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Bloomberg Customers One Ring to Rule All Social Networks?

Posted by: Rob Hof on December 01, 2008

With what looks to be a fair amount of fanfare, a company virtually unknown in the U.S. is aiming to disrupt the fast-growing social networking business. Tonight, Rio de Janeiro-based, which already boasts 5 million registered users, is coming out of relative stealth to offer a way to view all your social networks and synchronize your friends, updates, photos, and everything else on all of them. The company’s tagline: “All your friends is one place.”

Eventually, that is. For now, supports Facebook, MySpace, Hi5, MSN Messenger, Orkut, and YouTube, but it hopes to add LinkedIn, Twitter, Flickr, Hotmail, Yahoo, Gmail, AOL, Skype and others soon. It has $2 million in funding raised last year from angel investors such as Esther Dyson and $6 million this year from the VC firm Draper Fisher Jurvetson.

From the release, here’s how it works:

Users join by registering their social networks at Their Power start page shows them all of their friends, messages, and content — from all their social networks, instant messengers, and email accounts — in one place. Updates, pictures of friends, messages that they’d see on Facebook show up next to ones they have on MySpace, LinkedIn, etc. Communities, birthdays, any social network features they choose, are all arranged by people — not by website — on their start page.

Once users log on to, they are automatically logged on everywhere that matters. They go from to their page on any one of their social networks with one click. Another click brings them to their page on another social network. One click also brings them back to, where they can simultaneously update the content of all their social pages. For example, they can browse their computer for their latest photos or videos, pick the ones they want, and — click — the pictures appear on all their personal pages at the same time.

If you’re familiar with Meebo, which lets you sign on to all your instant-messaging accounts from anywhere on the Web to chat, will be easy to grasp.
“We’re taking down the boundaries between social sites,” says CEO Steve Vachani, who told me that he doesn’t see the various efforts by Facebook, Google, MySpace and others to take their profile information to other sites as open enough to be all-inclusive.

Still, the idea isn’t unique, at least in broad outline, as a New York Times story tonight on Facebook Connect explains. Not to mention FriendFeed, which aggregates some social network updates but not instant messaging. And I tend to agree with Mike Arrington at TechCrunch that for now, at least, this will appeal mostly to social networking power users; while it’s simple to set up, putting all this information together can get a little dizzying, especially when single services such as MySpace and Facebook are already looking mighty cluttered all by themselves. Plus, I have to wonder if essentially scraping data from other services will run afoul of their terms of service, even if as Vachani notes, it’s the user allowing it.

Vachani brushes this aside in a followup email to me, in which I asked whether the mechanism for populating one’s page with information from various social networks involved Web frames, which are largely frowned upon:

This is not web frames. Its what we call Intelligent Proxy. A normal proxy collects information and passes that same information. An intelligent proxy gives us complete control to enhance site and add new functionality and features within the site or remix the site. This is a technology that we created. We do not face any of the problems faced by standard frames.

We do not face the technical problems of iframes. More importantly, we look exactly like a user from the sites perspective. Our system enters like a user, moves inside the site like a user. it is very difficult for them to do anything about this without hurting a lot of innocent users.

Business model? For now, it looks like Google AdSense and perhaps other ads (one of which brought up an error message saying I was “not authorized to view this page”). Vachani says he hopes he can offer advertisers more effective ads, especially ones that provide leads with information from one’s aggregated profile information (presumably OK’d by the user), rather than just clicks. But although he told me eventually he’d like to use data across all the sites aggregates to better target ads, that’s not in the immediate plans, no doubt because it will raise privacy concerns like Facebook’s Beacon did.

If can navigate these challenges, however, it may end up proving to be a very useful service at a time when the proliferation of social networks is getting to be too much even for the digerati.

Here is the company's list of "10 key social inter-networking features" offers, or promises to in the future:

1. Enjoy all your friends from your Facebook, Myspace, Google, MSN, and other sites, brought together in

2. Read and respond to your messages from all your sites in one place at

3. Enter and browse all your social network, email, and IM accounts simultaneously with one login at

4. Use MSN Messenger inside your Facebook, Myspace, Hi5, and Orkut at (Yahoo Messenger, Gtalk, and AOL Buddy coming soon).

5. Send messages, photos, and videos to multiple friends simultaneously on all your sites, email, and IM from

6. Access Facebook, Orkut, Hi5, or Myspace from blocked computers at work or school through

7. Interact with with users from all social networks around the world in Chat rooms.

8. Use Hotmail, Gmail, Yahoo Mail, Facebook Mail, and work email together in one place at (coming soon).

9. Synchronize and manage all your photos, music, applications, blogs, and videos on all sites at (coming soon).

10. Add LinkedIn, Twitter, Flickr, Yahoo, Hotmail, Gmail, AOL, Blogger, and Skype to your start page (coming soon).

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Reader Comments

Steve Woodruff @swoodruff

December 2, 2008 07:42 AM

Where will this concept ultimately go? Here's the roadmap:

Ian Hendry

December 2, 2008 12:25 PM

I see two challenges:

1) I am not sure that there are many people very active across more than a couple of social networks. Sure, the attention hungry will have profiles on them all, but tend then to gravitate around those that work best for them; so, perhaps one social one and a professional network, plus YouTube. Does anyone really need live interaction with more than three?

2) It's going to be tough keep up with the myriad nich networks emerging which aren't large enough to feature on's radar, but which are still important to its users.

These things are aside from the challenges they present themselvves by using only scraping rather than full integration; their onerous Terms of Use; and the fact that using as an interface to your socnets of choice breaches most of those services' Terms of Use too...

Ian Hendry


December 2, 2008 02:11 PM

How is this different than

Adam Braithewaite

December 3, 2008 05:09 AM

With the growth of niche social networks covering the "long tail" of interests, I wonder if will have a place in the future of social networking. A quick search on Google or shows just how many niche social networks there are now and they can't all be covered.


December 3, 2008 10:17 AM

I think this is an amazing thing, in the long run I hope that there will be one main social network that through it you can access all niche networks.

I believe this will take the web a few inches closer to surfers control.

Come visit me at -

Jack Conrad

December 7, 2008 02:09 AM

The goal here seems fairly clear. To streamline the myriad of user accounts in a variety of forums. Secondly devise a way to pull in the user profile information in order to exploit it for ad targeting.

Hopefully this won't be a repeat of the "Cuil" phenomenon. Where the cart is leading the horse. In this case - the cart's looking a little bare - based on the functional advantages that I've seen on so far are fairly limited.

If they pull it all together seamlessly and functionally - they'll have a winning idea though.


December 27, 2008 02:26 PM

What about ethics? Scrapping data from others sites is not illegal?


February 3, 2009 02:36 PM

whats worng with power it is 2-3-09 and u are still havig problums


February 13, 2009 12:27 AM

i wnw to join his group


March 9, 2009 12:29 PM

pow que quero participa do power
o que eu faço?


March 10, 2009 05:39 AM


Rogerio gomes

March 11, 2009 01:46 PM

oi sou garoto muito legal siparteco
sou muto brincalhão estrovertido


June 8, 2009 07:20 PM

quero muito?

marcos lt guimaraes

July 5, 2009 08:10 PM

eu acuei muito bom


October 19, 2009 05:19 PM

gostaria de mudar a parencia do meu orkut


October 19, 2009 05:20 PM

gostaria de mudar a parencia do meu orkut

Post a comment



BusinessWeek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, Douglas MacMillan, and Spencer Ante dig behind the headlines to analyze what’s really happening throughout the world of technology. One of the first mainstream media tech blogs, Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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