There’s a new hot market in the identity and access management (IAM) space, and it is generating a great deal of interest from a variety of players.

The solution is built on open standards and that means it’s designed for versatile integration with other cloud-based and on-premises directories. That has important security applications: As Google explained in a blog post announcing the solution, the company is “continuing to work with our strong ecosystem of identity partners so that customers can choose the best solutions to meet their requirements across hybrid-deployments.”