Mobile social networking solutions, particularly those with a dating angle, represent a potentially powerful and popular application sector for one of the most mobile-centric and socially active demographics - 16 to 25 year olds. It's not surprising then, that the Peepsnation service from specialist developer Trilibis Mobile, doesn't have the market to itself. Competitive services that we have looked at before include Plutolife's mobilove, icebreaker, meetmoi (probably aimed at a slightly older demographic) and datemobile. However, the approach taken in creating Peepsnation does exhibit some key attributes that should help it perform well in the mobile dating space.

The new version 4.0 of the Peepsnation service is available to US users directly via its own WAP site. But it has also been launched on the portals of Verizon, Sprint, Virgin Mobile and Boost Mobile, and this is where most of the take-up will probably originate, at least in the short term. The service takes a simple, ?hotornot" style approach to ranking and tagging potential new friends/dates, but does so in a slightly less abrasive way than, for example, Icebreaker's ?crushorflush" service. In addition to fast, intuitive profile browsing, the service also allows users to leave instant messages via key firing, as well as letting them send longer written messages to each other and eventually meet up if appropriate. The service is free to use aside from standard operator data download and messaging charges.

There are several aspects of the Trilibis approach that indicate it is a sound one:

* An attractive, rich but simple and easy-to-use interface
* A real understanding of how user interaction with mobile applications differs from the way the same people would use an equivalent PC-based service
* Follow-through of that understanding in focusing on the enablement of quick-fire profile browsing and instant interaction that allows for the physical and network -related limitations of mobile devices
* Focus on a technology-transparent user experience - often claimed but rarely implemented
* Agreements with high profile operators

The extent to which Trilibis has addressed both the security/privacy angle that Icebreaker emphasizes, and the all important question of revenue generation is unclear. But Peepsnation 4.0 seems at least to have the makings of a successful service.

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