Location-based mobile social networking set for global launch

Dutch company GyPSii is aiming to add a new element to mobile social networks: location.

Set to go live at the Mobile World Congress in Barcelona this week, following a three-month beta trial with users worldwide, the new GyPSii platform comes armed with two chief selling points: it's designed for mobile and it supports real-time location-based services for GPS-equipped devices.

GyPSii already has versions of its software for Windows Mobile phones, BlackBerry and some Symbian-based Nokia phones. Last week GyPSii also inked a deal with Chinese device maker Dopod to provide a range of location-based information and services to members of its Dopod Club community.

GyPSii founder and CEO Dan Harple said that the new platform, which will sport a global footprint on launch, can support location-based search for people, places, content and events, and will add "a new dimension to the social networking phenomenon."

GyPSii also intends to apply its LBS experience to mobile advertising and will offer a "sneak preview" of a location-based ad solution in Barcelona this week.