It's very hard to cheaply build anything significant in a multi-platform, mobile world.

As users replace usage of the web with a mobile, app-centric ecosystem, the phone becomes the center of gravity. In this mobile world, Facebook is just one app on the phone.

Mobile Messaging is rapidly becoming the primary way users engage socially on mobile.

As Android, iPhone and other mobile platforms grow, we are moving away from the page-based Internet. The new Internet is app centric and often message-centric.

We've patented the idea... of using the address book as a place to declare that you like a brand. By so doing, the brand has now got your permission to send you personal messages - it could be money off offers, coupons, promotions, just information, whatever is appropriate.

Phones were created as social tools. Smartphones are especially good at being social, integrating text, voice, video and images in an endless number of apps that can serve a user's needs, and all without the need for a web-based social network.