The Google+ Project[1] is a Web 2.0 interface which provides a more context specific method of collaboration whereby you have circles which you can associate and align friends, associates and co-workers. The problem with the previous solutions is that there is difficulty in distinguishing between friends, family, co-workers, etc. As a result ones social habits can easily blur and for many who are in more public facing roles this can pose as a difficult challenge in which to juggle.
As with any social media application all are now extensible within the mobile computing platform and the Google+ Project appears to have that as part of its foundational design making it a more consistent experience whether on your smartphone or in front of your computer.
The challenge remains is that it is a new tool and service and it is now dog years behind the competition. The effectiveness of social media tools is dependent on the number of collaborators who actively use it. Only time will tell however with this tool. The other challenge is privacy. Google has struggled with introducing a social tool that does not violate privacy. With recent incidents with tracking enabled on phones individuals may be weary of the Google offering.
Capabilities overall show much potential with this tool however as stated previously it may be one of those situations where the train has already left the station.
[1] https://plus.google.com/up/start/?et=sw&type=st
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