Itsmy social network users are offered a free mobile home page as well as mobile blogging capabilities, private messaging with pictures, and mobile television channels to connect with one another. Itsmy users also have quick access to download mobile content like wallpaper and games, which clearly draws a crowd. The content is provided free to itsmy users since targeted ads finance the network, which so far has been a very successful strategy. From January to May of 2007, 250 million mobile ads were served by the network and the user response to banners was 10 times higher than on the "regular" internet. Click-through rates on some of the best mobile campaigns would continuously top out in two-digit percentages.
Now itsmy is ready to offer even more content, specifically by venturing into the realm of mobile broadcasting. With the launch of this new service, itsmy hopes to bring personal broadcasting to mobile devices everywhere. Says Antonio Vince Staybl, itsmy.com CEO, "Our mission is to give users more entertainment, more live experience and less clicks. With this absolutely groundbreaking service we push personal mobile broadcasting to the next level."
So, It's Ustreaming for Your Phone?Not exactly. What itsmy has done is create a way for any registered member with at least 10 content items, like pictures or video, turn that content into a mobile "TV show" with one click. If all of itsmy's active uploaders do so, this would be 100,000 channels. What's unclear is how many of these users have actually tried the new feature yet.
In order to create a channel, the process is simple. Content items are combined with ready-to-use sound files as well as ten different "TV" designs, using themes like "Rock," "Comedy," or "Love." Every show is between 30 seconds and 2 minutes and can be viewed by streaming or download. Users can promote their show by sending out invitations to their friends via SMS or email. By surfing with their mobile phones to their personal itsmy.tv address (for example: http://yourname.itsmy.tv) users' friends will immediately find their TV show. The sites and shows are enabled for all mobile phones which support mobile video. This mobile network can be viewed on any mobile phone by visiting http://mobile.itsmy.tv.
The Kids Love It
While mobile social networking may not appeal to everyone, the younger demographic (12-25) is definitely eating it up - a million users is nothing to sniff at. And the potential is there for so much more. According to Mikko Saarelainen, itsmy's Chief Strategy Officer, "Only 6 percent of all cell phone owners have ever used mobile internet and only 2 percent of the entire subscriber base of mobile operators have ever tried to surf in 3G networks."
This will likely change as newer mobile devices come out with improved web browsers and more affordable data plans. On the other hand, mobile devices offering the "real internet," like the iPhone, may instead encourage mobile users to hit up Myspace itself, instead of a MySpace-like mobile clone.