Gartner Research

IAM Must Adapt to Realize All the Benefits of Social Identity Integration

Published: 17 September 2014

ID: G00265695

Analyst(s): Gregg Kreizman, Ant Allan


Use of social identity for low-risk online consumer access in commerce, media and entertainment has grown. Organizations need to apply a layered approach to identity proofing, administration and access control to use social identity for sensitive data access while preserving user experience gains.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • IAM leaders are seeking to integrate social identity into customer registration and login workflows to reduce friction and improve the user experience
  • Because social identity use can improve customer profiling, intimacy and service, IAM leaders must orchestrate integration efforts with sales and marketing leaders, and may need to consider alternatives to traditional IAM toolsets
  • Because social identities are generally less trusted than those owned and managed by organizations themselves, IAM leaders seeking to exploit social identities for access to sensitive data must provide appropriate kinds of trust elevation
    • When the user needs access to sensitive data, some friction in the user administration experience may be necessary
    • Use fraud detection and adaptive access when the user attempts to access sensitive data while using a social identity

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