Situation: Majority is still username and password to login, some on SSO.
A Single Sign On (SSO) solution will significantly improve user experience by avoiding the interruptions caused by password requests.
There is a risk of losing business from Spanish customers since the Atesa booking tool they were previously using has had a workaround that allowed users to login to the application by embedding their credentials in the URL.
This is a major security concern and instead we need to build SSO functionality as per industry standards that will allow suppliers to win more business.