Is 'sharing' a good marketing angle for the mainstream? In typically controversial fashion, and with a good sense of Web 2.0 in the real world, Ewan isn't so sure. What fraction of Nseries phone buyers, for example, are really going to get to grips with sharing online and geo-tagging?

"You can do all these wonderful things with our new phones, you'll be able to share your life like never before-"

But hold on a minute, Mr Blingphone Manufacturer.... Just because you can do this with technology, doesn't mean you should be doing this. And nor does it automatically mean that by providing this technology, people are going to make use of it.

In the Web 2.0 world, there's a rule of thumb of 90/9/1. To explain, 90% of people will sit back and consume content passively (i.e. read sites, watch YouTube, etc); 9% of people will contribute something, be it a comment, or an email to the author. Only 1% of people will actually be pro-active and create something, upload it and put it on display. That's a really small number that drives the content industry.

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