The idea is – we “log in’ to a single profile on our social network. The resultant social network then becomes an ‘umbrella’ network encompassing your Web, Mobile Web and even the Enterprise Web. The concept of umbrella social networks becomes even more powerful when presence is added to the mix.
This is a concern to many including Google. Many people no longer use email because email is replaced by facebook messages. If your entire web experience is replaced by facebook and the advertising for facebook is exclusively from Microsoft .. this is clearly a threat for Google(and a master move on behalf of Microsoft). So, already we are seeing some moves in this direction – and one can expect some response from Google to this.
and today Google announces an open social API ..
OpenSocial is a set of three common APIs, defined by Google with input from partners, that allow developers to access core functions and information at social networks: 1) Profile Information (user data) 2) Friends Information (social graph) and 3) Activities (things that happen, News Feed type stuff)” Says Om Malik: “OpenSocial attacks Facebook where it is the weakest (and the strongest): its quintessential closed nature…Even if you take Facebook out of the equation, the task of writing and adapting widgets for the every increasing number of social platforms was going to be turn into a colossal mess.”"
Fascinating development and good for the whole industry!