Steve Rubel writes that widgets will transform blogs into start pages:

Widgets are getting really sophisticated. As I have mentioned before, you can easily transform your default home page into a one-stop-shop that covers most of your basic needs. So why can’t a blogger provide the same service to people who share a common passion on a topic?

Well, for starters, we are missing key parts of the required infrastructure. Bloggers don’t have an easy way to easily manage hundreds or thousands users and their registration and personalization data. This is why we’ll see white label services emerge that allow publishers to to snap together widgets like building blocks into sophisticated start pages for their readers. Third parties will handle all of the back-end processing in exchange for a piece of the generated advertising revenue.I would not be surprised to see Google get into this game. It’s a great next step for Adsense.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.