Wandering around the CTIA floor today I happened upon the itsmy.com booth.  I’d heard about itsmy before, in fact I mentioned them in passing in my Peperonity review back in Janurary. But I realized than I’d never really written about itsmy or added them to the WapReview Mobile Web Directory.  I spent some time at the show talking to Mikko Saarelainen, itsmy’s director of content and communications. He shared some information about itsmy’s features and traffic and I’ve added them to the directory.

Itsmy, a product of Germany’s GoFresh Gmbh, remains me of Mocospace and Peperonity. All three are huge, almost purely mobile, free, ad-supported mobile social networks using the MySpace style open model, meaning that non-members can freely browse the site and view and download at least some of the content .

Registered users can create a mobile home page with profile, blogs and  guestbook and can participate in chat, flirting, forums and private messaging. Users also have access to itsmy’s online ringtone and wallpaper generators and can upload music, themes videos and images.

The site works more or less like other social networks. You set up your home page and profile and then search for and invite others to be friends. User search is by name, age, gender or location.  Unique to itsmy is “Its My TV”. Using templates, content including text, audio, video and images can be combined into “channels” . There are over 100,000 channels on itsmy with about 100 new shows being produced per day. The videos I saw were all 176×144 and ranged from about 400 KB to 5GB in size depending on quality and length.

Homepage URLs are subdomains (user.itsmy.mobi), which I find easier to type on phones than the sub directories (site.com/user) used by some mobile social networks. Uploading is by MMS from your registered mobile number. Some user generated content like wallpapers is always public but almost everything else including profiles, photos and videos can be set to be viewable only by friends. If another user is making you uncomfortable you can block them from interacting with you.

Itsmy has 2.5 million total and over a million registered users who have produced 5 million pages of user generated content. The site is averaging 300 million mobile page views per month and operates it’s own advertising network. Recent marquee ad clients have included Ford and Reebok but small advertisers are catered to as well.

Itsmy is available in English, German, Italian, Spanish and Japanese. Users are concentrated in the US (over 50% of the total users) followed by South Africa and India.

Mobile Link: itsmy.com

Ratings: Content: Usability:

Filed in: Mobile Site Directory – Mobile Social