UnboundID (News - Alert) wants to spread the word that it’s in the business of “teaching an old dog new tricks,” UnboundID’s Vice President of Marketing Andy Land (News - Alert) told TMCnet at Cloud Expo East 2011 last week.

For the past three-and-a-half years, UnboundID has become an emerging leader in the field of next-generation identity management. Its Directory Services solutions help organizations deliver more revenue-generating applications while significantly lowering their costs for delivery, according to company officials.

UnboundID works to help companies create a unified customer profile so that no matter what part of the company is dealing with the customer, all the information on the prospect is available.

“Our software works best in large scale environments,” Land explained, noting that

UnboundID targets the telcos, the cloud providers and enterprises and promises that rather than having to “rip and replace” their current models, UnboundID will work with the company to have them synch their old models with UnboundID’s model.

Recently, UnboundID was named a 2011 "Cool Vendor in Identity and Access Management" by Gartner (News - Alert), which honors companies that offer technologies or solutions that are innovative, enable users to do things they couldn't do before; impactful, have, or will have, business impact; and intriguing, have caught Gartner's interest or curiosity in approximately the past six months, according to Gartner.

"We're excited to be selected for this Gartner list," said Steve Shoaff, co-founder and CEO of UnboundID in a statement. "It's great to be recognized for our innovation and technology, and have Gartner evaluate the solutions we've designed for companies dealing with today's transaction-heavy cloud, web and mobile computing environments."

As UnboundID continues to make its dent in the market, it is eager to see where current cloud trends take it, particularly as SaaS (News - Alert) becomes more widely adopted and as cloud moves from a fad to a trend.

Regardless of where the industry is headed, however, UnboundID is focued on its mission of equipping cloud vendors with the tools to manage idneity.

“We still believe that you have to manage identity well with anything that you are going to monetize,” Land said.

During Cloud Expo, UnboundID also had the chance to speak with TMC's CEO Rich Tehrani (News - Alert). Click below to watch the interview.