OpenID Foundation Market Research Report from IIWb 2008

OpenID Foundation Customer Research Committee November 11, 2008

18 Organizations
8 OpenID Providers (OPs), 8 Relying Parties (RPs)

Ranking Areas of Interest

Positive Feedback
OpenID is viewed positively: open, lightweight, extensible, etc.
OpenID addresses an important market need, OpenID (or something like it) will have broad adoption sooner rather than later
Strong market adoption from net savvy technologists, people with early adopter values, user-generated content websites and small Web 2.0 companies
Market drivers
Move to open web, interoperable framework
Growing on-line activity levels (research, e-commerce, social networks, etc.)
Increasingly web savvy consumers
Move to user-centricity, growth of user-generated content

Positive Feedback (cont.)
Technology enablers
Acceptance of open source software, software as a service (SaaS)
Matured web technologies
Business benefits cited
Allow consumer users to move from website to website easily and seamlessly, manage their web identity in one place, get personalized info in a “trusted” way
Provide SSO federation across multiple web properties within a ‘family’ of sites (“internal”)
Provide federated SSO with partner sites (“external”)
Holy Grail: Consumers will be able to move seamlessly across all sites on the web in an authenticated session
Streamline registration, reduce drop-off rate of potential visitors at registration, increase conversion rates of site visitors to registered users
Reduce customer care costs associated with password maintenance
Provide a higher-quality brand experience; get consumers more easily engaged and interacting; retain them better, longer
Learn more about consumer users via “user-centric identity tools” (SREG, AX, OAuth, MySpace Data Availability, Portable Contacts, etc.)
Enable revenue-sharing arrangements between OPs and RPs

Areas for Improvement
User Experience
“ Over complicated” user experience
UI design, sign-on flow, attributes, URL as identifier, inconsistent user experience across OPs and RPs, reconciliation of multiple user accounts, sign-off, etc.
Lack of consumer understanding of OpenID
Data
Many large OPs not sending SREG data today, email is most requested field
Lack of a flexible international data scheme with ability to adapt it to local customs, business models, etc.
Business/Legal
Not all business managers fully understand the business benefits of OpenID
Legal and regulatory frameworks not fully developed
Security/Trust/Privacy issues require further development
Possible need for some kind of OP certification program
Adoption
Few large companies have implemented it broadly yet
OpenID supporters and Foundation Board members appear to be more focused on the technology than the business applications and needs

Initiatives Underway
UX
Yahoo, Google, AOL, Microsoft, MySpace, Facebook, JanRain, Vidoop, Plaxo and others met at Yahoo for a user experience (UX) summit to discuss ways to improve the OpenID user experience between OPs and RPs.
Yahoo streamlined their OP login process, Google LSO initiative, JanRain RPX
Data
Google is providing verified email via AX, Yahoo and AOL evaluating SREG deployment, MySpace to provide profile and friends data, Plaxo supporting Portable Contacts
Legal Framework
Yahoo and Google are developing templates for legal and business agreements governing OP/RP interchanges
NRI leading on Trusted Data Exchange (TX) extension
Security
The PAPE authentication security standards have been officially submitted for public review and final ratification
OIDF Security Committee has been formed, chaired by Tony Nadalin of IBM

OpenID Foundation Market Research Report from IIWb 2008

by Brian Kissel on Nov 12, 2008

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