According to Carolyn Pittis, SVP for Global Marketing Strategy and Operations, they plan to add other features in the future, including a video component. Pittis recognizes that a lot of authors are already working on an online presence, but says:
authors are not experts on search engine optimization. The point of what we're trying to do is to use the author's content to cross-market them within our network.The good news is that HarperCollins says the authors will own any content they create for their pages.
You can find out more at the Avon site.
One thing I find annoying is having to register. There are so many sites where you have to sign up that there’s no way I could remember my sign-in name, let alone password. If they want you to connect with their authors, they should make it open and visible to the public. Yes, I know they want to capture the email addresses. They can do that without making you register. Having to sign up puts a block between author and reader.