---
title: "Mobile 2.0 Launch Pad Part 2"
date: 2007-10-15
author: "Richard MacManus"
categories:
  - name: "ReadWriteWeb"
    url: "/category/readwriteweb.md"
tags:
  - name: "2007"
    url: "/tag/2007.md"
---

# Mobile 2.0 Launch Pad Part 2

As [noted last week](https://web.archive.org/web/20090627084829/http://www.readwriteweb.com/archives/mobile_20_conference_launchpad_companies.php), a group of startups promoting themselves at Mobile 2.0. [Part 1](https://web.archive.org/web/20090627084829/http://www.readwriteweb.com/archives/mobile_20_launch_pad_part_1.php) was in the morning. Here now is the afternoon session (note it was just 5 minutes per speaker, so we only got brief overviews of each service).

## Webwag Mobile

We’ve [written](https://web.archive.org/web/20090627084829/http://www.readwriteweb.com/archives/webwag.php) before about [Webwag](https://web.archive.org/web/20090627084829/http://www.webwag.com/), a personalized start page. [Webwag Mobile](https://web.archive.org/web/20090627084829/http://www.webwag.com/mobile/) is a Java app. It looks very much like a desktop widget service (like Yahoo! Widgets). Certainly looked slick and the ability to sync with the Internet version is useful for heavy Mobile Web users. The TomSoft blog has [more details](https://web.archive.org/web/20090627084829/http://blog.landspurg.net/webwag-mobile-beta-open-experiment-true-mobile-widgets-today/) of Webwag Mobile.

## RuleSpace

![](https://web.archive.org/web/20090627084829im_/http://www.readwriteweb.com/images/rulespace_logo.png)[RuleSpace](https://web.archive.org/web/20090627084829/http://www.rulespace.com/) isn’t a startup, it’s an 11-year company. It calls itself a “content categorization” company, which analyzes what users are looking at. In the mobile space, it does parental controls applications. It’s also being used in mobile search solutions, and has anti-spam and recomendations technologies. It is heading into even more granularity, which has applications in mobile advertising.

## kyte

[Kyte](https://web.archive.org/web/20090627084829/http://www.kyte.tv/) enables you to create an interactive TV channel on your website, blog, social network or mobile phone. It has a Facebook app too. kyte really shows off the creative and collaborative nature of modern Mobile Web apps.

![](https://web.archive.org/web/20090627084829im_/http://farm3.static.flickr.com/2355/1581369073_5c74f7311d.jpg?v=0)*Photo by [Rudy de Waele](https://web.archive.org/web/20090627084829/http://www.flickr.com/photos/random0/1581369073/)*

## Ex Machina

[Ex Machina](https://web.archive.org/web/20090627084829/http://www.exmachina.nl/) is a social gaming company, that has a gaming platform for Web, mobile and TV. The example showed today was PopKids, described as “Tamagotchi meets American Idol”. Essentially you raise a (virtual) child and hope it becomes a top American Idol singer. It takes 18 days for the ‘child’ to grow to 18 years in the game. You need a partner to have a kid and raise it, then you need to provide guidance to the child. This encourages social interaction in the game. The game is a mobile app, but it is going to be developed for TV too. It all sounds a bit strange to me, but then I’m not the target audience – so it’ll be interesting to see if the PopKids game catches on.

![](https://web.archive.org/web/20090627084829im_/http://farm3.static.flickr.com/2042/1582257794_442580f6da.jpg?v=0)*Photo by [Rudy de Waele](https://web.archive.org/web/20090627084829/http://www.flickr.com/photos/random0/1582257794/in/pool-520926@N20/)*

*Originally published on ReadWriteWeb ([archived copy](https://web.archive.org/web/20020204040018/http://www.readwriteweb.com/archives/mobile_20_launchpad_part_2.php))*