Click here to close now.


Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, @BigDataExpo, SDN Journal, OpenStack Journal

@CloudExpo: 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(

Latest Stories
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical...
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, explored the IoT cloud-based platform technologies driving t...
As organizations shift towards IT-as-a-service models, the need for managing & protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection & E-Discovery of your data - whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise.
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Su...
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).