In Common Market Segmentation Findings and Recommendations Page

In. Common Market Segmentation Findings and Recommendations Page 1

How we got here – our approach to segmentation Page 2

EXECUTIVE SUMMARY OF KEY FINDINGS n Two personality segments that represent 32% of In. Common’s audience can effectively and more efficiently drive In. Common perceptions and value in the market; n IAM as a Service is in high demand across all segments; n Commercial and Non-Profits value the Federation over all else but also value cost savings and operational efficiencies from In. Common; n Microsoft and Google are making inroads against In. Common on brand perceptions and leadership; n Ignorance about IAM and Federations is a key issue in the market. Page 3

EXECUTIVE SUMMARY OF KEY RECOMMENDATIONS n Focus on the two personality segments (Activists and Scholars) with special programs and opportunities that will feed their passions and hunger for IAM knowledge and professional recognition; n Aggressively develop IAM as a Service with input from all a broad cross section of stakeholders to ensure it meets their needs; n Refine and further develop service offerings and communications to drive further cost savings and operational efficiencies from participation in In. Common; n Develop and secure an IAM leadership position against Google and Microsoft through the creation of third-party content and by activating Scholars and Activists in the community; n Develop snackable content for busy and low engagement technologists specifically about IAM and Federations. Page 4

We uncovered five distinct Personality segments with unique needs, attitudes, and behaviors around IAM Page 5

Introducing the five distinct personality segments Name Activists Scholars Functionalists Pacifists Minimalists Picture Descriptive Quote “I love using, learning about, and sharing my knowledge of IAM with others"” Incidence 15% Page 6 “It is most “I am dedicated to “IAM is something I “I use IAM only in important that I can leaning about and am responsible for so far as I have to. competently use helping people I but it is not the I just to try to get and maintain IAM know with their primary focus of by with as little as I solutions on my IAM problems”” my job” need to” job” 18% 19% 27% 21%

HIGHER EDUCATION IAM STAKEHOLDERS – 296 RESPONDENTS PERSONALITY SEGMENTS Page 7

Distribution of Personality Segments Across Higher Ed Levels Activists and Scholars are most prevalent in L 1 organizations which should be no surprise since they work in large IT organizations which allows for more specialization. Surprisingly, L 4 has the next largest concentration of of these top priority segments. L 1 Breakdown of Personality Segments L 2 Breakdown of Personality Segments Activists 8% Functionalist 24% Activists 27% Minimalists 12% Pacifists 12% Scholars 25% L 3 Breakdown of Personality Segments Functionalist 14% Minimalists 31% Activists 8% Scholars 4% Functionalist 22% Minimalists 30% Scholars 12% Pacifists 28% L 4 Breakdown of Personality Segments Functionalist 13% Minimalists 21% Activists 7% Scholars 21% Pacifists 43% Pacifists 38% Page 8

PROFILES Page 9

Activists 15% incidence “I love using, learning about, and sharing my knowledge of IAM with others online and in person” • Actively studies IAM outside of work • Views themselves as an average adopter of new technology and staying up to date - modest • Vocal participant in all channels about IAM • Indexes highest on Training others and Learning about IAM • Has responsibility in the IAM purchase process • In an IAM management role & position Page 10 Write Blogs About IAM 1000% Train Others in In. C Working Group 1000% Present Webinars on IAM 1000% Present IAM at Conferences 1000% Train Others in IAM Working Group 1000% 12% 18% 70% Learn IAM in Online Social Media 200% Learn IAM from User Created Videos 200% Help others with IAM online 300% Level of Institution Train others by creating tutorials on IAM 1000% Learn IAM in Employer Forums 200% Learn IAM from User Created Content 200% 100% 98% Help others with IAM in person 300% Lead Training on IAM 1000% In. Common Share In. Common Federation Share Train others on IAM in Forums 1000% Watch Online Video on IAM 100% Participate in Online Forums on IAM 200% STUDY IAM OUTSIDE OF WORK 100% Purchase Influence 9% Has Some 39% Input Solely Responsible Shares 26% Responsibility 26% L 4 L 2 -L 3 L 1 Take Courses on IAM 200% Solely Responsible & Shares

Scholars Learn IAM Online Social Media 200% Train others via IAM Working Group 1000% Learn IAM Company Training 200% 18% incidence “I am a valued IAM manager and expert in my organization and love to train people in small groups or one on one. ” Train others via In. Common Working Group 1000% Take IAM Courses 200% Watch web videos about IAM 100% • Somewhat cautious in adopting new technologies. • Actively studies IAM and moderate involvement in the IAM community • Helps peers that they know directly • Feels moderately involved in the software purchase process at their company In. Common Share Level of Institution 98% In. Common Federation Share 89% Page 11 Learn IAM User Created Training 200% 30% 15% 55% Learn IAM User Created Videos 200% Help other with IAM in person 100% Help others with IAM online 100% Engage online about IAM 100% Read online IAM 50% Purchase Influence Solely Responsible 4% Has Some 33% Input 9% Solely Responsible & Shares 54% L 4 L 2 -L 3 L 1 Shares Responsibility

Functionalists Learn IAM Company training 200% Help others with IAM online 200% 19% Watch web videos about IAM 100% Take IAM courses 100% incidence “It is most important that I can competently use and maintain IAM solutions on my job” • Somewhat engaged with IAM information but mostly learns on the job • Capable of using IAM solutions, moderate to low involvement in the IAM community • Operationally focused • Feels moderately involved in the software purchase process Page 12 Help others with IAM in person 200% In. Common Share 98% 89% IAM Legal Knowledge -20% IAM Certificate Knowledge 25% Purchase Influence Level of Institution 17% In. Common Federation Share Read online IAM 50% 33% Don’t use the latest technologies 25% Speak with peers about IAM 33. 33% Has No Input 50% Solely Responsible 13% & Shares 2% 4% Has Some Input 43% 39% L 4 L 2 -L 3 L 1 Shares Responsibility

Pacifists Train others via In person help Help others with IAM in person help Index -100% Learn IAM in Online Videos Learn IAM in Pubs Index - 50% Index - 66. 7% 27% incidence Index -66. 7% Read Blogs about IAM Index -100% Index - 50% Index -66. 7% Help others with IAM online Learn IAM in Online User Documentation Index -100% Index -66. 7% • Lowest level of IAM engagement of all NAB segments • Works at L 2 -L 4 predominantly • 50% have an Executive IT or Executive Security position In. Common Share 93% • Views In. Common very favorably • Has the lowest on average support spend of all segments • Highest responsibility for purchase decisions of all behavioral segments Page 13 In. Common Federation Share 61% Index - 50% Learn IAM in Forums Take classes about IAM Learn IAM in Online Publications “IAM is something I am responsible for but it is not the primary focus of my job” Read IAM online Pubs Level of Institution 38% 47% 16% IAM Legal Knowledge - 20% Speak with Peers about IAM - 50% IAM Audit Knowledge - 25% Purchase Influence Has No Input Has Some Input Solely 3% 14% Responsible 30% L 4 L 2 -L 3 L 1 23% Shares Responsibility Solely Responsible & Shares

Minimalists Take classes about IAM -100% Learn IAM Company Training 200% 21% incidence “I use IAM only in so far as I have to. I just to try to get by with as little as I need to” Read IAM Pubs -50% Take IAM courses 100% Read blogs about IAM -50% • Learns IAM through on site organization training when offered • Does not go out of the way to learn about IAM • Does not help others and support them as often as peers • Knowledge about IAM is less than peers • Has some influence on purchase decision Page 14 In. Common Share Level of Institution 98% 27% In. Common Federation Share 80% 51% 22% Help others with IAM online -100% Speak with peers about IAM -33% 25% IAM Legal Knowledge -20% Read About IAM -25% -33% IAM Purchase - 17% -16. 67% Purchase Influence Has No input Has Some Input Solely Responsible ]VAL Solely 10% UE[ Responsible & 16% Shares 48% 25% L 4 L 2 -L 3 -33. 33% L 1 Shares Responsibility

DEMOGRAPHICS Page 15

Higher Education Needs, Attitudes, & Behaviors Activists Segment Overview Demographics Hyper active IAM enthusiast 2534 Age 35 -44 9% 33% Passionate about IAM Extrovert – loves affirmation IAM Teaching and Learning Behavior Once a Day Read industry & IAM publications 13% 32% 45 -54 Participation Level 6555 -64 74 40% 53% Number of People within company who support IAM Solutions 16%2% Gender Male 85% Female 7% 2% Other Once Every Few Once a Week Once a Month Days 2% I love using, learning about, and sharing my knowledge of IAM with others online and in person 1 -3 People 31% 4 -6 People 24% 7 -10 People 18% Over 10 People 27% Answer questions in-person to peers or coworkers 91% 15% 25% 18% 43% Publish documentation/tutorials 74% Learn online 11% 21% 16% 51% Answer questions online 74% Host/lead training sessions 67% Work in an IAM/In. Common/TIER working group or committee* 63% Publish blog posts or videos* 35% 39% 25% 19% 16% Learn in person 0% 33% 0% 67% Read or Study IAM Outside of Work Never Extremely Likely 9% 7% 1 -5 hours/week Page 16 59% Likelihood to Recommend In. Common Very Likely 26% L 2 $0 -50 M 12% 9% 9% $151 M-200 M 18 % ]VA LU E[ 9% $201 M-250 M 13% $251 M-300 M 16 % 7% $51 M-100 M 70% L 1 Top Job Titles Security Execs 35% IT Management 26% IT Staff 24% IT Execs 15% 31% $101 M-150 M Level of Input into IAM Purchase Decisions Solely responsible 9% Solely responsible & shares ]VAL UE[ Shares responsibility 26% IAM Roles *Percentages are aggregated then averaged More than 6 hours/week L 4 L 3 $301 M+ IAM Training Behavior Speak and help online Speak and help peers Support Spend ($) Level Less than 1 hour/week Likely Neutral 4% Extremely Unlikely 4% ]VALU E[ 43% 35% Technical Implementation 52% Manage use of IAM system 46% Supervise IT staff 41% General Management 39% Senior Execs 37% Has some input 39%

“I am a valued IAM manager and expert in my organization and love to train people in small groups or one on one. ” Higher Education Needs, Attitudes, & Behaviors Scholars Segment Overview Demographics 2534 Student of IAM Age 35 -44 2%35% 45 -54 Participation Level 39% Gender IAM Teaching and Learning Behavior Once a Day Read industry & IAM publications 5% 14% 20% 30% 7 -10 People 13% Over 10 People 26% Publish documentation/tutorials 19% Host/lead training sessions 17% Publish blog posts or videos 2% Learn online 9% 11% 20% 60% Speak and help peers 21% 33% 29% 17% 50% 4% 1 -5 hours/week Page 17 44% Never Very Likely 13% Likely Neutral 39% Less than 1 hour/week Very Unlikely Extremely Unlikely 2% 7% 4% ]VALU E[ $51 M-100 M 21 % L 2 $101 M-150 M $151 M-200 M IT Management 13% Security Execs 43% IT Execs 30% IT Staff 4% IAM Roles Likelihood to Recommend In. Common Extremely Likely ]V AL UE [ 11% 74% *Percentages are aggregated then averaged More than 6 hours/week L 1 55% $0 -50 M $201 M+ IAM Training Behavior Answer questions online 57% Read or Study IAM Outside of Work L 3 30% 4% 31% 57% 26% 50% Female 4 -6 People Work in an IAM/In. Common/TIER working group or committee* 11% 0% 80% 26% Answer questions in-person to peers or co-workers 6% 0% Male 1 -3 People 75% Speak and help online Learn in person L 4 Top Job Titles Once Every Few Once a Week Once a Month Days 5% Support Spend ($) Level 18% 6% Helps people they know Possibly introverted but seeks respect Number of People within company who support IAM Solutions 6555 -64 74 33% ]VALU E[ Manage use of IAM system 54% Supervise IT staff 50% Technical Implementation 48% General Management 46% Senior Execs 37% 11 % 9% 8% Level of Input into IAM Purchase Decisions Solely responsible 4% Solely responsible & shares 9% Shares responsibility 54% Has some input 33%

Higher Education Needs, Attitudes, & Behaviors Functionalists Segment Overview Demographics 2534 Moderate to low intake of IAM information 13% 39% In-person support IAM Teaching and Learning Behavior Once Every Few Once a Week Once a Month Days Read industry & IAM publications 0% 15% 33% 52% Speak and help online 12% 15% 32% 41% Participation Level Age 35 -44 Moderately Active in publishing Once a Day “It is most important that I can competently use and maintain IAM solutions on my job” 45 -54 28% 55 -64 6574 Number of People within company who support IAM Solutions Gender 48% 4 -6 People 27% 7 -10 People 14% 96% Female 6% Over 10 People 11% IAM Training Behavior Answer questions in-person to peers or coworkers 82% Publish documentation/tutorials 36% Work in an IAM/In. Common/TIER working group or committee 23% 5% 18% 24% 53% Answer questions online 21% Speak and help peers 29% 26% 19% Publish blog posts or videos 11% Learn in person 0% 0% 50% Host/lead training sessions 11% 1 -5 hours/week Never Extremely Likely 29% Neutral 59% Page 18 Likelihood to Recommend In. Common Very Likely 2%11% Unlikely Less than 1 hour/week 17% $0 -50 M 48 % $51 M-100 M 23 % $101 M-150 M 11 % 13% 20% 50% L 1 Top Job Titles Security Execs 34% IT Staff 27% IT Management 27% IT Execs 13% 5% 2% Very Unlikely 4% Extremely Unlikely 4% ]VAL UE[ 34% 39% $151 M-200 M $201 M-250 M $251 M-300 M Technical Implementation 59% Manage use of IAM system 59% General Management 38% Supervise IT staff 36% Senior Execs 30% 7% 7% 4% Level of Input into IAM Purchase Decisions Solely responsible & shares Shares responsibility IAM Roles *Percentages are aggregated then averaged 6 -10 hours/week L 3 L 2 Male Learn online Read or Study IAM Outside of Work Support Spend ($) L 4 19% 2% 1 -3 People Level 4% 13% 39% Has some input 43% Has no input ]VALU E[

Higher Education Needs, Attitudes, & Behaviors Pacifists Segment Overview Demographics Very low IAM info engagement 1834 Age 35 -44 3% 28% Participation Level 45 -54 6555 -64 74 37% 21% Number of People within company who support IAM Solutions Gender High IAM responsibility IAM Teaching and Learning Behavior Once Every Few Once a Week Once a Month 16% 64% 4 -6 People 27% 29% L 3 Male 86% 7 -10 People 6% Female 14% Over 10 People 3% L 2 $0 -50 M Top Job Titles 48% 0% IT Staff 24% Answer questions in-person to peers or coworkers 0% IT Management 18% Answer questions online 0% Security Execs 8% Host/lead training sessions 0% Publish articles, blog posts, or videos 0% Admin Execs 3% 6% 87% Speak and help online 0% 0% 14% 86% Work in an IAM/In. Common/TIER working group or committee Learn online 0% 3% 11% 86% Speak and help peers 4% 11% 33% 52% Learn in person 0% 50% $51 M-100 M 81 % 11 % 8% Level of Input into IAM Purchase Decisions Solely responsible 14% Solely responsible & shares 30% Shares responsibility 23% Has some input 30% IAM Roles *Percentages are aggregated then averaged Read or Study IAM Outside of Work Likelihood to Recommend In. Common Very Likely 4% Likely Never Senior Execs 15% Extremely Likely 1 -5 hours/week Page 19 18% 38% IT Execs 6% Less than 1 hour/week L 4 $101 M+ IAM Training Behavior 0% 51% L 1 1 -3 People Read industry & IAM publications 46% Support Spend ($) Level 11% No support activity Once a Day “IAM is something I am responsible for but it is not the primary focus of my job” 10% Neutral Unlikely 3% Extremely Unlikely 3% ]VALU E[ 44% 52% Technical Implementation 32% Manage use of IAM system 29% Supervise IT staff 25% General Management 18% Has no input ]VALU E[

Higher Education Needs, Attitudes, & Behaviors Minimalists Segment Overview Demographics Low IAM Info Consumption 2534 Age 35 -44 45 -54 7% 23% Low community engagement 36% Participation Level Number of People within company who support IAM Solutions 6555 -64 74 30% 4% IAM Teaching and Learning Behavior Once Every Few Once a Week Once a Month Days Read industry & IAM publications 0% 5% 19% 77% Speak and help online 0% 0% 17% 83% Learn online 5% 5% 27% 62% Speak and help peers 8% 8% 22% 64% Learn in person 0% 0% 0% 100% 1 -5 hours/week Male 96% 7 -10 People 8% Female 4% Over 10 People 3% IAM Training Behavior Answer questions in-person to peers or coworkers 90% Publish documentation/tutorials 17% Work in an IAM/In. Common/TIER working group or committee 12% Top Job Titles IT Staff 30% Security Execs 28% IT Management 21% 18% 3% 10% Publish blog posts or videos 8% Admin Execs Host/lead training sessions 3% Likelihood to Recommend In. Common 20% Likely 10% Neutral Very Unlikely Extremely Unlikely Page 20 65 % $51 M-100 M 27 % L 2 Answer questions online Very Likely Never $0 -50 M 27% 24% IT Execs Extremely Likely 3% 52% 22% IAM Roles Read or Study IAM Outside of Work 45% 27% L 3 *Percentages are aggregated then averaged Less than 1 hour/week L 1 L 4 34% 4 -6 People Gender Support Spend ($) Level 54% 1 -3 People Has some input to purchases of IAM Once a Day “I use IAM only in so far as I have to. I just to try to get by with as little as I need to” 3% ]VAL UE[ 35% Technical Implementation 41% Senior Execs 36% $101 M+ Level of Input into IAM Purchase Decisions Solely responsible 33% Supervise IT staff 30% General Management 25% 7% 10% Solely responsible & shares 16% Shares responsibility 25% Has some input Manage use of IAM system 8% Has no input 48% ]VALU E[

SATISFACTION, NEEDS Page 21

Higher Education – Activist's Satisfaction VSAT+ runs highest with the Federation and Certificates. At SAT+ Tech Support is not far behind. Opportunities for improvement exist in Attribute Tagging and Implementation Support. In. C Service Satisfaction - Activists 120% 100% Extremely Satisfied Very Satisfied 80% Very Satisfied 60% Very Satisfied Satisfied 40% 20% 0% Page 22 Satisfied Very Satisfied Neutral Dissatisfied Neutral Federation Certificates Dissatisfied Bundles Attribute Tagging Neutral Dissatisfied Tech Support Tech Training Dissatisfied Neutral Dissatisfied IAM Implement Support Eduperson Shibb Workshops

Higher Education – Activist’s Needs By far the Federation and Certificates were top priorities for Activists followed by IAM Practices and Requirements, TIER, and Attribute Tagging. Of note is how low Tech Support, Training, and Support is with this group. This may be an indicator of their level of knowledge. In. C Priorities - Activists 120% 100% Very Important 80% Important Very Important Very Important 60% Important Somewhat Important 40% Important Somewhat Important Somewhat Important Somewhat Important Neutral tin g ng oo sh le ub ro ea lt el R At tri b ut e an d es ic ac t gi ui R eq U IA M Pr M IA ts re m C se on om m In C en es as TI ER ho ks or W th bo le ib M IA Page 23 Neutral Sh en t em pl Im ps rt pp o Su at io ca ch ni Te tri At n l. T Su al ni c ra pp o in in g rt in g ch Te bu te Bu nd l C es er tif ic Ta gg at e s n tio ra de Fe Neutral Unimportant ta g Neutral Unimportant 0% Neutral Neutral ca Neutral se Somewhat Important. Neutral Somewhat Important Te ch ni 20%

Higher Education – Scholar's Satisfaction VSAT+ runs highest with the Federation and Certificates. At SAT+ and VSAT, Eduperson and Shibb Workshops are in good shape. Implementation support indicates an opportunity in conjunction to a lesser extent Tech support and training. In. C Service Satisfaction - Scholars 120% 100% Extremely Satisfied Extremely Satisfied Very Satisfied 80% Very Satisfied Very Satisfied 60% Satisfied Very Satisfied 40% Satisfied 20% Satisfied Neutral Dissatisfied Federation Certificates Bundles Attribute Tagging Page 24 Satisfied Neutral Dissatisfied Tech Support Tech Training Neutral IAM Implementation Support Dissatisfied Neutral Dissatisfied Eduperson Shibb Workshops

Higher Education – Scholar’s Needs By far the Federation and Certificates were top priorities for Scholars. However after that, things fall off significantly. Of note is how low Tech Support and IAM Implementation Support is with this group with training and support in general not far behind. This may be an indicator of their level of knowledge. In. C Priorities - Scholars 100% Very Important Very Important 90% Very Important Very Important 80% Important Very Important 70% Somewhat Important Very Important Somewhat Important 60% Somewhat Important 50% Somewhat Important Somewhat Important 40% Neutral Important Neutral 20% Neutral g in g oo t bl ro u el ca lt R Te ch ni e bu t tri At ic ct Pr a in ta ea se eq ui R es an d IA IA M gg en m re C se M U m om C In Somewhat Unimportant ts as es ER TI on or ks ib bo Sh en m pl e Im M le ta th W tio n ca ni ch Te ho po Su p ra l. T l. S ca ni ps rt g in up po in g ch Te IA At tr ib ut e Bu nd le C s er tif Ta ic gg at in es n ra tio de Fe rt Neutral Somewhat Unimportant Somewhat Unimportant Unimportant Somewhat Important 0% Neutral 10%Somewhat Important Page 25 Neutral es h Important 30%

Higher Education – Functionalist's Satisfaction VSAT+ runs highest with the Federation and Certificates. IAM implementation support and Shibboleth workshops areas for improvement with this segment. In. C Service Satisfaction - Functionalists 100% 90% Extremely Satisfied Very Satisfied Extremely Satisfied 80% Very Satisfied Very Satisfied 70% Satisfied 60% 50% Satisfied Very Satisfied Satisfied 40% Neutral 30% Neutral Satisfied 20% Neutral Satisfied 0% Neutral Dissatisfied Very Dissatisfied Federation Page 26 Neutral 10% Certificates Neutral Dissatisfied Bundles Attribute Tagging Tech Support Neutral Dissatisfied Very Dissatisfied. Extremely Dissatisfied Tech Training IAM Implement Support Eduperson Dissatisfied Extremely Dissatisfied Shibb Workshops

Higher Education – Functionalist’s Needs By far the Federation and Certificates were top priorities for Functionalists followed at a distance by IAM Practices and Requirements and Attribute Tagging. Of note is how low Implementation Support is as a need but its attribute as a source of pain on the previous slide. In. C Priorities - Functionalists 100% Very Important 90% Important 80% Very Important 70% Important Important Important 60% Somewhat Important 50% Somewhat Important Important 40% Somewhat Important 30% Somewhat Important 20% Neutral Neutral Neutral le sh ta ni ch Te At tri bu t e ca lt R el ro ub ea se eq R an d es tic Pr ac oo tin g g in gg en m ui re C se U M IA Page 27 ts as es ER TI on m om C In le ib bo Sh m pl e IA M Im sh or k th W tio n ta en ch Te op s rt po ra i l. T ca ni ni ch Te Su p ni up po l. S ca es nd l Bu e At tri bu t ng rt g in gg Ta ic tif er C Fe de ra at tio es n 10% Neutral Somewhat Important Somewhat Unimportant. Neutral. Somewhat Unimportant Somewhat Unimportant Unimportant Somewhat Unimportant 0%

Higher Education – Pacifist’s Satisfaction Pacifists index highest on satisfaction with In. Common by far, followed by Internet 2 and then by NET+. This group skews more to L 3 and L 4. In. Common value exceeds its satisfaction. Page 28

Higher Education – Minimalist’s Satisfaction Minimalists index higher on satisfaction with Internet 2, followed closely by In. Common and then by NET+. In. Common Value tracks satisfaction with this segment. Page 29