Sign In: A Retrospective

SIGN IN A RETROSPECTIVE PHYSICAL IDENTITY Modern ID Systems Introduced 1700s Credit Cards Adopted to guarantee voting rights, authorize priviliges and secure legal transactions Introduced 1940s Credit cards eliminate filling out credit forms as pre-validated IDs for payment guarantee Computer Passwords Introduced 1961 *** MIT develops a multi-user system with password privacyt Password Security 1970s to present Security technology focuses on password sophistication COMPUTER SECURITY Online Registration Introduced 1990s Requiring brand new ID with new passwords for every registration compounds frustrations with both. but Password security married to online self-identification 4 in 5 may turn away when asked to register online 4 in 5 of those who do register admit to falsifying info RESULT 98% say they're mistargeted by information and ads Social Login Social Login resolves online experience problems by providing more accurate, portable identities Introduced 2008 Online Identities Utilized for Authentication Permission-based access to .COM profile data and social graph through social login can be used for site personalization. More than 2 in 3 people now say a more personalized experience through social login is highly attractive in m H O b + 2% 7% 4% 7% 4% 8% 3% 10% 6% 7% 8% 14% 6% 4% 11% 14% Customer Preferred Social Login Providers Annual Trends 37% ...-----............... 27% *****.......... 38% 27% Q4 2009 зо% 44% 49% ******..... Q4 2010 31% Q4 2011 AT LEAST 1 IN 2 ARE ALREADY LIKELY TO USE SOCIAL LOGIN Q4 2012 .COM WELCOME WELCOME WELCOME 3 in 5 feel that they would be more likely to return to a WELCOME website if it automatically recognized them through social login WELCOME Implementing a registration system on websites attempts to solve the identity question "who is visiting my site." But by its very own nature, most are either turning people away or collecting false information, denying the benefits of an improved experience. With an increasing number of sites providing a personalized experience, it's critical for marketers to gather necessary profile data in order to meet consumers' changing expectations. Personal Data (inci. name, gender, location) 53 34 71 Interests / Preferences saying ROI impact is high 73 24 72 of marketers Purchase History using data type* 77 21 saying 74 engagement is high Social Graph 88 88 "KNOWING SOMETHING ABOUT YOU HELPS US GIVE YOU MORE OF WHAT YOU WANT. MORE EXCLUSIVES, MORE SHOWS, MORE INFORMATION AND MORE CONTROL." -CHANNEL 4, UK Sources: Janvain Inc. data thouch 122012 janrain lue Reserch, Consumer Peroeptons of Onine Rec The Regstrati 20 "Identitying the English: A Hstory of Porsonal Idenstication 1500 to the Presont Hktory of Password Security hp/rowinga.com/tho-history-of-pnsaword-socurity Toonsultancy Personallzation Data impact June 2012