Abstract:
Social networking has become a significant aspect of many peoples lives as they communicate with others who are members of the same social networking application. In many instances members who have joined these social networks to find other individuals with similar interests are unaware that every day they are passing hundreds of people some of whom have these same interests but have not joined the same social network for reasons which may include embarrassment, unfamiliarity with computers, etc. Further full utilization of these social networks is really geared to users in front of their computers rather than their wireless devices which are with them most of the time. According to the invention users manage local profiles on their wireless devices which form ad-hoc networks with any other devices they encounter, exchange profile data to establish a degree of commonality or interests, and may meet during their normal daily lives.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
       [0001]    This application claims the benefit of priority to Canadian Patent Application filed Jul. 10, 2009 entitled “Mobile Social Networking” for which application serial number is currently unavailable. 
       FIELD OF THE INVENTION 
       [0002]    This invention relates to mobile social networking and more specifically to providing localized and remote profile based configuration of mobile devices associated with a user. 
       BACKGROUND OF THE INVENTION 
       [0003]    The Technology, Media and Telecommunications (TMT) business has grown in the past 10 years with the widespread deployment of wireless devices, personal computers, Internet, and broadband networks to represent a value chain of over $3 trillion worldwide, including content providers, advertisers, telecommunications companies and electronics suppliers (White Paper Wireless Social Networking from iSuppli, July 2008). In the next decade wireless social networking products, applications, components, and advertising will generate more than $2.5 trillion in revenue by 2020, according to iSuppli (Press Release, Jun. 4, 2008 http://www.isuppli.com/NewsDetail.aspx?ID=12930). 
         [0004]    During the next decade it is anticipated that mobile devices, such as cellular telephones, smart phones, personal digital assistants (PDA), will become the primary channel for viewing content from or accessing the Internet (World Wide Web) for consumers and that social networking will have moved largely into the wireless realm providing the degree and type of ubiquitous connection that consumers demand. At the same time it is anticipated that this evolution with be accompanied by the creation of a new generation of applications that will greatly expand the appeal and utility of social networking, and will finally generate profits for the social networking industry. 
         [0005]    It is anticipated that applications will have to be intuitive to consumers and enabled by innovative technologies, which will be introduced in the timeframe from 2009 to 2015 and accordingly spur the adoption of social networking as a feature of consumers everyday lives. Today there are essentially three levels of users, these being immediate family and close friends, extended friends, and shared interest groups. Today users interact sporadically, but intensely, with extended friends through games, avatars, and general updates and information. Users with common interests communicate in ways that extend into business. The popularity of social networking in business, for trading, online collaboration, and virtual meetings, is also likely to spur advancement of mobile devices equipped for content viewing and sharing. 
         [0006]    Accordingly, as users move to such wireless devices as their primary means of communicating, accessing content, and using applications in the next decade, the technological innovations will also have to appear within the semiconductor and display industries globally. Increasingly displays will emerge as the most valuable portion of the mobile-device value chain, with makers of portable wireless devices stressing differentiation via superior display technology rather than features which have been important to date including battery lifetime, weight, size, full keyword, etc. 
         [0007]    Accordingly display technologies, like touch screens, flexible displays, and motion sensors, will become increasingly important, while demand rises for highly integrated processors that combine numerous high-performance, multi-threaded special purpose cores as consumers expect performance in their wireless devices comparable to the dedicated special purpose processors they exploit today in gaming consoles, wireless devices, and personal computers. Additionally companies that supply the core silicon, microprocessors, graphics accelerators, memory, etc for these wireless social networking devices will increasingly need to balance software and firmware engineers alongside hardware engineers and semiconductor processing specialists. 
         [0008]    These trends run against those experienced to date within the social networking arena where the focus has to date been on providing applications and building subscriber numbers and databases for applications where subscribers pay nothing and the enterprises building these hope to make a return from medium to long term strategies of offering enhanced services with fees or introducing advertising for example to generate revenue. 
         [0009]    So if we consider a typical hypothetical social networking user of today then we find that they have both a personal computer (PC) and a smart phone, and that whilst their smart phone has a browser and they should be able to access most online sources that they can access from their PC, particularly those with wireless application protocol (WAP). However they do not use their smart phone as a computer, they use their PC for work or for anything that is a task requiring more than a couple of minutes. On the other hand they use their smart phone for short online tasks when on the move, limiting access time due to the subscriber plan they have with their service provider, such as Verizon™, AT&amp;T™, T-Mobile™, BT™ etc. They will extend their access time if they are able to find a free wireless hotspot. 
         [0010]    The hypothetical users computer social networking activities are based around writing emails, accessing social network sites such as Facebook™, Hi5™, LinkedIn™, Flickr™, Classmates™, Last™, MySpace™, Twitter™, Windows Live Spaces™, etc, where they read and comment on friends blogs, and upload pictures. A lot of these social networking sites are essentially passive, reading content, clicking here and there. Some social networking websites are more active, where they create and upload content, which will be read and seen by someone else. They also use other application such as Google Talk™, Windows Live Messenger™ and Skype™ for chatting. Their approach to instant messaging (IM) is usually simple: keeping IM turned on (with status online/busy) all the time they are at the computer and have long, informal conversations with whoever is online (one or more people). They will also access other applications such as YouTube or dating websites such as LavaLife, Yahoo Personals etc 
         [0011]    However, we find that this hypothetical user has mobile phone social networking activities are very different from those above on the PC. They currently do not translate all their use from their PC to their mobile phone, mainly because the situations they are currently in and because their smart phone has a small screen not suitable for the majority of tasks they perform at the computer. For example PCs will typically have 17 inch through to 30 inch LCD displays and laptops ranging from 13 inch to 18 inch whereas typical smart phone displays are typically 1.9 inch or 2.2 inch and PDAs slightly larger at 2.4 inch, 2.5 inch or 2.8 inch. 
         [0012]    Additional factors include memory, which is typically limited currently to 4 GB, 8 GB or 16 GB, e.g. Palm™ Centro™, LG™ Dare™, Blackberry™ Storm™ 9530, to store everything rather than 100s GB to Terabyte of hard disk drives (HDD) configured in many cases as RAID drives to store audio-visual content and typically 2 GB-4 GB of flash memory to handle immediate access requirements, reduced data transfer rates, absence of features such as copying, pasting, storing from the Internet, transfer to PC, and absence of applications with features that subscribers are used to such as text and graphics editors, spreadsheets, electronic mail applications etc. Whilst Microsoft™ Office™ is now available for specific devices such as Apple™ iPhone™ and Blackberry™. 
         [0013]    As a result the hypothetical user obviously makes telephone calls, sends texts, and some electronic mail (email) but these emails will be generally shorter than their PC counterparts, and be replies rather than initiating emails or so-called push emails. They download Rich Site Summaries (RSS) with news, use Twitter™ (which limits postings to 140 characters), chat on Yahoo™ Messenger, Blackberry™ Messenger etc and in a limited percentage send direct messages with PIN-to-PIN messaging. 
         [0014]    Another characteristic of mobile phone social networking with subscribers, and to a lesser extent computer social networking, is a trend to shifting social networking applications and a lack of retention from initial use. Even applications such as Facebook™ that work across both computer and mobile environments only achieve a 50% retention rate (Nielsen NetRatings Press Release May 2006, http://www.nielsen-online.com/pr/pr — 060511.pdf). Social networking applications such as Twitter™ which are currently causing substantial comments and being discussed as the new Facebook™, YouTube™ etc are only achieving retention rates of 40% (defined in users returning the following month from registering). 
         [0015]    A common element to all these social networking applications, such as Facebook™, Hi5™, LinkedIn™, Flickr™, Classmates™, Last™, MySpace™, Twitter™, Windows Live Spaces™ etc is that the subscriber accesses a host website associated with the social networking application and generates a user profile which contains information relating to the subscriber which may include for example, sex, age, name, physical characteristics, likes, dislikes, email address and a photograph. They typically then generate a user name, which may be their real name, nickname, or a created name, and then a password allowing them to access the website and their personal profile securely. All of this information is hosted by servers associated with the social networking application and according to the specific social networking application may be searched fully or partially by another user of the social networking application who is seeking to find someone they know, have met, or would like to meet. Typically these search type functions are restricted to PC based access as the display functionality of the mobile devices is insufficient for effective use. 
         [0016]    As a result mobile social networking tends to be more restricted than PC based social networking and tends to be restricted to emailing, adding simple messages (c.f. Twitter™), and being notified of adjustments in contacts information. Accordingly communications between two users of a social networking application would typically begin through at least one employing a PC to initiate the engagement, by performing a search, say for single females within the age range of 35 to 45 who live within 25 km of Ottawa, Ontario, Canada and have interests in ice hockey, baseball, good food and a looking for a long term relationship. Having the results of this search displayed on their PC they would typically initiate a communication to a selected user which may from that point on as it is a series of text based communications be that either within the mobile or PC domain. 
         [0017]    However, whilst moving around Ottawa our male user who has registered perhaps with one, two, or more social networking applications in their search for a partner in a long term relationship will meet, pass or be within very close vicinity of a large number of potential partners without any inkling of the fact. If he has a superb memory he might recognize once in a while an individual if they posted a photograph of themselves to their profile but they may have wished to remain anonymous fearing social stigma from their friends, family, work colleagues etc if this search for a partner became public knowledge. This hesitation or reluctance increasing typically if their search is perhaps restricted to seeking someone for a short sexual liaison or for older subscribers who are less familiar with the social networking application or where they believe the people using the website are not honest, misrepresent themselves etc. 
         [0018]    As a result our male user will only find potential partners who are registered with the social networking application. This may represent a very small fraction of the actual real world potential partners. Accordingly it would be beneficial to provide a social networking application that allowed a user to create a profile that was not solely hosted in a remote server requiring another user to login and search, but was stored locally to the user within a wireless device associated with them. 
         [0019]    Additionally in many environments wireless communication between a users wireless device and the telecommunications network is interrupted due to service outage for example, they are outside coverage of their provider, or they are within a structure that limits coverage whilst when they are at the periphery of the structure or parts of it they have coverage. Examples of such buildings include office towers, do-it-yourself warehouses, and other retail outlets which are based primarily upon a metal shell. Further if the social networking application is going to be active for a large proportion of the time that the user is outside their residence then accessing the wireless telecommunications network constantly would be expensive and restrictive therefore to the users online time. Accordingly it would be beneficial if the social networking application engaged within communications that are undertaken without accessing the wireless telecommunications network or are undertaken in conjunction with the wireless telecommunications network. 
         [0020]    It would also be beneficial if the subscriber was able to generate, adapt, and maintain their profile locally themselves, be that upon their personal PC or wireless device, and that these devices be locally synchronized so that whenever the subscriber departs their residence and elects to be active on the social networking application that their profile is up to date. It would be further beneficial if the local profile was synchronized to a remote hosted profile database for the social networking application such that the subscriber also benefits from the traditional benefits of the server based searchable social networking application. 
         [0021]    Accordingly it is an intention for the invention to provide a social networking application wherein the user is able to leverage their wireless electronic devices to a greater extent than currently undertaken such that they are able to engage in social networking applications in a dynamic manner within their real time, real world environment rather than solely through a remote hosted database requiring other users to search and then contact the user. In this manner it is an intention of the invention to provide immediate direct interactions for users rather than indirect interactions undertaken over extended time periods. 
       SUMMARY OF THE INVENTION 
       [0022]    It is an object of the present invention to obviate or mitigate at least one disadvantage of the prior art. 
         [0023]    In accordance with an embodiment of the invention there is provided a comprising providing a wireless device of a plurality of wireless devices, each wireless device comprising at least a memory and a transceiver, the transceiver operating according to at least a wireless standard and providing a local user profile, the local user profile being stored within the memory of the wireless device of a plurality of wireless devices and containing at least an element of data relating to a user of the wireless device of the plurality of wireless devices. The method further comprising establishing a communication from the wireless device of the plurality of wireless devices to another wireless device of the plurality of wireless devices, the communication being other than via at least one of a public switched telephone network and an Internet Protocol network and establishing a rating if a permission has been granted from the another wireless device of a plurality of wireless devices, the permission relating to the transfer of an element of data of a remote user profile, the remote user profile being the local user profile for a user of the another wireless device of the plurality of wireless devices. 
         [0024]    In accordance with another embodiment of the invention there is provided a method comprising providing a wireless device of a plurality of wireless devices, each wireless device comprising at least a memory and a transceiver, the transceiver operating according to at least a wireless standard and providing a local user profile, the local user profile being stored within the memory of the wireless device of the plurality of wireless devices and containing at least an element of data relating to a user of the wireless device of the plurality of wireless devices. The method further comprising establishing a communication from the wireless device of the plurality of wireless devices to a local server associated with an enterprise, the communication being other than via at least one of a pubic switched telephone network and an Internet Protocol network and establishing a rating, the rating being established in dependence upon at least a predetermined portion of the local user profile temporarily stored within the local server and a predetermined portion of the database stored within the local server. 
         [0025]    Other aspects and features of the present invention will become apparent to those ordinarily skilled in the art upon review of the following description of specific embodiments of the invention in conjunction with the accompanying figures. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0026]    Embodiments of the present invention will now be described, by way of example only, with reference to the attached Figures, wherein: 
           [0027]      FIG. 1  depicts a network configuration according to the prior art for a social networking application; 
           [0028]      FIG. 2  depicts a flow diagram for users accessing a social networking application according to the prior art; 
           [0029]      FIG. 3  depicts an exemplary screen flow for a user accessing social networking applications upon their mobile telephone; 
           [0030]      FIG. 4  depicts an exemplary environment for a localized social networking application according to an embodiment of the invention; 
           [0031]      FIG. 5  depicts some typical environments wherein a localized social networking application according to the invention may be deployed; 
           [0032]      FIG. 6A  depicts exemplary displays for a user generating a profile with a social networking application according to an embodiment of the invention; 
           [0033]      FIG. 6B  depicts exemplary displays for a user configuring a social networking application according to an embodiment of the invention; 
           [0034]      FIGS. 7A through 7D  depict snapshots of a users dynamic ad-hoc environment for a social networking application according to an embodiment of the invention; 
           [0035]      FIG. 7E  depicts a cascaded ad-hoc environment for a social networking application according to an embodiment of the invention; 
           [0036]      FIG. 8  depicts a first example of targeted advertising based upon a user of a social networking application according to an embodiment of the invention moving within range of a first store; 
           [0037]      FIG. 9  depicts a second example of targeted advertising based upon a user of a social networking application according to an embodiment of the invention moving within range of a second store; 
           [0038]      FIG. 10  depicts an example of a user of a social networking application according to an embodiment of the invention obtaining information regarding a local environment based upon their locally stored preferences within the social networking application; 
           [0039]      FIG. 11  depicts an example of a user of a social networking application according to an embodiment of the invention obtaining information regarding people within a local environment based upon their locally stored preferences within the social networking application; 
           [0040]      FIG. 12  depicts a flow chart for contact sequence according to an embodiment of the invention for social networking wherein the user engages another unknown individual using local wireless communications; 
           [0041]      FIG. 13  depicts a flow chart for contact sequence according to an embodiment of the invention for social networking wherein the user engages another unknown individual using local wireless communications and requires the unknown individual to accept the contact; and 
           [0042]      FIG. 14  depicts an example of a user of a social networking application in accordance with an embodiment of the invention wherein unique identifiers associated with the profiles of other users of the social networking application they wish to meet are retrieved and employed in identification of these users using local wireless communications. 
       
    
    
     DETAILED DESCRIPTION 
       [0043]    The present invention is directed to providing social networking between individuals wherein the initiation of contact is made through local wireless communications to locally stored preference data of the individuals rather than a centralized server based social networking environment. 
         [0044]    Reference may be made below to specific elements, numbered in accordance with the attached figures. The discussion below should be taken to be exemplary in nature, and not as limiting of the scope of the present invention. The scope of the present invention is defined in the claims, and should not be considered as limited by the implementation details described below, which as one skilled in the art will appreciate, can be modified by replacing elements with equivalent functional elements. 
         [0045]      FIG. 1  depicts a network configuration  100  according to the prior art of S. H. Altman in US Patent Application 2007/0282621 entitled “Mobile Dating System Incorporating User Location Information” for a social networking application which employs a location based management module  112  in conjunction with a central server  104 . As shown within the network configuration  100  there are a plurality of mobile users  102  who access a first network  110  and are coupled thereby to a first server  116  which supports the social networking application, for example Facebook™, Yahoo Personals™. Similarly a user  105  and desktop users  106  access a second network  111  through which they are coupled to a second server  114  which supports the social networking application. The first and second servers  116  and  114  respectively are local servers which are themselves connected to the central server  104 . 
         [0046]    The central server  104  being connected therein to a location based social network manager  112  and database server array  120  which contains map database server  122 , user database server  124 , location database server  126 , and user provided database  128 . The features of the location based social networking manager  112  advancing the network configuration  100  over the prior art to US Patent Application 2007/0282621 in that when a user, for example user  105 , in accessing the social networking application to retrieve user information also retrieves map and location information as the location based social network manager  121  filters the retrieved search results based upon geographic location information of the user  105  and that of the other users extracted from the location database within the location database server  104 . This geographic information being for example the cellular tower that the users  105  and  102  are currently accessing, as they are mobile, or the physical address of desktop users  106 . However, in common with other social networking applications all information relating to users, their profiles, etc is stored within the servers and databases within the central server  104 , database servers  120 , and location based social network manager  112 . 
         [0047]      FIG. 2  depicts a flow diagram  200  for users accessing a social networking application according to the prior art, such as UltraFan™, SportsMates™ or SportsFanFinder™. The flow diagram  200  shown being according to the prior art of K. L. Zrike et al in US Patent Application 2007/0060328 entitled “Sports Matchmaker Systems”. Accordingly a first user  220  creates a profile at step  201  whereupon they have several options available to them. In one such option the first user  220  progresses to step  212  and posts an entry to a bulletin board for the time, location, teams etc relating to a football match in Toronto, Ontario, Canada. Subsequently another member at step  213  searches the bulletin board for football matches in Ontario, Canada and identifies the posting for the football match in Toronto. As such the second user then contacts the first user  220  at step  204  and then progresses in step  206  to search for the event location before obtaining directions and contact information for the event location. 
         [0048]    In a second option the first user  220  posts match information into match database in step  220  which is subsequently searched by another user in step  203 , identifies an event they are interested in and moves forward to step  206  wherein they contact the first member and the process flows as presented supra. In a third option the first user  220  having created their profile in step  201  moves to step  205  and searches for an event location at step  205  before moving to step  206  to obtain directions and contact information. In a fourth option a user having accessed the system searches the member database in step  209 , identifies the first member  220  and contacts them in step  210  before moving to step  205  and searching for an event. In a fifth option the first user  220  having entered the system selects a link to an advertiser within the website in step  214  and leaves the social networking application to step  215  wherein they purchase products or services from the advertiser. As shown in  FIG. 2  after members of the social networking application have progressed through the different options within the application then they move forward to other steps which include but are not limited to the users meeting for a match in step  208 , members of the application meeting in step  211  and using an advertiser to facilitate the event in step  207 . 
         [0049]    In common with the social networking applications in the prior art as discussed supra in respect of  FIG. 1  employs a centralized server to maintain the social networking application and the users login into this to perform the options outlined supra in respect of entering information, searching events etc. 
         [0050]    Now referring to  FIG. 3  there is depicted an exemplary screen flow  300  for a user accessing social networking applications upon their mobile telephone. This exemplary screen flow  300  being according to the prior art of T. D. Wugofski et al in US Patent Application 2008/0182563 entitled “Method and System for Social Networking over Mobile Devices Using Profiles” and which relates t to a method of navigating rapidly between multiple social networking applications and exploiting premium services wherein users are rewarded in respect of other users viewing their premium profiles. As with other prior art social networking applications the users generate and maintain their standard and premium profiles within the servers of the company providing the social networking application. This access being through the wireless network of a telecommunications service provider such as Verizon™, AT&amp;T™, Deutsche Telekom™ etc. However, Wugofski et al describe a method wherein the profile within one social networking application embeds links to other social networking applications that the user exploits or employs such that navigation and accessing these is eased against the prior art previous to Wugofski et al wherein a user would have to navigate out of one social networking application to another social networking application. 
         [0051]    Accordingly exemplary screen flow  300  shows a user entering a first social networking application “MyYearBook” (www.myyearbook.com) in screen first  301  and by selecting an icon within first screen  301  and right clicking they move to another social networking application “Hi5” (www.hi5.com) in second screen  302 . This selection in first screen  301  and right click automatically accessing the second social networking application and logging the user in such that these steps are eliminated speeding and simplifying the user experience. A right click within “Hi5” then moves the user to third screen  303  and a third social network application “Friendster” where again they are automatically logged into the social networking application. Again in third screen  303  the user scrolls down and selects an icon which with a right click moves them to a fourth social networking application “Helio” in fourth screen  304  (www.helio.com, Helios being acquired in June 2008 by Virgin Mobile). “Helio” as supplier of high-end smart phones incorporated multiple applications within their devices such as YouTube™ and Flickr™ and employed interfaces geared to such interfaces rather than wireless devices which are geared to other applications and then have the social networking application added subsequently by the user. From fourth screen  304  a right click within “Helio” moves the user from their music downloads to a list of new music. 
         [0052]    Alternatively at the first screen  301  if the user elected to view their messages they would move to sixth screen  306  and see their new emails, together with a link at the bottom for “Cliffs Notes” which is a homework and free study guide website for students (www.cliffsnotes.com). Similarly within second screen  302  if the user selected to view their new messages they would be taken to seventh screen  307  and see their new emails, typically with an icon photo of their contact, their name, short title, and a date/time of receipt. The same functional movement within their social networking application being shown with movement from third screen  303  for “Friendster” to their email inbox within this social networking application as shown in eighth screen  308 . 
         [0053]    In all instances the user&#39;s mobile device accesses the different host servers of the multiple social networking applications and downloads the information to display the next screen. Such accessing always being via the wireless network to which the user&#39;s wireless device is connected. 
         [0054]    Referring to  FIG. 4  there is depicts an exemplary environment  400 A of a shopping centre or mall for a localized social networking application according to an embodiment of the invention. As shown schematically within mall segment  400 B a plurality of users  441 ,  443 ,  444 ,  445 ,  451 ,  452 ,  453 , and  454  are within the mall together with employees the mall and staff of the retail establishments, represented by worker  442 . In today&#39;s connected society typically every one of the users  441 ,  443 ,  444 ,  445 ,  451 ,  452 ,  453 , and  454  together with worker  443  will have a wireless device with them, be it a cellular telephone, personal digital assistant (PDA) etc. Additionally within the mall  400 B are retail outlets  410 ,  420  and  430 , two of which  410  and  420  respectively have wireless hubs  415  and  425  respectively within their stores. According to the prior art a user, such as user  451  who is female and seeking to meet another woman with interests in knitting for example, would join a social networking application, such as Knitting Network (www.knitting-network.com), create a profile and search for other members of Knitting Network within their local area to chat with an meet. Alternatively in the prior art they might have chanced in visiting a knitting shop, such as outlet  410 , to meet someone else and strike up a conversation. 
         [0055]    However, given that our user  451  may be in the store for only 5 minutes once a month when the store is open 9 am-8 pm 6 days a week and 12 pm to 5 pm Sundays, then the knitters of that local area using the outlet  410  will be distributed randomly with little overlap to our user  451 . Hence, if unknown to user  451  two other users  452  and  454  who are within the mall  400 B have just been or are about to go to the outlet  410  but are currently within the vicinity of the outlet  410 , for example having a coffee or chatting with a friend  454 , then user  451  would never have an opportunity to meet users  452  and  454  as neither are registered users with Knitting Network. However, if user  451  had a local profile stored within their wireless device (not shown for clarity) that included an interest in knitting and their wireless device communicated said interest list to other wireless devices within the vicinity of user  451 , such as users  441 ,  452 ,  443 ,  453 ,  444 ,  454 ,  445  and worker  442 , which upon receiving this list correlated the interests with those within locally stored profiles of each of the users  441 ,  452 ,  443 ,  453 ,  444 ,  454 ,  445  and worker  442 , and then notified the respective users, such as users  452  and  454 , where correlation was found then our user  451  might meet new contacts  452  and  454  either immediately or subsequently as each now knew of the others existence which would not have been possible with prior art social networking applications. 
         [0056]    For example, the wireless devices of each of the users within the shopping centre  400 B may, if provided with required functionality, communicate locally using Bluetooth™ whilst maintaining normal communications to the telecommunications network. Bluetooth™, which operates according to IEEE 802.15 standard, provides for ranges of approximately 1 meter (Class 3 transmitters), approximately 2.5 meters (Class 2 transmitters) and approximately 100 meters (Class 1 transmitters). Beneficially Bluetooth™ would also communicate to users with laptops rather than cellular telephones, and mobile gaming consoles such as Nintendo DSi™. Additionally it would be evident that the device which the user contains the local personal profile within and communicates locally with other devices through for example Bluetooth™ may be a discrete device not connected to any other networks. 
         [0057]    Referring to  FIG. 5  there are depicted some typical environments wherein a localized social networking application according to the invention may be deployed outside of the shopping centre, which include a sports arena  520 , nightclub  510 , cinema complex  530  and supermarket  540 . It would be evident to one skilled in the art that the localized environment wherein a social networking application according to an embodiment of the invention may be employed is potentially anywhere the user goes as they will be passing, meeting, around, and within proximity to people all the time. 
         [0058]      FIG. 6A  depicts an exemplary display sequence for a user generating a profile with a social networking application according to an embodiment of the invention. The user, not shown for clarity, possess wireless device  620  and has remotely downloaded a new social networking application “JustNextDoor” from the server  614  of “JustNextDoor Inc” which is connected to the wireless device  620  via telecom network  612  to base station  610  and femtocell  615 . Having downloaded “JustNextDoor” an icon  625  is displayed upon the wireless device  620 . Upon selecting icon  625  the first time the application enters at screen  630  for the user to generate a local profile. As such the user is asked to define in this example if they are a man/woman seeking a man/woman/either in entry field  631 , their residential postal code or another post code that typifies their location in line  632 , date of birth in line  633 , online name in line  634  such as “Knitter Jodie”, enter an email address in line  635 , verify the email address in line  636 , choose a password in line  637 , and verify the password in line  638 . 
         [0059]    Having completed screen  630  the user moves forward to second screen  640  wherein they are prompted to enter additional information including entering a profile title, for example “Looking for Friends to Knit With” in line  641 , establish an ideal age range in line  642 , attach an importance level to the age range in line  643 , specify a radius within which the contacts should live in line  644 , and establish one or more types of relationship they are seeking in line  645 . From screen  640  the user may continue to third screen  650 , exit and return or perform other options within the software. However, in progressing to third screen  650  the user is prompted through a series of forms  651  through  654  to enter information regarding themselves which may relate to for example physical in first form  651 , entertainment/sports/hobbies in second form  652 , dreams and goals in third form  653  and work/living environment  654 . This information forming the basis by which “JustNextDoor” establishes a potential match to another user by seeking correlations in activities, interests, etc with respect to sex, age, location etc. 
         [0060]    It would be apparent to one skilled in the art that alternatively the forms  651  through  654  may be simple fields for population by the user with interests, activities, aspects of potential contacts that are important etc. It would be evident to one skilled in the art that many methods of populating the social networking application with the appropriate data exist without departing from the spirit of the invention. 
         [0061]    It would also be evident that rather than downloading the “JustNextDoor” social networking application from the network that it may have been provided for example as a default application on the users wireless device, have been downloaded from a server automatically or in a number of other manners known to one of skill in the art. 
         [0062]    Now referring to  FIG. 6B  there are depicted further exemplary displays for a user configuring a social networking application such as “JustNextDoor” which is accessed via icon  625  on their wireless device  620  according to an embodiment of the invention. Accordingly in first screen  660  the user “Knitter Jodie” is welcomed back and prompted to enter some configuration data, which for example includes:
       “Do you want JustNextDoor to be active continuously?” with tick box  661  which determines how the user wishes to use “JustNextDoor”, and where crossing the box may have presented other options such as to limit the applications activity to evenings, daytime, weekends, only when selected by user etc;   “Do you want to select a default profile for general use?” with tick box  662  which allows a user to select a default profile or select a specific one, which in this case is “Naughty Knitter Jodie” and may relate to a profile that is more focused to dating than hobbies etc; and   “Do you want JustNextDoor to select profile automatically based upon time/location?” with tick box  663  which in this case has been enabled and hence may determine to use a business profile during weekdays as “Business”, evenings “Friends”, but may adapt during weekdays from “Business” to “Dating” for example if the device hosting the local personal profile and “JustNextDoor” determines that the user has entered a bar, shopping centre, etc.       
 
         [0066]    In second screen  670  the user is now asked to determine characteristics of the networks to which their device employing “JustNextDoor” may join, as during their movements they may encounter a variety of different networks that are compatible with their wireless device, be it solely Bluetooth™ or additionally WiFi (IEEE 802.11), WiMAX (IEEE 802.16), etc. As such in line  671  the user is prompted to determine whether such automatic connections should be made and if selected “yes” as shown which networks should then be connected to in group  672  wherein options include for example “business networks”, “local wireless hubs” and “known contacts”. Then in line  673  the user is asked to determine whether they wish to send an automatic contact message if a criteria, or multiple criteria, of interest are matched, along with a degree of matching from low through to high, and which automatic contact message. In this case the user has selected “Coy Jodie” from their available automatic messages. In the scenario that the user decided not to select an automatic message for example the application may highlight that a match exists and give the user the chance to enter a message directly at that time. 
         [0067]    If the user elects to use some advanced settings, shown for example by third screen  680  then they may be presented with options such as providing a specific contact message reference where the match relates to personal preferences, in line  681 , providing a contact message reference where the match relates to an interest in line  682 , determining whether “JustNextDoor” automatically archive conversations in line  683 , and determining whether “JustNextDoor” in addition to sending direct messages to identified contacts should search other social networking applications for contacts profiles related to the contact identified in line  684 . If the user elects yes then they are prompted to enter which social networking applications to search, this search potentially being very specific if the returned contact information from the contact is detailed in respect of age, location, interests, name etc. 
         [0068]    Accordingly the user may obtain information relating to the contact from multiple social networking applications. Such information may it would be apparent to a person of skill in the art may be presented in many formats which range from presenting the profiles of each social networking application individually through to presenting a table comparing the information on the multiple websites, for example for inconsistencies or missing information. Many formats may be employed without departing from the scope of the invention. 
         [0069]    As discussed supra in respect of  FIGS. 4 ,  5 ,  6 A and  6 B a user with a local broadcast profile in a social networking application may encounter individuals, organizations, etc in different configurations as these individuals and user are moving within their normal activities which bring them into range of the wireless communications. Similarly an individual stationary within for example a coffee shop may similarly encounter a varying network of individuals as customers enter, queue, stay and depart. Such a varying environment is presented in respect of  FIGS. 7A through 7D  which depict snapshots of a user&#39;s dynamic ad-hoc environment for a social networking application according to an embodiment of the invention. In first snapshot of  FIG. 7A  the user, with their wireless device  710  encounters a first user with their wireless device  720 , which may be a cellular telephone for example. Subsequently, in second snapshot in  FIG. 7B  the user&#39;s wireless device  710  is in communication with a second wireless device  732 , a laptop  734 , and a smart phone  736 . In some circumstances second wireless device  732  and first laptop  734  may be associated with the same user and each may contain their local social profile. The user associated with second wireless device  732  and laptop  734  departs leaving the user&#39;s wireless device  710  in communication with smart phone  740  in third snapshot of  FIG. 7C . At a later point in time the user is in a different location and now their wireless device  710  is in communication with third and fourth wireless devices  744  and  746  respectively, second and third laptops  742  and  748  respectively, and gaming console  745 . Accordingly the user&#39;s wireless device  710  supports the formation of ad-hoc networks with the other devices within its vicinity. 
         [0070]    Referring to  FIG. 7E  there is depicted a cascaded ad-hoc environment  700  for a social networking application according to an embodiment of the invention. As shown a wireless device  710  belonging to a user of a social network application according to an embodiment of the invention is part of an ad-hoc network  790  with four users who are represented by their first through fourth wireless ad-hoc network devices  750  through  780  respectively. However, each of these four users are themselves part of other ad-hoc networks with users of the social networking application. Hence, for example first wireless ad-hoc network device  750  is part of a second ad-hoc network  792  comprising devices  752  and  754  respectively. Similarly second wireless ad-hoc network device  760  is part of a second ad-hoc network  794  comprising devices  762 ,  764 , and  766  respectively, third wireless ad-hoc network device  770  is part of a third ad-hoc network  796  comprising devices  772 ,  774 , and  776  respectively. Finally fourth wireless ad-hoc network device  780  is part of a fourth ad-hoc network  798  comprising devices  782 ,  784 , and  786  respectively 
         [0071]    It would be apparent to one skilled in the art that as each of the wireless ad-hoc network devices  750  through  780  has retrieved local profiles from the members of each respective ad0ho9c network  792  through  798  respectively that these profiles may be transferred to the wireless device  710 . Accordingly the user possessing wireless device  710  may retrieve a large number of local profiles from other users by exploiting this cascaded ad-hoc network approach. It would be evident that this may be extended further to a third level or more, wherein devices within one of the ad-hoc networks such as device  766  are themselves part of another ad-hoc network. Further it would be apparent that the depth of this cascaded tree of ad-hoc networks may be limited to a predetermined number of levels or dynamically adjusted according to some measure of the density of the devices  710  through to  786  respectively. For example within a shopping centre, sports arena etc many ad-hoc networks may cover a very limited geographic area, particularly if there is a limit to the number of devices within an ad-hoc network from the wireless protocol exploited, for example a Bluetooth™ piconet may be the master (e.g. wireless device  710 ) and eight active slaves (such as ad-hoc network devices  750  though  790 ), or up to 255 “parked” slaves. In other situations the number of levels may be low as the geographic distribution is large, for example users within vehicles etc. 
         [0072]    It would be apparent to one skilled in the art that rather than loading and storing profiles from other users that the wireless device may retrieve unique serial numbers associated with the other users, these unique serial numbers having been provided to the other users from the social networking application with which they have registered. The user may then access the social networking application and retrieve using these unique serial numbers the local user profiles of the other users in order to perform the comparison against their own local user profile. Alternatively the user may provide these unique serial numbers to the social networking application which then performs the comparison and advises the user of the results. Optionally the social networking application contacts the other user to inform them that the user is present locally to them with a profile matching theirs to a predetermined extent. 
         [0073]    In the embodiments presented supra the social networking application has been presented in respect of users identifying others with similar interests and overlapping profiles through the formation of ad-hoc networks between devices associated with the users that store these local profiles. However, in other scenarios these personal profiles may be employed in adaptive targeted information presentation or advertising. For example referring to  FIG. 8  there is depicted a first example of targeted advertising based upon a user of a social networking application according to an embodiment of the invention moving within range of a first store  810  of a shopping centre  800 A. Within the shopping centre  800 A are first through fourth users  841  to  844  respectively, who entered the shopping centre  800 A through doorway  840 . In doing so each of their wireless devices formed an ad-hoc network with a gateway  850  associated with the shopping centre  800 A and containing information provided by either the shopping centre  800 A itself or first through third stores  810  to  830  respectively. 
         [0074]    In this exemplary example first store  810  being “La Senza” (www.lasenza.com) has loaded targeted advertising to the gateway  850  from a store computer  815 . When fourth user  844  entered the shopping centre  800 A their personal profile identified them as an 11 year old girl and according onto their wireless device  800 B a first advertisement  850  was loaded and presented to the fourth user, this first advertisement relating to “La Senza Girl” (www.lasenzagirl.com) a line of clothing for girls aged 5-12 years old. Next first user  841  enters the shopping mall  800 A and their personal profile was transferred from their wireless device  800 C to the gateway  850  identifying them as a 35 year old married male. As a result a second advertisement  860  is loaded to their wireless device  800 C. This advertisement may relate to a specific product offer available at that time, e.g. sale of sleepwear, Valentines Day, Christmas etc. 
         [0075]    Next second user  842  enters the shopping mall  800 A and their personal profile was transferred from their wireless device  800 D to the gateway  850  identifying them as a 45 year old single female who is actively seeking a partner. As a result a third advertisement  870  is loaded to their wireless device  800 D. This advertisement may relate to a specific product offer available at that time, e.g. the $10 discount on any purchase over $40, a special offer on lingerie etc. Then third user  843  enters the shopping mall  800 A and their personal profile is transferred from their wireless device to the gateway  850  identifying them as a 14 year old female teenager, for whom first store  810  has determined that it has no offers it wishes to make at this point in time and hence they are not presented with any advertisement. 
         [0076]    It would be apparent that the targeted advertising may be very specific, such as in the case of first user  841  wherein the gateway extracts that the first user&#39;s  841  partner has a birthday on July 5 th , that today is July 3 rd , and thereby prompts first user  841  with a specific advertisement  880  which prompts with the text “Peter, it&#39;s Jodie&#39;s birthday Wednesday. Why not buy her a new Leopard bikini? Just $34.99” and displays a photograph of the item in question. Further the gateway may have identified from the personal information has a bust measurement of 36C, the first user storing this information so that he does not buy the wrong size presents for his partner, and that the store has not got the Leopard bikini in the advertisement in that size at that point in time. Accordingly it might replace the Leopard bikini with a red polka dot bikini instead. 
         [0077]    It would be apparent to one skilled in the art that the advertisements, information transferred to the users wireless devices may be customized based upon the user&#39;s personal profile but also in dependence upon other factors such as time of day, location of the store, date, external weather conditions, etc. Hence, a store may offer the user a special deal on breakfast if they enter the mall between 9 am and 11 am before switching to another offer later in the day. 
         [0078]    Further the advertisements may be provided to the wireless devices of the users upon entry into the mall or alternatively at subsequent points within the mall. It would also be apparent that the advertising may be provided direct to the users from the store computer  815  and not via the gateway  850  without departing from the scope of the invention as depicted in  FIG. 9 . Referring to  FIG. 9  there is depicted a second example of targeted advertising based upon a user of a social networking application according to an embodiment of the invention moving within range of a second store  920  within a mall  900  wherein first through fourth users  941  through  944  come within range of a store  920  having a social networking application compatible with that of the first through fourth users  941  through  944  respectively loaded onto the store computer  925 . Accordingly fourth user  944  has her wireless device  900 B form an ad-hoc network with store computer  925  wherein the local personal profile is transferred identifying her as an 11 year old girl whereupon the store computer  925  transfers a first advertisement  950  to her wireless device  900 B, this being an advertisement for a music release by the artist “Pink”. Next first user  941  has their wireless device  900 C form an ad-hoc network with the store computer  925 , which establishes from their local personal profile that they are a 35 year old married man with an interest in rock music and transfers second advertisement  960  to their wireless device  900 C, this being a special offer on the album “Back in Black” from the group “AC/DC”. 
         [0079]    Now third user  943  has their wireless device  900 D form an ad-hoc network with the store computer  925 , which establishes from their local personal profile that they are a 45 year old single female with an interest in male solo artists and transfers third advertisement  970  to their wireless device  900 D, this being a notification that a new album from the artist “Michael Buble” will be released July 4 th  Finally fourth user  943  in walking along the mall towards second store  920  has their wireless device  900 E form an ad-hoc network with the store computer  925  and transfers their local personal profile to the store computer  925 . This identifies that the user  943  is “Sarah”, she is 15 years old, and that her mother&#39;s birthday is July 5 th . As today is July 3 rd  the store computer transfers a fourth advertisement to their wireless device  900 E with the message “Sarah, it&#39;s Mum&#39;s birthday Wednesday. Why not buy her the Julia Michaels Fitness  3  DVD $19.99” along with an image of the cover of the “Fitness 3” DVD. 
         [0080]    It would be apparent to one skilled in the art that the advertising or notifications transferred to the users may be extended to include additional features or links. For example, the specific advertisement  880  of  FIG. 8  or the second advertisement  960  of  FIG. 9  may include an icon allowing the user to order the item such that when they arrive at the store the item they wish to purchase has been retrieved from inventory as is awaiting their collection at the sales counter. As the social networking application has retrieved the local personal profile of the user it will have details regarding them such as full name allowing potential issues at the sales counter to be resolved as each user would be able to provide identifying information matching that taken from their local personal profile. The user may be able to select a time for collection so that they have time to perform other tasks and be confident the store has had sufficient time to retrieve the item. Alternatively the user may select a particular size of garment; colour etc and the information transferred to the store computer for correlation to the store inventory records so that the user does not make a wasted trip to the store. 
         [0081]    Now referring to  FIG. 10  there is depicted an example of a user of a social networking application according to an embodiment of the invention obtaining information regarding a local environment based upon their locally stored preferences within the social networking application. Accordingly the user, not shown for clarity has entered a shopping centre  1010  which via a gateway terminal, not shown for clarity but for example gateway  850  of  FIG. 8  supra, triggers a social network application to be started upon the users wireless device. This application being “Shop-A-Holic” which prompts a first configuration  1020  of their wireless device with a prompt screen featuring a greeting  1022  “Welcome back Patty. What can Shop-A-Holic help you with today” and a list of areas of retailers which has been pre-populated with interests in list  1024  which have been determined in dependence upon the local personal profile of the user. For example if the user is a 25 year old single female then the application has pre-populated the list  1024  with only women&#39;s apparel as of interest. The user is able to adjust this or proceed with the pre-populated selections. 
         [0082]    The users list  1024  is communicated to a gateway terminal in message  1010 A which is processed and prompts return message  1010 B from the gateway and prompts a second configuration  1030  of their wireless device that presents the user with a map  1032  of the shopping centre and a list of special offers  1034  which are presented based upon matching the local personal profile of the user to information provided by the retailers to the gateway. As such the user is presented with offers from four stores being, “Banana Republic”, “Garage Clothing”, “The Bay” and “Lululemon”. Against each are listed either brands or items of apparel the retailers wish to promote and the stores locations upon the map  1032 . The user can then select a store, for example “Lululemon”, which triggers message  1010 C to the gateway whereupon the gateway retrieves the data stored for “Lululemon” which prompts a third configuration  1040  of their wireless device which includes store location  1042  and a list of special offers  1044 . 
         [0083]    Referring to  FIG. 11  there is depicted an example of a user of a social networking application according to an embodiment of the invention obtaining information regarding individuals within a local environment based upon their locally stored preferences within the social networking application. Accordingly the user, not shown for clarity has entered a shopping centre  1110  which via a gateway terminal, not shown for clarity but for example gateway  850  of  FIG. 8  supra, triggers a social network application to be started upon the users wireless device. This application being “Shop-A-Holic” which prompts a first configuration  1120  of their wireless device with a prompt screen featuring a greeting  1122  “Welcome back Jim. Looking for Company” and a list of areas of options which has been pre-populated with interests in list  1124  which have been determined in dependence upon the local personal profile of the user. For example Jim is a 30 year old single male and the application has pre-populated the list  1124  with the option of “New Partner—Casual Interest” The user is able to adjust this or proceed with the pre-populated selections. 
         [0084]    The users list  1124  is communicated to a gateway terminal in message  1110 A which is processed and prompts return message  1110 B from the gateway and prompts a second configuration  1130  of their wireless device that presents the user with a map  1132  of the shopping centre and a list of women  1134  currently in the mall who have local personal profiles that have been read by the gateway and have profiles that contain personal information and preferences that correlate to the user. As such the user is presented with short details of four women, “Anne 36”, “Steph 42”, “Jane 38”, and “Lisa 45”. Against each where available are shown photographs of these women stored within the gateway whilst the users within the mall. Approximate locations of the women are shown upon the map  1132 . The user can then select one profile, “Lisa 45”, which triggers message  1110 C to the gateway whereupon the gateway retrieves the data stored for “Lisa 45” which prompts a third configuration  1140  of their wireless device which displays additional information from the personal profile  1142  and includes messaging fields “To:”  1144  and “From:”  1146 . From that point the user may communicate with “Lisa 45” and potentially meet within the mall and start a relationship. 
         [0085]    Referring to  FIG. 12  there is depicted a flow chart  1200  for a contact sequence according to an embodiment of the invention for social networking wherein the user engages another unknown individual using local wireless communications. The process begins with step  1205  and moves to step  1210  wherein the user&#39;s wireless device broadcasts upon a local wireless channel, such as Bluetooth™ for example, and checks in step  1215  if another device has responded. If not the process moves to step  1220  waits for a predetermined period of time and then returns to step  1210 . If, however, another wireless device utilizing the application and similarly broadcasting receives the broadcast from the users device it will change its broadcast message to an acknowledgement which is received by the user&#39;s device causing the check at step  1215  to be positive and the process moves to step  1225  wherein the users device sends a request to receive the local personal profile from the other users device. 
         [0086]    Next at step  1230  the user&#39;s device receives the profile from the other user and then in step  1235  compares this received profile with the stored local desires of the user, i.e. their preferences. Next in step  1240  it is determined whether a match has been made. If the determination is no then the process moves to step  1290  and updates a database within the user&#39;s wireless device so that next time the other user is identified the user device determines this and does not initiate contact. This aspect of the process flow having been omitted for the sake of clarity in  FIG. 12 . If the match is partially made to a first predetermined level then the process moves to step  1245  and an automatic contact message is sent to the other user and the process moves in this exemplary embodiment to a stop at step  1250 . If a match above a second predetermined level is achieved then the process flow moves to step  1255  and a request is send to the other user device for a detailed profile. In step  1255  this detailed profile is received from the other user&#39;s device in step  1260  and compared in step  1265  whereupon in step  1270  the process forks according to the determination in step  1265 . 
         [0087]    If the match for the detailed profile comparison does not exceed a second predetermined threshold the process moves forward to step  1290  and updates the database identifying the contact as someone not to be contacted again. If the second predetermined threshold is exceeded the process moves to step  1275  giving the user the option to send a custom generated message to the other user which is then sent in step  1280  to the other user and the processes moves to a stop in step  1285 . 
         [0088]    It would be apparent to one skilled in the art that the determination of the match may be established in a variety of manners such as for example an overall score, a weighted score where particular preferences are multiplied according to user determined weightings, and by particular subject. Optionally after the automatic contact message has been sent in step  1245  the process may continue to a conversational mode with the other user if they respond. Similarly after match  1270  and the match does not exceed the second predetermined threshold then a second automatic message may be sent or the user is still given the chance to send a custom message but is aware of the lack of the threshold being met. 
         [0089]    It would be further evident to one skilled in the art that an alternative configuration for the process flow would be for the user having established contact with the other user to send their local personal profile to the other users device and to receive a response from the other user device as to whether the other user wishes to be contacted. In this alternative configuration potential concerns of users in releasing their profile may be allayed as they do not release their profile. Alternatively users of the social networking application may define themselves as initiators, i.e. those sending local personal profile information out for comparison in determining whether a contact should be initiated, or as determinators, i.e. those who receive a local personal profile from another individual and determined whether a contact should be initiated. 
         [0090]    Now referring to  FIG. 13  depicts a flow chart  1300  for a contact sequence according to an embodiment of the invention for social networking wherein the user engages another unknown individual using local wireless communications and requires the unknown individual to accept the contact. The process begins in step  1305  and moves to process block  1310  wherein the user&#39;s device determines whether another device is present and polls the other device. The process then moves to step  1315  wherein the other user has indicated to the user whether it is acceptable to connect to the other user. If the determination in step  1315  then the process moves to second process block  1360  updates a database of contacted users and returns to process block  1310 . 
         [0091]    If the determination is positive, i.e. e other user accepts the request to connect then in step  1320  a request is sent to the other wireless device for the local personal profile of the other user, which is then sent and received in step  1325 . Next in step  1330  this local personal profile of the other user is compared with the local personal profile of the user to establish an overlap in interests, wishes/desires, characteristics etc. In step  1335  the result of this comparison is used to determine a course of action, which if the result is that the comparison fails to meet a predetermined criterion the process against moves to second process block  1360 , updates the local database of the user and returns to process block  1310 . If the comparison meets a first predetermined threshold level but fails to exceed a second predetermined threshold level then the process moves to step  1340 , sends an automatic contact message and then moves to terminate at step  1345 . If the comparison exceeds both the first and second predetermined thresholds then the process moves to step  1350  wherein a request for a detailed profile transfer is send to the other user. 
         [0092]    In step  1355  the other user determines whether to grant this second request for the detailed personal profile, which may for example now include more personal information such as for example their name, more detailed physical characteristics, expanded and/or more detailed desires, characteristics etc. If this request is denied then the process moves to step  1340  and the automatic contact message is sent to the other user and the process moves to step  1345 . If the result of the determination in step  1355  is an acceptance by the other user of the request for the detailed personal profile then the process moves forward to second process block  1360  where the received detailed profile is compared with the user profile and if a match occurs the user establishes and sends a custom message. The steps in second process block being comparable to steps  1270  through  1290  in  FIG. 12 . 
         [0093]    It would be evident that the contact message automatically sent in step  1340  may alternatively be a selected one of a plurality of contact messages, the selected one being determined in dependence of the correlation between the users local personal profile and the other users local personal profile, either as an overall correlation or based upon specific aspects of the profile correlation/overlap. 
         [0094]    Now referring to  FIG. 14  there is depicted an example of a user of a social networking application in accordance with an embodiment of the invention wherein unique identifiers associated with the profiles of other users of the social networking application they wish to meet are retrieved and employed in identification of these users using local wireless communications. As shown in first display  1410  a user on their wireless device  1405  has accessed a social networking application “JustNextDoor” and had displayed results for their search, for females within the age range 35 to 45 living within 10 miles of Ottawa, Ontario, Canada. Of these one, “Mel”  1415 , has been highlighted as a contact the user would like to meet. This page of contacts being 1 of 4 for display. 
         [0095]    In the second display  1420  the user has now moved from the search screens such as first display  1410  to selected mode wherein they are presented with only the contacts they selected and options to refine the search and download. The screen also showing they have only selected 4, being “Mel”  1415 , “Di”  1422 , “User1234”  1424 , and “Diane”  1426 . “User1234”  1426  having not entered a name in creating their profile has been assigned one by the social networking application. If the user then wishes to download the profiles then they select button  1428  and the download process begins as shown in third display  1430 . Accordingly the user is provided with a status display and the social networking application downloads to the user&#39;s wireless device the information  1435  necessary for the identification of the selected other users of the social networking application. The information  1435  being shown by way of example only as this would normally be hidden from the user. 
         [0096]    As shown the information comprises unique identifiers, then being “O1xdf444sdfe” for “Mel”  1415 , “05sdf123wsdr” for “Di”  1422 , “02fhg9991oip” for “User1234”  1424  and “09aaa111eeee” for “Diane”  1426 . Upon completion of the download the social networking application is exited by the user resulting in fourth display  1440  which is the normal display of the applications on the wireless device associated with the user and includes “JustNextDoor”  1445 . Now the user goes about their normal business, going to work, shopping, going to entertainment events etc and the social networking application operates in background establishing temporary ah-hoc communications with other wireless devices and extracting their unique identifiers to compare with those stored in their wireless device. These unique identifiers for the other wireless devices being present for those having registered with the social networking application and completed their profiles for example wherein they were provided to them electronically or by another means for entry into their wireless device. 
         [0097]    Next in fifth display  1450  one potential contact display is presented when the user encounters another wireless device with a stored unique identifier that matches one of those downloaded. In the fifth display  1450  the user is presented with a photo of “Di”  1422  together with her age “39”, information regarding her home “Kanata”, a button to review her profile  1522  and four buttons  1523  through  1526  with contact methods for “Di”  1422 . These being “Email”  1523 , “Text”  1524 , “Ring”  1525 , and “Contact”  1525  respectively. The necessary information for these methods having been retrieved from the social networking application and stored securely associated with the user&#39;s unique identities. In this manner the user may contact the other user by conventional means “Email”  1523 , “Text”  1524 , and “Ring”  1525 , or elect to contact them through the social networking application with “Contact”  1525 . 
         [0098]    In sixth display  1460  a second potential contact display is presented wherein two contacts are displayed being “Mel”  1415  and “User1234”  1424  along with approximate separation from the user and buttons  1465  to contact the users. Selecting a button  1465  results in the users standard contact message being sent to the other user. Beneficially the method presented within  FIG. 14  supra reduces the amount of information that must be transferred between wireless devices to establish the local social networking. 
         [0099]    Optionally, when the match of unique identity is made the user&#39;s wireless device may relay a message to the other user&#39;s wireless device triggering a message such as “A user of JustNextDoor who is interested in meeting you is now close by and may contact you”. 
         [0100]    It would be apparent that whilst the above embodiments have been presented in some aspects with respect to providing a dating or matchmaking type service the invention may be employed in a variety of other applications. Examples of such applications include conferences, tradeshows, tours, cruises, etc. 
         [0101]    The above-described embodiments of the present invention are intended to be examples only. Alterations, modifications and variations may be effected to the particular embodiments by those of skill in the art without departing from the scope of the invention, which is defined solely by the claims appended hereto.