Contact matching of changing content across platforms

1. A method comprising:

matching at least one device-associated contact from a list of contacts on a mobile device with at least one web-associated contact from another list of contacts associated with a web-based application;

downloading web-based media content associated with said at least one web-associated contact to said mobile device with an indication of the device-associated contact with which it is to be associated, wherein said mobile device launches web-based media content associated with said device-associated contact on the occasion of call related activity with said device-associated contact;

storing matches of said device and said web associated contacts;

determining if said web-based media content has changed for at least one of said web-associated contacts; and

initiating said downloading when at least one said media content has changed.

2. A method comprising:

matching at least one device-associated contact from a list of contacts on a mobile device with at least one web-associated contact from another list of contacts associated with a web-based application; downloading web-based media content associated with said at least one web-associated contact to said mobile device with an indication of the device-associated contact with which it is to be associated, wherein said mobile device launches web-based media content associated with said device-associated contact on the occasion of call related activity with said device-associated contact;

providing other web-based content of said web associated contact to a non-contact application on said device;

storing matches of said device and said web associated contacts;

determining if said other web-based content has changed for at least one of said web-associated contacts; and

initiating said downloading when said at least one other content has changed.

3. A contact matching unit comprising:

a contact matching server to match a user's web-associated contacts from a web-based application with device-associated contacts on a mobile device;

a matched contacts database to store matched sets of web-associated and device-associated contacts;

a downloader to at least download web-based media content associated with at least one web-associated contact to said mobile device with an indication of a device-associated contact with which it is to be associated, wherein said mobile device comprises a media player to launch web-based media content associated with said device-associated contact on the occasion of call related activity with said device-associated contact;

a determiner to determine if said web-based media content has changed for at least one of said web-associated contacts; and

an initiator to activate said downloader when at least one said web-based media content has changed.

4. A contact matching unit comprising:

a contact matching server to match a user's web-associated contacts from a web-based application with device-associated contacts on a mobile device;

a matched contacts database to store matched sets of web-associated and device-associated contacts;

a downloader to at least download web-based media content associated with at least one web-associated contact to said mobile device with an indication of a device-associated contact with which it is to be associated, wherein said mobile device comprises a media player to launch said web-based media content associated with said device-associated contact on the occasion of call related activity with said device-associated contact;

a provider to provide other web-based content of said web associated contact to a non-contact application on said device;

a determiner to determine if said other web-based content has changed for at least one of said web-associated contacts; and

an initiator to activate said downloader when at least one of said other web-based content has changed.