<div><strong>Simar Singh</strong><br><br>Introducing a new mail app for its email service, Yahoo is looking to dismantle password regimen, addressing the frustration of users who are weighed down by multiple passwords, often having to create those which meet the variant specifications of different portals.</div><div> </div><div>Yahoo’s new app marks the introduction of ‘Yahoo Account Key’ which the company describes as a more simple and futuristic alternative to the old password. This simplifies the sign-in process by allowing users to access their accounts by tapping a notification which is sent to their smartphones. Of course, those who prefer can continue typing in their passwords.</div><div> </div><div>“Passwords are difficult to remember and secondary sign-in verification is inconvenient and confusing,” said Dylan Casey, vice president of product management at Yahoo. “Earlier this year we launched on-demand passwords using an SMS code. We’re now taking a major leap towards a password-free future with the launch of Yahoo Account Key, which uses push notifications to give users simple and secure access using their mobile device.”</div><div> </div><div>Apart from this novelty, the overhauled application has included a number of new features including smarter search, contacts management and rich compose.</div><div> </div><div>“Email is the most prevalent way people communicate online. However, what we want from our inbox is evolving. Mobile use requires a faster and smarter inbox,” said Jeff Bonforte, senior vice president of communication products at Yahoo. “Both of these needs are at the centre of our new app.”</div><div> </div><div>Recognising that users today have multiple email accounts across various providers, Yahoo Mail now gives customers the ability to integrate and manage their Outlook and AOL accounts from Yahoo on mobile or desktop.</div><div> </div><div>Currently, Yahoo is rolling out this feature on the app only with the desktop feature being only available in the US but says that this will soon be available to the rest of the world as well.</div><div> </div><div>This upgrade is clearly a major move for Yahoo which has been struggling for years to revitalise its sliding market share. According to data released by Litmus Email Analytics for September 2015, has only 3 per cent of the email client pie, well behind rivals like Gmail. However, email continues to remain one of Yahoo’s more popular products and with more than half of their users accessing this service through mobile devices, this upgrade will be pivotal for client retention at the least.</div><div> </div>
