Me thots, corrections highly welcome. :-) I saw the recent clip on tech crunch and though I've not paid any attention to Mocality, the clip had some interesting questions. I had some freetime last evening and allocated this to research and understanding of Mocality. Upfront Mocality has been defined as " A Mobile Business Directory for Africa". This to me was excellent news but I was a bit more interested in specifics. According to various kenyan bloggers, Mocality is a mobile-based and crowd-sourced business directory that operates out of Cape Town in South Africa but has been deliberately launched in Kenya first". I then got onto the Mocality website and its pretty nice and simple to use. However, under terms and conditions in sections 10 and 27 has raised many questions for me. These 2 terms and conditions changed my view about Mocality i.e " A Mobile Business Directory for Africa". To me, Mocality front-end is a business directory for those who may not understand marketing and data mining but seems the main concept of Mocality is a data mining service. Mainly such information is valuable to marketeers, advertisers, business intelligence, statistics etc. So my assessment puts Mocality as a data mining service to those who are at the back-end of the system. I could be totally wrong here so as am not an expert on such issues. Rgds.