identity enabled disruption
Post on 10-May-2015
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Identity Enabled Disruption Chuck Mortimore VP, Product Management Salesforce Identity @cmort
identity management
identity managementrelationship ^
re·la·tion·ship noun \-shən-ˌship\ !: the way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other
re·la·tion·ship noun \-shən-ˌship\ !: the way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other !: a romantic or sexual friendship between two people
re·la·tion·ship noun \-shən-ˌship\ !: the way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other !: a romantic or sexual friendship between two people !: the way in which two or more people or things are connected
: the way in which two or more people or things are connected
connected
the disruptors
the winners in the market will know their customer
and deliver an experience that proves it
and that starts with identity
so how have we historically managed relationships?
An entity-relationship model is a systematic way of describing and defining a business process. The process is modeled as components (entities) that are linked with each other by relationships that express the dependencies and requirements between them
our relationships have been conceived and expressed as a data model
“I reserve the right, not to do business with you.”
!- The Customer
_____________Today’s customer is:
FickleToday’s customer is:
LoyalToday’s customer is:
Connected Today’s customer is:
PowerfulToday’s customer is:
Expecting a relationship
_____________Customers expect:
ImmediacyCustomers expect:
HonestyCustomers expect:
TrustCustomers expect:
ConversationsCustomers expect:
IntimacyCustomers expect:
You to know themCustomers expect:
Our products must listen to the world around us, and respond with meaningful, targeted interactions
we need to manage relationships, not just track them
…and we’re not at all prepared.
where are we today?
the basics
we’ve been telling ourselves only 2 things have changed
1,000,000’s
same stuff…just more of it.
unfortunately, it’s not the same stuff
so what’s different?
dn:cn=Barbara Jensen, ou=People, dc=company, dc=com!objectclass:top!objectclass:person!objectclass:organizationalPerson!cn:Barbara Jensen!streetAddress: 118 Elsie St.!l: San Francisco! !st: CA!postalCode: 94110!country: USA
{! "schemas": ["urn:scim:schemas:core:1.0"],! "id": "2819c223-7f76-453a-919d-413861904646",! "name": {! "familyName": "Jensen",! "givenName": "Barbara",! },! "addresses": [ ! {! "type": "home",! "streetAddress": ”118 Elsie",! "locality": ”San Francisco",! "region": "CA",! "postalCode": ”94110",! "country": "USA”,! “primary”: true! },! {! "type": "work",! "streetAddress": ” 1 Market St”,
37.7427660,-122.4179400
37.7427660,-122.4179400
singular & static
multi-valued & verifiable
high-fidelity & broadcast
…and it’s changing over time
the physics of attributes is being redefined
attribute sources are exploding
these are things we understand pretty well
but what about…?
datapoints from interactions are fuel for our relationships
each of these is an interaction with a customer
…and every one is a first impression
I’ve never told Siri where I live
I’ve never told Siri where I work
I don’t see this on on Sunday
I don’t see this in Phoenix
we must develop identity systems that understand both the individual
datapoint…
and how each datapoint changes our relationships
Ok…that’s just the humans.
what about the minions?
25,000,000,000
50,000,000,000
ALO,TOF,000,000,000’s
first the good news…
authentication actually gets easier
but, our systems aren’t really designed for minions
what’s different…?
device constraints demand new capabilities
!( MQTT, MQTT-SN, CoAP )
spectrum of authentication !
( self asserted guid --> proof of possession )
semiautonomous
contextually constrained
behind every
behind every behind every device is a customer
each producing attributes that inform our relationships
what will these systems enable?
Authenticatedr
iver
passenger
Broadcast location and offer
Authenticatedr
iver
passenger
AuthenticateBroadcast location and offer
Authenticatedr
iver
passenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticatedr
iver
passenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
driv
erpassenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
Relationship Formed
driv
erpassenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
Relationship Formed
Assess Risk and Demand
driv
erpassenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
Relationship Formed
Assess Risk and Demand
Seamless Commerce
driv
erpassenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
Relationship Formed
Assess Risk and Demand
Seamless Commerce
Relationship Ends
driv
erpassenger
AuthenticateBroadcast location and offer
Broadcast location and offer
Authenticate
Assess location, reputation, & credit
Relationship Formed
Assess Risk and Demand
Update Reputation Update Reputation
Seamless Commerce
Relationship Ends
driv
erpassenger
completely disruptive experience
the old model learned nothing about us
or the relationship
it will die !
( and regulation will not protect this )
Identity dictates the terms of the relationship
so what now?
identity, big data, and marketing systems are on a collision course
explore new types of persistence
analytics needs to move beyond reporting
logs_base = ! -- for each weblog string convert the weblong string into a ! -- structure with named fields! FOREACH ! raw_logs ! GENERATE ! FLATTEN ( ! EXTRACT( ! line, ! '^(\\S+) (\\S+) (\\S+) \\[([\\w:/]+\\s[+\\-]\\d{4})\\] "(.+?)" (\\S+) (\\S+) "([^"]*)" "([^"]*)"'! )! ) ! AS (! host: chararray, identity: chararray, user: chararray, time: chararray, ! request: chararray, status: int, size: chararray, referrer: chararray, ! agent: chararray! )! ;!by_agent_count_raw = ! -- group by the referrer URL and count the number of requests! FOREACH ! (GROUP logs_base BY REGEX_EXTRACT(agent,'.*(Windows|Linux).*',1)) ! GENERATE ! FLATTEN($0), ! COUNT($1) AS agent_count! ;!!by_agent_count = FILTER by_agent_count_raw by $0 IS NOT null OR ($0!='');!!dump by_agent_count;
Identity & Security composed together with business process
API enable everything
take a real look at OpenID Connect
Explore how connecting your product transforms your business
transform your organizations
did identity deliver the right access?
did identity deliver the right experience?
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