Now-a-days, the value of web services is going to increase due to e-commerce. There are many service providers like eBay, Amazon where user need to create their own profile within service provider domain. The profile is stored locally within proprietary personalization architecture at the service provider under their control. There are many advantages and disadvantages of such a system. Replicating the same information of user profile among multiple service providers decreases consistency of user profile and increase storage overhead. Consistency increases by centralizing the information, but there is again issue of privacy and security. User must keep trust on the service providers that their system is safe from hacking.