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The SoreThumbs service, which has been built by transactions provider zamano in partnership with the social media specialist PeekabooTV, will give consumer brands an entry into the mobile social networking space that can be set up and switched on within 24 hours. The resulting branded channel will be accessible from both the mobile and fixed line internet.

This will allow brands to provide their consumers with a community through which to chat, blog and share or purchase content. Meanwhile the owners can start earning immediately through a variety of options including advertising, subscriptions and

micro-billing. They also keep exclusive control of their own user data, through which they can communicate with consumers and make improvements to the site.

zamano has already signed a partnership with InfoMedia, the mobile services specialist that runs mobile sites for a number of Premier League football clubs including Manchester United and other consumer brands. It is also in discussion with a number of other partners.

The specific offering for licensees comprises:

* A ready to launch, expandable and proven social networking platform - online and on mobile

* Full ownership of user data

* Back-end support ensuring the site is always live and provides the best user experience

* A team of moderators to ensure compliance with regulations

* Ongoing development, improvements and refinement

* A fully managed service - freeing partners to focus entirely on promotion

zamano believes third party brands will jump at the chance to take their communities mobile. Declan Pettit, UK country manager of zamano, said: "Every brand in the world is looking hard at social networking, and at mobile. Now they can launch straight in without any upfront investment or technical expertise. We do it all. And this leaves our partners to concentrate solely on creating the best possible experience for their users."

David Berney, MD of Peekaboo TV, added: "We want to make SoreThumbs a thriving portal for multiple branded channels, but one that makes money for our channel partners. That's why we're building in a variety of billing options and ensuring that brands have complete control over their user databases."

Michael Tomlins, commercial director at InfoMedia Services said: "Our clients are always interested in new ways to help drive sales of their own good quality branded content but also, with the advent of social networking, new ways for customers to connect with each other.

"The deal with zamano allows us to offer our clients a simple way of achieving this, backed up with robust technology."