Many large web companies are racing towards a similar goal: owning people's online attention streams by providing the most benefit to those that use their services. For an example of this direction of new products, a San Francisco company, Radar Networks, recently unveiled a new service at the Web 2.0 Summit, Twine, which will assimilate and make sense of the information in users' lives if they feed it with bookmarks and the content of emails.

At the same time, we can see a push towards letting users choose if they want to open their digital identity and network. A new initiative from Google will add a social component to more of their services. Similar to Facebook, it looks like Google will open up a new set of APIs to let developers access the services.

Some details about Maka-Maka have already leaked out, particularly how Google plans to use the feed engine that powers Google Reader (known internally as Reactor) to create “activity streams” for other applications akin to Facebook’s news and mini feeds.

Google is planning to “out open” Facebook with a new set of APIs that developers can use to build apps for its social network Orkut, iGoogle, and eventually other applications as well.

A New York Times article describes Google, Myspace, LinkedIn and some of the most popular social networking sites convening on a commons standard for social network developers, OpenSocial:

MySpace and Bebo, two of the world’s largest social networking sites, on Thursday joined a Google-led alliance that is promoting a common set of standards for software developers to write programs for social networks....

The open standards could create a boom of innovation around social networks as applications reach more users than ever and encourage developers to create more Internet tools.

Data mining on a large scale has been common practice for companies and the government for years now, but these new ambitious data aggregation and data mining projects will potentially open their results to the public. At the least, each individual user will be benefitted with better recommendations by the addition of data by others.

Radar Networks: Twine http://www.twine.com/
Google's Response to Facebook http://www.techcrunch.com/2007/10/29/googles-response-to-facebook-maka-maka/
MySpace Joins Google Alliance
http://www.nytimes.com/2007/11/02/technology/02google.html?_r=2&oref=slogin&oref=slogin
Plaxo: More on social network portability http://blog.plaxo.com/archives/2007/08/more_on_social.html
Twine, Freebase and Powerset http://mikelove.wordpress.com/2007/10/21/twine-freebase-and-powerset/