Identity and Success Management Drives B2B & B2C eCommerce Success

1. Identity and Access
Management Drives B2B &
B2C eCommerce Success
Timo Halima, Anders Innovations Oy
Erik Sucksdorff, Global Sign ltd.
Helsinki 2016, eCommerce
16th March, 2016, Helsinki

2. AGENDA
VP BUSINESS
DEVELOPMENT
ERIK
SUCKSDORFF
5 Q&A
2 eServices Maturity Model
3 Topical Themes
(Omni, linking, delegation, mobile)
4 Case Examples & User Stories
TIMO
HALIMA
BUSINESS
DIRECTOR
1 Digital crossroad

3. Positioning Anders in eBusiness
TAILOR-MADE
ADDED VALUE SERVICES
AUTOMATED
PROSESSES
DIGITAL
ONLINE BUSINESS
SOLUTIONS
30 employees 3 million revenue 300 > customers
> 1700% increase
(2013-2015)

4. “It will no longer be enough to produce a useful product. In order
for a product to be successful, its primary purpose will be the
ability to fulfill an emotional need.”
Consumer Paradigm
(The Dream Society, Rolf Jensen 2010)

5. * = touchpoint is any time a potential customer or customer comes in
contact with your brand – before, during, or after they purchase
something from you.
Which Customer Touchpoints Matter in
eCommerce?

6. Cold Facts of Millennials – Online Marketing
• Mobile Dimension: On Black Friday 2015, 36.16 % of online sales were generated via
mobile devices, up from 27.91 percent in the previous year (total amount of 10,4 billion
dollars).
• Social Media Behaviour: Percent of 18-34 year olds who check Facebook before they get
out of bed 28 % (users 1,440,000,000).
• Consumer Online Behaviour:
• 84% of online shoppers refer to at least one social media site for recommendations
before shopping online.
• 71% of shoppers believe they will get a better deal online than in stores. However, an
average of 88% of all online shopping carts are abandoned in 2013 (source: UPS
Pulse of the online shopper).
• Shoppers spend 30% more per order when free shipping and/or shipping information
is included.
• Gap potential: Information consumers (3rd) vs. information providers (17th)
(Forrester 2015)

7. Disruptive Innovations by Digitalization
MEDIA FINANCING TRAFFIC YOUR
BUSINESS
EDGE
SHOPPING TRAVELLING OTHER
?

8. Can Your Company Survive the next 5 years with
its present digital underpinning?

9. The Future of Digital eCommerce: Tips for better Customer
Experience
Create a new architectural approach (Omni Channel).
• Through microservices and integration a unified customer experience by
combining customer data, business rules and functionality.
Make a plan for “a long-term relationship” across all channels with
your customers (Leverage Customer Data).
• Added value by providing customers a relevant information.
• Case Victoria Secret and Walmart.
Take advantage of opportunities created by emerging technologies
and architectures (Bimodal IT Strategy).
• Seek opportunities to enable new business potential capability and
(possibly) fail fast.
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10. About GlobalSign
Boston
London
Helsinki
IAM Center
Brussels & Paris
CA Infrastructure
Singapore
CA Infrastructure
Tokyo
Philippines
Offshore services
India
Offshore services
300 employees > 5,000 global partners > 30,000 customers
> 10m identities issued,
2.5M live SSL Certs

11. • Disconnected services and user IDs
• No self service feature
Businessgrowth,usabilitycostsavings
• Web Single Sign-On
• Self-service password management
• Business role modeling
• Self-services, delegated management
• Trusted business networks
• Service use based on CRM information
Maturity Model
0
1
2
3

12. OMNI

13. Companies with extremely strong omnichannel customer engagement
retain on average 89% of their customers, compared to 33% for
companies with weak omnichannel customer engagement.
(Aberdeen Group)
89% of customers get frustrated having to repeat their issues to multiple
representatives. (Accenture)
77% of strong omnichannel companies store customer data across
channels, compared to 48% for weak omnichannel companies. (Aberdeen
Group)
By 2020, the demand for an omnichannel customer experience will be
amplified by the need for nearly perfect execution.
(PricewaterhouseCoopers)
Source: http://www.onereach.com/blog/10-omnichannel-statistics-
need-know/
THE TREND
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14. Better conversion – overcoming 70% registration hurdle,
reducing the 70% cart abandonment rate.
Improved customer experience and higher rate of
returning customers.
Cost savings through better self-service functions.
Improved data accuracy for customer information in the
CRM – Each year 30% of CRM information becomes
inaccurate.
THE NEED
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15. Unified Customer eXperience through multiple
channels
Ability to utilize more than one digital identity
Easy & effortless registration
CX
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16. LINKING
/

17. CRM linking allows your sales people to invite their
business customers from the CRM
Reducing the % of inaccurate data
Access is based on contract information within the
CRM
CRM
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IAM
REST
Your CustomersYour Enterprise

18. DELEGATION
IAM
Your CustomersYour Enterprise
REST
Add contacts
Update contacts
Optional

19. SECURITY
IAM
SSO
Your CustomersYour Enterprise

20. Spearheading Innovation
Case

21. The worlds first online eCommerce site for forest owners
– Over 120 000 member-owners
Multitude of services
– Caretaking
– Online wood trade and buying of forest services
– Planning (e.g. cash flow)
– Investments to shares of Metsäliitto cooperative
– Electronic filing and sending of annual tax return
form
 Facilitating the raw material acquisition of Metsä
Group forest industries
IAM provides
– Secure access to the portal (large transactions)
– Approvals for properties with multiple owners
– Role based access control
METSÄ FOREST
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22. New Online Service for Cruise
Passengers
Case

23. Duty-free pre-order shop for cruise
passengers
Possibility to pre order alcohol beverages
– Pick up when arriving back to the home
harbor
Age verified with strong authentication
– BankID
VIKING LINE CRUISES
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24. Improving Customer Experience
Case

25. STOCKMANN
Strong authentication solution to
automate approval of consumer credit
applications
– Customers apply for a credit as part of their
on-line shop check-out procedure
– Strong authentication provides necessary
identity information for the automated
credit check
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26. Cost Savings, Improved CX,
New Business
Case

27. DNA
B2B, B2C web service to enable self-
service of subscriptions users,
authorizations
Single identity across DNA services,
business and consumer, also employees
New Business: cloud brokerage
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European Identity
Award:
Best B2B IDM -
Project

28. Channel for Sales, Technical Support
& Customer Service
Case

29. PLANMECA
B2B extranet for global distribution
channels
Invitation workflow embedded in CRM
Delegated administration of users and
roles
Single identity across Planmeca services,
also for employees
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30. RECAP

31. THANK YOU!
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