Itsmy.com, a product
of GoFresh, popped into the mobile space mid 2006. They boasted early 2007 of 100 million page impressions per month ! They also claim to have passed 500 000 registered users.

GoFresh has spent heavily advertising on the mobile web and on the web to drive traffic to their social networking site that it is in turned financed by mobile ads.

So what is this social network really about. What are the processes and how does it differentiate from other mobile social networks ? Well your Eva has done a thorough testing of the service with screenshots and all..

This is the home page.. the entry to itsmy.com.



Then it is time to sign-up if it is your first time.

Then it is time to create your Avatar.. yes just like Ixenland, on itsmy it is necessary to have a representative of your self.. an avatar. What would really be cool would be a dose of SecondLife so that you could navigate around itsmy with your avatar.

And then voila ! you have Eva’s avatar !

To create your profile and avatar this lasts about 10 minutes on your mobile if you have a fast GPRS connection.. if not count about 15 minutes. Once that is done now you can start having fun.. firstly you have your own homepage that you can communicate to all your friends.

Now you can start looking for friends.. Well lets say you can start looking for flirts. This is really the crux of what itsmpy is about.. you can create a profile, add pictures, add videos.. yes but in the end the idea is focussed on dating and flirting. Here is how you start searching.

And here is the search results.

You can then select a profile that is according to your taste or fancy.. just like I did.

You can then talk to the profile that interests you and send him or her a message, rate the profile, send some “love” something like a kiss. You can also see the profiles flirt page which says what is the most important for that person. The person can then see who has rated him or her and then you can start chatting and get to know each other.

After that you can also enter directly into the chat service and the forum which is arrange around a classic topic system.

You can also send your pictures and videos to itsmy.com and it will be listed. They also have a cool thing that is called itsmy TV which is basically a slide show of images.. which gives all users their 5 seconds of glory.

Here is an example done by itsmy TV’s presenter Toni Montana.

And so that is basically itsmy. My verdict ?

Well it is truly the best mobile network, it has also lots of users and from all over the world which in my opinion makes it truly sticky. The TV idea is funky and fairly new. So those are the things I like. But in my opinion it lacks that extra thing that would exploit the full scope of the mobile internet.. like geo-localization tools to find friends nearby or to visualize people all over the world. Also I would say that if it has avatars then it should push that a bit further so that avatars could inter-react.

All in all though bravo guys at GoFresh.. and please keep adding stuff to itsmy.. ok I gotta go I just got a message from that handsome Italian guy. Ciao !

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In a great news for the off deck space, MySpace decides to go off deck and fund their service from mobile ads.

The mastodon of the web social networking services has finally decided to bring MySpace mobile to all users and to fund this they will place mobile advertisements. The ads will be served by Millennial Media.

This definitely calls in question the numerous premium deals that MySpace has signed with Helio, AT&T or T-Mobile in the USA and Vodafone in the UK.

According to MobiAD Network, the new service enables users to send and receive messages and friend requests, comment on photos, post bulletins, update blogs and search for friends–while advertising will at first remain limited to sponsorships and banner ads, parent Fox Interactive Media said it will eventually introduce more targeted campaigns based on user registration data as well as local ads based on GPS data.

“Accessing the Internet from your mobile phone will soon be as common as text messaging and voice calling,” said Fox Interactive’s senior vice president of mobile John Smelzer.

This will go a long way to move the mobile internet towards an off deck and free web like model.

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