Portland, OR (PRWEB) March 5, 2010
JanRain, Inc., (http://www.janrain.com) provider of the leading user management platform for the social Web, today released findings from the OpenID User Experience (UX) Summit in Chicago. The summit, which was hosted by Sears on February 25th at their World Headquarters, brought together key identity providers including AOL, Facebook, Google, Microsoft, PayPal, and Yahoo! with organizations such as Sears, MTV Networks, Tribune Company, Universal Music Group, Eastman Kodak, NPR, PBS, FOX News, AARP, and WhitePages. The participants discussed best practices and future considerations for leveraging user managed identity and social networking to enhance user engagement and advocacy.
The OpenID Foundation (http://www.openid.net), organizer of the summit, has played an integral role in moving the industry forward. JanRain’s CEO and current OpenID Foundation board chair, Brian Kissel, has been championing more “voice of the customer” opportunities, such as this event, as well as bringing additional business representation onto the board of the Foundation. For example, one key segment of the summit was led by Rob Harles of Sears, Daniel Jacobson of NPR, and Daniel Coffman of PBS who collectively are leading the Adoption Committee of the OpenID Foundation.
“Many JanRain customers, several who were in attendance at the summit, have realized meaningful benefits after implementing RPX, a SaaS solution based on OpenID technology,” said Kissel. “Universal Music Group is a great example. The Blink182.com website saw that 60% of users opted for third party registration over the legacy username and password option.”
Lee Hammond of Universal Music Group confirmed that, “through a finely tuned implementation that evolved through iterative testing, the Lady Gaga website was able to achieve an astounding 89% third party login preference over the traditional username and password option.”
The summit provided attendees with a number of key takeaways, including:
- Accelerated adoption by businesses – The past year has seen a huge upswing in the industry as more companies adopt OpenID enabled solutions, with more than nine million websites currently allowing users to sign in utilizing the technology and 1.5 billion enabled end-user accounts. Key players advised that businesses should do more than just randomly implement the technology; they need to thoughtfully deploy it in an integrated way that meets their end goals and is beneficial for both the site and the user.
- Increased insight into user profiles and preferences – While OpenID and other user managed identities were first used solely to authenticate a user, the technology has advanced to enable organizations to import existing profiles, rapidly build a customized user experience, and better serve and engage their customers.
- Benefits to the end user – Companies in attendance agreed that OpenID and related user managed identity platforms provide a number of benefits to end users, including easy log-in, avoiding lengthy registration forms, and the ability to engage quickly. However, there was also agreement around the need to continue to streamline the user experience and clearly communicate the value proposition so consumers understand the benefits of third party log-in.
- Customers as advocates – In addition to facilitating registration, login, and building rich, accurate user profiles, user managed identity platforms and related technologies enable organizations to empower their customers as advocates on the social web. With increasing utilization of the online channel, social filtering and social commerce are becoming more critical tools in sorting through the vast amounts of available information. Market leading companies, like those at this summit, are becoming proactive about harnessing these new tools.
More information about the Summit and JanRain’s participation can be found at http://blog.janrain.com/2010/02/sears-openid-ux-summit-retrospective.html.
JanRain helps organizations succeed on the social web with its user management platform. A key component of the platform is RPX, an enterprise-class, software as a service (SaaS) solution to enable a website to expedite the registration and login processes with a user’s third party account, import user profile information and address books, and make it easy for a user to publish website activity back to multiple social networks. Companies enjoy higher registration rates, increased brand awareness and qualified referral traffic. The end-user benefits from a faster log in and a more customized online experience. RPX is the only solution to support 16 identity providers and social networks including, Facebook, Google, Twitter, and Yahoo! JanRain customers include industry leaders such as Universal Music Group, Kodak, Fox News, National Geographic Channel, and PayPal. Founded in 2005, JanRain is based in Portland, Oregon. For more information, please call 1-888-563-3082, or visit http://www.janrain.com and http://www.rpxnow.com.
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