More services, more problems: Notorious challenges for operator identity programs

An identity crisis: Why operators are struggling with their identity programs

Transforming into a digital service provider doesn’t stop with a nice mobile app or being able to offer new digital services. And if your users need to go through cumbersome onboarding, authentication and authorization each time they want to access a new service, you’re missing the point.

Indeed, with digital identity increasingly recognized as the gateway to becoming truly digital and successful in digital transformations, the only way to stay ahead is to provide the best possible experience. [See TM Forum’s recent report, “Customers As Individuals: Using Identity To Improve Experience”]

But enabling seamless onboarding and authentication/authorization is far from a simple matter. Just some of the challenges include:

  • Adapting existing systems for identity management (IdM) and single-sign on (SSO) to enable frictionless processes for onboarding and user journeys within an efficient timeframe
     
  • Making identity the gateway for every customer interaction, including both digital and human-based interactions
     
  • Integrating identity with account-centric data models and multiple back-end systems of record
     
  • Scaling existing identity platforms for newer services, using open APIs and extensibility to the digital ecosystem

If we can’t overcome these challenges, the ability to launch new digital services will continue to be weighed down by costly, time-consuming manual processes for enabling digital identity. And as customers move from channel to channel and service to service, they’ll continue to be dragged through authentication and authorization processes over and over again, resulting in the exact opposite of what we’re trying to achieve.

This is where a ‘truly digital’ approach to identity management comes into play.

What customers seek & operators can gain

Truly digital can only be achieved by going beyond the traditional approaches of identity management and single sign-on – which means identifying customers at the individual level (vs. households or accounts), so that they can, for example:

  • Create and confirm IDs within any user experience
  • Utilize aliases such as social identity (i.e. Google, Facebook)
  • Add security measures such as two-factor authentication (2FA)
  • Manage multiple household IDs for individual users
  • Delegate services and manage parental controls in a uniform way across all services
  • Govern privacy and consent preferences for specific IDs

The benefits to users for identity and user management are clear: a frictionless, individualized and more secure digital journey that eliminates frustrations and empowers at the same time. Meanwhile, service providers enjoy:

  • Increased revenues from selling more services to individual users vs. only to households or accounts
     
  • Reduced operational costs through independent onboarding and user authentication processes that decrease the number of calls to the call center
     
  • Faster time to market by reducing development time and costs required to roll out new services

The four must-haves

When working with the world’s leading service providers, there’s plenty of scope to learn what the market really needs. Amdocs’ User Lifecycle Management solution checks all the boxes for a robust identity and user management platform:

  1. Single, consistent, standards-compliant digital identity platform across all services and silos
     
  2. Engages any user to create lasting one-to-one relationships with flexible user acquisition and engagement models
     
  3. A best practice library of user management processes designed to embrace existing legacy and new digital/OTT services across the lifecycle of individual users
     
  4. A user and entitlement-specific data model that sits on top of account-centric BSS systems to manage every individual user, while working hand in hand with any CRM
     

To learn more about how Amdocs User Lifecycle Management (ULM) powers digital identity for leading service providers such as Liberty Global, Vodafone, Cable & Wireless, Telia, Maxis and others, reach out to me at ian.zeifman@amdocs.com

Ian joined Amdocs in 2011 as part of the Corporate Strategy group and today manages product marketing for Amdocs’ digital portfolio. He is based in Toronto, Canada.

 

Summary

Digital identity is increasingly recognized as the gateway to becoming truly digital and successful in digital transformations. But many challenges arise in enabling seamless on-boarding, while authentication/authorization is far from a simple matter.

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Summary

Digital identity is increasingly recognized as the gateway to becoming truly digital and successful in digital transformations. But many challenges arise in enabling seamless on-boarding, while authentication/authorization is far from a simple matter.

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