MINIONS AND THEIR MASTERMIND (or How Behind Every Device There’s a Customer)

IRM Summit EuropeChuck MortimoreVP, Product ManagementSalesforce Identity@cmort

identity management

identity managementrelationship ^

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:

Conversations

Customers expect:

IntimacyCustomers expect:

You to know them

Customers expect:

we need to manage relationships, not just track

them

our products must listen to the world around us, and respond with meaningful,

targeted interactions

the winners in the market will know their customer

and deliver an experiencethat proves it

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

the old model learned nothing about us

or the relationship

…and it will die

identity defines the terms of the relationship

so how are systems evolving?

dn:cn=Barbara Jensen, ou=People, dc=company, dc=comobjectclass:topobjectclass:personobjectclass:organizationalPersoncn:Barbara JensenstreetAddress: 118 Elsie St.l: San Franciscost: CApostalCode: 94110country: 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

singular & static

multi-valued & verifiable

high-fidelity & broadcast

…and changing over time

the physics of attributesis being redefined

…and the attribute sources are exploding

these are things we understand pretty well

but what about…?

data points from these interactions

are fuel for our relationships

and every one is a first impression

…and that’s just the humans.

what about the minions?

25,000,000,000

50,000,000,000

ALO,TOF,000,000,000’s

are we ready for this…?

they speak funny

( MQTT, MQTT-SN, CoAP )

contextually constrained

authentication actually gets easier

but it’s the relationship that matters

each of these is an interaction

with a customer

we must develop identity systems that understand

both the individual datapoint…

and how each datapoint changes our relationships

behind every

behind every behind every deviceis a customer

what now?

1) re-think your systems

identity, marketing, and big data systems are on a

collision course

2) API enable everything

Explore how connecting yourproduct transforms your

business

3) Transform your organizations

did identity deliver the rightaccess?

did identity deliver the right experience?