The conventional frameworks of identity management have always concentrated on managing the users of the organisation and granting them access and privileges to the organisation's assets.

They have primarily supported techniques in predictable on-premises work environments. Today’s multichannel, multi-device and mobile-enabled environment demands more ways to engage as well as transact with businesses and their digital services.

Users expect to deepen the connections on their own terms, at any time from anywhere on any device they choose. Identity relationship control is the next generation of identity management where it links people, places, and things and enables a dynamic, context-based strategy that organisations and businesses can apply throughout the lifecycle management of users (enterprise and customers both).