The first book to discuss the commercial use of Alpha Users among mobile telecoms audiences was 3G Marketing by Ahonen, Kasper and Melkko in 2004. The first book to discuss Alpha Users more generally in the context of social marketing intelligence was Communities Dominate Brands by Ahonen & Moore in 2005. In 2012, Nicola Greco (UCL) presents at TEDx the Social Networking Potential as a parallelism to the potential energy that users generate and companies should use, stating that "SNP is the new asset that every company should aim to have".