August 5, 2008

Orange Unveils Single Mobile Platform for Social Networkers

By Jakes, Stephen

Orange is launching a mobile social networking service that will allow advertisers to target users of Facebook, MySpace and Bebo via a single platform. The mobile network operator is bringing together the most popular functions from Europe's leading social networks into its Orange World portal.

Orange has signed revenue share partnerships with Facebook, MySpace, Bebo and Flirtomatic in the UK to allow mobile users to view profile updates, emails and recently uploaded pictures in one place.

Advertisers will be able to target social network users via banner ads and other display formats on the Orange World portal. The mobile company plans to share the revenue generated via the initiative with the individual social networking sites.

The new Orange World service works by displaying the most popular functions from multiple social networking sites side-by-side so that they can be accessed from a single mobile web page.

Previously, mobile users would have had to log into individual sites to send and receive messages, upload photos and check status updates.

Orange plans to upgrade the service over coming months, embedding it as an application accessible from the homescreen of Orange- branded handsets.

Orange: signed partnerships with social networking sites

Copyright Haymarket Business Publications Ltd. Jul/Aug 2008

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