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Up until today only a few technologies supported certain standards, the Operator extension for Firefox supports microformats, as will Firefox 3 when it is released, but none of these are big enough or important enough for the mainstream. Adding semantics to a website is a lot of hard work if no-one is around to use it.

This is why Yahoo!’s announcement is so big. Now there are machines reading that data and using it and enriching the web with it, do you, as a developer or site owner, want to miss out on that? Yahoo!’s search is to use microformats initially, to improve their understanding of the data to return more relevant results (and, from the looks of their example with LinkedIn add more detail to their search results). So, will other search engines, I’m looking at Google and Microsoft here, want to miss out on the wealth of data that they aren’t collecting and Yahoo! is?

What could be better, a reason to include semantic technologies in your site, better search results, new, intelligent services? I can only say thank you to Yahoo! for supporting this and giving it the much needed boost.

What are the elements of a VRM data portability policy? The basic elements of a VRM data portability policy should include: Data retention agreement - How long will my data be retained for? For example - for the life of the relationship plus 30 days. Data reuse agreement - Will my data be used for purposes beyond the original transaction Data ownership agreement - What elements of the data belong to the vendor such as a Frequent Flyer number Data portability agreement - The data that is the subject of the agreement may be stored by the vendor, or it may be held by a data custodian in a Personal Data Store. Data access agreement - The data that is the subject, or a sub-set, of the agreement should be accessible to third parties that have been granted access by the user. For example, granting access to my shipping address information at Amazon by a third party vendor I have performed a transaction with.

Chris Saad, cofounder and chair of the nonprofit ­DataPortability Project, notes that many current methods of transferring data expose users to huge security risks. For example, it's a common practice for social sites to ask users to submit the usernames and passwords for their Web-based e-mail accounts when they first sign up; an automated service can then search the network for people listed in their address books. "The door is open right now for any application that scrapes your Gmail address book to go ahead and scrape your shopping cart as well, or scrape your searches, or keep your username and password and pretend to be you," says Saad. "It's a nightmare of security, and it's something we need to solve sooner rather than later."

The next trick will be building awareness and adoption. When you consider that 0% of all websites (or enterprise apps) accept i-cards or OpenID, and 0% of sites issue cards, it’s small wonder that 0% of users today even know what an identity selector is. We’ve got our work cut out for us!

First things first. DataPortability is a brand… its a kind of un-organisation (a bit like BarCamps are un-conferences); a group of people and organisations who have the same philosophy, a philosophy of the portability of data. Every member of DataPortability should push for (advocate/evangelise) portability of data to web-users, developers and organisations.

The DataPortability Project will support other projects/groups working towards data portability (at the moment this explicitly includes communities involved in OpenID, OAuth, Microformats and the Semantic Web). Some members of DataPortability are also involved with legal issues and privacy which are just as important as the portability of data. The DataPortability Project is there to support people into a Web of Data.

Portability of data, or data portability is portable data. In other words, data can be copy/pasted and/or moved from one location to another. This is dependent on accessibility.

My last column discussed the brand utility supported entertainment model in which content providers and marketers work upstream to create customized complimentary experiences. One option would be to align this model with the open standard objectives of DataPortability.org. Their mission: to gather "existing open standards into a blueprint for a social, open, remixable Web where your online identity, media, contacts and content can follow you wherever you go."

For brands and content creators, that means conversation would truly have to be initiated by the user. The user would own the data, and the brand content offering would have to be valuable enough to warrant an exchange. In essence, brand content would be bought with "data currency."

There are brand enthusiasts who participate in campaigns on an ongoing basis. Yet each time they return, these fans must register and sign-up for the full experience. If the brand were to embrace technologies such as OpenID, not only would it provide their fans access to cross-promotional properties around that campaign, it would also provide easy access to all future campaigns. And with future potential of data portability, people could take those experiences with them, introducing content to friends and hopefully igniting passionate new fans.

On Sunday, we had a significant discussion on data portability and about the activities, responsibilities and opportunities of and for the eponymous group which has recently generated much hype and buzz but little, (as far as I’ve see) clarity and/or cogent strategy for advancing its expansive charter:

So anyway, I do believe that there is an opportunity here and Chris Saad is correct that getting a number of the prominent players in this arena to come to the table on this topic is a feat; however, simply bringing them together without engaging with the gnarly problems and policies that have kept data portability from becoming a reality could bring more confusion and angst than benefit.

The frustration over the minimal barrier to “becoming a member” of the group (you simply have to sign up for a mailing list) and the focus on large vendors without advancing an agenda with teeth and clearly defined metrics for success was palpable. But so was the desire to make some progress, and if not come to complete agreement, to at least identify concerns shared by the majority of us and perhaps develop a strategy to deflate the hype to date and get the group moving in a productive direction.