The document discusses how customer identity management (CIAM) can be used to create a digital double that fuses a person's identity and personality. CIAM provides the foundation to create and manage the digital double by recording interaction data and using AI/ML to derive insights about customers. This helps deliver personalized experiences. The document outlines a CIAM maturity model and how WSO2's Asgardeo platform can provide CIAM capabilities as a service to power the digital double.

1. Hello!
Asanka Abeysinghe
Chief Technology Evangelist
asankaa AT wso2.com

2. Creating a Seamless Access Experience
with the Digital Double
May, 2022

3. Digital Experience Economy
3
ECONOMY
MOBILE APPS
IoT APPS
WEARABLE APPS
METAVERSE APPS
WEB 3.0
DISTRIBUTED APPS
COMMODITIES
PRODUCTS
SERVICES
EXPERIENCES
DIGITALIZATION
Integrating Digital Systems
DIGITIZATION
Analog to Digital
DIGITAL
TRANSFORMATION
Building Digital Experiences
ORGANIZATIONS
API
API
API API
API
API
API
API
API
MESH
API
API
API
API
API
API
API
MESH
API
API
MAINFRAME/
GREEN SCREEN
DESKTOP/
DISTRIBUTED APPS
WEB APPS EDGE APPS …..
APPLICATIONS
PERSONALIZATION
Getting Personal with Customers is the DNA of the Experience Economy

4. Personalization for Better Digital Experiences
4

5. ● Identity verification establishes that it is you (using the system)
● But the system knows nothing about you, other than a few identity attributes
● To get to know you, the system needs to know your personality
● Till the system gets to know you, it can't offer a personalized experience.
Identity is what sets you
apart from others, what
makes you unique.
5
Personality is how you
describe yourself; it is your
sense of humor, your
emotions, and how you
react in different situations.
IDENTITY vs. PERSONALITY

6. Identity in the form of continuity of
personality is an extremely important
characteristic of the individual.
- Kenneth Lee Pike, Anthropologist -

7. 7
CIAM is the Way to Intimate Personalization
CIAM TODAY IS
MOSTLY ABOUT
ACCESS CONTROL
TODAY
CIAM OF THE
FUTURE BLENDS
CUSTOMER
PERSONALITY TO
THE BUSINESS.
FUTURE

8. Never change DNA, blood group, finger prints
Rarely change Name, nationality, religion, gender
Frequently change Location, age, social status, job, education
Rapidly change Social media, heart rate, playlists
8
Identity and Personality Attributes Vary in Durability

9. The Digital Double is the Fusion of Your
Identity and Personality
IDENTITY PERSONALITY
DIGITAL
DOUBLE

10. Digital Double
10
Picture credit: Photo by Zack Walker on Unsplash
Representation of People, Places & Things in the
Digital Universe.

11. DIGITAL DOUBLE
in science
fiction
11

12. DIGITAL DOUBLE
always active
inside the
digital space
12

13. DIGITAL DOUBLE
connects
● physical and
digital
● digital physical
mashups
● digital and
digital
13

14. DIGITAL DOUBLE
takes
decisions
behalf of you
14

15. DIGITAL DOUBLE
protected by
the privacy
ecosystem,
regulations,
cyber threats
15

16. DIGITAL DOUBLE
heliocentric,
adaptive,
interoperable,
decentralized
16

17. Decentralized identifiers - represent attributes
17

18. The Digital Double is the Fusion of Your
Identity and Personality
IDENTITY PERSONALITY
CIAM
CIAM is the Foundation that Creates and Manages
the Digital Double.
DIGITAL
DOUBLE

19. Digital Double as a Service from Your CIAM Provider
● Base CIAM: authn, authz with full power
● APIs for recording data
○ Record interaction data from applications
○ Record transactions from systems of record
○ Record omni-channel activities
● APIs for querying the personality by apps
● Silently observing the customer
○ Monitor their social media posts including sentiment analysis
○ Detect interaction patterns and anomalies
● AI/ML analysis of all data to derive insights on behalf of businesses
● Alerts for triggering action when anomalies are detected
● A CIAM provider can combine info about the same person across businesses
to build a comprehensive personality profile
19

20. CIAM of the Future - a reference architecture
20
APP
APP
APP
OMNICHANNEL
GROUPS
USER
SOCIAL
EVENT
FAMILY
WORK
SYSTEMS OF RECORD
CUSTOMER
SUCCESS
SAAS APIS
AUTH
AUTH
AUTH
DATA LAKE
DIGITAL
DOUBLE
UUID: 4d0b3060-bb77-11ec-8422-0242ac120002
SOCIAL: @user
ML AI
ALERTS
APIS AUTHORIZATION
CIAM PROVIDER
EVENT PROCESSING
REALTIME
DIGITAL DOUBLE
APIS
INTERACTIONS
TRANSACTIONS
ENTERPRISE ARCHITECTURE
SSO
MFA
…

21. CIAM 1.0 Access management by identifying the person
CIAM 2.0 Integrate user identity to the business
CIAM 3.0 Improve business applications by knowing the person
21
The Path to Provide Enhanced Digital Experiences

22. contribution
https://wso2.com/

23. The WSO2 CIAM Maturity Model
None
Managed
Siloed
00 01 02
Connected
03 04
Optimized
Basic identity management
Registration, password management,, user management
01
Simple integration with siloed business systems
Customer information replicated within apps
02
Business systems integration
360° customer view
Omnichannel customer experience
03
Intelligent, adaptive & personalized customer experience
04
Level
00 Customers are strangers
Interactions are anonymous
CIAM 1.0: Access
management by identifying
the person
CIAM 2.0: Integrate user identity to
the business
CIAM 3.0: Improve the business
applications by knowing the person
23
https://wso2.com/blogs/thesource/a-maturity-model-for-ciam/

24. WSO2 strategy is to deliver CIAM x.0 as a Service via Asgardeo
24
APP
APP
APP
OMNICHANNEL
GROUPS
USER
SOCIAL
EVENT
FAMILY
WORK
SYSTEMS OF RECORD
CUSTOMER
SUCCESS
SAAS APIS
AUTH
AUTH
AUTH
DATA LAKE
DIGITAL
DOUBLE
UUID: 4d0b3060-bb77-11ec-8422-0242ac120002
SOCIAL: @user
ML AI
ALERTS
APIS AUTHORIZATION
CIAM PROVIDER
EVENT PROCESSING
DIGITAL DOUBLE
APIS
INTERACTIONS
TRANSACTIONS
ENTERPRISE ARCHITECTURE
SSO
MFA
…
DEVELOPER
SDKS
CODE/LOW CODE
ORCHESTRATION
IDE (VSCODE)
VCS (GIT)
EXTENSIBILITY
REALTIME
https://wso2.com/asgardeo/

25. Summary
Getting personal with customers is the DNA of the experience economy
CIAM is the way to intimate personalization
The digital double is the fusion of your identity and personality
CIAM is the foundation that creates and manages the digital double
Digital double as a service from your CIAM provider
CIAM maturity model
Reference implementation with Asgardeo powered by WSO2
25

26. Let’s connect
26
https://blog.architect2architect.com
https://wso2.com/strategic-consulting/
asankaa AT WSO2.com
https://www.linkedin.com/in/asankaabeysinghe/
@asankama
Image: https://www.crn.com/news/cloud/crn-exclusive-new-google-cloud-partner-advantage-program-launches-today

27. Question Time!