Digital Identities

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  • Digital Identity:What's Driving the Shift and How to Navigate

  • An online or networked identity adopted or claimed in cyberspace by an individual, organization or electronic device.

    Source: Techopedia

    2

    What is a digital identity?

  • Currently, digital identity is very fragmented.

    This has created an every man for himself approach to creating or confirming digital identities

    3

  • Reasons for fragmentation:

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    Instability of identities

    Lack of identity standards and commercial guidelines

    Name Changes: Approx. 3M changes in marital status and 50K applications for name changes each year

    Address Changes: Approx. 40M people move annually and 40% never notify the Post Office

    SSN Error and Misuse: 20+% of people have multiple SSNs associated with their names

  • This presents a big challenge for consumers.

    5

    and the problem will only continue to grow as Millennials drive greater adoption of digital technologies, and change the face of digital identities.

    23 4.0 Shopping accounts3.2 Financial accounts2.7 Email accounts2.3 Entertainment accounts

    2.3 Social network accounts

    2.2 Communication accounts

    The average number of password protected online accounts held by U.S. adults, including:

  • The future of identity is being shaped by and for millennials.

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    Millennials (born between 1980 & mid-2000s) represent 1/3 of the U.S. population and are the most diverse, educated and tech savvy generation in history.

    The U.S. Bureau of Labor Statistics estimates that

    of the American workforce will be

    Millennials by 2020 50%

    9 out of 10 own smartphonesSource: Nielsen

    9 out of 10 use social networksSource: Pew Research Center

    and 34% turn to their social networks when making purchase decisionsSource: Association of National Advertisers, Barkley, SMG, BCG

    Over 90% have logged into a website or mobile app using an existing identity from a social network Source: Gigya)

  • Millennials are very different than other customer groups.

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    81% of Millennials are less about friendly service than fast service.

    87% of Millennials are Facebook users.

    29%

    Online Uploads of Videos and Images

    Source: Fromm & Garton, Marketing to Millennials (2013)

    262%more likely to be influenced by smartphoneapps.

    Mill

    en

    nia

    ls

    60%

    Millennials Non-Millennials

  • The future of identity is being shaped by and for millennials.

    8

    As Millennials, smartphones and social networks collide, its creating an increased demand for federated identity. Federated identity allows users to log onto third-party websites, applications, mobile devices and gaming systems with their existing identity.

    Its also referred to as Bring Your Own Identity (BYOID) or Bring Your Own Credential (BYOC).

    Account 1

    FederatedIdentity

    Credential

    Account 2

    Account 3

    Account 4

    Account 5

  • Identity federation has many benefits.

    USERS

    Better customer experience Less friction during

    registration/onboarding

    Need to manage fewer accts

    COMPANIES

    Ease of implementation

    User verification/enhanced proofing

    Access to identity attributes

    Reduced failed login attempts

    Reduced forgotten p/w requests

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    Transferred, implied trust

    Increased user control

    Enhanced privacy

  • Social login is the most common form of federated identity today.

    10

    but its not the only form of federated identity.

    Facebook

    Google+

    Twitter

    Yahoo

    Other

    LinkedIn

    66%

    20%

    6%

    4%

    2%2%

    Source: Gigya, Q2 2015

  • Social login is actually low on the trust spectrum of identity attributes and login proxies.

    11

    Expert/electronic ID document authentication

    Verified bank account

    Dynamic knowledge based authentication

    Electronic copy of drivers license

    Mobile number

    Social login

    Email address

    LOW TRUST

    Biometrics

    Electronic copy of passport

    HIGH TRUST

  • The future of identity will move beyond social logins.

    12

    Federation doesnt stop with social logins. A wide variety of commercial and government organizations can be identity providers.

  • Becoming an identity provider is about trust.

    13

    To participate in the world of federated identity, identify the companies with whom you share common customers and can build a logical network or trust relationshipa trust framework.

    Account 1

    Account 2

    Account 3

    Account 4

    Account 5

  • For more information and best practices around managing digital identities, visit our blog at http://blogs.lexisnexis.com/identity-management/