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BizReport : Trends & Ideas archives : October 23, 2007

Bluepulse launches next-gen mobile social application

Forget about simply texting a meeting message. A new platform from Bluepulse, a mobile social messenger, will allow users to connect with known friends and groups and add to their friends and groups with the click of a button.

by Kristina Knight

bplogo.gif"People know what a social network is and people know what an instant messenger is, and if you can bring it together in a trusted network environment is a better way to communicate," said Ben Keighran, CEO of Bluepulse.

Rather than a number of different message boxes for different types of messages, the Bluepulse platform offers universal sending and receiving messaging boxes for all applications and offers SMS or email messaging to alert users to new messages.

Perhaps the most ingenious part of the platform, though, is the "friending" option. Here is how it works: once a message is sent to a group of friends, every friend on the message is given the option to "friend" any person on the message list who is not already in their address book. The platform will change how users create and engage their own network of friends and the advertising possibilities are huge.

Currently, the platform does not have advertising opportunities, but Keighran expects to add advertising capabilities within the next year. Rather than simple text messages or banner ads, Keighran said he would like to use dynamic profiles to insert ads into widgets. Once a user uploads a widget, it will be automatically sent to all of the friends and groups in their address book. With the "friending" capabilities already mentioned, there is the possibility for huge impression increases for mobile advertisers.

Tags: mobile marketing, mobile social marketing, social marketing

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