Oh but whats the connection?

Well, you will receive information specific to the eating habits of you and your friends. So if you know its your college burger buddy in town, you and perhaps your buddy would both recieve information about the nearest burger hangout in your area.

But if its your business partner in town, you d perhaps recieve information about more sober places to meet up and have a drink perhaps.

Or if you and your friend are both fans of Steven Spielberg movies, you d receive information about the latest Spielberg movie running near your area, the moment you turn on ur cellphone and find that your friend also is in town.

The monetization incentive is going to be amazing, what with the increasing number of value added services being rolled out.

So how will advertisers glean information about individual preferences and match them based on which of your friends are in town?

Bring in the social networks.
I recently wrote a paper on how social networks like Facebook can feed into telecom service providers, to provide value added services that the latter can roll out to advertisers. May be i can share that insight here on stratin in a later post.