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As social networking sites provide increasingly richer context, user-centric service development is expected to explode following the example of User-Generated Content. A major challenge for this emerging paradigm is how to make these exploding in numbers, yet individually of vanishing demand, services available in a cost-effective manner; central to this task is the determination of the optimal service host location. The authors formulate this problem as a facility location problem and devise a distributed and highly scalable heuristic to solve it. Key to their approach is the introduction of a novel centrality metric.
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