Thats your account that comes with the SYNC or My Ford Touch system. You log in and it tells you your version of software and when you need an update. You can also configure some things from it.
In answering your original question, SYNC as itself is a great system that works well most of the time. My Ford Touch on the other hand is the unstable platform that single handily has dropped Ford's quality ratings. When it does work its great, but the instability and unpredictability is what kills it.