Jeff Bezos Moves On, But Amazon Prevails as a Revolutionary Catalyst for Change in the Online User Experience


Congratulations to Jeff Bezos and the entire Amazon team on their incredible accomplishment of building the most highly valued company on the planet and revolutionizing the face of retail as we once knew it. I am confident that Jeff will successfully tackle even more interesting challenges and projects during the next phase of his career. 

His announcement last week prompted me to reflect on Amazon’s pioneering work in the areas of ecommerce, cloud computing, supply chain and logistics. Who could have predicted an online bookstore would fundamentally change the world of retail by transforming the role of technology in our daily lives and that identity would play such an integral part?

I believe there is another, even more important reason why Amazon has become so successful.

Since its inception, the company adopted a radical approach to building exceptional digital experiences. Amazon set the standard for making it easy to shop online and create an experience where identity becomes nearly invisible. Thanks to Amazon, our expectation of a standard digital ecommerce experience is to click “buy” and find a Prime box on our doorstep the next day.  

As a consumer, I appreciate that Amazon recognizes me whenever I log in, regardless of where I am or what device I’m using. They’ve removed so much of the friction inherent in the identity experience and purchasing processes that Amazon has become the first - and usually onlyplace I shop online. I rarely have to log into Amazon, and I can’t remember the last time I had to reset my password - a frustration I seem to encounter too often on other sites. The effortless experience at Amazon hasn’t meant I’ve had to compromise my security or privacy. The company has proven you don’t have to choose one or the other. For example, they recognize if I’m shopping from a friend’s mobile phone. To ensure it's me, Amazon completes a few quick security checks, and I’m back to making my purchases. That proactive outreach gives me peace of mind and allows Amazon to safeguard its customers.

So what can we all learn from Amazon? And how does identity play a role in delivering Amazon-like experiences?

At ForgeRock we don’t think anyone should have to settle. Our aim is to enable digital experiences that make access smarter, more secure and more personalized. Whether you’re at work, at home or on the go, getting stuff done online shouldn’t be a hassle. I envision a world where you never login again. That’s not a distant reality. The technology exists today to create online experiences that feel natural and let you get stuff done without passwords or usernames. Instead we’ll be identified by new and safer credentials, such as behavioral biometrics and other passwordless authentication methods.

There are two Jeff Bezos quotes I turn to often for inspiration when I need a reminder about why the ForgeRock Identity Platform matters: 

  • “We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.” 
  • “The best customer service is if the customer doesn't need to call you, doesn't need to talk to you.”

We’re dedicated to helping all organizations replicate Amazon-like experiences. I see it happening already with customers like the BBC, Allianz, Geico and so many others. At ForgeRock, we’re going to keep innovating and pushing the industry forward to ensure that Amazon is just one of many places where your digital identity gives you an easy button to getting things done. 

Fran Rosch , CEO