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Mobile communications devices and applications are primarily designed to increase efficiency and productivity for professionals on the go. However, users invariably appropriate such technology to meet their social needs as well. For many people, particularly younger users, BlackBerry devices, Hiptops, and other handhelds primarily have a social function. A few small companies are beginning to exploit the growing demand for social-mobile applications, also known as mobile social-software services. One of the most popular MoSoSos applications is dodgeball, a New York-based social-mobile network. Dodgeball users also can broadcast messages, or "shout," to those in their network.