Challenge:
As the digital economy evolves, what are the regulatory, cultural, and data standards for identity management around the globe and how do they affect international growth markets?
A major global technology company has earned a reputation for efficient and programmatic user onboarding experiences in the markets in which it operates; however, nuanced, country-specific identity management and verification requirements are impeding expansion to potentially profitable international growth markets. In order for our client to seize current and future growth opportunities, Liminal was engaged to create a comprehensive methodology to assess the identity management and identity verification market across the 237 countries and territories in which the tech firm operates.
The Action
For each country and territory, Liminal delivered research on individual identity verification and entity verification procedures including the most commonly used verification documents and data elements. The research was coupled with a detailed account of the accessibility of data sources within each country and example waterfalls for how attributes are integrated across widely accepted use cases.
Availability of data verification vs. data coverage of users
Liminal analyzed the data privacy laws and beneficial ownership regulations under each government, identifying how these policies may be addressed if the client were to enter the market. Liminal highlighted rising trends, important initiatives, and specific competitors in each country that are shaping the market.
Based on the analysis, the Liminal team was able to inform the answers to critical strategic questions including:
- What data elements are used in each country across the globe to complete non-in-person verification for both individuals and for entities?
- What are the common methods for selecting and combining identity data attributes in order to improve levels of assurance while minimizing user friction?
- What sociopolitical identity management initiatives are underway in each market and what is their future impact on international expansion initiatives?
Onboarding flows should be constructed to require the minimum number of highly available data attributes in order to meet the desired level of identity assurance. This approach maximizes the number of users able to successfully complete identity verification, while reducing the risk created by the collection of excess personally identifiable information (PII) and minimizing total cost per verification.
In order to provide a holistic and comparative assessment of the identity management and verification markets globally, the Liminal team collaborated with our client team to develop a proprietary market intelligence platform that provided country-specific assessments of market sentiment, in-market solution providers, government bodies, relevant local legislation, common identity data attributes, and UX demands.
The Outcome
Liminal delivered access to a proprietary market intelligence platform and knowledge sharing repository for digital identity requirements across 237 countries and territories. Drawing upon the research and the quantitative measurements assigned, Liminal was able to deliver to our client a country-specific identity development roadmap coupled with an accompanying go-to-market entry approach. As a result of Liminal’s market due diligence, our client was able to assess the verification landscape with global scale, to determine which countries’ markets are most suitable for entry, and evaluate the necessary steps to enter new markets in the upcoming year.
