SendMe off portal: adding buzz (or rather mbuzzy)

The fine folks from SF-based SendMe Mobile have acquired mbuzzy, the latter allegedly being the "first US off-portal community" (it always is in the definition of the terms, I guess). Whatever the marketing spin might be, it is impressive how the small start-up seems to assert itself into the US mobile content market. They had recently announced a deal to distribute Glu Mobile's games and have also closed deals with Sony Pictures and UK game aggregator Telcogames.

mbuzzy has more than half a million mobile users who have downloaded over 15 million pieces of videos, wallpapers and ringtones (they don't call it personalization, which would be uncool as others stop that offering altogether but social media instead) to their mobile phones. It allows sharing of content and consumption both on your mobile and the PC. Pretty much up to scratch then. They will add the viral element to SendMe's content offering, which is effectively a mix of generally available hit games, imagery and music and simple text-based trivia games. They also run SoLow.com, a reverse auction site.

It is good to see that there does seem to be a market outside the carrier decks in the US after all. After the recent announcements (here and here) from Jamba/Jamster and Zingy/Vindigo, one could have started to doubt: Jamba is rumoured to re-focus on Europe (perhaps surprising after their Simpsons coup) whilst Zingy announced a name change and the closing of its personalization business. However, it seems to be the content mix that makes it. If the viral mbuzzy guys leverage that further, even better. Rock on, SendMe!