Mobile_Dominates.jpgThe recently published results of the Demandware Shopping Index report proves that more customers are interacting with businesses through their mobile devices. While the shift to mobile has been happening for some time, businesses saw a dramatic 37 percent increase in mobile phone orders in 2015.

Increasingly, customers encounter a brand for the first time via their mobile phone instead of in-person or on websites. The trend is driving significant change in how businesses engage with customers. It is placing intense pressure on brands to launch new mobile apps, or upgrade existing ones, to deliver personalized, in-the-moment shopping experiences that today’s customers expect as the norm.

Customer identity data is behind all of these on-the-go interactions. Identity data is needed to grant customers access to services, enable purchases and support customer service requests, among many other transactions. Yet, managing, securing, and using this data across multiple mobile apps and channels is a challenge that IT professionals didn’t have to contend with only a few short years ago.

Identity and access management, a function that was once confined within the walls of the company’s data center to manage employees, mostly at their desks, is undergoing a complete transformation.Today identity management encompasses customer identities, not just employees, and customers and employees alike need access to apps and digital services from everywhere, all the time. This is placing an entirely new set of demands on identity management teams and is driving a new set of identity management goals.

Supporting personalized mobile customer interactions requires comprehensive customer identity management capabilities including:

  • Massive scale to handle a growing number of customers and increasing volumes of data
  • Reliable, fast performance to ensure real-time access to apps and information at the moment the customer needs it, no matter how many simultaneous users are accessing the app
  • Data aggregation from different data stores into a holistic view of the customer to support seamless interactions across all mobile apps and channels
  • Centralized, granular data security and privacy controls to protect data in a distributed, mobile environment
  • Social login and adaptive authentication for convenient, yet secure access to account information
  • Identity and Password APIs that enable dev teams to launch or update mobile apps quickly by providing identity and security data as a reusable service so they don’t have to write repetitive code

As mobile device and telecommunications companies advance their technologies and offer more sophisticated features, consumers will continue to ramp up the use of their mobile phones to do more in all areas of their lives, from shopping to banking and Internet of Things (IoT) management. Businesses will need to adapt services that were traditionally available onsite or online to the mobile world. A key enabler of these initiatives is customer identity data, placing increasing pressure on IT and Identity and Access Management teams to be a crucial part of building and launching new mobile apps.