Trust acts as a facilitator for decision making in environments, where decisions are subject to risk and uncertainty. Security is one of the factors contributing to the trust model that is a requirement for service users. In this paper we ask, What can be done to improve end user trust in choosing a cloud identity provider? Security and privacy are central issues in a cloud identity environment and it is the end user who determines the amount of trust they have in any identity system. This paper is an in-depth literature survey that evaluates identity service delivery in a cloud environment from the perspective of the service user.