From mobile apps to the Internet of Things, digital business trends are reshaping customer identities in significant ways. Identities are no longer only usernames and passwords. They now encompass information collected from and about experiences, such as purchase histories, geo-location information, browsing patterns and a myriad of other data points. In addition to this experience data, customer identities also consist of security profiles.
As the definition of identities expands and grows more complex, IT teams are under increasing pressure to rapidly provide identity data to more apps and services. You no longer have months to plan your data model and go through test cycles. You have to iterate quickly, but you still need to protect the data from breaches or misuse.