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As the "things" in our world grow ever more connected, opportunities abound to make the physical world more intelligent. However, optimizing these connections to maximize business value without compromising security or increasing overhead can be a major challenge. Brivo Labs, named a Cool Vendor in Identity and Access Management by Gartner, uses its SAM API to bring contextual cloud-based security to physical things, which solves real business pains while delivering excellent end-user experiences. In order to propel these IoT connections to the next level, companies like Brivo Labs recognize that a key to innovation in the space is creating a superior developer experience so that developers can build previously unimaginable applications.