An authentication process that allows a user to access multiple applications or websites using one set of credentials (like a username and password). This simplifies the login process for users, as they don’t have to remember numerous passwords for different accounts. Here’s how it generally works:
- Authentication: The user logs in once with their credentials.
- Token Generation: After successful authentication, the system generates an authentication token.
- Token Use: This token is then used to access other applications without the need to log in again.
SSO is beneficial in a corporate environment where employees must access multiple systems and applications daily. It enhances productivity by reducing password fatigue and streamlines the login process.
Major players in the SSO market include:
- Apple: Allows users to sign in to apps and websites using their Apple ID, emphasizing protecting user privacy, including hiding email addresses.
- Facebook (Meta): A widely used SSO service that enables users to access third-party websites and applications using their Facebook credentials. It’s popular due to its vast user base and ease of integration.
- Google Workspace: Provides SSO capabilities, especially for businesses that use Google services extensively.
- Microsoft Azure Active Directory: Offers SSO services, particularly beneficial for organizations heavily invested in the Microsoft ecosystem.
- Okta: A leader in the SSO space, known for its extensive integration with various cloud and on-premises applications.
- OneLogin: A strong competitor in the SSO market, offering various identity and access management solutions.
From a sales and marketing perspective, understanding and utilizing SSO can be a significant advantage. It can streamline customer access to various services, enhancing user experience and potentially increasing customer retention and loyalty. For businesses, it simplifies managing user access, which can be a strong selling point for B2B clients looking to improve their security and efficiency.
Related Martech Zone Content
