WEBINAR Balancing Customer Experience And Security With Customer Identity And Access Management

2. WEBINARBalancing Customer Experience And Security With Customer Identity And Access Management August 31, 2015. Call in at 12:55 p.m. Eastern time

4. Webinar abstract Security and risk (S&R) pros often struggle to find the right balance between a seamless customer experience and good security. The unique requirements of customer identity — especially scale, performance, usability, and support for seamless multichannel interactions — have necessitated the development of customer identity and access management (CIAM) as its own market segment with competitive offerings distinct from traditional solutions for employee IAM.

5. Webinar abstract In this Webinar, Forrester analyst Merritt Maxim provides an overview of the CIAM market, examines the vendor landscape, and offers recommendations and best practices for successful CIAM implementations that S&R pros can use to deliver better insight into customers.

6. Agenda • Importance of customer experience (CX) • Traditional IAM versus consumer IAM • The value of CIAM • CIAM vendor landscape • CIAM recommendations

7. 1896 1936 1988 ThomasBurke 12 seconds Jesse Owens 10.3 seconds Carl Lewis 9.92 seconds

8. Great in Only good today 1896 – 12 seconds 1936 – 10.3 seconds 1988 – 9.92 second 2012 – 9.63 seconds

9. Empowered customers have given rise to a new era • Age of manufacturing • Mass manufacturingmakes industrialpowerhousessuccessful • Ford • Boeing • GE • RCA • Age of distribution • Global connectionsand transportationsystems makedistribution key • Wal-Mart • Toyota • P&G • UPS • Age of information • Connected PCs and supply chains meanthose that controlinformation flowdominate • Amazon • Google • Comcast • Capital One • Age of the customer • Empowered buyersdemand a new level ofcustomer obsession • Macy’s • Salesforce • USAA • Amazon • The age of the customer is a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.

10. Customer obsession is the next wave of competitive advantage Business leaders prioritize customer experience and growth. Customer experience leaders outperform in the stock market. CX leaders Improve customer experience S&P 500 Index Cumulativestock return (2007-2014) Grow revenues Reduce cost CX laggards Source: 2,249 global business budget decision-makers

11. Top-line growth, not cost savings, is the new priority

12. Customer expectations have changed. Customers want a faster, better, cheaper, higher level of service. To compete: You must differentiate to become great, as good is not good enough anymore Security and management of consumer identities is an essential component of this!

13. Traditional IAM versus CIAM 13

14. Key technical CIAM features the 3 Ps Profile management Ability to manage life cycle of user's identity data including creation, validation, augmentation, maintenance, usage, and end-of-life. Preference management User-centric controls at an application level to determine how users want to interact with a given vendor's services and products. Privacy management Ability to enable consumers to determine how personal data is collected and used, including opt-out options for marketing emails and sharing attribute data with third parties.

15. The value of CIAM • Increase customer acquisition rates • Frictionless registration along with reusable access credentials. • Deliver deep customer insights across all channels • Rich identity information that can be leveraged across channels enables better decisions and improved digital experiences • Reduce disjointed customer experiences • Common identity profile increases cross-sells, up-sells, and ad revenue. 15

16. The value of CIAM • Maintain data governance and transparency • Enforce corporate policies and end user privacy directives increasing customer trust and confidence. • Accelerate delivery of personalized products and services • Eliminating identity silos reduces the costs and time it takes to bring additional digital products and services online. 16

17. CIAM vendor landscape ForgeRock Open source background Large customer base Distributed policy management Scalable IDM offerings for consumers API management Limited SaaS deployments

18. CIAM vendor landscape Gigya Self-service registration Authentication Account management Dynamic schema design Nice dashboards and data visualization for reports Marketing background

19. CIAM vendor landscape IBM Based on IBM Security Access Manager (ISAM) Centralized proxy-based appliance solution Provides context-based access control Two-factor authentication (2FA) Policy-based user authentication and authorization No own reporting in the solution

20. CIAM vendor landscape Janrain SaaS service Registration and consumer profile management Pre-built and customizable screens Extensible database schema to host user data RESTful-based APIs Web-based dashboards to view user data Delivers demographic and psychographic insights for marketing

21. CIAM vendor landscape Ping Identity Identity Federation background Single sign-on with access management 2FA User management Portal for end users Own mobile application SaaS, software, or in a combination hybrid mode

22. CIAM vendor landscape Salesforce Free or at a discount for its CRM and non-CRM clients Federation Account provisioning SSO 2FA APIs for integration with the Salesforce platform Customizable reporting

23. CIAM vendor landscape Stormpath Authentication and user management API service User registration Authentication plus authorization based on group memberships Group access control Own user store Session management and SSO capabilities. SaaS, private or public cloud, or on-premises

24. CIAM vendor landscape UnboundID User on-boarding Capture, and aggregate consumers’ identity Preference management Self-managed privacy and preferences Centralized policy-based data governance Real-time visibility into operational metrics REST APIs Private/public/hybrid clouds, no SaaS offering

25. CIAM vendor comparison table

26. Data usage is part of the business now Chief data officer Chief information security officer Chief privacy officer Chief marketing officer

27. CIAM recommendations • Dump homegrown approaches for managing customer identities • Know your customer before selecting a solution • Are your customers younger? More mobile-centric? From specific geographies? • Balance usability with security • Balance easy-to-use, multichannel access (mobile, web) against security and privacy needs of users and to minimize fraudulent users and transactions. 27

28. CIAM recommendations • Plan for scale • Don’t just focus on user counts. Assess peak usage/capacity, such as a holiday shopping season, to ensure that customers will remain delighted. • Plan for multichannel • Don’t overlook the importance of providing a common user experience across all channels. 28

29. Selected Forrester Research Evolve to Become The CISO of 2018 or Face Extinction Market Overview: Customer Identity & Access Management (CIAM) Solutions Top 11 Trends S&R Pros Should Watch: 2015

30. Security and risk analyst team Andras Cser Vice President, Principal Analyst Stephanie Balaouras Vice President, Research Director Christopher McClean Vice President, Research Director Merritt Maxim Senior Analyst Nick HayesAnalyst Rick Holland Principal Analyst

31. Security and risk analyst team (cont.) Renee Murphy Senior Analyst John Kindervag Vice President, Principal Analyst Martin WhitworthSenior Analyst Chris Sherman Analyst Heidi Shey Analyst Tyler Shields Principal Analyst

32. Merritt Maxim mmaxim@forrester.com Twitter: @merrittmaxim