Social networks made easy by phone

Via Alex Gault of Collaboration Cafe comes this very cool sounding technology from BT, SWORD. BT is pushing small world social networking within corporate environments to boost company directories:

"SWORD works by putting the user at the centre of his or her own universe, updating their personal contacts profile according to the frequency and number of calls they make to colleagues. So as they contact people, SWORD builds up information that increases the chance of providing the right number at the top of the list next time around. The system also locates colleagues’ numbers more quickly, by grouping and ranking them according to various predefined criteria, such as their organisational unit within a large company, or their geographical location."