Okta Inc. today announced continued growth and advancements in both Okta’s and Auth0’s Customer Identity and Access Management offerings at the company’s annual Showcase event.

The event, the first joint event since Okta acquired Auth0 earlier this year, showcased a shared vision to grow the CIAM market and launch of a number of new capabilities. The new capabilities from Okta’s Customer Identity products include Device Authorization Grant, Branding and Custom Administration.

Device Authentication Grant is pitched as simplifying and securing the registration and access for users across input-constrained, shared and “internet of things” devices such as Smart TV apps, smart speakers, kiosks and terminals. The service is designed to improve the user experience, reduce abandoned registrations and increase security for users regardless of the interface.

The Branding feature offers the ability to communicate with confidence and go live faster with consistent branding across login, error pages and email templates. As opposed to existing solutions, the new service allows customers can deploy their brand templates without adding custom code, providing ease of implementation in a shorter period of time.

Custom Administrator Roles is designed to reduce time spent on the governance of who has access to what and more time focusing on the challenges that will drive businesses forward. Users can allow super Admins to follow the principle of least privilege by creating granular roles for administrators to manage their users, groups and applications. In addition, Custom Administrator Roles easily apply a flexible approach that can fit into a unique organizational structure, ensuring admin have the right level of access they require.

The announcement of new functionality is part of Okta’s continued investment in Auth0 to cater to growing demand in the $30 billion market opportunity for CIAM. Okta also announced its plan to operate as one combined company, with two CIAM product units across both Okta and Auth0, providing customers with more choice in deploying CIAM.

“Identity sits at the core of all digital experiences and provides the security, agility, and usability needed to quickly adapt to any current or future challenge,” Todd McKinnon, co-founder and chief executive officer of Okta, said in a statement. “Together, Okta and Auth0 deliver the most comprehensive approach to customer identity.”

Finally, Auth0 is now available for Microsoft Corp.’s Azure. Benefits of the service include technology stack alignment, data residency and streamlined experience with private clouds.

Image: Okta