Single Sign On Social Login

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© 2011 Karthik Ethirajan, all rights reserved Single Sign-On Social Login Karthik Ethirajan August 2011

Transcript of Single Sign On Social Login

Page 1: Single Sign On Social Login

© 2011 Karthik Ethirajan, all rights reserved

Single Sign-On Social Login Karthik Ethirajan August 2011

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© 2011 Karthik Ethirajan, all rights reserved 2

Agenda

1. Social Login Introduction

2. Role of Aggregators

3. SSO Connect Overview

4. Social Login Use Cases

5. Gigya Overview

6. Gigya Snapshots

7. User Fields Shared by Identity Providers

8. User Consent for Social Login

9. Key Takeaways

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Social Login

Social login allows publishers to accept user credentials from established Identity Providers instead of having the user create a new account with the publisher

SSO

Connect

Identity & Access Management providers (IdM) add value to publishers by offering

social network & charging capabilities in addition to social login

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Role of Aggregators

Aggregators help publishers integrate social functions such as social login, buttons such as Like, commenting & sharing, poll, analytics, and others.

Internet Publisher

e.g.: cnn.com

Identity

Provider

e.g.: Facebook

Identity

Provider

e.g.: Google

SSO Identity

Provider

Aggregator

e.g.: Gigya

Connect API Traffic /

Impressions

2010 MTV.com VMA (Video Music Award) The integrated experience clearly resonated with fans, outperforming the 2009 live stream by 17% in number of streams, and 71% in unique visitors, with viewers spending an average of nearly 25 minutes in the experience

Social Login

increases:

• Registration

• Traffic

• Conversion

Benefits all

stakeholders Native APIs

e.g.: Gigya Plug-In &

Widgets

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SSO Connect

SSO Connect can provide social login and identity using Access ID, Digital Locker, Cloud Contacts, and add charging capability via Checkout.

Functions Identity Social Charging

Login/Registration

Authentication

Authorization

User Profile

Social Graph

Sharing

Brand Advocacy

Payments

Checkout

Gmail ID Google Plus Google Checkout

Facebook Connect Facebook Facebook Credits

SSO Connect

Digital Locker

Cloud Contacts

N/A* Checkout

Features

Competition

SSO

Fulcrum * Social networking capabilities are presently

not part of Fulcrum roadmap.

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Social Login Use Cases L

og

in o

nly

L

og

in +

Sh

ari

ng

L

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in +

Sh

ari

ng

+ P

aym

en

t

Lisa logs into

iVillage using SSO

connect

SSO asks for user

consent to share

data with iVillage

iVillage greets user

by displaying her

name and picture

iVillage customizes

content according to user

preferences

Social Login use cases shown below are layered with identity as the base functionality, and sharing and charging as being available for more sophisticated use case

1 2 3 4

Lisa takes a poll while

watching a video clip 5 Lisa shares her feedback

directly from iVillage 6

iVillage makes a product

recommendation and

pushes a coupon

7 Lisa buys product using

Checkout 8

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Gigya Overview

Bay Area startup that offers APIs and Plug-Ins to integrate Social login & other functions such as Facebook Connect onto its customer websites who are primarily publishers and retailers

Pricing

Other

• License fee for the APIs and Plug-Ins to the website publishers are the primary

sources of income.

• Gigya also offers technical support and custom integration of its social APIs as

part of its service offerings

• Gigya does not collect or sell user data from identity providers

• Gigya does not share revenues with Identity providers

• Gigya is a preferred developer for Facebook

• Gigya competes with AddThis, Janrain, Badgeville, Bizzarevoice in different

product streams

• Gigya publishes the user data fields it accesses from different providers (see next

page)

Notable Customers

Products and

Services • Offers APIs and Plug-Ins, some from 3rd parties, and others from Gigya to

customers to enable a variety of social functions including single sign-on

• Social Login: Offers plug-ins from major identity providers such as Facebook,

Google, Microsoft, Yahoo, etc.

• Social Network : These plug-ins enable one-click sharing, simultaneous sharing to

multiple websites, feedback, live chat and polling functions

• Game Mechanics: It is a tool to identify and encourage brand advocates by

rewarding them with virtual goods and status

• Analytics: This tool utilizes the data profile obtained from identity providers and

produces reports about traffic pattern and key brand influencers

At-a-Glance

Company

Founded 2006

Business Model SaaS

Employees < 100

Customer

Websites 500,000

User Base 280M/mo.

Identity Provider Partner 24

Products

APIs and Plug-Ins

Price Range $20-$40k/yr

Value Proposition

Registration 20-50%

Traffic 5x friends

Sharing Conversion 4x

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Gigya Snapshot

Aggregator model connects publishers with social identity providers

Brand Advocacy

Gigya products & services

User Analytics

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User Fields Shared by Identity Providers

During the social login process the host website requests access to the following user fields from the identity providers after the user consents to sharing those fields

Name

Email

Nickname

Photo

Profile URL

Birthday

Gender

Location

Social Graph

Likes, Interests,

other Profile Data

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User Consent for Social Login

Illustrative examples showing user consent step during social login. The user fields being requested are clearly called out in the screen shots.

Consent for Facebook Connect is similar to that for Apps. User fields are grouped together by category and presented to the user for consent.

Google presents user fields individually. There is also an option to remember the consent for future logins.

Facebook Connect Consent Mechanism Google Login Consent Mechanism

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Key Takeaways

Social Login is a growing and evolving space that is getting crowded with a myriad of Identity providers

Partnership with Aggregators is the fastest and easiest way for SSO Connect to

reach thousands of publishers and millions of impressions

Pros Cons

A great marketing tool to get Fulcrum

exposed and adopted by millions of users

Need to develop new APIs that could be

easily integrated with many different types of

websites

Presence in thousands of web properties

alongside top players such as Facebook and

Google

Need to develop a superior consent

mechanism that notifies user the extent of

information sharing with publishers

Data enrichment by collecting user behavior

such as websites visited, time spent, etc.

Need a clear communication plan to alleviate

potential privacy concerns of users

Always signed-on by virtue of mobile use

results in better user experience

Lack of social sharing functions

Revenue share from value added service

offerings such as charging

Potential revenue from sharing key user data

such as verified email and shipping address