BYOID Is Crucial for Tech Road Maps, and Isn't a Typo
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High Level of Interest
50% of IT and 63% of business users said their interest in BYOID is high or very high. Customers engaging with the business via the Web and mobile devices were the highest rated for targeted digital identity engagement. -
Easier Registration
30% of IT and 49% of business user respondents agreed that streamlining the user registration process for customers offers the biggest benefit of BYOID. -
Targeted Marketing
29% of business user respondents said the second-biggest benefit is accepting social identities to access additional attributes that drive targeted marketing promotions. This compares with only 12% of IT users. -
Quantifying Value
The most popular reason for business users (89%) to adopt BYOID is to capture attributes about individuals from external sources. IT users (69%) are primarily interested in using BYOID to combine digital identifiers owned by each BYOID user to create a stronger identity credential. -
Value Proposition
IT user respondents believe the primary value of BYOID is strengthening the authentication process (67%) and reducing the cost of insecurity (54%). In contrast, business users say the primary value is delivering a better customer experience (79%) and increasing the effectiveness of marketing campaigns (76%). -
Benefits of Interest
IT user respondents revealed the biggest benefits of interest include identity validation (74%), employee on-boarding (58%), contractor on-boarding (57%) and reduction of fraud (55%). The biggest benefits for business users center on improving the customer experience: reducing friction in user experience (78%) and simplifying engagement for users (75%). -
Determining Value
59% of business users versus 27% of IT users said their organizations attempt to measure the value from digital identifiers. -
Top Metrics
If organizations measured the added value of digital identities, the primary metric would be cost reduction, according to 72% of IT users and 78% of business users. -
Confidence Builder
59% of IT users and 34% of business users agreed that their organizations would be able to offer more online services and programs if those digital identities were validated by a trusted third party. -
Preferred Providers
IT users ranked PayPal, Google and Amazon as their employers' top three preferred identity providers. In comparison, business users ranked Amazon, Microsoft Live and PayPal as their employers' top providers. -
Accreditation Is Preferable
59% of IT users said it was essential or very important for identity providers to have some form of accreditation, compared with only 27% of business users. -
Biggest Barriers
34% of IT users said risk/liability concerns are the biggest barrier to BYOID deployment, followed by complexity (21%) and loss of control (19%). Business users cite cost (31%), followed by complexity (23%) and risk/liability (19%) as the biggest barriers. -
Adoption Drivers
IT users said the features most likely to increase BYOID adoption include identity validation process (73%), multi-factor authentication (66%) and fraud risk engines (57%). For business users, the top features include identity validation process (71%), simplified user registration (71%) and fraud risk engines (37%). -
More Control
Both IT users (52%) and business users (66%) would like to have mobile device factors added to the digital identity to increase control or security. This is followed by a four-digit PIN (44%) and risk-based evaluations (39%) for IT users—and passive factors, such as geo-location (59%) and four-digit PIN (25%), for business users. -
Value-Added Services
IT user respondents said additional information or services that increase the value of BYOID identity providers include a validated phone (46%), payment information (29%) and current shipping address (24%). In comparison, business users cited validated phone (86%), current shipping address (86%) and payment information (73%).
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Why Metrics Matter to the Channel Both line-of-business and IT professionals see benefits in bring-your-own-identity (BYOID) initiatives, in which social networking or digital IDs are used for application log in, according to a joint study conducted by the Ponemon Institute and CA Technologies. The 3,115 IT and business professionals surveyed for the report also agreed that more security is needed to increase BYOID adoption. Although the report, "The Identity Imperative for the Open Enterprise 2014," finds that BYOID deployment using social IDs is still in the early stages, interest is high. Both IT and business users agreed that an important reason for BYOID adoption was to achieve stronger identity credentials. However, business users cited capturing attributes about users as the biggest benefit. This indicates that identity is now considered a value asset that can provide data, drive incremental revenue and help maintain customers, according to the report. Here is a look at the survey's top findings that indicate the benefits that BYOID can offer to both line-of-business and IT teams.
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