setting up a social networking service. Carriers can't simply apply the social networking models and technology developed by the Web 2.0 community; they must improve upon them. Current social networking sites share a common set of pitfalls that include a lack of useful real world relationships, a lack of serious consideration for user privacy, and a tenuous business model. Thus, the social networking technology paradigm of the Web 2.0 community is not a fit for carriers. For example:• It offers no opportunity for carriers to leverage their vast customer data resources to provide innovative value-added service, so it will not monetize the carrier's resources and capabilities.• It offers no prospects for providing the end user with reliable, useful social networking services in a trusted and secure environment.