Striving to be the frontrunners in data portability, both Google and Facebook have simultaneously launched an extension to their services known as “connect” – while Google did a public launch of Google Friend Connect, Facebook launched Facebook Connect. The services will enable users to use their Google and Facebook logins to enter third-party sites. It benefits users and third-party sites, and allows Facebook and Google to collect more information about what users are doing online.

The two systems, competing for mindshare, do different things; and are, hence, not in direct rivalry with each other. While Google Friend Connect lets any web site add a social networking element, Facebook Connect lets you link things to your social network on Facebook.

Google’s service uses OpenSocial – indicating that sites using Google Friend Connect can use OpenSocial’s open-source applications, such as message boards and ratings gadgets. Google also lets users sign in with their Yahoo!, AOL and MSN usernames.

Meanwhile, Facebook offers the opportunity to expand the sites users can ‘connect’ with, by getting in touch with their favourite website’s developers. The social networking site also cites some of the places you can use this connect service including TechCrunch, CNN, The Forum, vLane, Howcast and Govit – allowing the user to leave blogs, comments, opinions and videos alongside their online persona.

Google Friend Connect’s partners seem to be smaller sites run by individuals, such as Billboard for the People and Qloud. Facebook has an advantage in terms of partnering with large third-party services, as it is already working with Digg, StumbleUpon and Loopt.

Though it is a bit too early to say how either service will fare, the Internet is already abuzz with early feedback garnered from site owners.