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.

It doesn't need to be a number one show, it just needs to be good.

People earnestly say to me here, 'Mr Knight, we have cellphones now, and you're going to really enjoy them.' That's their enticement for me to rejoin society. 'You're going to love it,' they say. I have no desire. And what about a text message? Isn't that just using a telephone as a telegraph? We're going backwards.

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.

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.

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