Presentation given by Janrain and Interscope Records on July 21, 2010 at the Cloud Identity Summit in Colorado. Topic: Customer Acquisition with OpenID Based Tools

1. Interscope Records and Janrain: Customer Acquisition with OpenID Based ToolsLee Hammond, Interscope RecordsBrian Kissel, Janrain July 21, 2010

2. Overview Interscope and Janrain backgrounds Road to OpenID Implemented solution Results Lessons learned Trends Future requirements Q&A

3. Interscope Records Overview Division of Universal Music Group (UMG) Home to 125 artists Icons such as Lady Gaga, Eminem, Weezer, Mary J. Blige, U2, Sheryl Crow, Guns ‘N Roses, Sting Maintain a separate websites for each artist Common objectives Get fans logged in and engaged Establish email contact Create an ongoing communications channel

4. Janrain Overview SaaS solutions for 3rd party ID & social publishing Heavily involved in OpenID and OAuth technologies

5. Interscope’s Road to OpenID 2006 Dick Hardt’s OSCON Identity 2.0 presentation “You don’t know Dick…” 2007 Hired consultant for first OpenID deployment using Janrain libraries Good results, especially with AOL/AIM Challenging to scale and maintain Summer of 2008: MySpace rumored to be an OpenID provider Contacted Janrain directly to discuss options Learned about RPX (now Engage) Soon to be released SaaS solution 3rd party authentication with support for multiple providers and protocols

6. Eve Website - July 2007

7. Rooney Band Website - July 2007

8. Solution Implemented Janrain Engage (RPX) in late 2008 Single instance across 125 artists’ websites Testing and learning over the past two years Optimizing user interface and experience New providers such as Twitter, Google, Microsoft Windows, LinkedIn just “show up” Google, Yahoo, and Facebook services evolve and Engage stays current Two years later, original implementation is still up and running

9. Weezer Website – Winter 2008

10. Weezer Website – July 2010

11. Weezer Website – July 2010

12. Results Majority of Interscope fans chose to login with an existing third party account 55% of logins across all 125 sites are through Janrain Engage today On some sites, closer to 80-90% New registrations increased 10% or more Preferred login provider varies with artist Facebook typically #1, but #2 can be Twitter, Yahoo or Google

13. Lady Gaga – July 2010 (90% login with Janrain Engage)

14. User Preference for Sign in Across 125 Interscope Artists’ Websites

15. Broader Janrain Results

16. Lessons Learned Net benefit for Interscope and Customers What was bleeding edge in 2007 is now mainstream More fluid sign-on experience IGA leading the charge on behalf of UMG UX design impacts registration rates Some challenges inherent in: Trying to marry a traditional registration system with browser based authentication Maintaining dual systems across 9 installations Staying backwards compatible

17. Trends Maturity coming from ID providers and how websites are interfacing with them More providers More data Better and more consistent UX: collapsing approvals, pop-up extension, etc. Better overall integrated user experience and functionality that serves both an organization and its customers

18. Future Requirements Need for a more centralized view of your members Instant personalization across federated sites Reveal campaigns to interact dynamically and instantaneously with a user [LadyGaga example] Access to exclusive content in exchange for Auto-follow artists’ Twitter account Promotional Tweet Join the email list

19. Lady Gaga Prizing – Launching TODAY!

20. Janrain’s Platform Evolving to Meet Market Needs 20

21. Q & A