The document discusses social login and single sign-on (SSO) services. It describes how aggregators help publishers integrate social login and other functions by connecting them to identity providers. Gigya is highlighted as an aggregator that offers APIs and plugins allowing over 500,000 websites to offer social login through major identity providers like Facebook and Google. Users must consent to what personal data is shared during the social login process.

1. © 2011 Karthik Ethirajan, all rights reserved
Single Sign-On Social Login
Karthik Ethirajan
August 2011

2. © 2011 Karthik Ethirajan, all rights reserved
2
Agenda
1. Social Login Introduction
2. Role of Aggregators
3. SSO Connect Overview
4. Social Login Use Cases
5. Gigya Overview
6. Gigya Snapshots
7. User Fields Shared by Identity Providers
8. User Consent for Social Login
9. Key Takeaways

3. © 2011 Karthik Ethirajan, all rights reserved
3
Social Login
Social login allows publishers to accept user credentials from established Identity
Providers instead of having the user create a new account with the publisher
SSO
Connect
Identity & Access Management providers (IdM) add value to publishers by offering
social network & charging capabilities in addition to social login

4. © 2011 Karthik Ethirajan, all rights reserved
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Role of Aggregators
Aggregators help publishers integrate social functions such as social login, buttons
such as Like, commenting & sharing, poll, analytics, and others.
Internet
Publisher
e.g.: cnn.com
Identity
Provider
e.g.: Facebook
Identity
Provider
e.g.: Google
SSO Identity
Provider
Aggregator
e.g.: Gigya
Connect API
Traffic /
Impressions
2010 MTV.com VMA (Video Music Award)
The integrated experience clearly resonated with fans, outperforming the 2009
live stream by 17% in number of streams, and 71% in unique visitors, with viewers
spending an average of nearly 25 minutes in the experience
Social Login
increases:
• Registration
• Traffic
• Conversion
Benefits all
stakeholdersNative APIs
e.g.: Gigya Plug-In &
Widgets

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SSO Connect
SSO Connect can provide social login and identity using Access ID, Digital Locker, Cloud
Contacts, and add charging capability via Checkout.
Functions Identity Social Charging
Login/Registration
Authentication
Authorization
User Profile
Social Graph
Sharing
Brand Advocacy
Payments
Checkout
Gmail ID Google Plus Google Checkout
Facebook Connect Facebook Facebook Credits
SSO Connect
Digital Locker
Cloud Contacts
N/A* Checkout
Features
Competition
SSO
Fulcrum
* Social networking capabilities are presently
not part of Fulcrum roadmap.

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6
Social Login Use CasesLoginonlyLogin+Sharing
Login+Sharing
+Payment
Lisa logs into
iVillage using SSO
connect
SSO asks for user
consent to share
data with iVillage
iVillage greets user
by displaying her
name and picture
iVillage customizes
content according to user
preferences
Social Login use cases shown below are layered with identity as the base functionality,
and sharing and charging as being available for more sophisticated use case
1 2 3 4
Lisa takes a poll while
watching a video clip5
Lisa shares her feedback
directly from iVillage6
iVillage makes a product
recommendation and
pushes a coupon
7
Lisa buys product using
Checkout8

7. © 2011 Karthik Ethirajan, all rights reserved
7
Gigya Overview
Bay Area startup that offers APIs and Plug-Ins to integrate Social login &
other functions such as Facebook Connect onto its customer websites who
are primarily publishers and retailers
Pricing
Other
• License fee for the APIs and Plug-Ins to the website publishers are the primary
sources of income.
• Gigya also offers technical support and custom integration of its social APIs as
part of its service offerings
• Gigya does not collect or sell user data from identity providers
• Gigya does not share revenues with Identity providers
• Gigya is a preferred developer for Facebook
• Gigya competes with AddThis, Janrain, Badgeville, Bizzarevoice in different
product streams
• Gigya publishes the user data fields it accesses from different providers (see next
page)
Notable Customers
Products and
Services
• Offers APIs and Plug-Ins, some from 3rd parties, and others from Gigya to
customers to enable a variety of social functions including single sign-on
• Social Login: Offers plug-ins from major identity providers such as Facebook,
Google, Microsoft, Yahoo, etc.
• Social Network : These plug-ins enable one-click sharing, simultaneous sharing to
multiple websites, feedback, live chat and polling functions
• Game Mechanics: It is a tool to identify and encourage brand advocates by
rewarding them with virtual goods and status
• Analytics: This tool utilizes the data profile obtained from identity providers and
produces reports about traffic pattern and key brand influencers
At-a-Glance
Company
Founded 2006
Business Model SaaS
Employees < 100
Customer
Websites 500,000
User Base 280M/mo.
Identity Provider Partner 24
Products
APIs and Plug-Ins 
Price Range $20-$40k/yr
Value Proposition
Registration 20-50%
Traffic 5x friends
Sharing Conversion 4x

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Gigya Snapshot
Aggregator model
connects publishers with
social identity providers
Brand Advocacy
Gigya products & services
User Analytics

9. © 2011 Karthik Ethirajan, all rights reserved
9
User Fields Shared by Identity Providers
During the social login process the host website requests access to the following user
fields from the identity providers after the user consents to sharing those fields
Name
Email
Nickname
Photo
Profile URL
Birthday
Gender
Location
Social Graph
Likes, Interests,
other Profile Data
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10. © 2011 Karthik Ethirajan, all rights reserved
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User Consent for Social Login
Illustrative examples showing user consent step during social login. The user fields
being requested are clearly called out in the screen shots.
Consent for Facebook Connect is
similar to that for Apps. User fields are
grouped together by category and
presented to the user for consent.
Google presents user fields individually.
There is also an option to remember
the consent for future logins.
Facebook Connect Consent Mechanism Google Login Consent Mechanism

11. © 2011 Karthik Ethirajan, all rights reserved
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Key Takeaways
Social Login is a growing and evolving space that is getting crowded with a myriad of
Identity providers
Partnership with Aggregators is the fastest and easiest way for SSO Connect to
reach thousands of publishers and millions of impressions
Pros Cons
A great marketing tool to get Fulcrum
exposed and adopted by millions of users
Need to develop new APIs that could be
easily integrated with many different types of
websites
Presence in thousands of web properties
alongside top players such as Facebook and
Google
Need to develop a superior consent
mechanism that notifies user the extent of
information sharing with publishers
Data enrichment by collecting user behavior
such as websites visited, time spent, etc.
Need a clear communication plan to alleviate
potential privacy concerns of users
Always signed-on by virtue of mobile use
results in better user experience
Lack of social sharing functions
Revenue share from value added service
offerings such as charging
Potential revenue from sharing key user data
such as verified email and shipping address