O2 first operator to run branded version of Bebo

Mobile service to launch a tailored version of the social network on its portal.

Open Mobile is a set of tools designed to help operators, handset manufacturers and software developers build their own versions of Bebo. The O2 version is closely tied with the existing portal and includes mobile advertising support.

The launch follows a successful trial by O2, which has seen traffic grow by 60% since December.

It has also rolled out Bebo Open Mobile Messaging, which allows its subscribers to receive SMS alerts about their profile, as well as update it with photos and messages.

Antony Douglas, head of content at O2, said, “We know how important social networks are to our customers and have seen huge traffic growth to Bebo and other social networks via our portal.”

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