Social Networking on Mobile Devices?

Today I found a fun blog about interactive advertising called Adotas (http://www.adotas.com). Adotas just recently published an interesting blog post (http://www.adotas.com/2006/09/earthcomber-wins-patent-for-permission-based-mobile-search/) about social networking on mobile devices. Apparently Earthcomber (http://www.earthcomber.com) has received a patent to incorporate a social networking device in mobile phones. This social networking device will have the ability to alert the mobile phone carrier of people, places, and things in close proximity to them that match their personal preferences. It will also be able to send advertisements to the phone carriers, but only if they grant permission to receive them.

I think Earthcomber has come up with a pretty cool concept. A device such as this one would be helpful on a phone, especially if one was in an unfamiliar area. In that kind of situation it would be convenient to be informed of hotels, restaurants, and shops nearby. However, the sole concept of this device would be to promote, places, products, and even people. I think the question of whether or not the promotion will be successful will depend upon how attached people become to this new system on their phone. If they become dependent on it and go to the first restaurant, shop, hotel, etc. it suggests, then it will become incredibly successful. However

if they choose to explore, then promotional dollars will have been wasted.

What is your opinion on the new device? Would you use it? Do you think it serves as a good promotional tool? Leave your opinions in a comment!