At its annual Google I/O developers conference, Google announced the launch of the Google Identity Platform, a suite of developer tools that enable them to build easier sign-in functionality into their apps so users can more easily engage with them.

Google Identity Platform makes use of three main tools: Smart Lock for Passwords, Google Sign-In, and Identity Toolkit.

Smart Lock is a password manager built into a user’s Google account, which automatically signs the user into an Android app, and autofills credentials on websites viewed when using Chrome so they don’t have to remember and type in passwords. It comes with a new API for developers and publishers on Android. Developers can save and retrieve credentials, and automatically sign their users in across devices and sites in Chrome. It’s already in use by Eventbrite, Orbitz, Netflix, Instacart, and the New York Times. LinkedIn is working on integrating it as well.

In a post on the Google Developers Blog, product manager Adam Dawes explains:

How does Smart Lock for Passwords work for your app or site? It recognizes and pre-fills login credentials across devices. When a user signs into or signs-up on your property, they’ll see a Smart Lock prompt to save their password for future use. If they accept, they’ll never have to enter a password again on your Android app or website on Chrome. In turn, this helps your app or site boost sign-up and sign-in rates for new and existing users.

This also means when your users buy and activate new devices, they can easily download and get logged right back into your app using the proper account. You don’t have to spend resources in re-acquiring them again, or encounter forgotten passwords along the way.

Google says it will offer new features including support for sync passphrases and Smartlock for Passwords API support on other platforms later this year.

Google Sign-In of course lets users log in with their Google accounts, and Identity Toolkit provies an authentication system, which supports email and password authentication as well as Google and Facebook IDs.

Images via Google