It's 2019 and we still don't know who the users are. That's a conclusion that both IT executives and growing security companies are eager to see solved. And according to a report from Research and Markets, that eagerness should drive the advanced authentication market to a 12% compound annual growth rate (CAGR) from 2019 to 2024.
The real issue in authentication is increasing the confidence in the user's identity while decreasing the time and effort required for legitimate users to go through the authentication process. It's a complex problem that has seen proposed solutions as diverse as Google's Android-based two-factor authentication, Auth0's Sign In with Apple program, and Arkose Labs' challenge and response mechanism. Companies are investing in developing winning authentication strategies for a simple reason: Billions of dollars are at stake.