To deliver a truly personalised experience across multiple devices we require our users to login. To get our users to login we need to create a seamless login experience. Users often forget their username or password or do not understand that they can use the same login credentials between the different products or services we offer.
Password management services make it easy for users to keep track of their login credentials and use them across multiple platforms.
Apple and Google have created services to manage user credentials. Apples initiative is called “shared web credentials” and Googles “Google smart lock for passwords”.
If you update your apps and website to support both ‘shared web credentials’ and ‘Google Smart lock for passwords’ you can simplify the login experience for those users who have chosen to save their credentials with Apple and Google. The biggest benefit is in sharing login credentials between your website and your apps.