This case study details how Signify’s Philips Hue division transformed its customer identity platform using Auth0 Customer Identity Cloud. Rapid growth in users, devices, and multi-user households made Philips Hue’s homegrown IAM system difficult to scale and maintain. Auth0 enabled single sign-on, multi-factor authentication, and seamless integration with third-party ecosystems like Google Home and Amazon Alexa. Millions of user accounts were migrated using a “lazy migration” strategy with no password resets or disruption. Philips Hue reduced IAM development and maintenance effort by 80%, integrated new IAM features four to five times faster, and reduced password breaches to less than 0.01% of logins. The solution improved user experience, security, and data insights, allowing teams to fo

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