April 23, 2007
Tribes come together on mobile

Social media has truly arrived on the mobile device and we're not talking about simple chat services or mobile functionality supporting internet based services. The third screen experience will be about wireless social networking functionality according to mobile social media pioneers TribalG.

Based out of San Francisco TribalG will commence their US launch this week with an established international footprint. The company’s technology has provided the core chat products for Vodafone Australia and New Zealand over the last 6 years and their products feature in several other carrier walled gardens across New Zealand, Australia, and Canada. Media clients have included television properties such as Dancing with the Stars, New Zealand Idol and The Apprentice.

“With the phenomenal growth of web based social networking sites combined with carrier enhancement of mobile technology platforms in recent years, the time is right for entry into the US market” says Roger Grice CEO of TribalG. “As industry pioneers of mobile communities we bring a wealth of experience to the US market with products that provide unique value for mobile users and businesses looking to incorporate social media into their marketing and distribution strategies”.

“We believe people want to take these services out the door with them when they leave their PC” says COO Martin Keene. “There’s no doubt about it people are hooked on social networking, just look at the most frequented web sites on the internet. It makes sense to provide these services where they can we accessed anywhere anytime, hence the mobile device is the obvious choice”.

TribalG will launch an extensive product suite including a company branded ‘My M Tribe’ direct to consumer offering, vertical niche services relevant to special interests and lifestyles, a white label solution, and a ‘brand socialising’ product designed for marketers to leverage the powerful marketing opportunities that social media provides.

Revenue strategies will be reflected through two pricing models. Consumer subscription services will charge users through various price points billed monthly using premium sms, while the ‘brand socialising’ solution will be subsidised through the client providing a ‘free to consumer’ service.

“Research shows that consumers want the choice when it comes to paying for mobile content and services. Sometimes they are willing to pay for it themselves, other times they want it funded by advertising. Therefore our pricing strategy offers flexibility to meet the needs of the market’ says Keene.

The WAP or mobile internet based products provide an intuitive linked based menu structure enabling users to access an array of services. Users can come together through private and public chat rooms, create and view user profiles, access mobile content, use mobile concierge services and participate in events and competitions. TribalG’s product roadmap includes user generated content capabilities (blogs, videos and images) and JAVA and BREW downloadable applets with view to further enhancing the user experience.

TribalG’s ‘brand socializing’ product provides new opportunities for brands and agencies through the integration of social media and mobile marketing activity.

“Social networking brings people together naturally self selecting into niche communities based on lifestyles, interests, and geographical locations” says Mark Moselen VP of Mobile Marketing Services. “This provides opportunities for highly relevant and targeted marketing activity. The key value proposition of this product is that it provides marketers and agencies with established mobile audiences who are ready and waiting to be communicated with. It is a great platform to launch many mobile marketing initiatives including events, competitions, games, campaigns and mobile advertising”.

The company’s international expansion is not limited to the US however. Upon establishing the company in the US TribalG will look to extend their global footprint to markets including South America, Europe and Asia. The company will be focussed on these markets through a partner distribution network with a territory relevant licensing strategy.

The US launch will kick off this week with primary focus on acquiring investors, distribution partners, and potential clients.