Las Vegas, Nevada–Online tech company, Yahoo, will gradually phase out user ability to log into its various properties through Facebook or Google username and password. Chief Executive Marissa Mayer is reversing the company’s strategy developed under former CEO Carol Bartz, in 2010 and 2011.
“Yahoo is continually working on improving the user experience [and] will allow us to offer the best personalized experience to everyone,” the company wrote in a statement.
Users will be required to create a Yahoo username and password as the change takes effect across its channels. The first such platform is Yahoo Sports Tourney Pick’Em, a service with a focus on NCAA Baskeball tournament which is scheduled to begin later this month.
Yahoo Making Big Changes
Since Marissa Mayer has joined the company from Google, there have been a number of changes under her watch. Its recent logo animation redesign is one example of many, which include: a new ad manager, streaming ads on its news site, and overhauls of all its major sites.
The changes are part of an ongoing effort to regain its once sizable appeal and to pump life into what has been a stagnant revenue stream. Mayer has also publicly stated she would like to end the company’s agreement with Bing, which processes all of Yahoo’s search queries.
The tech giant has also acquired Vizify, a visual identity platform startup, for an undisclosed sum and will shutter the service and issue refunds to all its current customers.