Webwag is a new personalized start page set to be released at the end of this month. According to E-consultancy.com, it's the latest creation of ex-Google France chief Franck Poisson - who says it "will move out of beta on August 28" and be officially announced in early September. More from E-Consultancy.com:

"According to Poisson, Webwag will shortly launch a toolbar, allowing users to import bookmarks and other sites into widgets on their home page, as well as to search their chosen sites or the web as a whole. For the latter, it has inked a partnership with a “big search company”, which Poisson won’t name."

What's more, Poisson is talking up the chances of the independent start pages - such as Pageflakes, Netvibes and now Webwag. He thinks the big companies - Microsoft, Google and Yahoo - won't capture more than 50% of the market:

"According to Poisson, Webwag’s revenue streams will include affiliate marketing – something Netvibes is doing via Kelkoo - and B2B deals, an as yet unexplored area. Chris previously suggested that white labelling this technology is one key revenue opportunity for these firms to consider.

Poisson said: "As Web 2.0 develops over the next three three to five years, two things will remain. Firstly, everyone will have their own blog, and over 75% of people will have their own personalised start pages.

"My belief is the big search portals (My Yahoo etc) will get 50% of that market, and 50% will be taken by three to four independents.”"

Personally I think that 50% figure for independents is too ambitious. I also question his claim that 75% of people will have a start page in 3-5 years, unless you count the likes of Yahoo.com as a 'personalized start page' (actually I suspect the distinction will be moot in 5 years time).

In any case I do believe there is very viable market for the 'independents' - particularly in white labelling and B2B deals. Personalized start pages are one of the more inventive areas of Web technology at the moment, with action aplenty from Internet giants and small startups alike. It'll be interesting to see what Webwag has to offer - currently the link above is password-protected.