In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Users of Yahoo services will down the line have to use a Yahoo username to sign on to its services, as the company plans to phase out signing up to these services using Facebook and Google credentials.
The Internet giant is updating its sign-in process to provide a streamlined sign-in experience, a single account and password for all Yahoo products across devices, faster customer support and account assistance, and easier password recovery, a spokeswoman for the company said via email Tuesday.
"The eventual switch for all users to a Yahoo username will occur over time," she added.
Users for many Yahoo services can currently use their Yahoo ID or their Google or Facebook accounts to sign in, as a result of a program introduced early 2011 under former CEO Carol Bartz.
If the focus of Bartz was to attract users to Yahoo from popular websites such as Facebook and Google, the aim of current CEO Marissa Mayer appears to be on creating a dedicated user base for its variety of services.
Last year, the company decided to reset email accounts that were not used for at least 12 months and issue them to other users to help them get IDs of their choice.
The first Yahoo service to require the new sign-in process is the Yahoo Sports Tourney Pick'Em. Participants in the challenge have to sign in using their Yahoo ID.