OpenID Adoption

Daniel JacobsonRob Harles

Jonathan Coffman

Plan for the Next Hour

• Quick overview of the newly formed Adoption Committee

• Current NPR strategy for Identity Sharing• Sears case study• PBS case study• Discussion and feedback from the room

Adoption Committee - Overview

• Formerly the Marketing Committee • Adoption Committee Members :

o Daniel Jacobson (Chair)o Marc Frons (Vice Chair)o Rob Harles (Online Retailer Sub-Chair)o Brian Kisselo Raj Matao Bjorn Woltermanno Jonathan Coffmano Joseph Smarto Brian Ellino Chris Messina

Adoption Committee - OverviewVision for Adoption Committee for 2010 • Surveys and market research

o Potential RPs, OPs and end userso Identity sharing  trends in the marketplace

 • Evolve OpenID into a “product”

o Create “deployment kits”o Improve usability (eg. Federated FB Connect)o Improve mobile experience

 • Code Library

o Build out code libraries focused on easy implementationo Facilitate sharing and communities

 • Marketing / Promotions

o Enhance OpenID.neto Evangelism at conferences, seminars, etc.o Review the branding strategies around OpenID

Adoption Committee - Overview

(DRAFT) Timeline for Adoption Committee for Early 2010 • Refine vision - Early March

 • Budget - Early April

 • Break into subcommittees - Early April (after Budget)

 o Online Retailerso Usabilityo Marketing and Promotionso Code Development and Managemento Survey and Market Analysis

Adoption Committee - Overview

NPR's Perspective on OpenIDNPR's Vision for Identity Sharing • Identity management is critical for NPR• Identity sharing is an important part of the strategy• OpenID is one of several technologies on the NPR radar• End game is shared identities across all public media

 Benefits of OpenID for NPR• Convenience for users• Potential for increased registration conversions

 Concerns around OpenID for NPR• Usability issues could drive away potential registrants• Value proposition is unknown• Implementation is a technical challenge• NPR's mobile strategy is growing and OpenID needs to accommodate

PBS’ Online Identity Initiative

February 2010

What Most People Think Of

When Really Its…

A Little More About That Ecosystem...

• PBS is consistently rated as being one of the most trustworthy brands in America.

• We serve users across platforms, and of all ageso Parents, educators, and kids

• Key stakeholders include member stations, show creators, and partner organizations.

• The whole ecosystem is federated, including PBS.org

• Ultimately, public media is almost like a microcosm of the web

The Vision

• Users ought to be able to move across PBS.org, their local station site, and trusted partner sites and retain their identity and related data.

• The technology is progressing nicely toward that goal, but the policy side however is much more far-reaching.

Where PBS Is Now

• Release 1 - Implemented OpenID based OP to power internal sites, and sites that were tired of managing their own authentication services. Included core user account data, standard 'redirect' user experience

• Release 2 - Implemented UX extension for 'overlay' experience

Where We Want To Go

• Short and Medium Termo Enhanced user profiles, including allowing RPs

to store extended profile data at the OPo Begin building out the consumer side of

system, allow users to connect with and use their 3rd party accounts across ecosystem Need: Additional market data on consumer

demand and acceptance of tying accounts together Need: Further revision of the UX

What This All Means• We need to protect and insure not only the technical

layer, but also the policy layer.• Trust Framework concept seems to be very

compelling for the public media space.• PBS has teamed up with the OIDf and ICf to

investigate and map out what a Public Media Trust Framework might entail -- talking to Stations, Shows, NPR, and companies like Google and PayPal to envision a time when all of this might come together and to create a path forward.

Questions / Discussion

• Daniel Jacobsono djacobson@npr.orgo @daniel_jacobson

• Rob Harleso Robert.Harles@searshc.com

• Jonathan Coffmano jdcoffman@pbs.orgo @jdcoffman

RP and OP Discussion Ideas

Are the views provided by NPR, PBS and Sears representative of the views of other potential RPs? What are other impediments for potential RPs? What is the best way to conduct market surveys and analysis?  What should we be asking and/or looking for? What can we do to improve overall usability of OpenID? What can we do to promote awareness and adoption of OpenID by potential end users? What kinds of code libraries would help facilitate easier implementation for potential RPs?