Teen-driven online social network Kiwibox has gone mobile to expand its community with the addition of mobile users.

The extension into mobile is designed to give Kiwibox's 1.8 million teen users the flexibility to communicate on-the-go. Kiwibox's WAP site will translate social networking features currently found on the Web site to the mobile handset.

"The overarching strategy on every application and platform we develop at Kiwibox.com is to add value to our members," said Mike Howard, chief operating officer of Kiwibox, New York.

"We feel that if we can provide an environment that allows for ease of use, lets our members find content and friends quickly and effectively while doing so in a safe environment, then we have done our job and the social network will flourish accordingly," he said.

With the new Kiwibox WAP site, members will be able to read articles and up-to-the-minute news, while interacting with their friends through a variety of interaction tools.

Kiwibox partnered with Quattro Wireless to mobilize the existing site.

Using Quattro's Juicing technology, the site content develops into a format suited to a mobile presence with the layout and intuitive navigation specifically adapted for all types of handsets. This creates new opportunities for advertisers, including special banner creatives and channel sponsorships.

Mr. Howard said that Kiwibox is currently in talks with a few brand and entertainment names who may possibly become advertisers on the mobile site.

Additionally, Kiwibox plans to work with agencies such as Burst Media, Gorilla Nation and 24/7 Media to help monetize its mobile inventory.

"Providing this platform to our users will allow them to remain engaged with Kiwibox on their computer as well as their mobile device," Mr. Howard said.

"This continuous engagement is invaluable to our sponsors and will allow us to continue to connect our members with teen-friendly brands in new and innovative ways," he said.

Mr. Howard said that there was a tremendous influx of requests for a mobile version of the site.

Also, existing advertisers and sponsors expressed interest in reaching members on their handheld device.

"Kiwibox.com recognizes that the mobile platform is only going to continue to command more and more of our users' attention and we are going to be right there with them," Mr. Howard said.

"Launching the Kiwibox WAP is the first step towards our ultimate goal of providing our users seamless access to their friends and their personalized content anywhere, at anytime.

"As we continue to launch new mobile applications and integrate games, contests and KiwiPoints into the mobile universe we anticipate accelerated growth in not only mobile users, but in the entire Kiwibox.com social network."