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Digital native generations are reaching an age at which most have an income and start to become a powerful consumer. That makes them thé target audience for a large number of organisations all competing for the cash and business of these generation's individuals.
Being digital native means they grew up with technology which is so intertwined in their lives and that technology is evolving so fast that they expect everything to be digitally available in an easy to use, simple manner. The slightest bump in the online experience can turn out to be a conversion killer. Plenty of alternatives are just one simple search away. Online companies are fighting to attract and retain this audience of new customers, sometimes at the costs of ones privacy.
The new digital native generation is the first to experience what that truly means. They are starting to become aware of the downsides of a 'digital first' economy. In part inflicted by the European GDPR, they are starting to realise that privacy is a great good that does not come out-of-the-box. Data breaches, one even bigger than the other, are part of daily news and online tracking is considered the new default. These generations are starting to demand privacy and make choices based on their desire to be in control of their personal identity. This is causing a shift in the CIAM space as well.
Just look at the big players, Apple announcing a 'privacy by design' credit card that does not share any personal data on the card itself. Also introducing 'Sign in with Apple', another form of 'social' authentication which allows for a pseudo ID to be shared with the site signed into rather than your real ID. Or sites like Slack and Atlassian allowing to sign in without a password but just by sending you one time links through email, reducing the need to setup a password which limits the impact of a potential data breach. This form of authentication will trickle down in the consumer domain in a rapid pace.
Consumers are taking back control over their privacy, determining if and if so what data they share with others. More and more on a 'need-to-know' basis when they feel they gain something from it. This also means there is a certain fatigue on creating yet another profile with yet another company getting a full set of personal data under their control. Companies try to offer relief to consumers by offering federated solutions with targeted solutions like a 'media ID' or a 'postal services ID' or even 'bank ID'. Yet again aimed at the most frictionless experience possible. This offers the consumer choice. And consumers will choose which service(s) they will use to authenticate and share data with. So we will first see a massive increase in the available sorts of federations, followed by a fierce battle between them and a small subset of solutions being there to last. Those that last will be those that provide the consumer real benefits, real privacy and above all, real control over their personal data.
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