the conference center as well. You can go there and get more and more information. And to summarize, I think, getting personalized with the customers, the key, and we had to connect the identity and personality and digital double is the concept that you can bring these two into the equation and cm maturity model will help an organization to move in that particular part. And as a reference implementation, w so two, we have provided as cardio as a cloud solution that you can achieve these capabilities and bring digital double into applications. So these are my contact details. And if you would like to have a detailed discussion, this is the way that you can connect with me. And we can have a productive discussion, my blog and my email address as well as my LinkedIn profile. And I'm very active on Twitter. So you can follow me on Twitter and have a productive discussion about the digital double as well as how you can relate it to CIA. That's all I have line up. And if there are any questions, I am happy to take it now.
