Harness Identity Management to Thrive in the Age of the Customer

much and to what. If someone logs in from a new device or a different country, for example, a business might set up its IRM system to adjust to the circumstances and ask for additional authentication.

Context awareness adds value to digital services. For example, with the Toyota in-car portal, the system "knows" which car and driver is accessing the Toyota platform, and where they are. This allows the system to recommend gas stations, find a parking spot, and offer real-time traffic information and automatic rerouting. Other services can leverage a wide range of contextual data—location, time, customer record, temperature, device, and virtually anything else—to customize interactions.

Scale up

Because IRM systems control access to customer-facing services, they must be able to accommodate thousands or even millions of identities simultaneously, quickly verifying identities and privileges. As more people, devices, and things are assigned identities across networks, IRM helps companies avoid uncontrolled growth in credentials and keep access seamless and responsive.

Look under the hood of successful IRM

A good IRM solution is designed from the ground up as an integrated, cohesive stack that is purpose-built to handle complexity. Open-source solutions are well suited to addressing the paradox of delivering both openness and security on a unified, massively scalable IRM platform. They can connect with virtually any device and keep up with versions of each device. Experienced architects also report that they're more secure, allowing developers to identify and fix security-related bugs faster than legacy, closed-source platforms.

Harness identity to power reinvention and innovation

As consumers demand more personalized services, companies must harness the power of identity to transform visionary ideas into applications that they can deliver to millions of customers, anywhere, using any device.

"The winners and losers in today's digital world will be determined by how they approach the issue of identity as they develop new offerings," says Warren Weiss, general partner of Foundation Capital. "Those that utilize the right identity platform can quickly respond to the needs of their business, reinventing themselves to roll out new services to any device or thing more quickly than their competitors—and to seize a distinct advantage in the market."

Daniel Raskin is the vice president of marketing at ForgeRock. Prior to joining ForgeRock, he served as chief identity strategist at Sun Microsystems. He has more than 15 years of experience building brands and driving product leadership.

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