JanRain helping the extension of OpenID (TechCrunch)

Anyone who has heard my trends presentation knows that I am keen on the topic of OpenID and OpenSocial. Below is a great development of the technology that will allow more sites to begin offering it to their users.

JanRain, creator of some of the most popular OpenID software libraries and a forum-like communications tool called Pibb, has released a new SaaS offering for websites that want to become relying parties for OpenID.

We’re told that the service, simply called RPX, makes it possible to start accepting users with OpenID accounts within one day. This is actually the second SaaS solution provided by JanRain, the first being the similarly named OPX, which lets websites do the opposite: provide OpenID accounts to users, who can then sign into any other websites that accept them. JanRain also provides OpenID accounts to users directly through its myOpenID service.

Helping websites become relying partners is more important (at least at this point in the game) than helping them become providing partners. That’s because few popular sites accept OpenID and, consequently, consumers see little reason to set up OpenID accounts for themselves. This is an even bigger problem than the user experience issues that have plagued the movement over the last few years.

RPX is being marketed toward medium sites that want to increase their registration conversation rates, import user information from elsewhere, and build out connections to other social services via oAuth. It’s not meant as much for big internet sites like Blogger, Plaxo and AOL, who have become relying parties using their in-house technical resources.

The question stands as to whether OpenID will gain momentum through the long tail or adoption by a critical mass of the big players. It will probably take a few very popular services, such as MySpace and Facebook (through their respective Data Availability and Connect services), to popularize the protocol. But once they do, services like RPX should help the long tail take advantage of it.

RPX comes in two flavors: “plus” for smaller sites and “pro” for bigger ones. Pricing starts at a flat fee and then increases based on how many people sign into your site using OpenID during the span of one year.

6 Degrees of Separation now 3

In a new study released by O2, they have stated that people are more connected than ever before. In surveying three age groups (18-25, 35-45, 55+) they found that the average user is connected by three degrees within a 'shared interest or social group'. The study went on to state the people normally are part of three main groups: family, friendship, and work.

Here is a link to the press release:

http://www.o2.com/media/press_releases/latest_pr_14276.asp

The three different groups outlined above highlight what we are currently telling our clients around the fact that 'online schizophrenia' can exist within current users. Work colleagues are asking to be part of your Facebook profile, friends are asking to join your LinkedIn profile, there is a blurring of these three groups. Additionally, there are things that you are comfortable showing your friends that you wouldn't be comfortable showing your work colleagues or family. Therefore, there is a threat of social networks and tools for being 'watered down' versions of one's self rather than what one would normally want to post, comment, or upload.

There are existing companies that are looking to help with this problem. One to check out it MOLI (http://www.moli.com/). While it is doubtful that people will abandon the MySpace's and Facebook's of the world for this network, the concept is important. The ability to manage one profile across your three social groups is important and could lead to an evolution in how the big social networks allow you to display data (rather than the basic 'limited profile' view on Facebook).

Take this trend into consideration when building campaigns. What are you asking the individual to do within the social network? How can we supplement their experience to help them manage these different social groups. Is the time of day indicative of the social group that they most represent?

Go forth and test,

Rick