To hear some people tell it, the hot new thing in 2011 is the battle for the hearts and minds of group texters everywhere. With the successful sale of Beluga to Facebook, news of Yobongo scoring more than a million in angel funding, and larger rounds by others including GroupMe and TextPlus, you can forgive people for skipping over the lean Fast Society, who has so far stayed away from VCs, gathering just over $200k in funding, and only counts four employees. But despite their being small, they talk a big game. I took a call with company cofounder Matthew Rosenberg earlier this week, and he, without so much as a filter, told me why he feels the industry is fragmented, how every other challenger is going at the problem wrong, and how greedy carriers (such as Sprint) are harming the entire industry.

Fast Society, from much of the coverage I've seen in other tech blogs, has often been characterized as being aimed at socialites, as much about the flashy lights and party-goers as the code - celebrating a good night out more than good syntax. Rosenberg certainly didn't disagree, not shying away from the label, explaining that the service at its foundation was aimed to "help people, when they are going out with their friends, to experience great things around fun events." For him, much of a shared event is not just the actual activity, but the buildup to the event, and the shared emotions associated with the location and experience.

"Everybody else is going for the dirty engineer feel," he said. "We are going for what everybody else wants. Fun and parties and nightlife. That's what normal people do. People don't sit around their computer blogging all night. We have tried to be focused on people who aren't necessarily early adopters who don't care about engineering."

Shrugging off the comment about nocturnal blogging being abnormal, which I obviously disagree with, I asked him how he thought so many different players could participate - and whether users were tired of seeing their social structures split, much like the early days of IM, where AOL users couldn't speak to those on ICQ, MSN or Yahoo!. Unsurprisingly, he had a response all queued up.

"At the end of the day, there's going to be a reckoning," he said. "The fact these things can't communicate hurts the industry. It's so fragmented. Nobody is going to own the communication layer. It's too crowded."

With the crowding comes a seemingly unending stream of news from one company or another. On the heels of SXSW, where many services, including Fast Society, stepped up their game in a war for visibility, Rosenberg said that particular aspect of the service was not groundbreaking. In fact, he practically dismissed it, calling it a "utility", adding there's "no magic behind it". Fast Society instead wants to offer not just group texting, but location sharing, instant conference calls, pictures and video - and unlike practically every other vendor, Fast Society does not use third party vendor Twilio as its back-end, saving the company significant charges on SMS, he explained.

In the group messaging space, TextPlus is both the pioneer and the alpha dog in the hunt, with practically every other service having sprung up in the last twelve months, some to more success than others. Fast Society was launched in September of 2009, focused on building the platform that would enable them to scale without drowning in a sea of red ink, Rosenberg said. "We're the only ones that I know of who don't pay per message," he explained. "We have a flat fee. What our competitors pay in half a day, we pay for a year's worth of messaging costs. It's a big competitive advantage for us".

In a build first make revenue second world, Fast Society seems odd in that they've actually executed real business, striking deals with MTV, and other small sponsorships - which Rosenberg attributed to delivering a compelling experience and providing value for a clearly-targeted audience of teens and 20-somethings out to have a good time. He railed against the industry's tradition of giving value away for free, and being drawn to in-stream advertising like a moth to flame. "It is not pleasant, and not something people want," he said.

The company's image of fast fashion party boys drinking and dancing the night away, augmented by the bright purple and sharp angles of the company's logo and product, may make it seem aloof or too focused on hipsters to be a real business. But Rosenberg almost claimed the opposite, saying "we have the most soul in this space," and railing against the relative dinosaur carriers, like Sprint, who is trying to charge for anybody sending SMS messages to their system, upward of a half cent more per message. "It's disturbing and harms the whole industry," he said. "It's just a nasty thing to do."

If there is a reckoning in the industry, with one or two names ending up winners, others pivoting and fading, Fast Society is going to make pushing to the finish line interesting. Maybe they're the black hat in the fight, or the white knight trying to save end users from a sea of boring apps. Rosenberg may have thought he caught me on a tired afternoon stuck in an airport terminal on the way to an event (which I was), but he still managed to make a good case for why Fast Society is in the game, and why their lean approach targeting real revenue could keep them ahead of others. You can find Fast Society on iOS or Android, and at FastSociety.com. The sign on the door says they're "Built to Party," so go have fun.

With services such as Twitter and Foursquare gaining incredible boosts through high visibility at the yearly South by Southwest event (SXSW), it has become something of a pastime to predict which service will be the breakthrough this year, if any. If early response to Beluga is any indication, the application, in addition to other candidates, such as Yobongo, is in the driver's seat to take that role in 2011. Only a month after the application debuted, the group texting service has gained high-profile mentions in publications as varied as Fortune and TechCrunch, and I can see new contacts joining the service every day - as each new connection from my address book notifies me from within the service.

As debated on Quora, it's widely assumed the best candidates for a boost from SXSW would be those useful at the event itself, be it for discovering top parties, debating keynotes and panels, and enabling people to communicate in the sometimes frenetic venue with spotty wireless support. This leads us to Beluga and Yobongo - the first enabling free texting between friends with intelligent linkage to location data and photos support, and the second offering location-based chat with complete strangers. But Yobongo doesn't have multi-platform support yet (including Android), and Beluga is already seeing good cross-platform engagement from early adopters, former Googlers, and is gaining awareness in the mainstream, especially after having been featured in the Android Market this week by Google - goosing the app's download numbers significantly.


   Updates from Beluga With Photos and GeoLocation

The group chat field is one that is becoming increasingly crowded, with TextPlus, GroupMe and now Beluga being the best-known players. But Beluga, without the 10 million in funding gained by GroupMe, already has an extremely smooth application that integrates well with both mobile and Web-based activity, supports multiple mobile OSes and is very lightweight. As I've seen new "pods" started within my groups of friends, for the casual to the more business-oriented, it's obvious that a simple and fast way to exchange messages in groups, independent of the larger networks, like Twitter and Facebook, is much desired.


   Tony Hung and Siobhan Quinn Rave About Beluga In the App(Note Also the Geographical Reach of this Pod)

Guessing where the application could go in the future would be especially interesting as well. Recall how Brizzly Picnics had both private and public options, letting you publish question and answer chats to the Web for all to see? Today, all Beluga Pods are private to only the participants. There could come a real opportunity to make select Pods public, or even to established tiered roles for such Pods, so you could have read-only participants and moderators for public events, such as SXSW and others.



Foursquare's Dennis Crowley on Beluga's Growth Beyond the Mainstream

If it wasn't enough to just speculate about how the app could perform on the public stage, I was backed by Siobhan Quinn, product manger at Foursquare, who said in one of our Beluga Pods that "Beluga is going to blow up SXSW." Activity in individual pods is jumping, users are joining and feedback so far has been very good. It's been an eventful month for the service already, even over a usually-quiet Holiday break, but the next few months could be very loud indeed.


New Friends Are Joining Beluga All the Time

If you're not already using Beluga, go check it out at http://belugapods.com. Want to add me to a pod? Just use my email address and I'll join.

Simple social apps, from photo sharing to intimate networks, to group texting services are gaining in momentum with the success of TextPlus, GroupMe, Path, Instagram and others. A new entrant to the scene is a company called Beluga, not to be confused with the Fail Whale, headed up by a small team of 3 ex-Googlers who hold pedigrees from Google AdSense, Google AdWords and Gmail. The slick product has dedicated applications for both Android and iPhone platforms, and chat archives are accessible through the company's Web site as well.

Diving into the trend of more intimate social networking, where you can share with a small group of people instead of broadcasting to an unfiltered list of friends on Facebook and Twitter, Beluga asks you to create "Pods", like groups, of people, and you can send text messages, complete with photos and embedded emoticons, to those in the Pod. The service helpfully taps into your phone Address Book so you don't have to remember everybody's number, and it lets you connect with Facebook to find friends who may already be in Beluga as well.




   Beluga Pods and Conversations, With Photos

As one tech friend suggested (within Beluga), the service is actually a lot like Brizzly's Picnics feature, but mobile. I quickly found myself sharing photos of my kids to both my wife and my mom within the app, and setting up separate lists for Geeks or other contacts.



   Beluga On the Android Market and One Photo In Line

Behind the app are a trio of former Google employees, including Ben Davenport, Co-founder and CEO, who sports Google AdSense on his resume, Lucy Zhang, Co-founder and President, who helped design AdWords, News and Docs while at Google, and Jonathan Perlow, also a co-founder, and CTO, who was a senior staff engineer at Google, with responsibility as the tech lead of the Gmail front-end team. He also lists Gmail Chat and Mail Goggles among his successes.


Beluga's approach asks you to "Start a Conversation". Add a person by name, email or phone number, and keep adding until you have the right folks. Then you can start sharing. On Android, the app leverages your existing photo gallery or prompts you to take new photos if you like.

For recipients who are not yet Beluga members, texts come from a 703 area code number, and include texts from both the initiator of the conversation and all respondents. If you have Beluga installed, new updates can come as notifications within the app, and don't live in your central messages folder.

textPlus has forged the way in this market with innovative pieces, including Communities, and photos, both items Beluga has from day one. You can find Beluga on the iTunes store or in the Android Market. If we're already connected on Facebook, you'll find me in your Beluga as well.

As for the name? No fail whales yet that I can see. So that can't be the reason.

Even if its not the most flashy of activities to do on your phone, chances are you are texting. Fully 72 percent of cell phone owners in a recent report from the Pew Research Center said they send or receive texts, so the common perception that texting is a feature monopolized by teenagers and other youth can be thrown out the window. But texting isn't that exciting, for the most part. Characterized by shortened phrases and cutesy emoticons hammered out on feature phones, it's no wonder you never see text in a commercial for the latest Android or iPhone.

What's missing with text is context. It's a major reason why texts and e-mails and chat are so often misinterpreted, as you can't see the look on the person's face, or hear the tone in their voice.

But TextPlus, who I mentioned in July when they added their support for communities around text topics, is looking to bridge that gap, bringing one of the most appealing features of Apple's new iPhone 4 (FaceTime) to text in a feature they call Face Texts - as part of TextPlus 4 for iPhone and the new iPod Touch (which has a camera).


The concept, like FaceTime, is simple. Just like FaceTime took a known medium (videoconferencing) and made it personal by not only making it simple on a one to one basis on the iPhone, but also tugging at one's emotions with a pointed series of commercials, TextPlus is moving emotion into text. With Face Texts, every text between friends contains a photo of you in that moment.

No posing. No positioning. No makeup. Just you and how you feel as you send that text.

Similar to Apple's PhotoBooth application, there is a 3-2-1 countdown, a quick flash and as Steve Jobs would say, "boom". Your photo is next to the text you sent. Have a long conversation with a friend? Expect the expressions to change, or you can change your face to best explain your mood. It could be the missing link between text-only and true videoconferencing.

Drew Olanoff, director of community at Gogii, the company behind TextPlus, and a good friend of mine, also linked the idea behind FaceText to DailyBooth, the popular startup where you are encouraged to document and share your life with others, leveraging daily photos - but instead of a one-time shot through a computer, Face Text is you at an unrehearsed point in time, through what he says is the "best social network in the world - the one in your pocket."

The new TextPlus 4 works on iPhones, the new iPod Touch, and actually works well on iPads too, but you'll have a really hard time trying to find a camera on any of the current iPads out there, so if you want to Face Text, you'll have to pick photos from an existing archive in your collection and make do. But it's a lot of fun, and its personal - much more so than a simple string of text, a smiley face, and a lol for good measure.

You can start Face Texting once you download TextPlus 4 at http://www.textPlus.com/download/.

Disclosures: Drew Olanoff is CEO of Qwotebook, where I am an advisor. He is also one of my BFFs.

textPlus, the popular application for iDevices and Android that lets you text or group text for free, launched version 2.5 of their app on Thursday with a major new enhancement that delivers a pinch of nostalgia, thanks to the debut of communities based on topics that are reminiscent of the Web gone by - harking back to early AOL and Compuserve forums when "A/S/L?" meant a lot more than DSL. The searchable communities database brings with it the potential to connect people of similar interests across the Web - to chat, via text, in real time.

Just like the AOL chatrooms of old, practically any sensical term searched already has results, initiated by textPlus users fanatical about any topic - be it to discuss television shows American Idol and Glee, to adore cute little puppies in the Dogs room, or the mainstays of public forums, sports, technology, and yes... porn (although I assume text porn is pretty tame).


textPlus has gained a significant following for its free alternative to carrier-based texting, and the option to carry on conversations with a group of friends through the app - something US telcos have not yet solved, even as international carriers have. The company's move to create topic-based discussions, no matter the source, helps transform the product to a portable community for any Apple or Android mobile device.


Since I first tiptoed into textPlus last year, the product has added several new features that provide serious polish. You can opt out of its add-supported model for a full 12 months by paying $2.99 (which I did), and you can even scan your local address book (at least on the iPad version) to find which of your friends are already using the app, making them very easy to send texts to. The iPad app is especially sharp, bringing text chats into both portrait and landscape modes in full screen.


If you find communities in textPlus that strike your fancy, click "become a member" and you will be following that community's updates. You can also leave any community by swiping left to right and choosing "Leave". The product's simplicity was welcome, and might even be too easy to join or start communities, as many rooms feature just the initial creator, while others, like one on "Dogs" was at its limit of 100 registrants. I would be intrigued by textPlus opening the option to more than 100 active users for hot topics, and seeing the conversation blossom.


You can find more about textPlus' new app and its free texting communities at http://www.textplus.com/ or on iTunes and the Android Marketplace. textPlus is a product of Gogii, a Kleiner Perkins-funded startup based in Southern California.