A free mobile content and community site
mobclub
Created at Kerb
Worked on from 2004 to 2008
mobclub: An Experimental Web-Based Platform for User-Generated Mobile Content and Free Sharing
Summary
In 2004, before the iPhone’s 2007 launch, Kerb faced challenges in monetizing mobile content. At the time, the mobile market was dominated by companies like Jamster, which made huge profits selling overpriced ringtones and wallpapers—most infamously through Crazy Frog, which saturated the market.
Rather than competing in a tough market that required separate deals with mobile operators for reverse billing, we shifted gears. We transformed mobclub into a web-based platform where users could create, upload, and share free mobile content. The community-driven site became a hub for wallpapers, ringtones, and mobile content—all without the annoyance of Crazy Frog
Gallery
The Journey
The idea for mobclub 2.0 took root when I noticed that a new version of Flash could export images to a server, and we were already experimenting with FFMPEG for image modification. It sparked the question:
“Could users design mobile wallpapers online, save them to a server, and have the images optimized for all mobile phone screen sizes?”
The answer was a resounding yes! The biggest hurdle in creating mobile wallpapers was the wide variety of screen sizes and the technical requirements to make images pixel-perfect for different devices.
From that point, I took the lead in developing the vision and strategy for mobclub. Though it was a “downtime” project, it gave the team room to experiment and collaborate. The tech team developed the website and sophisticated image creation tools, while our designers and animators contributed compelling content to share with the community.
Using a pre-existing website framework that supported user registration, profiles, and forums from a previous multiplayer game project, we adapted it to include an online Flash-based image editor. This editor allowed users to create a “master” image, which the server would automatically resize to fit the screen dimensions of different mobile handsets. Over time, we expanded support to include more content types, including ringtones, animated greeting cards, and mobile games.
Engagement on the platform was encouraged through a Kudos system, where active users were rewarded, and ad revenue supported site maintenance.
Goals & Outcomes
By 2008, mobclub attracted around 150,000 unique users each month, who accessed free mobile content like wallpapers, ringtones, videos, and animated greeting cards. We also integrated free mobile games that were funded through in-game ads.
However, the rise of camera phones began to change user behavior. As more users started taking and using their own photos for wallpapers, the demand for third-party images dwindled. With the 2008 financial crisis, advertising revenues—our primary source of funding—declined significantly, and we ultimately shifted our focus to other projects, halting further development of mobclub.
Despite this, mobclub taught me invaluable lessons about creating large-scale, multifaceted web-based products from conception through to execution.
My Roles
I was the Product Lead for mobclub, overseeing everything from the initial concept and strategy to execution and continuous improvement. This included managing the technical team, defining the roadmap, liaising with stakeholders, and handling ad sales and site promotions.
My role also involved guiding the team in adapting to emerging technologies and user needs while maintaining a focus on the long-term vision of the product.
Pillars & Opportunities
The pillars of the product were both technical and strategic. Key components included:
Content Creation & Upload Tools: Without the ability to create and upload content, the product wouldn’t exist. We had to ensure that users could easily generate, share, and enjoy mobile-optimized content.
User Engagement & Support: The community aspect was essential. Users needed to feel empowered to use the tools and engage with the platform on any mobile device.
Monetization: Monetizing the product through ad revenue was the most challenging aspect, especially during the financial downturn. This was essential to turning mobclub from an MVP into a sustainable business.
While the project’s complexity posed its challenges, it also made mobclub an exciting and rewarding product to work on. The ever-evolving landscape of mobile content creation made the journey both dynamic and enriching.
Recap
Pillar 1 - Creation & upload
Pillar 2 - Community of users
Pillar 3 - User support
Pillar 4 - Monetization
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