Yahoo is changing the way it allows people to log into its services, and IDs for Facebook and Google will no longer be valid. It comes as the company focuses on keeping customers instead of losing them to its internet rivals.
The move counters the one made in 2010 by the then CEO Carol Bartz. New CEO Marissa Mayer made the decision in another way to revamp the Yahoo services. She has already revamped various services from the company, including Mail, Flickr and Finance.
One of the biggest changes was for those with inactive email addresses and IDs. Mayer wants more people to sign up with the username of their choice. IDs that are not used for 12 months will be deactivated to give new users that capability. Very few services currently recycle usernames in this way.
The aim for the new CEO and former Google executive is to make the service the “best personalized experience” for all. When the strategy was first implemented, it was designed to make it easier for people with other accounts to access various Yahoo services. The move should make the experience better, according to a Yahoo spokesperson.
People who want to continue to use their Yahoo services and have previously done it through other sign-in buttons will need to create a new account with the company. The sign-in buttons for Google and Facebook have already been removed from the Tourney Pick’em process, but the IDs will no longer be valid on all Yahoo services eventually.
This decision has been faced with criticism by some. It could alienate users, who choose to abandon the Yahoo services because they are forced to sign up to the company. Others have criticized the fact that the site is going against the trend that everyone else is. However, this could help to set the business apart from all the rest. There will be some users who do not want to lose access and will happily create a new account.
Those who have made comments on some of the sites around the internet question how removing the other login methods makes the experience better for the user. It arguably makes it harder since people have more usernames and passwords to remember.
Some users are happy with the decision. There are questions over the security when people sign in with other accounts. The most dangerous considered is Facebook due to the lack of extra security. Users require a name and password, which could be guessed by others. At least Google offers a two-step verification process, although users do have to set this up.
Others have even questioned why the site chose to implement the buttons in the first place. Considering the nature of the company, it did not make sense to work with its competition. The company is still working with another of its rivals, Microsoft. Bing does the hard work for Yahoo when it comes to internet searches. It decides which content should be indexed after crawling, and this has been in place for a number of years. The question is whether Mayer will decide to change that agreement after making Google and Facebook IDs no longer valid for all Yahoo services.
By Alexandria Ingham