realizing the full value of consumer identities · the challenge of identities employees vs....

Realizing the Full Value of Consumer Identities

The Next Wave of Identities

The Power of Identities

The Challenge of Identities

Employees vs. Consumers

Consumer IAM Scenarios

Consumer IAM in Action

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The cloud, mobile devices and social media mean that employees, partners and consumers now have unprecedented levels of access to your organization—welcome to your new reality: the Open Enterprise.

To reap the rewards of the Open Enterprise, you must strike the right balance between providing fast, efficient access in a manner that does not necessarily increase risk. As more and more consumers utilize your online services, you need to focus on how to leverage these identities to build deeper relationships with users and enhance your existing marketing and sales efforts.

A New Reality

Consumer IAM Requirements

Applications: Driving the Next Wave of Identities

Internet usage is in the midst of a fundamental shift as more and more people rely on online applications to access what they need. According to data from analytics firm comScore, January 2014 was the first time in the US that more people used smartphone and tablet applications than a browser to access the Internet. Applications made up 47% of this traffic1—yet another sign that the booming application economy is here to stay.

The rising popularity of mobile applications means that organizations need to take a holistic view of consumer identity in order to deliver maximum value to those customers.

With consumer identities, organizations have the ability to gain deeper insight into buyer preferences and behavior that can be further leveraged for sales and marketing purposes. And while leveraging data about consumers has always been important, the scope and scale of the information created in the application economy is fundamentally much larger.

Native Apps vs. The Mobile WebMobile websites built on the long-awaited HTML5 were set to dethrone the native app as the king of mobile Internet access. But so far, this hasn’t panned out.

Recent data shows that US consumer use of mobile apps jumped from 80% to more than 85% of their time spent on a mobile device, while use of mobile web sites is down almost 25%2 over the same year-long period.

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1 O’Toole, James. Mobile apps overtake PC Internet usage in U.S. CNN Money. February 28, 2014. 2 Arthur, Charles. Apps more popular than the mobile web, data shows. The Guardian, Wednesday 2, 2014.

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AppsGaming, Social messaging, and Entertainment

86%

BrowserGoogle, Safari, and Others14%







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http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/

http://www.theguardian.com/technology/appsblog/2014/apr/02/apps-more-popular-than-the-mobile-web-data-shows

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The Power of Consumer Identities As the enterprise begins to open its systems to consumers, it must be able to scale to support a much larger set of users. If you can manage these consumer identities efficiently, you can achieve an array of benefits, including:

The ability to offer a personalized consumer experience

Greater business agility

A more comprehensive view of the consumer







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Consumer identities also allow the enterprise to create more personalized interactions, which can help attract new business and build brand loyalty among existing customers.










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Applications help provide a clearer picture of consumer preferences and behavior, which gives marketing new ways to engage buyers.











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Being able to adapt quickly to changing market conditions is essential and helps solidify existing customer relationships.










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The Challenge of Consumer Identities Coping with the massive amount of data gathered from consumer identities also presents the enterprise with various risks and challenges, including:

Balancing speed and risk

Non-standard IAM processes

An inability to scale







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Business units want to roll out new applications as quickly as possible. This puts increasing pressure on IT security professionals who must accommodate those demands while ensuring that consumer-facing applications are secure, functional and do not necessarily increase risks.

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Business units with disparate IAM processes open the door to users logging in with multiple identities. This not only creates inefficiencies on the IT side, but also makes it difficult for marketing and other departments to achieve a consolidated view of the consumer. Moreover, if the user experience is cumbersome, users may defect to the competition, creating a real financial impact.

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Consumer IAM means managing an exponentially greater number of user identities compared to the identities of only employees and partners.

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Employees Consumers

Provisioning targets Broad Narrow

Scope of functionality Broad Narrow

Configurability High Low

Data privacy concerns Low High

Usability Medium High

Scalability Medium High

Risk of infection Low High

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Identity Management Requirements: Employees vs. Consumers The Next Wave of Identities






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Common Consumer Identity Management Scenarios

Social login lets consumers bring their own identity by using existing credentials from the social media site of their choice.

By allowing users to use social sign-on, IT can lighten its own identity management workload and simultaneously reduce “registration fatigue” and offer a simplified user experience.

Password management allows consumers to create, edit and change their passwords automatically.

Automating the password management system can cut costs and reduce the IAM burden on IT. At the same time, users can quickly change passwords or retrieve forgotten credentials without involving a call or email to the help desk.

Identity proofing calls for additional user information for authorization and authentication purposes.

Augmenting the standard log-in process with security challenge questions or other identity proofing methods offers the enterprise additional protection against risk and fraud.







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Consumer Identity Management Requirements: The Consumer Perspective To derive the most value from consumer identities, the enterprise must offer the user a secure, seamless experience and satisfy the needs of groups inside the organization. Let’s explore the requirements of consumer identity management from three distinct perspectives, starting with the consumer.

I need: The power to choose what information I share All websites aren’t created equally. I want the ability to pick and choose what personal information I share, depending on the site I’m visiting.

An easy way to understand how my information is being used I need to have a certain level of confidence in an organization before I share personal information. I want to know how it’s being used and shared.

A feeling of security I know that the Internet introduces certain privacy risks. But I want to be assured that the companies with my information are taking pains to keep my online identity safe.

By meeting these requirements, the enterprise can:• Empower consumers with the ability to select and share only the information they choose

• Simplify the user experience and build brand loyalty by delivering a compelling, easy-to-use online experience.

• Build consumer confidence by giving users visibility into how their information is used

• Address consumer concerns about data storage and privacy

The Consumer Perspective

The IT Security Perspective

The Marketing Perspective







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Consumer Identity Management Requirements: The IT Security Perspective

I need: Visibility into the various systems that store consumer identity data It’s hard to get my arms around all the consumer identity data we have. I need to be able to find it, categorize it, and ensure that it’s being stored and shared according to our best practices.

The ability to put controls around data access We need a system that gives us the ability to create policy-based access. We have to carefully control, monitor, and protect consumer identities so the right people get the right level of access.

Real-time detection of unusual or fraudulent access Consumer identities are exceedingly valuable to our company and, more importantly, to our consumer users. I need to know the second something goes wrong. And, I need the ability to quickly terminate malicious sessions or other threats.

Dashboards and reports that are clear and meaningful I need up-to-the-minute information on our consumer IAM efforts. In addition to continually fine tuning our processes, we need to be able to meet various regulations around data control and security.

By meeting these requirements, the enterprise can:• Discover and categorize all consumer identity data to mitigate risk

• Reduce data management costs and simplify access for the business

• Detect and prevent fraudulent activities

• Put stronger safeguards in place and satisfy audit requirements










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Consumer Identity Management Requirements: The Marketing Perspective

I need: A way to consolidate consumer identity data Our marketing team runs on data. We need to bring all of our consumer information together in one place that’s easy to access.

A 360-degree view of consumer behavior Did they log in with social media? What time of day do most people access our applications? How long do they use our applications? We have an incredibly large number of consumer users, and we need an aggregate view of their behavior to better engage with that group.

Detailed reports Gathering and collecting all of this information in one place is just the first step. As we plan our marketing initiatives, we need to analyze this data in order to execute better programs and campaigns.

By meeting these requirements, the enterprise can:• Collect and consolidate consumer identity information for marketing

• Offer deeper insight into consumer activities and online behaviors

• Provide the detailed consumer identity data needed to refine and improve subsequent marketing initiatives










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Let’s see how successfully managing consumer identities allowed a large North American consumer products company to create a more personalized website experience and leverage consumer data for better business results.

The company faced significant challenges, including:

• A large volume of consumer identities distributed across multiple databases

• High administrative costs for managing a growing number of consumer identites

• High costs associated with managing user passwords

• Inability to garner additional identity attributes to help the business

By using CA solutions, including CA Identity Manager and CA Single Sign On, the enterprise was able to:

• Offer its customers an improved web interface

• Provide user self-service and password management

• Centralize multiple identity stores reducing overall administrative costs

• Scale its IAM system to handle the expanding user community

• Collect user geography, purchase history, and other data to improve on-site personalization







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Consumer Identity Management in Case Study

© Copyright CA 2015. All rights reserved. This document is for your informational purposes only and does not form any type of warranty. Case studies included herein represent customer’s specific use and experience so actual results may vary. All trademarks, trade names, service marks and logos referenced herein belong to their respective companies.

CA Technologies (NASDAQ: CA) is an IT management software and solutions company with expertise across all IT environments — from mainframe and distributed, to virtual and cloud. CA Technologies manages and secures IT environments and enables customers to deliver more flexible IT services. CA Technologies’ innovative products and services provide the insight and control essential for IT organizations to power business agility. The majority of the Global Fortune 500 relies on CA Technologies to manage evolving IT ecosystems.

About CA Technologies The ca Securecenter portfolio enables and secures the open enterprise by authenticating and securing access for the right users on any device, anywhere—while providing a superior customer experience.

Learn more about enabling and protecting the open enterprise in the application economy by visiting our website: http://www.ca.com/us/securecenter.aspx







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