Can Digital Identity be a source of competitive advantage? Do Customers choose a brand based on their Identity Experience? Should we make our platform secure with Multiple-Factor Authentication or Ease it out to avoid friction in the customer journey?
At Rakuten, we started the CIAM journey three years back to build a cutting-edge product for our tech conglomerate of ~70+ businesses worldwide. In this session, I’ll share the successes, failures, and other practical learnings from our countless iterative experiments together with big bets that helped us get better over the period and serve ~300 Mn customers today. I’ll also be briefly touching on what lies in the future for us based on the strategic direction taken.