The Janrain User Management Platform (JUMP) provides website owners with a solution for acquiring and managing users across social channels. Investors apparently believe in this product, as the company has now obtained US$ 20 million of a new US$ 33 million round of financing.
This latest financing success includes 11 investors, according to filings with the U.S. Securities and Exchange Commission, and it comes on top of previous funding of about US$ 20 million. With its increased funding, Janrain is clearly gearing up for growth. In December, for instance, it added a new Vice President for Legal and Privacy, and last year it grew to about 130 employees from about 100 in 2011. The company was started in 2004 by OpenID advocate Larry Drebes and several engineers.
Social logins provide a quick way for users to login with an existing social network identity instead of having to register and remember different passwords for each participating site. More importantly for the participating site, social logins offer permission-based access to the existing profiles of users in their social network, including age, sex, preferences and other personalized data from their social graph.
The Janrain platform’s Engage feature handles the log in, as well as social sharing. The Capture module enables sharing of social profiles across enabled sites, and Federate provides single sign-on. Facebook Connect provides some comparable functions, but Janrain seeks to compete on the basis of performance, features and the virtue of being the Switzerland between competing social network platforms.
Earlier this month, Janrain released its analysis of Q4 2012 data from its platform. It showed that Facebook remains the leader for social logins but the popular social network dropped from a 54 percent share in third quarter to 49 percent currently, while Google increased to 31 percent from 25 percent.
Although Facebook and Google usually take the first and second position in Janrain’s data for social logins, the distribution of social networks depends on the kind of site. In fact, on some B2B sites, the company said that as many as 80 percent of its logins were through LinkedIn.
For mobile logins, Janrain showed that Facebook took a whopping 68 percent, Google had 16 percent, Twitter 11 percent and Yahoo 4 percent. The Janrain platform, currently used by such brands as Mattel and Dr. Pepper, supports logins from more than two dozen social networks and email providers.
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