According to a report on Business Week, the new tool, known as Rapture, will capture character details, profiles, stats and other player details. This information will then be published on a personalised webpage.
The software will help players better organise their gaming and more easily communicate with other World of Warcraft players. You'll also be able to monitor your gaming habits and presumably cut back if you discover you're playing WoW for 20 hours a day - the new tool won't help you quit your addiction though.
It's not surprising that Fanning is attempting to tap into the WoW market, considering the game currently has a staggering 7.5 million subscribers and is sure to grow further with the imminent release of The Burning Crusade.