In B2B environments serving craftsmen and workshops, having an email was (and IS!) not the standard for all employees who may be eligeble to shop for parts and products to do their daily work in construction or maintenance.
Some well-matured B2B shops still today work with "shared accounts", often relying on a personal email-address of the owner or manager, mostly from a commercial or even free email provider.
Moving such - often very large - user populations not only into a new CIAM solution but also into the 21st century becomes a pain, as most management processes rely on self-service procedures, which rely on dedicated personal emails to succeed (i.e. Password reset and the likes). The talk digs deep into the digitalisation barriers found in some verticals, deeply nested in the pre-internet age and favoring Fax and paper processes.
