MySpace is entering the mobile sector in Europe via an exclusive deal with UK operator, Vodafone. Financial details were not disclosed. Under the deal, Vodafone Live! subscribers will be able to download MySpace Mobile and the software will be installed on future handsets. Users will be able to edit profiles, upload photos and send and receive messages. The service is set to roll out in the first half of 2007.

The exclusive partnership is potentially lucrative for Vodafone as it hopes data transfer via its mobiles is set to soar. Telephia reports that 21% of Britons who upload content captured by a mobile to the internet do so to a MySpace account. For MySpace, the deal provides leverage in its battle against Bebo, a college-based social network that is particularly popular in the UK. However, TechScape argues that the exclusivity of the UK deal may damage the growth of the social network. It is unclear how long this clause will last but, TechScape says, "the idea of restricting any social networking service to a single operator just seems counterproductive." In the US, a version of MySpace is already available on mobiles supplied by carrier Cingular.

The deal is likely to be followed by partnerships with operators in other European countries. MySpace launched in France in Jan and has beta sites in Ireland, Spain, Germany and Italy. In each market, the social network aims to defeat incumbent players and tie-ups that increase its accessibility are likely to be key to its success.