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The Identity of Things

By Ashley Adelman | Posted on December 18, 2017

The Identity of Things Blog

Four systematic considerations to manage and leverage the data influx from IoT

The cost per clicks for IoT-related keywords is rising, and that’s because business leaders, analysts, manufacturers, technologists, engineers, and consumers across all industries are talking about IoT. So, while the world is buzzing about IoT, let’s talk about the Identity of Things and the four considerations for businesses to effectively leverage IoT data.

Watch our Identity of Things webinar for four in-depth use cases and a detailed overview of identity solutions for IoT

Companies are equipping objects with sensors that use wireless networks to relay data to the Cloud, allowing object owners and businesses to remotely monitor, manage and trigger object activities. The implications are huge: added convenience for consumers, real-time intelligence for businesses and improved efficiency overall. But a challenge for businesses is the assumption that all objects are single-user, when in reality, many objects are multi-user. So, what capabilities in Customer Identity and Access Management (CIAM) help companies overcome this challenge and untap granular (and more accurate) identities?

1. Scalability

There will be over 20 billion “connected things” by 2020, according to Gartner, so the number of object owners and users will subsequently multiply. Traditional enterprise identity management systems are not equipped to facilitate the scale and complexity of this data. Businesses must be able to handle millions, if not billions, of identities, including direct customers who own products, as well as additional users of those products for more robust profiling.

2. Segmentation

One of the major value-adds for businesses implementing IoT solutions is the behavioral data they unlock. Data about what objects are being used for or doing, when they are being used, where consumers are using them, and why they are useful can help improve business practices and analytics, but these systems often ignore a critical factor: who. Businesses should be able to segment who is using an object in order to accurately contextualize its usage.

3. CX

Customer experience is increasingly important. As consumers are asked to give up more and more personal information, they demand more tailored marketing interactions, customizable products, and control over both their identity and object. Give your customers control over their objects by enabling them to assign roles to different users. Using this model, each user would create their own account, unlocking the multiple users’ identities for your business.

4. Security

Object owners often share passwords with users, which is problematic from a security standpoint for multiple reasons. Sharing passwords heightens the risk of breaches and unwanted access to account information. Additionally, by sharing an owner password, all users will receive the same level of unrestricted access to the object and a business will not be able to differentiate who is using the object. Best practices in security suggest all users should have individual accounts and an owner should be able to manage access levels.

As a leader in CIAM, Janrain manages huge amounts of data for the world’s largest enterprises. We understand the challenges enterprises face when marketers must create more tailored, data-driven campaigns, IT teams’ need to implement systems that give marketers access to customer data, and security managers have to protect the data and comply with privacy regulations. Janrain Identity Groups enables brands to create private groups for each object to satisfy the considerations described above and leverage data from IoT.

Watch our Identity of Things 2018 webinar to learn how IoT leaders from varying industries are using Janrain Identity Groups to improve business intelligence, security, and customer experience.

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About the author

Ashley Adelman

Ashley Adelman is a seasoned marketing communications professional who has worked with leading technology brands to develop thoughtful marketing campaigns that attract attention, engage audiences and generate results. At Janrain, she manages marketing campaigns and events to support the company's demand generation goals.

View all posts by Ashley Adelman