An ethnographically inspired study was performed in the Kista Galleria shopping mall. The objective was to provide input to the design of a mobile social service running on mobile telephones. User behaviour was observed indicating opportunities for a service to manifest itself on a user's mobile phone without being too obtrusive: phone walking, glancing, and logging on and off. The study also provided insight as to places in the mall where people tend to gather and stop for some time span: waiting rooms. Such places are appropriate for the placement of server stations and public server displays.