WSO2CON 2024 - Unlocking the Identity: Embracing CIAM 2.0 for a Competitive Advantage

WSO2CON 2024 - Unlocking the Identity: Embracing CIAM 2.0 for a Competitive Advantage

1. Unlocking the Identity: Embracing
CIAM 2.0 for a Competitive
Advantage
Omindu Rathnaweera
Associate Director/Architect
WSO2

2. Great experiences
win customers!

Frictionless, personalized, and secure

3. Level
04Optimized
Intelligent, adaptive, and personalized customer
experience
04
Connected03
Business systems integration
360° customer view
Omnichannel customer experience
03
Managed01
Basic identity management
Registration, password management, user
management
01
None0000
Customers are strangers
Interactions are anonymous
3
https://wso2.com/blogs/thesource/a-maturity-model-for-ciam/
Siloed
Simple integration with siloed business systems
Customer information replicated within apps
02
02
The WSO2 CIAM Maturity Model

4. Bring identity to your
business!

Drive engagement through identity centric
personalization

5. Multi-experience Applications
SDKs, APIs, Agents
Login Identity Profile
Unified
multi-experience
applications
CIAM 1.0
Consumers
(B2C/B2E)


Citizens/
Constituents
(G2C)


Enterprise
Customer/
Partner
(B2B)
Users
Developer
Registration
Identity & Access Orchestration
Marketplace
B2B features
Organization Mgt
Delegated Administration
Enterprise IDP Integration
Identity
Management


Verification
Profile Mgt
Identity Lifecycle
Self Service
Consent &
Preference Mgt
Privacy
Access
Management


SSO
Passwordless
MFA
BYOID
Adaptive Access
API Access Mgt
Manage identities
and auth for external
B2B apps
Provide unified
authentication
across channels
Streamline user
onboarding
Reduce friction
during the login
process
5

6. Multi-experience Applications
SDKs, APIs, Agents
Login Identity Profile
Unified
multi-experience
applications
CIAM 1.0
Consumers
(B2C/B2E)


Citizens/
Constituents
(G2C)


Enterprise
Customer/
Partner
(B2B)
Users
Developer
Registration
Identity & Access Orchestration
Marketplace
B2B features
Organization Mgt
Delegated Administration
Enterprise IDP Integration
Identity
Management


Verification
Profile Mgt
Identity Lifecycle
Self Service
Consent &
Preference Mgt
Privacy`
Access
Management


SSO
Passwordless
MFA
BYOID
Adaptive Access
API Access Mgt
Manage identities
and auth for external
B2B apps
Provide unified
authentication
across channels
Streamline user
onboarding
Reduce friction
during the login
process
SDKs, APIs, Agents
Developer
6

7. SDKs, APIs, Agents
Unified View of User
CIAM 2.0
Developer
Internal
Business
User
Personality Profile
Service Orchestration & Integration
Multi-experience Applications
Creating a Unified
View of Users

Marketing Applications:
Marketing Automation
Social Media Ad Platforms
Marketing Communication

Identity Sources:
LDAP
AD
Virtual Directories


Other:
Business Applications
Legacy Systems


MDM:
Data Management Systems
Customer Data Platforms



Systems of Record:
CRM
IT Service Management
Loyalty Applications

7

8. The Digital Double is the Fusion of Your
Identity and Personality
IDENTITY PERSONALITY
CIAM
CIAM is the Foundation that Creates and
Manages the Digital Double.
DIGITAL
DOUBLE
https://wso2.com/blogs/thesource/creating-a-seamless-access-experience-with-the-digital-double/

9. SDKs, APIs, Agents
Unified View of User
CIAM 2.0
Developer
Internal
Business
User
Personality Profile
Service Orchestration & Integration
Multi-experience Applications
Creating a Unified
View of Users

Marketing Applications:
Marketing Automation
Social Media Ad Platforms
Marketing Communication

Identity Sources:
LDAP
AD
Virtual Directories


Other:
Business Applications
Legacy Systems


MDM:
Data Management Systems
Customer Data Platforms



Systems of Record:
CRM
IT Service Management
Loyalty Applications

9
Consent
Management is key!
So is context.

10. Applying CIAM 2.0 to your business
10
Single identity
Personalize onboarding and login journey
API layer to expose unified profile to build experiences
Consent and context-driven data handling
Link business data & the identity through integrations

11. 11
How this Helps Your Business
Elevate customer
experience and
brand loyalty
Targeted promotion
based on the
personality
Data collaboration
between business
applications
Centralized profile -
Easily manage PII
Data-driven
product
development
Cross-selling
opportunities

12. Selecting the right CIAM
tool!

13. ●Going beyond access management
⦿Personalize user journeys for onboarding and login
⦿Adaptive access based on context
⦿Linking accounts
●A suite of products to build a comprehensive CIAM solution
⦿Integrate across different systems
⦾Data aggregation, syncing
⦾Protocol/payload transformation
⦾Legacy, non standard systems
⦿Building APIs
⦾Experience focused APIs aggregating user data
●How easy is it to extend a use case
●Vendor experience and the roadmap
13
Considering Your CIAM Platform

14. WSO2s CIAM Reference Architecture
14

APP
APP
APP
OMNICHANNEL
GROUPS
USER
SOCIAL
EVENT
FAMILY
WORK
SYSTEMS OF RECORD
CUSTOMER
SUCCESS
SAAS APIS
AUTH
AUTH
AUTH
DATA LAKE/CDP
DIGITAL
DOUBLE
UUID: 4d0b3060-bb77-11ec-8422-0242ac120002
SOCIAL: @user
ML AI
ALERTS
APIS AUTHORIZATION
CIAM PROVIDER
EVENT PROCESSING
REALTIME
DIGITAL DOUBLE
APIS
INTERACTIONS
TRANSACTIONS
ENTERPRISE ARCHITECTURE
SSOMFA…

15. WSO2s Strategy to Deliver CIAM 2.0
15

APP
APP
APP
OMNICHANNEL
GROUPS
USER
SOCIAL
EVENT
FAMILY
WORK
SYSTEMS OF RECORD
CUSTOMER
SUCCESS
SAAS APIS
AUTH
AUTH
AUTH
DATA LAKE/CDP
DIGITAL
DOUBLE
UUID: 4d0b3060-bb77-11ec-8422-0242ac120002
SOCIAL: @user
ML AI
ALERTS
APIS AUTHORIZATION
CIAM PROVIDER
EVENT PROCESSING
DIGITAL DOUBLE
APIS
INTERACTIONS
TRANSACTIONS
ENTERPRISE ARCHITECTURE
SSOMFA…
DEVELOPER
SDKS
CODE/LOW CODE
ORCHESTRATION
IDE (VSCODE)
VCS (GIT)
EXTENSIBILITY
REALTIME
Identity Server
API Manager
Micro Integrator

16. Hardrock - A CIAM 2.0 Success Story!
“Unified identity experiences across all channels for millions of
patrons”
16
●Siloed identities across multiple systems
⦿8 disconnected loyalty programs
⦿Legacy systems with no standard support
●Multi experience apps
⦿Web, mobile, kiosk, slot machines
●Needed for a unified solution to consolidate the
identities
⦿Associations and deduplication

17. Takeaways...
17
Digital experience is key to stay ahead of the competition
Experience should be frictionless, personalized, and secure
Build a unified user view linking identity and business data
Experience APIs through unified user view
Pick the right tool set to build your CIAM platform

18. Great customer experiences
cannot be bought!
They need to be built!

19. Question Time!
19

20. Thank You!