Welcome!

Cloud Expo Authors: Liz McMillan, Carmen Gonzalez, Pat Romanski, Elizabeth White, Yeshim Deniz

Related Topics: Cloud Expo, SOA & WOA, Virtualization, Big Data Journal, SDN Journal, OpenStack Journal

Cloud Expo: Article

Three Approaches to Single Sign-On for Cloud Application Providers

Ignore, pretend or do something about it?

Did you know that:

  • Half of paid SaaS customers do not use the application at all
  • Nine out of 10 has left an application when they forgot a password, instead of restoring it
  • Eighty-six percent may leave a web site when asked to sign up
  • Two out of five would rather scrub the toilet than come up with a new password

These figures, based on research from Totango and Janrain in 2012, clearly show that sign-up and sign-on are major issues for any cloud application provider.

If you are providing cloud applications to businesses, single sign-on must at least have been up for discussion. Like with most other challenges, there are three possible approaches you can choose between:

  1. Pretend it is not your problem
  2. Pretend you are doing something about it
  3. Do something about it

Let's look at how your choice affects your business, which after all should be your guiding light.

Pretending it is not your problem
This approach is very popular to any challenge, because you get away without doing anything.

Many application providers decide to outsource management of user accounts and password to the customers. They offer some kind of web based administration interface, which one or more local administrators can use to create new user accounts and keeping old ones up-to-date.

However, this approach has some major drawbacks for your business. According to the research mentioned earlier, sign-up and sign-on are among the most critical processes for any online business. This approach transfers the responsibility for these critical processes to people you have no control over, and who have little or no incentives to support your business.

Pretending you are doing something about it
Another popular approach to any challenge is to pretend to do something about, because then you at least have your own back covered.

Some application providers choose this approach by deciding that they only support standards. The problem is that there are no widely adopted standards in this field. SAML is promoted as an industry standard, but that is of little value when your customers haven't adopted it. According to Eric Olden, one of the fathers of SAML, in an article in Computer Magazine in 2011: "The problem with federation and SSO is that, after more than a decade, SAML adoption has not risen above 10 percent of enterprise apps - apparently due to the excessive costs of infrastructure software. There simply is not enough return on investment for most service providers to implement, expand, and manage a complex federation network". The adoption among large enterprises is not any bigger, and especially among mid-sized enterprises SAML is practically non-existent. In my own personal opinion, SAML requires too much from too many to make it mainstream any time soon.

If you pretend you have a solution, then you have to pretend the benefits as well. If half of your business comes from large organizations, and if 10% of them support SAML, then this approach can only bring improvements to 5% of your business. From a business point of view, having a solution that improves 5% of your business is nice to have, but it is by no means strategic.

Doing something about it
Doing something about it is always the hardest choice, because it means that you have to go out to the customers and figure out what would work for them.

So, what are customers using today? As stated above, some large organizations have invested in SAML, but what about the rest? The least common denominator is a network, a user directory, a web server and an internet connection. The most typical setup is a Windows Domain, Active Directory and Microsoft IIS. Active Directory has a market share that is reported to be above 90%, and that figure gives a good indication for the other components as well. Such adoption rates are required by true de facto standards, which are solid enough to build strategic solutions on.

If you are serious about growing your business with large and mid-sized organizations, then it is of strategic importance to eliminate adoption and engagement obstacles related to signing up and signing on. You have to proactively convert as big a share of your customer base as possible to automated sign-on as fast as possible. In order to succeed, requirements on your customers have to be as low as possible in terms of time, investments and expertise. In practice this means that you need a solution, which does not require anything more from your customers than the least common denominator described above. From a business point of view, SAML is just a bonus, and only if you have customers who have invested in it.

If you are interested in such a solution, I would love to continue talks in person.

More Stories By Kjell Backlund

Kjell Backlund, CEO of Emillion, is a seasoned software business entrepreneur with over 20 years experience in international business. He founded Emillion in 2001, with the vision that automating sign-on and user management would be essential to the success of SaaS and Service Desk applications(www.emillion.biz).

@CloudExpo Stories
SYS-CON Events announced today that ElasticBox is holding a Hackathon at DevOps Summit, November 6 from 12 pm -4 pm at the Santa Clara Convention Center in Santa Clara, CA. You can enter as an individual or team of up to 10 developers. A New Star Is Born Every Month! All completed ElasticBoxes will then be sent to a judging panel - 12 winners will be featured on the ElasticBox website in 2015. All entrants will receive five full enterprise licenses for one year + ElasticBox headphones + Elasti...
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, will discuss how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP ...
Cloud services are the newest tool in the arsenal of IT products in the market today. These cloud services integrate process and tools. In order to use these products effectively, organizations must have a good understanding of themselves and their business requirements. In his session at 15th Cloud Expo, Brian Lewis, Principal Architect at Verizon Cloud, will outline key areas of organizational focus, and how to formalize an actionable plan when migrating applications and internal services to...
Ixia develops amazing products so its customers can connect the world. Ixia helps its customers provide an always-on user experience through fast, secure delivery of dynamic connected technologies and services. Through actionable insights that accelerate and secure application and service delivery, Ixia's customers benefit from faster time to market, optimized application performance and higher-quality deployments.
SYS-CON Events announced today that Calm.io has been named “Bronze Sponsor” of DevOps Summit Silicon Valley, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Calm.io is a cloud orchestration platform for AWS, vCenter, OpenStack, or bare metal, that runs your CL tools puppet, Chef, shell, git, Jenkins, nagios, and will soon support New Relic and Docker. It can run hosted, or on premise and provides VM automation / expiry, self-service portals,...
In her General Session at 15th Cloud Expo, Anne Plese, Senior Consultant, Cloud Product Marketing, at Verizon Enterprise, will focus on finding the right mix of renting vs. buying Oracle capacity to scale to meet business demands, and offer validated Oracle database TCO models for Oracle development and testing environments. Anne Plese is a marketing and technology enthusiast/realist with over 19+ years in high tech. At Verizon Enterprise, she focuses on driving growth for the Verizon Cloud pla...
SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue bu...
Once the decision has been made to move part or all of a workload to the cloud, a methodology for selecting that workload needs to be established. How do you move to the cloud? What does the discovery, assessment and planning look like? What workloads make sense? Which cloud model makes sense for each workload? What are the considerations for how to select the right cloud model? And how does that fit in with the overall IT tranformation? In his session at 15th Cloud Expo, John Hatem, head of V...
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce t...
As Platform as a Service (PaaS) matures as a category, developers should have the ability to use the programming language of their choice to build applications and have access to a wide array of services. Bluemix is IBM's open cloud development platform that enables users to easily build cloud-based, creative mobile and web applications without having to spend large amounts of time and resources on configuring infrastructure and multiple software licenses. In this track, you will learn about the...
Blue Box has closed a $10 million Series B financing. The round was led by a strategic investor and included participation from prior investors including Voyager Capital and Founders Collective, as well as the Blue Box executive team. This round follows a $4.3 million Series A closed in December of 2012 and led by Voyager Capital. In May of this year, the company announced general availability of its private cloud as a service offering, Blue Box Cloud. Since that release, the company has dem...
SYS-CON Events announced today that Verizon has been named "Gold Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Verizon Enterprise Solutions creates global connections that generate growth, drive business innovation and move society forward. With industry-specific solutions and a full range of global wholesale offerings provided over the company's secure mobility, cloud, strategic network...
SimpleECM is the only platform to offer a powerful combination of enterprise content management (ECM) services, capture solutions, and third-party business services providing simplified integrations and workflow development for solution providers. SimpleECM is opening the market to businesses of all sizes by reinventing the delivery of ECM services. Our APIs make the development of ECM services simple with the use of familiar technologies for a frictionless integration directly into web applicat...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic...
Cloudwick, the leading big data DevOps service and solution provider to the Fortune 1000, announced Big Loop, its multi-vendor operations platform. Cloudwick Big Loop creates greater collaboration between Fortune 1000 IT staff, developers and their database management systems as well as big data vendors. This allows customers to comprehensively manage and oversee their entire infrastructure, which leads to more successful production cluster operations, and scale-out. Cloudwick Big Loop supports ...
To manage complex web services with lots of calls to the cloud, many businesses have invested in Application Performance Management (APM) and Network Performance Management (NPM) tools. Together APM and NPM tools are essential aids in improving a business’s infrastructure required to support an effective web experience… but they are missing a critical component – Internet visibility. Internet connectivity has always played a role in customer access to web presence, but in the past few years use...
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, will discuss how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP ...
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation...
What are the benefits of using an enterprise-grade orchestration platform? In their session at 15th Cloud Expo, Jeff Tegethoff, CEO of Appcore, and Kedar Poduri, Senior Director of Product Management at Citrix Systems, will take a closer look at the architectural design factors needed to support diverse workloads and how to run these workloads efficiently as a service provider. They will also discuss how to deploy private cloud environments in 15 minutes or less.
Headquartered in Santa Monica, California, Bitium was founded by Kriz and Erik Gustavson. The 1,500 cloud-based application using Bitium’s analytics, app management, and single sign-on services include bug trackers, customer service dashboards, Google Apps, and social networks. The firm states website administrators can do multiple tasks online without revealing passwords. Bitium’s advisors include Microsoft’s former CMO and the former senior vice president of strategy, the founder and CEO of Li...