I believe that the key feature of ORCiD is to provide verified publications (corroborated by publishers) for use in academic promotion cases. It is a non-profit with deep ties to institutions and publishers so it is a credible source while many for-profit academic profile companies have popped up in recent years. Authors must supply or create an ORCiD number publishing with Elsevier journals, for example. ORCiD itself offers a Profile view but it's fairly constrained.
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