[...] as mobile phone evolve to break computing free of the desktop and firmly roots itself in daily life, we have an opportunity to mediate, mine, and now even augment our current social reality. We are beginning to see advances in communication technology that will enable face-to-face connections between strangers and make a profound impact on our society.

[...] Today's social software is not very social. From standard CRM systems to Friendster.com, these services require users to be in front of a computer in order to make new acquaintances. Serendipity embeds these applications directly into everyday social settings: on the bus, around the water cooler, in a bar, at a conference.