ON helps you manage your contacts: you can now decide who you want to be available for by dragging and dropping your contacts into worlds and customising your statuses for each one of them.

With ON you can check when it’s the right time to call and keep up-to-date with your contacts as their social network profiles update directly to your phonebook.

ON simplifies your social life by keeping your conversations with each of your contacts in one simple feed - whether it’s SMS, MMS, IM, voicemail or social platforms.

ON works even if no one else you know has it and saves all your activity on safe servers so you don’t lose everything if you lose your phone.

Mobile phone usage is changing through the widespread adoption of social networking behaviours in mainstream mobile conversations. Before launching the service, we worked with sociologists to analyse these behaviours and the issues they generate, and with designers to come up with ideas to solve them:

• Privacy: We share lots of stuff online but we want to keep some of those things secret. As we take social conversations mainstream, we need to explore interfaces that manage multiple identities

• Numerous address books and kind of contacts: We all have completely different relationships with different groups and as a result, there are multiple “you’s”

• Close people: Some people are more meaningful than others: for a typical human, 4-7 people are special and one is extra-special. Sociologists call these our “strong ties”

• Memory: We spend much of our lives on our mobile and all of this is moving into the social ether. But for how long?

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