[OpenID] [QUAR] Re: Independent study on OpenID awareness using Mechanical Turk

Tue Nov 18 16:52:05 UTC 2008

+1 Marc.
I suggest that OpenID needs to become a brand that's independent of major
companies, and that advocates on behalf of small individuals' concerns
against the interests of big providers who can hold their own.

I think that the OpenID brand needs to be synonymous with the web-based
identity eco/metasystem, and that if you want a durable way to present
yourself to a site needing to identity you, you present your OpenID or
otherwise OpenID-compatible identifier (email, URL, Yahoo Account, Google
Account, "MySpace", etc).

Unfortunately the OIDF as it stands does not have its pedigree in branding
or in consumer products, and therefore we lack much strategic direction that
will help us make OpenID a household name like Visa became. It's a
surmountable problem if we have the budget and can garner the mindshare, but
I've not seen anything from the foundation that has such strategic,
long-term awareness and brand-building on the agenda.

As Marc asserts, we're at the juncture where we need to decide, I believe,
as a body, whether to pursue a powerful and meaningful branding of OpenID or
let it fade into the background like SMTP or HTTP.

Chris

On Tue, Nov 18, 2008 at 10:42 AM, Marc Canter
<marc at broadbandmechanics.com>wrote:

> This is a subject which was touched upon at the latest IIW.
>
> I also stressed that OpenID has to EITHER:
>
> - step up and take on the responsibilities of being a brand which is a full
> solution to end users
> - or step back and help a collection of technologies become the solution
>
> Because OpenID by itself is just a piece of the puzzle and will never be a
> complete colution to the ID requirements of users.  So any test, feedback,
> survey, study you do - will keep coming back with the same answers *"what's
> OpenID?"  or  "How come I can't................[insert any final end-user
> slution here]*"
>
> So this is a juncture point for OpenID.  IMHO
>
> :-)
>
>
> On Tue, Nov 18, 2008 at 7:19 AM, Chris Messina <chris.messina at gmail.com>wrote:
>
>> There have been subsequent responses that I thought were interesting and
>> worth sharing:
>> http://connectid.blogspot.com/2008/11/naval-gazing_17.html
>>
>> Paul suggests that the study amounts to "navel gazing" and that OpenID
>> should be a background technology, like SAML, and users shouldn't have to
>> become aware of it -- thus, this survey is asking the wrong question (i.e.
>> who cares whether people identity or know what OpenID is?).
>>
>> I talked about branding OpenID in one of my subsequent posts, so I won't
>> rehash my thoughts on that here.
>>
>> http://idlogger.wordpress.com/2008/11/17/statistical-entrails-reading/
>>
>> Jeff Bohren follows up and suggests that the larger OpenID providers
>> (here's lookin' at you, Yahoo and AOL) who have been up for awhile should be
>> sharing statistics on use of their endpoints, *EVEN* if (as I suspect),
>> adoption and usage are infinitesimally small, so that we can gauge uptake
>> over time.
>>
>> It would seem to me that this is work that the OIDF should be
>> facilitating, and something that Brian Kissel, vis-a-vis the marketing team,
>> should be working on.
>>
>> What needs to happen to get the large (or even smaller) OPs to start
>> providing data about use of accounts with OpenID? Maybe Brian Ellin could
>> throw something up on AppEngine to aggregate these numbers?
>>
>> Chris
>>
>>
>> On Sun, Nov 16, 2008 at 12:54 PM, Nat Sakimura <sakimura at gmail.com>wrote:
>>
>>> +100 !
>>>
>>> On Sat, Nov 15, 2008 at 11:52 AM, Brian Kissel <bkissel at janrain.com>wrote:
>>>
>>>>  Congrats Chris, well done!
>>>>
>>>>
>>>>
>>>> Cheers,
>>>>
>>>>
>>>> Brian
>>>>
>>>> *==============*
>>>>
>>>> *Brian Kissel*
>>>>
>>>> *Cell: 503.866.4424*
>>>>
>>>> *Fax: 503.296.5502*
>>>>
>>>>
>>>>
>>>> *From:* user-experience-bounces at openid.net [mailto:
>>>> user-experience-bounces at openid.net] *On Behalf Of *Chris Messina
>>>> *Sent:* Friday, November 14, 2008 2:56 PM
>>>> *To:* OpenID List; diso-project; OpenID user experience
>>>> *Cc:* Brynn Evans; Luke Sontag; Scott Kveton
>>>> *Subject:* [QUAR] Re: Independent study on OpenID awareness using
>>>> Mechanical Turk
>>>> *Importance:* Low
>>>>
>>>>
>>>>
>>>> ZDNet picked up the study:
>>>>
>>>>
>>>>
>>>> http://blogs.zdnet.com/community/?p=131
>>>>
>>>>
>>>>
>>>> Chris
>>>>
>>>> On Thu, Nov 13, 2008 at 5:50 PM, Chris Messina <chris.messina at gmail.com>
>>>> wrote:
>>>>
>>>> Wanted to share the results of a study that Brynn Evans and I completed
>>>> at the end of October:
>>>>
>>>>
>>>>
>>>> http://tr.im/mturk_openid
>>>>
>>>> It cost me about $6 to collect responses from 301 people on Mechanical
>>>> Turk. I felt that it was important to look into a wider sample size than
>>>> Yahoo's study which was composed of 9 female Yahoo members in their
>>>> thirties. In particular, many people drew conclusions from that small sample
>>>> size about OpenID's awareness that I felt were unfounded and decided to seek
>>>> out an independent analysis of a larger data set.
>>>>
>>>>
>>>>
>>>> The original source data is available here:
>>>>
>>>>
>>>>
>>>> http://spreadsheets.google.com/pub?key=pSGbbhtwI4kOhPusNx8Kycg
>>>>
>>>>
>>>>
>>>> Thoughts welcomed,
>>>>
>>>>
>>>>
>>>> Chris
>>>>
>>>>
>>>> --
>>>> Chris Messina
>>>> Citizen-Participant &
>>>>  Open Technology Advocate-at-Large
>>>> factoryjoe.com # diso-project.org
>>>> citizenagency.com # vidoop.com
>>>> This email is:   [ ] bloggable    [X] ask first   [ ] private
>>>>
>>>>
>>>>
>>>>
>>>> --
>>>> Chris Messina
>>>> Citizen-Participant &
>>>>  Open Technology Advocate-at-Large
>>>> factoryjoe.com # diso-project.org
>>>> citizenagency.com # vidoop.com
>>>> This email is:   [ ] bloggable    [X] ask first   [ ] private
>>>>
>>>>
>>>>
>>>> __________ Information from ESET NOD32 Antivirus, version of virus
>>>> signature database 3612 (20081113) __________
>>>>
>>>>
>>>>
>>>> The message was checked by ESET NOD32 Antivirus.
>>>>
>>>>
>>>>
>>>> http://www.eset.com
>>>>
>>>>
>>>>
>>>> __________ Information from ESET NOD32 Antivirus, version of virus
>>>> signature database 3614 (20081114) __________
>>>>
>>>>
>>>>
>>>> The message was checked by ESET NOD32 Antivirus.
>>>>
>>>>
>>>>
>>>> http://www.eset.com
>>>>
>>>> _______________________________________________
>>>> user-experience mailing list
>>>> user-experience at openid.net
>>>> http://openid.net/mailman/listinfo/user-experience
>>>>
>>>>
>>>
>>>
>>> --
>>> Nat Sakimura (=nat)
>>> http://www.sakimura.org/en/
>>>
>>> _______________________________________________
>>> general mailing list
>>> general at openid.net
>>> http://openid.net/mailman/listinfo/general
>>>
>>>
>>
>>
>> --
>> Chris Messina
>> Citizen-Participant &
>>  Open Technology Advocate-at-Large
>> factoryjoe.com # diso-project.org
>> citizenagency.com # vidoop.com
>> This email is:   [ ] bloggable    [X] ask first   [ ] private
>>
>> _______________________________________________
>> user-experience mailing list
>> user-experience at openid.net
>> http://openid.net/mailman/listinfo/user-experience
>>
>>
>

-- 
Chris Messina
Citizen-Participant &
 Open Technology Advocate-at-Large
factoryjoe.com # diso-project.org
citizenagency.com # vidoop.com
This email is:   [ ] bloggable    [X] ask first   [ ] private
-------------- next part --------------
An HTML attachment was scrubbed...
URL: <http://lists.openid.net/pipermail/openid-user-experience/attachments/20081118/a0a33d16/attachment-0002.htm>