Yep, it is starting and the drums are beating when it comes to the buzz. But I'm far from convinced the audience is there yet.
Google made another move in the mobile area today,
Google Invests (Again) in Mobile Social Networks with Zingku Acquisition
The service lets you create and exchange things like invitations, 'mobile flyers' and pictures with friends over the phone, according to Zingku, and integrates your phone with a personalized web site so that you can more easily move such things back and forth.
I'm a regular mobile user, but when I talk to the common joe out there I get the sense some of this stuff is way ahead of the curve for them. I think there is a lot more buzz, when it comes to a substantial audience with this medium it has to include the regular folks out there ... I think there is a long way to go (younger generation growing older) before the size of the audience is going to justify the level of buzz around it currently.
Local, personalized, mobile ... more buzz that substance to me when it comes to the current audience size. Does anyone draw significant traffic from local or mobile search today? I don't see it across the many sites I work on.