I have always felt that Location-Based Services (LBS) was the key differentiator of the mobile phone from the PC as a information retrieving device. Many social networking sites are assuming that they can replicate their model from online to the mobile device. This is the same mistake that many print and broadcast advertisers made when they initially came online--spending big bucks for static banner ads on high traffic websites--with the end effect of a big "0" in ROI.
Mobile is a new medium completely--and companies wishing to engage and participate in this new medium really need to understand the inherent dynamics that make this platform compelling to end-users. Imagine the possibility of being able to know when your good friend is in the same city or even same building--and being able to impromptu meet them at a local restaurant for lunch which is walking distance for both parties and satisfies both your culinary preferences?
I feel this is a truly innovative MoSoNet scenario.
However there is hope to bring this kind of innovation to market--and it seems to be led by a number of new start-up companies (which supports my beleif that true innovation comes from small companies). Check out this article in CIO magazine that describes the initiatives by a number of promising start-ups.
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