The increasing convergence between Web and Mobile technologies and the consolidation of the Web 2.0 and Mobile 2.0 phenomena, particularly regarding services that allow or facilitate social interactions - the so-called Social Applications - are undisputed facts. However, the knowledge about the business models of these services is still incipient. News reports and academic sources question the viability of these business models, while at the same time Social Applications like Facebook and Twitter prosper in terms of number of users and financial investments. Some even argue this...