“Sounds like what this might do is give people a reason to use the Yahoo e-mail app or some other phone-based client, which I think would give them more opportunity to add advertising and grow revenue.”īonforte estimated the cost of enhancing Yahoo’s mail features and doing away with passwords amounted to “tens of millions of dollars,” but declined to cite specific numbers. “For existing Yahoo Mail customers, I think Yahoo does have to continue to show the world that it’s innovating and improving its products and doing things that are advancing the user experience,” Frank said. But it might help retain the ones it already has. It’s unlikely Yahoo’s new features will do much to attract users, said Andrew Frank, the research vice president at Gartner. The move to abolish passwords is one of many Yahoo Mail updates pegged to the service’s 18th anniversary, including new mobile app and features that streamline contacts, enhance search and help sync with social media accounts.
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“But we hope that (Yahoo) will be the one to take this full mainstream.” “We hope everyone leapfrogs in this together,” Bonforte said. Gmail - the e-mail client most notably absent from the list of accounts with which Yahoo’s new app can sync - was consulted about the no-password move while it was still in the works, Casey said.
But, officials said, competitors probably won’t be far behind. Yahoo is the first major e-mail provider to go password-free. They’re easily forgotten, frustrating to recover and annoying to change, said Jeff Bonforte, Yahoo’s senior vice president of communication products. Though they are intended to safeguard information, passwords often prove an easy entry point for hackers looking to steal information, Casey said.īut also, Yahoo officials said, users hate passwords.
That’s because most users’ passwords are insecure - the most common passwords leaked in the recent Ashley Madison hack included “123456,” “password” and “DEFAULT” - and are often used multiple times for different websites or services. Yahoo officials touted the innovation as a means of better securing its users’ information and restricting access to accounts that are subject to billions of hack attempts daily.
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