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The Internet of Things Runs on Identity

This past weekend, I braved the Black Friday sales and took my Mom shopping like the good son that I am. As we moved from store to store, we eventually made it to the electronics section. As we navigated the brights lights of the television aisle she asked me, “Why is all of this new technology so much harder than it used to be?” I asked her to explain. Through our conversation, I came to understand that she always believed technology advancements made things easier, for example, keyless entry for cars. But now it takes Mom more time to use her television, as it does for her to setup and track steps with her Fitbit.

Rapid growth of Internet of Things has an impact in identity management

So I took the opportunity to explain the simple and complex world of the Internet of Things to her. I said, “Mom, everywhere you look, more and more devices are connected to the Internet. These companies create more and more smart devices, looking for new ways to transform their business and attract more and more customers. The goal of these devices is  convenience and better experiences. But that is easier said than done.”

Customer experience with the Internet of Things

Why is customer experience with the Internet of Things so hard?

The primary challenges that enterprises need to consider in this customer-centric paradigm is reducing friction when registering devices and linking them to multiple platforms. Secondly, these IoT devices are generating new data types that consumers have never shared before. This adds new data management challenges for enterprise stakeholders that can exacerbate their limited experience using this kind of data to personalize consumer experiences; those in-the-moment opportunities to unlock convenience and maximize customer delight. And, lastly, with these devices in an always-on, always-transmitting state, there is the ever-present risk of customer data being exposed or pilfered, and new government rules regarding how businesses must preserve consumers’ privacy when handling their personal information.

It’s fortunate for my Mom that I’m now working for Gigya. These are the exact problems we solve.  

Gigya’s Customer Identity Management  platform solves these frustrations. Remember, digital identity is at the core of providing a frictionless login experience and unifying the massive amount data generated by the IoT to drive personalized and convenient customer experiences.

As consumers we want to start relationships with devices as easy and fun as playing with someone else’s puppy, but too often it’s like cleaning a litter box – no fun.

By Ratul Shah

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