WiredNews:
GoingOn, announced last week and slated for release in the fall, is the brainchild of Macromedia founder Marc Canter and Tony Perkins, the founder of business media site AlwaysOn.

Calling it a “digital lifestyle aggregator,” Canter promises that individuals will need just one login and password to check news feeds, publish blog posts, manage social networks and swap photos or music online -all while being able to access the same services they currently use. GoingOn will also have its own social-networking component built in, but Canter is adamant that he’s not trying to get other products to run on his platform. Instead, his goal is interoperability; in his words, “We will become an identity hub.”

GoingOn is just one part of a growing movement called “Identity 2.0” that is dedicated to challenging the way our identities are managed online.

Identity 2.0 is the idea that people should have precise control over what others know about their personal data. As online shoppers know, we are expected to part with significant amounts of information to process even simple transactions online — from names and addresses to credit card numbers and mothers’ maiden names. And once the data has been sent off into the ether, it’s anybody’s guess what becomes of it.
Read the article…

I guess Identity 2.0 is similar to what MSN Passport is trying to do…

For more information about GoingOn, visit the blog.