Paul Golding, on his piece Is Mobile Web 2.0 more Hype? wrote:

“Now, is there a different approach that might cause the mobile to become viewed by users as something different or more widely usable other than a device to make calls and send texts? I tend to think that there is if we bring the “address book” to the fore and create “buddy-centric” services; including the personification of services into buddies (e.g. I can ask send a picture to my “blog buddy”).”

I can't agree more with Paul… That is the paradigm… The essence of mobile, and the corresponding mobile context, is centered on people and their social interactions — the mobile handset is first and foremost a social artifact… I call this People-centric (Mobile) Computing.