There's a new player in the mobile social software (MoSoSo, if you will. I will. In fact, I just did.) sphere: Phling! is a service for your cellphone that allows you to relay multimedia between your phone, your IM buddy list, and your home computer. What's interesting about Phling! (taking a cue from the likewise excitedly punctuated Yahoo!, perhaps) is that it takes a peer-to-peer approach to mobile messaging, as opposed to relying on the typical central server data warehouse method. It's also not using MMS to relay multimedia data, but rather makes use of your phone's internet connection (data plan required) to send pictures, voice and text messages to your friends — thus, there are no per-message fees as there are with MMS on most carriers (unless you spring for an unlimited data plan). Could this be the key to getting the mobile social arena to kick off into wider adoption here in the States? Surely cost been a deciding factor in preventing the average American from thinking "data" when they think "cellphone." Considering that only 25 percent of Americans are even using SMS, is it any wonder we're not too hip to this whole MoSoSo concept yet?