"I think what we've heard from our members is that Plaxo is useful for getting their information up to date but then they want to have that information wherever they go. And putting it on the mobile phone is a natural next step. So that from your phone, you should be able to make two or three clicks, get information about whoever it is you want to contact, one more click connects you to them. And the same thing with your calendar. So, as opposed to having to enter in multiple things, our goal is anything that you have on your email address book or email calendar goes with you wherever you go." It's an easy alternative to having names and numbers available when you switch cell phones. The service costs about 30 dollars a year. That includes Plaxo's address book optimizer, which eliminates duplicate entries and checks for incomplete contact information. And you also get reminders when contacts change jobs, addresses or last names. Bloomberg Boot Camp, I'm Fred Fishkin.