|Traditional IAM||Customer IAM|
|Manages employee identity within company.||Manages customer identity across channels.|
|Users signed up by the company, key profile data completed by IT or HR.||Users sign themselves up, enter profile data themselves.|
|Authentication against internal directory services.||Authentication against public services like OpenID and social media as well as internal directory services.|
|Users are known and captive: employees, contractors, partners. Trust is assumed.||Users are unknown until registration, may create multiple, inaccurate or fake accounts. Trust cannot be assumed.|
|Workforce users have few options to switch, will tolerate performance and latency issues.||Prospects and customers have many options, intolerant of performance and latency issues,|
|Scalable to 10s to 100,000s users, one identity each.||Scalable up to 100s of millions of users with up to billions of consumer identities.|
|Many heterogeneous IT systems, on a closed, corporate network||Many heterogeneous IT systems, on public networks (Internet).|
|Identity Provider (IdP) is typically one central internal IT system.||Many decentralized Identity Providers – Social Login through Facebook, Google, LinkedIn, etc., and traditional login.|
|Employee profile data collected for administrative and operational purposes.||Customer profile data collected for critical business purposes (transactions, marketing, personalization, analytics and business intelligence).|
|Integration with HR and ERP systems||Integration with a broad landscape of marketing and sales automation technology, analytics systems, and security and compliance solutions.|
|Management of personal data and user privacy/preferences/ consent happens only within a tightly controlled homogenous corporate environment.||Handling of personal data subject to a broad variety of privacy and data protection regulations that differ between regions and require to enable users to view, modify and revoke preference and consent settings.|
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