Former Advertising.com co-founder John Ferber has launched a new mobile social network focused on distributing mobile content, including ringtones, videos, wallpaper images and games.

The company, Cellware, is in a beta mode. The company is in the process of signing up content providers such as No Good TV, Go Music Network, Oddcast, Selectracks, 4info and others. It hopes to focus on emerging underground and new music.

The service is fully advertising supported, with content partners receiving a revenue share. It is also developing user-generated content tools allowing users to contribute their own original works.

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