One of the biggest problems in the mobile application industry is optimizing the user on-boarding process. For most applications, you can't really monetize your app until a user has signed up. But implementing and managing all of the complex machinery needed to create a user identity and access systems is time consuming and not your core competency. App developers can save time, money, and effort by using AWS Cognito for on-boarding users and managing their identity, authorization, authentication, and resource access policies. Amazon Cognito: https://aws.amazon.com/cognito/