Although the mobile phone content market is still focused on the music and gaming industries this will change within the next year as prices begin to fall and the speed of the network improves.  Launching a mobile product for a VW is only likely to attract adoption from large numbers in around a year or so while this change takes place and mass adoption of mobile Internet is realised.

When this feature is launched it will open up the discourse within the community as people begin to interact with others in their real lives, furthering the tightness of the community.  Some people may find this uncomfortable and so control must again be given to the user as to whether they wish for this kind of interaction.  The production of a variety of functions is an effective way of giving the specific functions that appeal to the specific user, depending on their use of the VW.  This also reduces the liability in development cost if a specific feature is not adopted in great enough numbers.  Allowing users to customise their experience you are handing back control to the user and allowing them to make the VW as useful to them as they desire.  This has the potential to re-frame VWs position in the market and turn them into a leading mediator for socialisation.  This is where they should be.