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Yahoo to Bar Login through Google, Facebook

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Yahoo! Inc. , once the world’s largest online search engine, is leaving no stone unturned, right from a series of acquisitions to gaining mobile traction, to get back in the game. It is making all efforts to pep up the company’s web products and drive declining revenues.

The company recently announced that users will no longer be able to access its range of online services by using their Facebook, Inc. (FB - Free Report) or Google Inc. logins.

Users will have to sign up for a Yahoo! account to use its online services, which include sports news site Fantasy Sports; Flickr, a photo and video sharing website and Tumblr, a micro blogging and social networking website.

Yahoo!’s latest move of discontinuing the use of third party login details will lessen its dependence on other key players in the sector. Moreover, it will help the company accumulate more detailed user data and also personalize the services provided.

People who avail Yahoo! services will not have any objection to the change. But other users might require an extra bit of effort to create another user ID and remember its details.

Yahoo! officials revealed that the sign-in process amendments have started and gradually Facebook and Google sign-in buttons will be eliminated from its allied sites and apps.

In 2009, Yahoo! entered into an alliance with Facebook, following in the footsteps of many other websites which let users sign in using details of third party websites like Google, Facebook or Twitter, Inc. (TWTR - Free Report) . With the agreement, the company planned to add on to its customer base by eliminating the need to create a new account and instead use existing IDs.

Last year, Yahoo! announced a recycling program to enable its users to reclaim their dormant IDs, those which have not been in use for more than a year. It also launched new versions of Yahoo Mail and Yahoo Finance.

Recently at the Consumer Electronics Show, Yahoo! declared a set of new platforms for advertising, specially designed to let merchants use all Yahoo properties more efficiently.

Currently, Yahoo! carries a Zacks Rank #3 (Hold).

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