2009 promise to be a pivotal year for OpenID. So far, industry adoption has been strong with consumer powerhouses such as Google, Yahoo!, Microsoft and MySpace backing up the technology. At the same time, consumer adoption remains limited to early adopters. Meanwhile, FaceBook, the identity provider of choice for 160M consumers is promoting its own alternative in the form of Friends Connect, creating the risk of balkanization. With a new year beginning, a recently augmented leadership, and high competitive stakes, the moment felt opportune to put together my 2009 wish list for OpenID.
Execution: The Separation of Concerns
My first wish is organizational. The OpenID foundation board host really bright and passionate people. Folks are committed to the success of OpenID. Across the board, there is also a strong willingness to do what is right. Nevertheless, execution on key priorities appears to remain sluggish at times. Perhaps, the foundation needs a more effective way to drive execution. There, it could borrow a page from what larger corporations do extremely well. They separate governance from execution. The OpenID board is governance. It needs to articulate priorities, but create focused committees around these priorities. Then, it needs to empower the best elements in the board and the community to drive the outcome. Sounds obvious, but by enforcing that separation of concern and empowering people to work in parallel, I think the OpenID foundation could gain tremendously effectiveness in 2009.
Identifier: Email Address as OpenID, at Last!
In the last two years, I have been regularly in a position to explain and pitch OpenID to Financial Institutions, Mobile Network Operators and MSOs. By experience, I have learned that OpenID detractors and alternate technology providers will always bring two detrimental arguments against OpenID: user experience and security. The usability argument can be summarized as follows: "How much marketing dollars do you plan on spending to teach consumers to type a URL instead of a user name?". The answer is simple and usually reminiscent of Omer Simpson's catch phrase. So, in 2009, let us do ourselves a favor. Let us remove the leading argument against OpenID. Let us make email addresses first class OpenID identifiers. It is not about alienating URLs as identifiers, it is about enabling email addresses alongside URLs, because millions of consumers already regard email as their primary online identity and an email address is already their user name across so many sites.
Security: OpenID Security Analysis and Best Practices
The second argument that OpenID detractors will always bring up is security. In fact, there is a lot of confusion around the security of OpenID as a protocol and its propensity to phishing as a user experience. There again, detractors and naysayers are having a ball. What we need there is a neutral third party study that explains why OpenID is a sound protocol, and describes the best security practices to deploy the technology. None of the companies involved in the foundation should be responsible for such study. Instead, the board should sponsor an independent and reputable third party security lab to lead the security review. Once it is complete, the foundation should publish the results of the security analysis, alongside the recommended deployment best practices.
Branding: Establishing the "OpenID Network Mark"
Everyone agrees that OpenID needs to emerge as a brand that consumers can recognize. Similarly to Visa for payment, Dolby for music and Gore-Tex for rainwear, OpenID ought to become the "ingredient brand" for identity. The reason the OpenID brand needs to emerge is that we need a "network mark" that transcends all the identity silos. Very much like consumers know that their bank card will work when they see the Cirrus network logo on an ATM machine, consumers need to know that their identity will work on a Web site that carries the OpenID network logo. A network mark has a simple yet powerful meaning. It does not matter whether the card is from Bank of America, Wells Fargo or WAMU, it just works with this ATM machine. It does not matter whether the identity is from Google, Yahoo! or MySpace, it just works with this Web site.
In the OpenID brand lies the one big problem. Although a strong OpenID brand will prove to be good for everyone in the long run (by creating ubiquitous interoperability, Visa helped card issuing banks make more money than they would made on their own), at this time, none of the large consumer companies involved in the OpenID foundation have any incentive to promote another brand than their own. Therefore, the foundation needs to create a forcing function. My recommendation would be to leverage its ownership of the OpenID intellectual property to enforce the network mark. Let us keep OpenID free to all, but let us require everyone who uses the technology and benefit from the free IP to display the OpenID logo.
Avoiding the balkanization of identity to achieve the broadest possible user-centric federation network is what is at stakes in 2009. Undeniably, this is the year when OpenID can get from good to great. The OpenID network will rise or OpenID will become another commodity protocol encapsulated in the stacks of more fragmented identity networks (such as Google Open Connect or FaceBook Connect). It is up to us the OpenID community to make things right by seizing the opportunity. As we say in the valley, it is all about mere and simple execution. Yes, indeed, this coming year ought to be a critical and exciting year for Internet identity and OpenID.