Executive Summary

Austria’s digital identity market is at a changing point: while state-led solutions like ID Austria are gaining traction, private-sector usage remains low. Ich.app, a mobile-first, password-free digital identity platform, aims to fill this gap by providing secure, user-centric identification for everyday services. The project positions ich.app as Austria’s cross-sector alternative to fragmented national offerings and dominant big tech platforms. 

Goal 

The project aimes to identify strategic opportunities for ich.app to establish itself as Austria’s leading private-sector digital identity solution. This involved evaluating market readiness, regulatory developments, and competitive positioning. The main goal was to provide PSA with actionable insights into how ich.app can become the preferred digital identity service for banks, telcos, e-commerce, and beyond. 

Methodology 

We adopted a research approach combining data analysis, expert interviews, and academic review. The team analyzed adoption rates in over 10 European countries, conducted expert interviews (including with Prof. Paul Timmers), and reviewed legal documents such as eIDAS 2.0 and the Digital Markets Act. In addition, over 80 competitors were analyzed across governance models, technical specifications, and sector orientation to assess market gaps and strategic possibilities. 

Results 

The findings highlight Austria as a ‘blue ocean’, a digitally prepared market with growing demand but without a dominant private provider. ich.app’s core advantages lie in its user-first, mobile-first approach and early compliance with EU regulatory frameworks. Key opportunities include partnerships with banks, insurance providers, telcos, and real estate platforms. The recommended strategy is a hybrid B2B2C approach supported by a ‘Partner Launch Toolkit’ and a positioning that frames ich.app as the “iPhone of digital IDs.” The platform should be intuitive, secure, and integrated into daily services like renting apartments, signing documents, and verifying identities online. Regulatory developments such as eIDAS 2.0 and the Digital Markets Act provide a favorable legal 

environment, reinforcing the window of opportunity to establish ich.app before 2026.  

Cooperation Partner 

• PSA Payment Services Austria GmbH  

• Handelskai 92, Gate 2 1200 Vienna, Austria

• https://www.psa.at 

Contact Person 

• Podzolkova Anna - Anna.Podzolkova@psa.at 

Student Team 

• Harald Körbel 

• Paul Wunner 

• Grill Laura 

• Rafael Danner 

• Adrian-Filip Butuca 

• Lukas Helmer 

Project Manager 

• Diana Lauer 

• Sandra Jeske