Does this trend influence the way in which organizations approach IAM?
Most certainly. In fact, this trend is what's driving changes in IAM: It's no longer a big monolithic piece of software any more. It has been broken up into different pieces, which can be consumed by different businesses. Marketing, for example, needs identity federation solutions, in order to collaborate with outside companies to provide services. The point is: there are different IAM buyers within an enterprise. The traditional buyers are CISOs and CIOs. Now we are talking more to the businesses. In markets like the US, we are talking a lot more to marketing directors, production VPs, and the likes. Most of these business buyers don't even talk technology. As a result, we have to build our products in bits and pieces, and still make it possible to integrate them if needed. Big monolithic IAM software, which delivered multiple functionalities, is a thing of the past. Apart from that, customers are now looking for industry-specific solutions.
How do businesses evaluate IAM, if they don't talk technology?
User experience is one of the major issues. As I said, businesses are now making IT decisions. Yet, they don't understand technology. They look for something that can be got up-and-running in no time. And they want to be able to activate it themselves. User experience is very important. Customers appreciate it a lot when we give them a product that is easy to use and manage. User experience will play a very major role in decision-making in the coming years.
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