TWB_ Strategic Marketing in the IAM space
13 Jun

TWB_ Strategic Marketing in Identity & Access Management

By TWB_ In Strategic Marketing /   No Comments

When a world leader in Identity and Access Management wants to grow 10x faster than the market what does it do? It comes to TWB_ of course. TWB_ provides a range of strategic marketing services for the world’s technology leaders including, positioning, branding, and research, then communicating at each level of the enterprise including business communication, products content, and training. TWB_ helps customers create a consistent brand experience across marketing, fulfillment and operations.

TWB_ will not do positioning or branding or make engaging content or deep content marketing assets without having an unbiased view of the market. That strategic view is what makes our customers win in the market place.

As the enterprise applications explode, connected workforce explode and the linkages between the applications explode, managing the identity of these workforce is not only essential but critical for not only their effectiveness but for the information security of the enterprise. That is what enterprise-grade Identity & Access Management (IAM) does.

The IAM Market

Given the complexity of enterprise solution landscape, IAM comes in many flavors and features. IAM is not new because enterprise applications are not new. But what is changing is that the solutions over the last 2 decades were based on software implementation inside the enterprise, but now are based increasingly as a service that runs on the cloud.

It is an exploding market with IAM penetration expected to be up to 80% by 2019-20 as against 55% in 2017. Within this, the SaaS model based on the cloud i.e. IDaaS will grow faster at > 50% of the new purchases through 2021 as against 20% in 2017 (IDC data)

What are customers buying?: Enterprise customer have existing IAM processes that are insufficiently automated, unscalable, and not secure. When customer look for a solution they may look for  — Identity and Access Management (IAM), Identity Governance and Administration (IGA), Privileged Identity Management (PIM), Consumer Identity and Access Management (CIAM), Identity as a Service (IDaaS). The features that customers look for are Centralized authentication, Single sign-on (SSO), Session management, Authorization enforcement, Enterprise mobility management (EMM), Password Vaulting, Adaptive Access, Bring Your Own Identity (BYOI), etc. Indeed the play in the market is wide with legacy players in each but quickly occupying a convergent space.

As this IDC graphic shows the vendors with the best handle on the IDaaS space with the deepest ecosystem of relationships are the ones that are making the most headway in the market-place.

IDC IAM Golden Quadrants

Buyers are increasingly making a consideration about going with a software or a cloud-based solution. Customers choosing IDaaS tend to be more focused on rapid time to value. The IDaaS market began selling solutions to predominantly small and midsize enterprises – scaling up. IDaaS is often used by midsize and large enterprises as an augmentation of existing IAM software implementations.

  • Whereas only as a service vendor including Centrify, Covisint, Microsoft, Okta, OneLogin partner with software vendors to complete critical pieces of their solution including federation, proxy and agent architectures.
  • The vendors with Software or IDaaS include CA Technologies, IBM, Micro Focus, Oracle, Ping Identity, Optimal IDM, and SecureAuth.

The software vendors such as Evidian, ForgeRock, i-Sprint Innovations are typically the legacy vendors and sometimes the most mature implementations of federation and proxy are the ones that partner with IDaaS vendors to cloud-based solutions. Most significant players are in the 5000-15000 annual customers range already. Though the generic large enterprise vendors with IAM solutions such as IBM, DELL EMC, SAP, Hitachi, Oracle, OpenText, Salesforce etc. will have a significantly different install base.

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