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I was talking to a member of the IT press in New Zealand today and I was asked a general question about the trends in Web 2.0. Web 2.0 will really help organizations innovate but it will also throw up a number of challenges. One of the many challenges is Profile management. As our employees and business partners use internet based collaboration tools such as linkedin, YouTube, Facebook organizations will be faced with the question should I start aggregating these services into my infrastructure to provide a richer experience for my users? If the answer is yes businesses will put the responsibility to logon to these services onto the user but over time as these external services become part of the corporate infrastructure users will want to manage their different "personas" within the context of their day to day work ; employee persona and multiple internet personas will need to be integrated. The question is will the enterprise have to do this or will the internet community have to do this? For large corporations the answer will probably be "we will do it ourselves" but for SME's this wont work as the skills and knowledge to do this will be to high. The question in my mind is when will profile.org be born? Profile.org will provide layers of persona trust that allow businesses to match their employee persona (profile) against their internet personas. This will create a huge battle within the industry as control of our personas and the underlying profile information may also give control of the analytical data associated with the actions we perform. Control of this analytic data drives content delivered to users and it is a hugely valuable component of Web 2.0. To see a high level overview of profile 2.0 see this...http://www.slideshare.net/sparkbouy/profile-20