Social Networking Finds Its Mobile Home

As Marco Iansiti, the David Sarnoff Professor of Business Administration at
Harvard Business School and co-author of the best-selling business book,
The Keystone Advantage: What the New Dynamics of Business Ecosystems
Mean for Strategy, Innovation, and Sustainability, observes: “it is
networks of companies - and those companies that have created
platforms in the form of services, tools, or technologies - that
enhance the performance of their companies, their customers
and their ecosystems.”

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                                                         Update April, 2008
1. The Power of Us

A new and autonomous media generation is coming of age in a culture
where every individual can be a publisher, photographer or performer.
These empowered individuals no longer have to wait for companies to sell
them the content they want. They can take the tools available to them and
make what they want for themselves.

The rise of user-generated content (UGC) represents a seismic shift to a
participatory culture in which each individual can co-create the content
they consume. Everyone can be a publisher and, more importantly,
everyone’s opinion matters. The Web is no longer about browsing, research
or taking part in an exchange in which users are addressed from a
comfortable distance. This new Internet – often coined Web 2.0 – is much
more proactive, engaging and democratic. Individuals participate,
syndicate, blog, tag, and share – and they gravitate to destinations that
encourage and enable this.

UGC is coming of age, and Internet destinations such as YouTube, MySpace
and Facebook lead the list of content companies and popular brands that
can harness it for growth. While early efforts to extract value from UGC
may have fizzled, new models are taking off thanks to a sharp focus on
three factors: the improvement of the user interface and emergence of
social media tools; the advance of ad-supported content and services and
business models designed to create related revenue; and a critical mass of
people participating in the UGC phenomenon.

Indeed, UGC and social networking sites are already the Web’s fastest
growing category: according to research company Hitwise, this time last
year one in 20 Internet visits was to a social networking site - nearly
double the proportion of traffic from the previous year. Hitwise also found
photo- and video-sharing sites to be “key elements of the social
networking ecosystem,” with traffic to sites including PhotoBucket, Flickr
and YouTube showing stellar growth.

In March 2007, Hitwise reported the market share of Internet visits to the
top 20 social networking websites had grown by 11.5 percent from
January to February 2007, an upwards trend that identifies social
networking as a main attraction on the Web, according to the firm. LeeAnn
Prescott, director of research at Hitwise, observed, "The social networking
category will continue to grow as new sites emerge with unique offerings."

In the US, the Pew Internet & American Life Project reports 55% of all
online American youngsters between the ages of 12 and 17 have created a
profile on MySpace, Facebook, Xanga or another social networking site.
Elsewhere in the world, social networking sites are also all the rage. In
South Korea, for example, the Daum Video site attracted 6.65 million
visitors as of October 2006 and posted a whopping 82.8 million page
views. Indeed, according to digital information provider ComScore, more
than one billion people are now subscribed to social networking sites
worldwide, contributing to more than a quarter of all internet traffic.

Strength in Numbers
UGC and social networking services are now gaining similar traction in the
mobile space, according to a new report from Juniper Research. It
estimates end-user generated revenues from social networking, dating and
personal content delivery services worldwide will increase from $572
million in 2007 to more than $5.7 billion in 2012, with social networking
accounting for half of the total by the end of the forecast period.

Juniper points out that "the exponential growth experienced by a number
of mobile service providers" – in some cases achieved primarily through
viral word-of-mouth marketing – indicates a "huge potential" in mobile
social networking and UGC services. It assesses the current and future
status of mobile user-generated content based on interviews, case studies
and analysis from representatives of some of the leading organisations in
the growing mobile user-generated content industry.

Other findings from this milestone report include:

The number of active users of mobile social networking sites is expected to
rise from 14 million in 2007 to nearly 600 million in 2012.

   •   Mobile dating and chat room services currently account for 57% of
       user-generated revenues, although this proportion will fall to 21%
       by 2012 as other UGC services increase in popularity.

   •   The volume of downloads from mobile personal content delivery
       sites, such as SeeMeTV, are expected to rise from less than 200
       million in 2007 to more than 9 billion in 2012.

   •   Off-portal social networking sites will increasingly opt for free-to-
       consumer, ad-funded business models to gain visibility and market

Recent figures from M:Metrics, a company that specialises in measuring
consumer consumption of mobile content and applications, also confirm
this trend. In August 2007, the firm released for the first time its
measurement of mobile social networking, announcing that 12.3 million
consumers in the US and Western Europe reported accessing a social
networking site with their mobile device in the month of June.

The American audience for mobile social networking sites was the largest,
with 7.5 million (3.5 percent) mobile subscribers. Italy followed, with 1.3
million (2.8 percent) then the UK with 1.1 million (2.5 percent), Spain with
751,000 (2.3 percent), Germany (1.9 percent) and France (1.7 percent).
MySpace garnered the most mobile users in the US and the UK, while MSN
was the forum of choice for mobile Web 2.0 users in the other geographies

 “For an increasingly wide audience, social networking sites have become
an indispensable part of the digital lifestyle,” said Mark Donovan, senior
analyst, M:Metrics. “Nearly every online social networking site has added
the ability to connect to these communities with a mobile phone, allowing
people to access profiles and share content while they’re on the go. With
the mobile phone playing a central role in people’s social lives, it’s only
natural that social networking sites are working to bridge the gap between
the online and mobile worlds.”

Across Asia, social networking and UGC are the must-have ingredients for a
successful mobile service. ABI Research, a technology research firm
headquartered in New York, estimates there are nearly 50 million members
of mobile social communities worldwide. Today, 30 million are coming from
Asia Pacific. By 2010, the figure is expected to reach 174 million
worldwide and 99 million in Asia Pacific. Little wonder that Asian mobile
operators are lining up to offer their subscribers tools and technologies to
encourage content creation and sharing between friends.
Singapore’s mobile operator M1, for example, has launched MeTV, which
lets users upload their videos via full-feature mobile phones for other users
to view and download. Meanwhile, Hong Kong’s PCCW has recently
launched a photo and video community called snaap, a quadruple-play
service across TV, video, PC and mobile that lets users view photos and

In summary: the Web is no longer about browsing. It is much more
proactive, engaging and democratic. Individuals participate, create,

syndicate, blog, tag, and share – and they gravitate to destinations
that encourage and enable this. Indeed, UGC and social networking
sites are the Web’s fastest growing category and this is now true for
mobile. By 2010, membership in mobile communities could reach a
massive 174 million worldwide.

2. Communication is King

Strong mobile communities are built by companies that provide users with
platforms, tools and a hands-off approach to the social networks they
create. A company that assumes users are passive consumers or ignores
their need to create, share and socialise, is leaving money on the table.

While the mobile content industry may like to assume users are passive
consumers - willing to settle for few-sizes-fits-all commercial content – the
reality is quite different. Users are demanding more choice and more
control over their mobile experiences. The advance of more democratic
content creation and collaboration tools in the fixed space, such as online
journals known as blogs and wikis, software that allows anyone to update
and edit web pages instantly, have whetted users’ appetites for more
content on their terms.

The phenomenon has also made its mark on the mobile content industry,
where it’s likely to completely transform the content creation and
distribution landscape. Indeed, users are creating and distributing content
via mobile that other users find valuable – and the size of the audience has
exceeded all expectations. Put simply, the mobile phone no longer merely
enables users to access and consume content; it has become an authoring
device that empowers users to create and share content, leaving their own
individual and indelible mark on each mobile experience.

Content gets personal
According to Mobile Communities and End-User Generated Content, a
recent report produced by Informa and the Mobile Entertainment Forum,
the global trade association for the mobile entertainment industry, the
market for mobile communities and user-generated content will be worth
$13.1 billion by 2011, with photo and chat-based services being the top
revenue generators. It calculates digital community services on mobile
phones were worth $3.45 billion globally last year.

Indeed, chat services currently represent the largest segment of the
market. This is because the interaction is based on SMS, a form of
communication which is both intuitive and handset agnostic. However, as
increasing numbers of photo- and video-enabled devices enter the market,
the volume of users uploading images or clips is expected to grow
significantly. In 2006, 46 million users were reported to have submitted
video clips to social networks and mobile communities from their mobile
phone, a figure forecast to rise to 198 million by 2011.

But there are pitfalls that must be avoided if services are to achieve
success, the report says. Moderation is vital to protect users and to adhere
to industry guidelines, and pricing is another key consideration. Clearly
sites need to make every possible effort to assist in the publishing and
access to appropriate content to different segments of users. The first
step in this process is allowing users to flag inappropriate content and user
activity for sites to take the relevant action, as well as identifying
processes and technology that can assist in flagging content or user
activity that is inappropriate.

However, building mobile social networks to meet the needs of diverse user
communities is no small task. Mobile community services need to offer
value to the target demographic. More importantly, many companies lack
the DNA within their organisations to encourage widespread user
acceptance, let alone active participation.

Youth leads the trend
Predictably, youth are the most committed members of mobile
communities. M:Metrics research published in August 2007, which
measured usage and enthusiasm for mobile social networking across the US
and Western Europe, found users in the 13-17 year old age demographic
are the most active. They were followed by 18-24 year olds, who reported
that mobile social networking sites were increasingly assuming a central
role in their lives and represented a bridge between their real life and
virtual existences.

One mobile operator that understands the need to cater to its youth
demographic, by providing services to encourage user interaction and user-
generated content creation, is 3 in the UK. Its SeeMeTV service - which
allows users to share videos and earn money from viewings – is seeing a
"boom" in user interest, and counts upwards of one million downloads a
month. Likewise, usage of mobile services and forums that encourage users
to contribute and rate photos and videos, as well as chat, has exceeded all
expectation. As Peter Northing, 3's Director of Products and Services,

recently pointed out, "Providing social networking services are no longer an
option; customers expect to have them on their mobiles."

Caught off-guard by the explosive growth of online social networking sites
like MySpace and Flickr, many mobile operators are in a race to replicate
this success in the mobile space. In March, for example, Orange in the UK
sealed a deal to offer its subscribers access to the social networking site
Bebo. This came on the heels of a similar announcement by Vodafone in
February to offer its users access to News Corp.'s MySpace social
networking site and Google's YouTube video-sharing site, allowing them to
access their MySpace pages on their mobile phones as well as upload clips
to YouTube from their handsets.

In the US, Verizon Wireless also has teamed up with YouTube to offer
subscribers access to the site's most popular clips on their mobile phones.

Meanwhile, interest among the over-25 demographic in social networking
and UGC is on the rise. Facebook, which primarily appeals to college-age
(under-25) users in the US, enjoys growing popularity with older users
elsewhere. The typical user in the UK, for example, is over 25.

In summary: with mobile phones already the hub of most people's
social networks and at the centre of their content -creation activities,
the combination of the two is a natural. Against this backdrop,
mobile operators have sharpened their focus on encouraging users
to create and share their content with the community by providing a
mix of made-for-mobile offers and access to major Internet
destinations such as YouTube and MySpace.

3. Location: The Missing Link

Web 2.0 was all about the tools and technologies that allow users to freely
create, share and connect around content with members of a larger mobile
community; the next evolutionary step is Mobile 3.0, which places location
and the mobile device at the core of this exchange, empowering users to
make their experiences personal, relevant and much more compelling when
they’re on the move.

Consumer acceptance of location-based services is on the upswing.
Wireless research firm Berg Insight, headquartered in Sweden, reckons
European mobile operator revenues from location-based services will rise
from $180.5 million in 2005 to $780 million by 2010. It says more than
50% of wireless providers in Europe now offer local information services of
some sort. Most provide city maps and "points of interest" services,
allowing people to find the nearest movie theatre, for example. Worldwide
Insight Research Corporation expects the market for location-based
telecommunication services to reach nearly $1.5 billion in 2007 as more
companies provide customised services based upon a location-awareness
of their end-users.

As discussed earlier, the advance of UGC and social networking has
empowered individuals to create and share content on their own terms.
Using digital cameras, camcorders and full-feature mobile devices, users
capture what matters to them most and make it available to close friends
and community members. Adding contextually-aware location information
takes this exchange to a new and exciting level.

In summary: information about the user's location is not onl y
essential to services such as navigation; it sits at the core of a slew
of services, ranging from mobile search to mobile blogging. Put
simply, location is fast becoming the must-have component in a wide
variety of applications and services. Analysts expect services to
flourish that allow users to see one another on maps and choose
meeting places to connect.

Location-aware discovery
The advance of Global Positioning Systems technology (GPS) clearly plays
in favour of location-based services. The satellite network is ready for
prime-time and can locate objects with an accuracy of about 30 feet. But
GPS isn't the only technology that allows mobile operators and service
providers to "location-enable" their offer. Other accurate cell triangulation
technology from companies such as Skyhook Wireless is also gaining
traction in the market.

Sensing a business opportunity, portal providers such as Google, Microsoft
and Yahoo! have placed location at the core of their offers, pairing
communication services with maps and local mobile search and mobile
advertising. At the other end of the spectrum, vendors are using location-
based services to turn mobile search services into profitable value

An example of this is NearbyNow, Inc., a company best-known for its online
service that allows users to search all products, brands, and sales available
at local shopping centres. In December, NearbyNow launched a mobile
service, extending the company’s proximity search capabilities to make
participating shopping malls searchable down to every product, brand and

Vodafone in the UK is just one mobile operator offering Google Maps as a
location-aware client application to enhance the user experience and offer
advertisers a new channel to the customer when they are searching for
something nearby. Vodafone's new service enables advertisers to display
their destinations as icons on the map. In addition to graphical
representation, the service enables click-to-call functionality, allowing users
to click a link to call business listings when they are nearby or simply in
“buy-mode”. Google has not yet formally added social networking to the
mix, although its acquisition of three mobile social networking services,
location-based Dodgeball.com in 2005, and more recently, photo-sharing
and messaging start-up Zingku, and friend finder Jaiku, are clear indicators
of the search giant’s overtures in the mobile services and media space. In
addition, Google has made clear that its prototype mobile device will
deliver a better browsing experience and streamlined access to maps and
applications such as mobile search.

Meanwhile, Yahoo has taken steps to mobile-enable its huge and loyal user
community, a source the company intends to tap for mobile content
ratings and recommendations moving forward. Indeed, recent data from

Nielsen//NetRatings shows that Yahoo's online community, Answers, is by
far Yahoo’s fastest growing channel. It has gone from an average monthly
casual – or “unique” - user audience of 2.3 million last winter to 15.7
million this winter. By comparison, Facebook has more than 19 million
unique visitors and MySpace has more than 60 million in a typical month.
Yahoo is predictably tight-lipped about future strategy, but has hinted at
plans to encourage and empower mobile users to "rate, tag and give
reviews" on the content and services they feel most strongly about.

Apple's iPhone represents a transformative device. It features Google’s
groundbreaking maps service and its own resident mapping application,
allowing users to view maps, satellite images, traffic information and get
directions. Analysts expect iPhone to pave the way for social networking
services. The advanced features transcend the usability barrier,
encouraging users to explore rich media. With this device playing a central
role in how users consume media, it's only natural that they will embrace
the device to seamlessly capture, create and share their own content and

Nokia is a firm believer that location context is the most essential feature
of mobile devices going forward. To this end, the company has taken the
lead and built GPS receivers into select devices including the N95 and the
aptly named Nokia 6110 Navigator. It has also launched Nokia maps, a
location-based service that comes pre-loaded on the Nokia N95 device.

The company's hope is that location-based services will become the
cornerstone of a variety of new consumer-focused applications and

In line with this strategy, Nokia not only snapped up gate5, a maker of
navigation software for mobile phones, but has also acquired leading digital
map maker Navteq; launched Mosh, a new site that lets mobile users
connect and share content directly from their mobile device; and acquired
Twango, a start-up led by former Microsoft employees that lets users store
and share photos, videos and other media, and access this collection of
content from their PCs or mobile phones.

Introducing GyPSii
The convergence of social networking, user-created content and location is
a big trend. However, in the race to offer connected multimedia
experiences including information, entertainment, social networks and
navigation, one new company is offering a complete suite of services that

is both device and network agnostic. GeoSentric, a developer of location-
based technologies - delivering products and services that connect people
to places and networks, from work to play to home – is looking to assume
pole position with a suite of applications that seamlessly combine location,
social networking, search, and Web 2.0 technologies, encouraging users to
create, share and connect around content.

The company, which recently announced a $14.1 million round of private
equity funding, was founded in 2006 by an experienced management team
of Internet veterans who have successfully built and managed leading
technology companies including Netscape, AOL, Oracle and UUnet.

GeoSentric offers GyPSii, a geo-location and integration platform for mobile
phones, web browsers and Internet-connected devices, including PCs and
set-top boxes. It provides solutions that combine content, context and
location, allowing users to enjoy and explore real-life experiences in the
virtual world.

In summary: the mobile space is marked by a new mega-trend.
Internet destinations, mobile operators and even device
manufacturers have sharpened their focus on making mobile social
networking, and the tools to create and share UGC, available at all
times in all places. Amid this flurry of activity, the GyPSii platform
from GeoSentric is emerging as the only package to provide a
complete suite of applications built on the convergence of location -
based services, social networking, search and web 2.0 technologies.

4. The Intersection of Content & Content

GeoSentric (GyPSii’s corporate entity) has all the bases covered to become
the leading global platform for the convergence of search, location and
personal content.

Its flagship product, GyPSii, is a geo-integration platform for mobile
phones, personal navigation devices, web browsers, and Internet-connected
devices. It provides applications that combine location-based services,
social networking, search and a broad range of Web 2.0 technologies,
which can be offered as part of a mobile services package or pre-loaded on
a mobile device. It uses pioneering geo-location software technology to

connect people to people, and people to places with the help of social
community and location-specific services.

The GyPSii platform also provides the groundwork for mobile operators and
service providers to capture opportunities in the rapidly growing location-
services and social networking sectors. To this end, GyPSii provides its
customers with an integrated suite of end-user applications built on a back-
end infrastructure, a turnkey solution that allows the integration of third-
party services and content as well as mobile search applications and ad-
serving capabilities.

GyPSii supports a flexible business model for revenue sharing through:

   •   Mobile advertising
   •   Mobile services subscriptions
   •   Hybrid advertising and discount subscription models (such as ad-
       funded content & apps)

Taking charge of customer data
GyPSii enables advertisers to achieve the Nirvana of mobile marketing: to
deliver the right message to the right user based on clues that go beyond
demographics to include search queries, personal interests, content
preferences, mobile community membership and physical location.

This is possible because the platform includes an analytical engine that
effectively gathers precise information related to context including
location, the individual user's interests and passions (based on an analysis
of the user's UGC activities and hobbies, for example), click-through paths
and patterns and past purchasing behaviour.

Collecting and collating these analytics allows marketers, advertisers and
agencies to improve segmentation, fine-tune mobile campaigns and target
users with more relevant advertising. Anything else is quite frankly spam.

Mobile advertising
Indeed, mobile ads are as annoying as spam – unless the message matches
the individual user’s interests, according to a survey by Q Research. It
found teenagers are more than twice as willing to receive mobile ads on
their mobile phones if they are relevant. The survey, which polled 1,500
teenagers in January 2007, found that 71 percent would accept mobile
ads related to their interests, compared to 32 percent who would accept
random mobile ads.

More reason to deliver relevant advertising comes from a recent Harris
Interactive survey of 4,123 US adults, commissioned by Ingenio, a pay-per-
call ad service provider. It concludes that users will vote with their feet if
they are spammed with mobile advertising.

Most users surveyed find ads – in all their forms – are "not acceptable at
all." Only 26 percent of respondents favoured sponsored text links that
appear as a result of searches (ads relevant to a search query) and a mere
20 percent can live with text ads. However, the report also points out that
the growing interest in local mobile search bodes well for advertisers – if
they can come up with models that cash in on what Ingenio calls "impulse"
local searches, searches conducted by users in “buy-mode” and on the

And there is a lot at stake. Strategy Analytics is forecasting advertisers will
spend $1.4 billion on mobile media this year, with that rising to $14.4
billion in 2011. eMarketer says mobile ad spending reached $1.5 billion last
year and will grow to $14 by 2011

Global Mobile Ad Spend Forecast for 2011

Source: Strategy Analytics

Japan consistently stands out as the most buoyant market for mobile
advertising, with ads on mobile phones there set to triple by 2011,
outpacing growth of advertising on the Internet. According to a study from
Dentsu, a major Japanese advertising firm, spending on mobile ads will hit
128.4 billion yen ($1.1 billion) in 2011, up from 39 billion yen ($327
million) in 2006. Mobile search is the growth motor and the rise of
keyword advertising on mobile allows more advertisers to get in on the

Mobile search
Users also require relevancy in both their results and the mobile advertising
messages that accompany them. To this end, operators, advertisers and
search providers are scrambling to deliver a balanced mix of contextual and
location-relevant results and advertising.

eMarketer, a research firm based in the US, forecasts that the global mobile
advertising market should reach over $13.8 billion worldwide by 2011. Of
this amount, eMarketer expects mobile search to account for 16.6 percent
of total mobile advertising spending by brands by 2011.This would make
the total global mobile search market worth around $2.3 billion by 2011.

While in absolute terms this may not appear to be a significant number
compared with the search market on the Web, mobile search is a game-
changing service that can transform how users access content, services
and each other.

Against this backdrop, eMarketer believes that, "without doubt, mobile
search is a potentially huge opportunity for marketers. It expects mobile
marketing and mobile search to gain momentum as marketers discover
they can harness both to connect with consumers.

Key eMarketer Numbers — Mobile Search
   • 901.1 million Worldwide mobile search users in 2011, up from
     266.0 million in 2006.
   • $2.4 billion Worldwide mobile search advertising revenues* in
     2011, up from $6.8 million in 2006.
   • $713.7 million US mobile search advertising revenues* in 2011,
     up from $2.1 million in 2006.

Note: *earned from sale of display or text listings alongside mobile search
Source: eMarketer, July 2007

Although it’s early days, mobile search is picking up speed, and the usage
figures are encouraging. Mobile content and application measurement
company M:Metrics recently reported 15 percent of users in the US access
Internet content on their phones.

More good news comes from Ipsos Insight, which has found that the mobile
phone is well on its way to becoming the dominant Internet platform. It
reports 28 percent of mobile phone owners worldwide had browsed the
Internet on a wireless handset in 2006, up slightly from 25 percent at the
end of 2004. France and the UK exhibit the strongest increase, but Japan
also shows rapid growth.

China leads the pack when it comes to mobile search, according to new
research from iResearch, a Chinese information consulting company. It
estimates the number of mobile search users in China will more than double
to reach 71 million this year. A massive 127 million will use mobile search
in 2008. The report also predicts a strong interest in search as more
content-rich services, such as mobile video and mobile TV, come online.

Overall, local mobile search is expected to be the killer app. Little wonder
that US-based vertical search engine Ask.com, has focused on making its
mobile search application a “GPS-enabled lifestyle application.” Ask Mobile
GPS positions itself as a mobile search application to combine local
content, social networking and GPS navigation, which shows it’s
commitment to the LBS space, if not with a full complement of features at
this time.

The focus on local search is supported by a survey from Bridge Ratings
that was conducted in the US between February and April 2007. Users
surveyed identify improved mobile search and location services as at the
top of the list of services that they are most interested in having on their
mobile phones.

In summary: GeoSentric's GyPSii platform brings together search,
location and personal content, enabling mobile operators, service
providers and handset manufactures to offer users personalised,
content-relevant and location-aware services, which use the full
capabilities of device hardware and network capabilities. What's
more, the platform is powered by a powerful analytics engine,
which effectively collects user data, such as search queries,
personal interests, content preferences, mobile community

membership and physical location, enabling the delivery of relevant
and targeted mobile advertising.

5. Everything, Everywhere, All the Time

The consumer based GyPSii application connects people and content to
places and networks, from work to play to home, providing users seamless
access to capture, edit and share user-generated content; access and
search location-based content; and find people, friends and content in the
real world or in their virtual mobile communities.

GyPSii is exciting, addictive and opens a new frontier for interaction,
exchange and experiences that are perfectly in tune with our mobile lives
and lifestyles. Putting the user at the centre of the experience, it extends
the social networking experience to mobile and combines it with location
and context to deliver an entirely new and completely personal mobile

The user – say, Ashley - is visiting Cologne for the first time. She strolls
through the Altstadt, mesmerised by the local colour and energy along the
way. The main attraction, Früh am Dom, is a must-see destination. She
takes a photo with her camera phone, geotagging the content with the
time, location and her own personal impressions. This will help her find it
when she searches through all the images and experiences she recorded
during her visit. Ashley then uploads the image from her phone to her
personal eDiary, her space on the GyPSii website where she proudly
displays her favourite content and shares her most memorable experiences.

The night is young and there's so much to experience during her day-trip
to Cologne. Ashley uses proximity search to check if any members of her
social network are nearby. She's in luck, and the friend finder service that
is an integral part of GyPSii reports that Alex, one of her buddies on Bebo,
is just a few blocks away. She views the map for the precise spot and
starts on her journey, checks IM to be sure Alex is contactable and
accessible and then sends off a quick text message to confirm a meeting

Using the map and personal navigation service that provides turn-by-turn
directions, she finds Alex sitting in a café. The two meet, greet and decide
to look around for a quick snack before taking in the free evening concert
at the E-Werk. Using local mobile search the two settle on Dai-Tokai, a

nearby sushi restaurant known for its excellent food and casual
A special bonus: this restaurant, which appeared as part of the sponsored
search results, has a special offer on California sushi. Ashley and Alex click
the ad for a description and the location on the map. During the rest of the
evening the two take photos of sites along the way, uploading them to
their personal web spaces on GyPSii.

GyPSii everywhere
GyPSii is the consumer application that converges mobile, Web & Internet
connected devices, allowing users to:

   •   Capture, create and geo-tag photos, video, audio & text to create
       places with location context, recorded for easy access and sharing
       with family and friends.
   •   Create a personal eDiary stored centrally for easy access via mobile
       and PC where users can further enhance, rate and comment on their
       own content and the content created by others in the community.
   •   Configure GyPSii to automatically communicate with social
       networking and content sharing sites and services including
       FaceBook, MySpace, Digg and Del.icio.us
   •   Contribute to Web-based and mobile social networks, sharing places
       they have been or are en route to, as well as communicate their
       views about the content they create, share and explore.

In addition, users can find your family, friends and members of their social
networks, locate them on a map and reach out to communicate with them
in real-time via email, text message, instant messaging or simply by making
a voice call.

Create a Place with audio, photos, video and text, and geo-locate the Place
- your own personal POI (Place of Interest).

In real time share your Places with a buddy; show your Place or your
current location to social networks and mobile communities, be able to see
your friends, view on a map and communicate with them in multiple ways,
6 degrees of real-time friend-finding and their Places.

ExploreMe (explore UGC in GyPSii)
Conduct proximity-area mobile search of user generated content like
Places, events, friends etc … and other published POIs, and send result to
your friends, with location context with access to map and find directions
to the Place or POI.

Locate yourself on a map (last or latest location).

View an eDiary of your Places and edit your Profile. And access your
settings and options.

The ability to upgrade to Step-by-step navigation to your buddy, meeting
location, a Place or search result.

GyPSii also allows users to seamlessly connect and communicate with their
friends and social networks from their MyGyPSii Space via the Web.

The GyPSii Webtop is a browser based Web client that provides a fully
functional interface to the GyPSii user community and feature set. This
interface allows users to create and edit places in the GyPSii system as well
as manage their communication with social networks, mobile communities
and friends.

In summary: GyPSii provides a seamless toolset of functions,
allowing users to capture, edit and share UGC as well as notable or
cool places they have been to or would like to visit. The
applications also lets users access and explore location-based
content, services and points of interest, as well as find people,
friends and (UGC) content on the fly - all within one user
experience, across mobile devices and the web

6. The Right Connections

GyPSii places the user at the centre of their mobile and online experiences,
providing them the tools to create, share and connect with content on
their terms and benefit from a variety of location-aware mobile services
that round out the offer.

But GyPSii does more than add value to users' lives; it lays the groundwork
for a new and evolving ecosystem, enabling mobile operators, device
makers and advertisers to play a pivotal role in the delivery of context-
relevant and location-aware services and functionality.

Moving forward, GyPSii is enhancing and adding to its suite of solutions,
allowing others in the ecosystem to capitalise on convergence.

As Marco Iansiti, the David Sarnoff Professor of Business Administration at
Harvard Business School and co-author of the best-selling business book,
The Keystone Advantage: What the New Dynamics of Business Ecosystems
Mean for Strategy, Innovation, and Sustainability, observes: it is networks
of companies - and those companies that have created platforms in the
form of services, tools, or technologies - that enhance the performance of
their companies, their customers and their ecosystems.

GeoSentric has this keystone advantage and passes these benefits to its
customers and their end-users. Put simply, the company has assumed a
central function in its ecosystem, empowering users to create and share
content on their terms while enabling operators, device manufacturers and
brands to create new services, new revenues and new value.

  • Transforming the mobile phone into an authoring and
      communicating tool – enabling users to create, explore and share
      content and life experiences – drives greater mobile usage and
      higher mobile data revenues
  • Providing users a service that allows them to interact seamlessly
      with friends via email, instant messaging, text messages and voice
      calls – all from within the GyPSii application - boosts customer
      loyalty, satisfaction and overall "stickiness"
  • Delivering friend finder and navigation services delivers a +1% boost
      in revenues and contributes +2-3% to profit (according to Bernstein

•   Enabling the delivery of mobile search services and targeted mobile
    advertising increases revenues, as does the ability to integrate
    third-party providers

Device manufacturers
   • Drives sales of high-end mobile phones equipped with GPS, for
   • Enables competitive differentiation and a closer relationship with
      the end-user
   • Allows revenue share beyond the sale of the device, as well as the
      opportunity to earn a portion of the mobile advertising revenue
   • Opens up new business models (OEM GyPSii infrastructure for
      regional requirements)

   • Higher click-through rates thanks to context such as location and
   • New targeting capabilities based on deep insights into
      demographics as well as individual customer behaviour, click
      patterns, search queries and personal interests expressed in social
      networks and mobile communities
   • Granular customer segmentation, allowing advertisers to identify
      and target clusters of users around their common passions and
   • Implement contextual calls to action as part of an interactive
      advertising campaign (Ask users to use a coupon or go to nearby
      retail outlet)
   • Benefit from viral marketing between members of social networks
      and mobile communities
   • Buy preferential placement relevant to location or local search
      information and results.

A wealth of experience
Encouraging users to explore and experience mobile Web 3.0 is central to
GeoSentric's strategy and future roadmap. To this end the company makes
it possible for GyPsii users to connect their Places, show their latest
location and communicate with their networks on Facebook, MySpace and
other major web social networking sites.

GyPSii currently allows users to geotag content for sharing using Digg and
del.icio.us. Digg enables any user to "Digg" any page on GyPSii – including
Places and People – and post this site to the Digg content recommendation
website, making it visible and discoverable for everyone on the wider Web.
Del.icio.us allows users to add any GyPSii page on the shared bookmarking
site with their choice of tags and comments. Users can even mark content
"GyPSii using the default GyPSii tag. GyPSii Facebook users can share their
latest Places on Facebook.

 GyPSii @ home, @work, @ leisure - everywhere
The move to digital convergence — removing the constraints of time and
space to deliver anytime, anywhere communications capability across a
multitude of devices and platforms — is driving profound change. But what
was once an effort to link a myriad of devices has become a catalyst for
new services that marry personal communications, user-created content
and the wider Web. GeoSentric is spearheading the campaign to put people
in control of their experiences and committed to making GyPSii the centre
of new kind of content and communication convergence transcends all
boundaries and barriers.

In this scenario GyPSii is the common geo-integration platform that enables
users to search, locate and find the content and places they care about
most across the so-called "fantastic four" environments: video, PC, digital
television and wireless.

Rather than force users to go back and forth between home, work, school
and play experiences, GyPSii provides new freedom and new flexibility,
paving the way for a new kind of location-aware, context sensitive
exchange that will ultimately involve all people across all networks across
the planet.

Just think about it… we have enormous media, political and social
attention to the negative impact of carbon-based fuels on the
environment, and the search to find alternative ways to replace it.

So step forward ten years, when the price of fuel will have tripled, and the
ordinary person is motivated - even mandated - to make sacrifices that
help protect the environment and reduce fuel consumption.

Take the daily need to drive to work, to a meeting or for a visit to town -
we may all need to lift-share much more. So a fuel saving conservation and
transactional model will come into place where, if you want a lift to your
destination, you'll pull up a location-aware application on your mobile phone
and input your required destination or recorded Place.

GyPSii will then match you against cars driving your route, and the driver of
one suited to your profile - who will of course have been security-vetted
and who has a high User Guide safety rating - will be notified on their voice-
activated hands-free communication device in their car. He or she will
identify your location, find you, - and having been given a unique GyPSii-
generated code that you both share - will identify and pick you up, and
then drop you at your destination.

You will be billed automatically when you verify the code at the end of the
journey, and most of the money will go to the driver according to miles he
or she has driven. It may even be possible to make or supplement your
income as a car owner.

So, saving the environment, reducing fuel consumption and car users
making money at the same time.

Mobile 3.0 - just imagine the New Frontier.


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