Yahoo Blocks Service Access With FB, Google IDs

by CXOtoday News Desk    Mar 05, 2014

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As part offering “personalization experience” to users, a mantra adopted by CEO Marissa Mayer, Yahoo said that it will not allow users access its various online services, including Fantasy Sports and photo-sharing site Flickr, by signing-in with their Facebook or Google credentials, according to various media reports. The internet major started allowing users to sign-in to its services with its Facebook and Google IDs since 2011.

A Yahoo spokesperson commented that the complete change, will be rolled out gradually and will require users to register for a Yahoo ID in order to use any of the Internet portal’s services.

The announcement marks the company’s new initiative to spark fresh interest in the company’s Web products and to revive its stagnant revenue. The company said in a statement, that “Yahoo is continually working on improving the user experience,” and that “the new process “will allow us to offer the best personalized experience to everyone”.

A Reuters report suggests that the first Yahoo service to require the new sign-in process is Yahoo Sports Tourney Pick’Em, which focused on the NCAA college basketball tournament which begins later this month. 

Since Mayer took the reins in 2012, the company has rolled out new versions of many of its key products, including Yahoo Mail and Yahoo Finance. Last year, Yahoo announced a program to recycle inactive Yahoo user IDs, letting new users claim email addresses that have not been used for more than 12 months.

In eliminating the Facebook and Google sign-in features, Mayer, a former Google executive, is effectively reversing a strategy that Yahoo adopted under then CEO Carol Bartz, says the report.

The sign-in buttons for Facebook and Google will eventually be removed from all Yahoo properties, the Yahoo spokeswoman said, though she did not provide a timeframe for that.