The document outlines 22 ways that Skype's identity system is flawed and outdated. Some key issues identified include the inability to change Skype names, transfer Skype names, recycle abandoned names, or export user data. Additionally, Skype does not distinguish between accounts and profiles, allow for multiple personas per user, recognize groups of users, or integrate well with other identity systems. The document argues that Skype's identity model does not match how people interact in the real world and needs substantial improvements.

1. 22 Ways
Skype’s Identity System
Sucks
Phil Wolff, @evanwolf, phil@pde.cc

2. Not to pick on
Skype.
Lots of other
companies run
sucky identity
systems.
• I just know Skype
well
• I covered Skype
since launch
• SkypeJournal.com
8/31/2021 10:50:32 AM 2

3. Since 2003...
Smartphones
Facebook
Net Neutrality
LinkedIn
Identity,
privacy,
portability came
a long way in
nine years.
8/31/2021 10:50:32 AM 3

4. Created in 2003, Skype’s
system of usernames,
directories, and profiles is
straight out of 1993’s ICQ.
8/31/2021 10:50:32 AM 4

5. PRIME FLAW
Skype’s ID System
Doesn’t Match
How People Interact
In The Real World
8/31/2021 10:50:32 AM 5

6. Here’s what Skype
could fix to serve a
billion customers
for the next
generation.
8/31/2021 10:50:32 AM 6

7. LETS’ START WITH SKYPE
NAMES
abnerdoubleday12345679
8/31/2021 10:50:32 AM 7

8. Unable to change your
Skype name
You should be able to change
your username from
MsSmithOfOhio to the
NewlyMarriedMrsJones or to
HappilyDivorcedMsSmith
8/31/2021 10:50:32 AM 8
1

9. Changing your username
shouldn’t mean changing
accounts, burning your
relationships, and abandoning
your conversation history
8/31/2021 10:50:32 AM 9
Unable to change your
Skype name
1

10. Unable to transfer
your Skype name
Skype names are
like domain
names.
You should be
able to transfer
them to someone
else like any other
property.
8/31/2021 10:50:32 AM 10
2

11. I see dead
people…
8/31/2021 10:50:32 AM 11
3

12. Unable to Recycle
Abandoned Skype Names
• For every active Skype account, there are
four fallow Skype names.
• Some are from trials. From name changes.
From dead users.
• There’s no way to claim an abandoned
name.
8/31/2021 10:50:32 AM 12
3

13. Linked to One
Email Address • Change your
email?
• You Lose your
Skype account.
• Lost history
• Lost contacts
8/31/2021 10:50:32 AM 13
4

14. No meaningful Data Export
data portability
Let My Data Go!
• Profile
• Contacts
• Chat and Call History
• Transactions
• Permissions
8/31/2021 10:50:32 AM 14
5

15. PROFILES SHOW OUR SELVES
TO THE WORLD
Our Data, Ourselves
8/31/2021 10:50:32 AM 15

16. Skype Ties Administrative Identity
Too Tightly To Profiles
8/31/2021 10:50:32 AM 16
6

17. Skype Ties Administrative Identity
Too Tightly To Profiles
• Skype makes your profile the
same as your billing account,
the one used to sign in.
•
8/31/2021 10:50:32 AM 17
6

18. Skype Ties Administrative Identity
Too Tightly To Profiles
• Skype makes your profile the
same as your billing account,
the one used to sign in.
• Profiles should be separate
from your account.
8/31/2021 10:50:32 AM 18
6

19. Your Account isn’t
Your Profile
Account
• Authentic for billing
• Connecting you to
Microsoft payments,
security, support
Profile
• Authentic for context
• Connecting you to other
people and organizations
8/31/2021 10:50:32 AM 19
7

20. Only One
Profile Per
Person
• I’m really supposed to
show the same face to
everyone?
8/31/2021 10:50:32 AM 21
8

21. Only One
Profile Per
Person
• I’m really supposed to
show the same face to
everyone?
• Each social context
calls for a different
persona.
8/31/2021 10:50:32 AM 22
8

22. The many faces of
Phil
8/31/2021 10:50:32 AM 23
Poet
Family
Political
Activist
Neighbor Yid Skype
Pundit
Nanotech
Supporter
Labor Market
Technologist
Quoran Product
Manager
Olympic
Curling Fan
Protoblogger
Facilitator
Founder
Cinephile
Game of
Thrones
Fan
8

23. Only One
Profile Per
Person
• I’m really supposed to
show the same face to
everyone?
• Each social context
calls for a different
persona.
• You should show as
many personas as
you want
8/31/2021 10:50:32 AM 24
8

24. No Logic For Choosing
Which Persona Is Seen
Add rules
so the right people
interact through best-fitting persona.
8/31/2021 10:50:32 AM 25
9

25. No Logic For Choosing
Which Persona Is Seen
8/31/2021 10:50:32 AM 26
Bowling
Buddy?
9

26. 9
8/31/2021 10:50:32 AM 27
SHOW:
Bowling
Buddy?
9

27. Personas Don’t Have Their
Own Contacts
• Let me map each contact to one or more
of my personas
• Bowling friends see my bowler persona
• Easy to know how I’m perceived
8/31/2021 10:50:32 AM 28
10

28. Presence is
Shallow
Today:
• Availability
• Mood
Better:
• Activity Streams
– I checked in at Farley’s East
• Needs
– I need a bowling partner for
Thursday night
• Intentions
– Will be at offsite next week
8/31/2021 10:50:32 AM 29
11

29. No Shared Personas
• A Role Shared By Several People
– “Front Desk”
– “Emergency Contact”
– “Shift Leader”
– “Company Spokesperson”
8/31/2021 10:50:32 AM 30
12

30. Presence Not Mapped To
Personas
• Each public should see
the appropriate presence signal
– I may be available for a family call but not
for a work call
• Manage interruptions based on who is
calling
8/31/2021 10:50:32 AM 31
13

31. WE ARE PLURAL
Find Me!
8/31/2021 10:50:32 AM 32

32. Shallow People Directory
• Skype’s directory has too little data to
find the right John, Wěi or Mohammed,
among thousands
• Enrich people search with geography,
social proximity, interest, and other
dimensions
8/31/2021 10:50:32 AM 33
14

33. Model Doesn’t
Recognize Groups
Of People
The Oakland
Flower Club
Steering
Committee
• Create
• Share
• Find
• Describe
• Presence
• List Members
8/31/2021 10:50:32 AM 34
15

34. No Ability To
Synchronize
Skype Address
Book With Other
Contacts
• An update
here should
trigger an
update there
• Keep selected
contact lists in
synch
8/31/2021 10:50:32 AM 35
16

35. No Contacts
Included By
Reference
• When Enterprise LDAP
directory has the
freshest list of
departments, teams,
and staff, just show it in
my Skype client
8/31/2021 10:50:32 AM 36
Some
improvements with
Microsoft,
Facebook
contacts in 2011,
2012
17

36. No Identity Life
Cycle
Management
Automatically
provision Skype
identities to
employees and
members via SCIM
and LDAP the way
you manage email
and other accounts
8/31/2021 10:50:32 AM 37
18

37. PLAY WELL WITH OTHERS
8/31/2021 10:50:32 AM 38

38. Won’t Use
Foreign Logins
Sign into Skype
with Google,
Facebook,
LinkedIn,
Xbox,
Bank IDs, National
IDs
8/31/2021 10:50:32 AM 39
19

39. 8/31/2021 10:50:32 AM 40
Some progress in
September 2012…
19
Sign in with
Messenger, Hotmail,
Xbox, Facebook
accounts

40. 8/31/2021 10:50:32 AM 41
Some progress in
September 2012…
19
Merge
Microsoft and
Skype
accounts

41. Can’t Sign In
With Skype
Elsewhere
Sign with Skype to
Google, Facebook,
LinkedIn,
Xbox,
Banks
8/31/2021 10:50:32 AM 44
20

42. Profile Not
Sync’d Across
Networks
• Update my work
persona on
LinkedIn
• See it fresh on
Skype
8/31/2021 10:50:32 AM 45
21

43. No Persona API
• Personas should be programmable
• The identity you share with others should
be under your control
• Open up APIs so personas can be written,
changed and deleted remotely from other
services
• Your control over how you present yourself
should start with the service of your choice
8/31/2021 10:50:32 AM 46
22

44. To Recap…
8/31/2021 10:50:32 AM 47

45. PRIME FLAW
Skype’s ID System
Doesn’t Match
How People Interact
In The Real World
8/31/2021 10:50:32 AM 48

46. To Recap…
• Problems with Skype Names and Profiles
• Doesn’t Distinguish Accounts, Profiles and Personas
• Doesn’t Understand Groups of People
• Doesn’t Play Well With Others
8/31/2021 10:50:32 AM 49

47. To Recap…
1. Unable to change your
Skype name
2. Unable to transfer your
Skype name
3. Unable to Recycle
Abandoned Skype Names
4. Linked to One Email
Address
5. No Meaningful Export
6. Skype Ties Administrative
Identity Too Tightly To
Profiles
7. Your Account isn’t Your
Profile
8. Only One Profile Per Person
9. No Logic For Choosing
Which Persona Is Seen
10. Personas Don’t Have Their
Own Contacts
11. Presence is Shallow
12. No Shared Personas
13. Presence Not Mapped To
Personas
14. Shallow People Directory
15. Model Doesn’t Recognize
Groups Of People
16. No Ability To Synchronize
Skype Address Book With
Other Contacts
17. No Contacts Included By
Reference
18. No Identity Life Cycle
Management
19. Won’t Use Foreign Logins
20. Can’t Sign In With Skype
Elsewhere
21. Profile Not Sync’d Across
Networks
22. No Persona API
8/31/2021 10:50:32 AM 50

48. That’s Skype.
• They are motivated to do better
• Identity builds their Microsoft
partnerships
• Identity expands consumer use cases
• Identity responds to Enterprise
demands
8/31/2021 10:50:32 AM 51

49. How about your company?
• Are you doing better?
• What’s your identity roadmap?
• What’s your personal data roadmap?
8/31/2021 10:50:32 AM 52

50. 22 Ways
Skype’s Identity System Sucks
Phil Wolff
Personal Data Journal
Personal Data Ecosystem
Consortium
Twitter @evanwolf
Skype @evanwolf
+1-510-444-8234
about.me/evanwolf
pwolff@dijest.com
phil@pde.cc
http://pde.cc