Late last month a British consulting firm suggested Apple may have already reached an agreement with the carrier, which is in the process of rolling out a new 3g network.

With social media, you could say that brands are just using the Internet to find ever more ingenious ways to promote their brand - and that the Olympics is just a prop for that.

A pioneer in creating online communities to help marketers gain consumer insights, Hessan co-founded Communispace in 1999.