Mobile is a central element of the next phase of social networking and a major strategic focus of MySpace, Fox Interactive Media’s business development director, Nick Love, told AMTA’s Members’ Forum in Sydney last night.

Mr Love told the Forum that with three million Australians using MySpace each month, portability is the key.

“Whilst access to mobile versions of MySpace is a central element of our portability strategy, it is not just about mobile. Portability includes access via laptops and Pcs via wireless ISP connections and Wi-Fi access points,” he said.

“Mobile is no longer a side business for us, but rather a core part of our overall strategy. It is the key to deepening retention and engagement with our users and delivering portability of their social network experience.”

Mr Love said Nielsen Online Consumer research in January had found that the social networking trend is not slowing down with nearly half of all Australians having social networking profiles and in the next 12 months half of the non-users had indicated they would sign up.

He said the strong growth was occurring because of consumer demand, the reduction in data costs, “all you can eat plans”, cheap mobile internet enabled devices, freely available wi-fi hot spots and wi-fi enable devices.

“For the users the key opportunities are portability of and constant contact with their social network beyond the PC if accessing via a mobile device or, if utilizing wireless internet via their laptop, access beyond the home, office or school,” Mr Love said. “Acess to MySpace anywhere, anytime with multiple access points. Users should have total control over their access points and be able to get their MySpace on any device or any network.”

Mr Love said the next phase of mobile social networking would present challenges for carriers, which offered on-deck distribution in Australia.

“Challenges for mobile carriers include continued downward pressure on data margins for telecos; relevance of on-deck portals as the off-deck world grows; movement to an ad supported or subsidized content business model away from data and subscriptions supported businesses.”