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Mobli was a
social Social organisms, including human(s), live collectively in interacting populations. This interaction is considered social whether they are aware of it or not, and whether the exchange is voluntary or not. Etymology The word "social" derives from ...
mobile Mobile may refer to: Places * Mobile, Alabama, a U.S. port city * Mobile County, Alabama * Mobile, Arizona, a small town near Phoenix, U.S. * Mobile, Newfoundland and Labrador Arts, entertainment, and media Music Groups and labels * Mobile ( ...
photo A photograph (also known as a photo, image, or picture) is an image created by light falling on a photosensitive surface, usually photographic film or an electronic image sensor, such as a CCD or a CMOS chip. Most photographs are now created ...
and video-sharing website founded by Israeli
entrepreneurs Entrepreneurship is the creation or extraction of economic value. With this definition, entrepreneurship is viewed as change, generally entailing risk beyond what is normally encountered in starting a business, which may include other values th ...
and brothers
Moshe Moses ( el, Μωϋσῆς),from Latin and Greek Moishe ( yi, משה),from Yiddish Moshe ( he, מֹשֶׁה),from Modern Hebrew or Movses (Armenian: Մովսես) from Armenian is a male given name, after the biblical figure Moses. According to ...
and Oded Hogeg. As of 2016 the service was shut down and the company placed into bankruptcy. The
Israel Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...
-based company had very high expectations to compete with similarly-purposed rivals
Vine A vine (Latin ''vīnea'' "grapevine", "vineyard", from ''vīnum'' "wine") is any plant with a growth habit of trailing or scandent (that is, climbing) stems, lianas or runners. The word ''vine'' can also refer to such stems or runners themselv ...
and
Instagram Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
. but never managed to attain a reliable user base and was shut down in mid-2016.


Design

CEO and founder Moshe Hogeg said Mobli's goal is to “make it possible to see what is happening in the world through other people’s eyes.” Mobli's
mobile app A mobile application or app is a computer program or software application designed to run on a mobile device such as a phone, tablet, or watch. Mobile applications often stand in contrast to desktop applications which are designed to run on d ...
allows mobile sharing of photos and video recorded on mobile devices to its website where other users can view the content. Users can browse the websites content feeds in
real time Real-time or real time describes various operations in computing or other processes that must guarantee response times within a specified time (deadline), usually a relatively short time. A real-time process is generally one that happens in defined ...
by location, subject, or uploader. Hogeg compared the service to
Instagram Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
saying, “If the substance of Instagram is effects of pictures and shares, we want to offer the option of seeing what is happening at the
Eiffel Tower The Eiffel Tower ( ; french: links=yes, tour Eiffel ) is a wrought-iron lattice tower on the Champ de Mars in Paris, France. It is named after the engineer Gustave Eiffel, whose company designed and built the tower. Locally nicknamed "'' ...
or at Barcelona’s Camp Nou Stadium.” Mobli apps were initially built in
HTML5 HTML5 is a markup language used for structuring and presenting content on the World Wide Web. It is the fifth and final major HTML version that is a World Wide Web Consortium (W3C) recommendation. The current specification is known as the HTML ...
but this approach was abandoned due to poor performance. The apps were re-built in
native code In computer programming, machine code is any low-level programming language, consisting of machine language instructions, which are used to control a computer's central processing unit (CPU). Each instruction causes the CPU to perform a very ...
on
iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...
and Android while dropping support for
BlackBerry The blackberry is an edible fruit produced by many species in the genus ''Rubus'' in the family Rosaceae, hybrids among these species within the subgenus ''Rubus'', and hybrids between the subgenera ''Rubus'' and ''Idaeobatus''. The taxonomy of ...
in favor of
Windows Phone Windows Phone (WP) is a discontinued family of mobile operating systems developed by Microsoft for smartphones as the replacement successor to Windows Mobile and Zune. Windows Phone featured a new user interface derived from the Metro design la ...
. The new apps, also with a re-designed user experience, were slated to roll out in late 2012 starting with its
Windows Phone Windows Phone (WP) is a discontinued family of mobile operating systems developed by Microsoft for smartphones as the replacement successor to Windows Mobile and Zune. Windows Phone featured a new user interface derived from the Metro design la ...
app. A stand-alone search product that emphasizes location, time and relevance is slated to launch in early 2013. The product has an " autotagging" feature that can
recognize Recognition may refer to: *Award, something given in recognition of an achievement Machine learning *Pattern recognition, a branch of machine learning which encompasses the meanings below Biometric *Recognition of human individuals, or biometr ...
and identify certain objects from images. Mobli's main revenue stream was on-site advertising.


History

Mobli was founded in 2010 by Moshe Hogeg, Oded Hogeg, and Emmanuel Merali. Moshe Hogeg was the
chief executive officer A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...
, Yossi Shemesh was Vice President - Production and Emmanuel Merali was the chief technology officer. Francis Bea of
Digital Trends Digital Trends is a Portland, Oregon-based tech news, lifestyle, and information website that publishes news, reviews, guides, how-to articles, descriptive videos and podcasts about technology and consumer electronics products. With offices i ...
said Mobli, which he called “ otentiallythe
YouTube YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by ...
of short-form video,” could succeed in debuting the next generation of Internet personalities with
YouTube YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by ...
“beginning to sway under the weight of its own hosted talent.” Mobli found early success in celebrity investors including American actor Leonardo DiCaprio who supposedly invested $4 million in 2011. It was later revealed that DiCaprio's investment was actually less than $10. DiCaprio's social involvement on the site attracted other celebrities. In May 2012, CEO Hogeg said the company was prioritizing increasing Mobli's
installed base Installed base (also install base, install ''ed'' user base or just user base) is a measure of the number of units of a product or service that are actually in use, as opposed to market share, which only reflects sales over a particular period. ...
on mobile devices from three million to 10 million before focusing on turning a profit. Hogeg planned to experiment with money-making strategies such as selling
virtual goods Virtual goods are non-physical objects and money purchased for use in online communities or online games. Digital goods, on the other hand, may be a broader category including digital books, music, and movies. Virtual goods are intangible by defini ...
, promoting
sponsored post Sponsored post, also known as a promoted post, is a post to any community-driven notification-oriented website which is explicitly sponsored as an advertisement by a particular company in order to draw a large amount of popularity through user pro ...
s and displaying
targeted advertising Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus ...
. Mobli partnered with
Tropfest Tropfest is the world's largest short film film festival, festival. It has also become known as the world's first global film festival. Founded by actor/director John Polson, Tropfest began in 1993 as a screening for 200 people at the 'Tropic ...
to host the festival's first Micro Film Festival contest, run by Mobli investor, actor
Tobey Maguire Tobias Vincent Maguire (born June 27, 1975) is an American actor and film producer. He is best known for playing Peter Parker (Sam Raimi film series), the title character from Sam Raimi's Spider-Man in film#Sam Raimi films, ''Spider-Man'' tril ...
, on Mobli's TropfestMicro channel, a channel Mobli calls “a film festival in your pocket.” The contest, announced by Maguire in June at Tropfest Las Vegas, uses the designated Mobli channel as the hub for submitting and viewing short-form videos until deadline in January 2013. The best video, selected by panel, receives $10,000 in winnings and will debut at Tropfest Australia 2013. ''The Canyons'' used Mobli in July 2012 to
cast Cast may refer to: Music * Cast (band), an English alternative rock band * Cast (Mexican band), a progressive Mexican rock band * The Cast, a Scottish musical duo: Mairi Campbell and Dave Francis * ''Cast'', a 2012 album by Trespassers William * ...
the role of Caitlin, a role that went to Lauren Schacher who was one of 125 who submitted auditions using the platform. In July 2012, Mobli announced tennis player
Serena Williams Serena Jameka Williams (born September 26, 1981) is an American inactive professional tennis player. Considered among the greatest tennis players of all time, she was ranked world No. 1 in singles by the Women's Tennis Association (WTA) for ...
had invested an undisclosed amount in Mobli. In September 2012, Mobli was worth an estimated $100–300 million and Mobli said shared content had tripled over the previous two months. A series B
venture round A venture round is a type of funding round used for venture capital financing, by which startup companies obtain investment, generally from venture capitalists and other institutional investors. The availability of venture funding is among the ...
of funding to develop its platform and
user Ancient Egyptian roles * User (ancient Egyptian official), an ancient Egyptian nomarch (governor) of the Eighth Dynasty * Useramen, an ancient Egyptian vizier also called "User" Other uses * User (computing), a person (or software) using an ...
base brought in $22 million including $20 million from Kazakhstani businessman
Kenges Rakishev Keñes Hamitūly Raqyşev ( kk, Кеңес Хамитұлы Рақышев, , born 14 July 1979) is a Kazakh businessman and public figure, international Investor, and founder of Fincraft Group. Included in the Forbes Top 50 influential entreprene ...
. Rakishev's funding earned him a spot on Mobli's board. In November 2012, a photo of cyclist and Mobli investor
Lance Armstrong Lance Edward Armstrong (''né'' Gunderson; born September 18, 1971) is an American former professional road bicycle racing, road racing cyclist. Regarded as a sports icon for winning the Tour de France seven consecutive times from 1999 Tour de ...
relaxing in his trophy room and posted to Mobli by Armstrong accumulated more than 320,000 views in two days making it the most trafficked Mobli post for a 48-hour period. By November 2012, Mobli had received two different acquisition offers. On November 6, 2013, Mobli announced that they raised 60 million dollars from
América Móvil América Móvil is a Mexican telecommunications corporation headquartered in Mexico City, Mexico. It is the 7th largest mobile network operator in terms of equity subscribers and one of the largest corporations in the world. América Móvil is a ...
the Latin American telco giant led by billionaire
Carlos Slim Carlos Slim Helú (; born 28 January 1940) is a Mexican business magnate, investor, and philanthropist. From 2010 to 2013, Slim was ranked as the richest person in the world by the ''Forbes'' business magazine. He derived his fortune from hi ...
. In June 2015, Mobli launched an image search engine named EyeIn.Catherine Shu, TechCrunch.
After Three Years In Development, Mobli Unveils Real-Time Image Search Engine EyeIn
” June 15, 2015. June 15, 2015.
The feature was discontinued after Instagram blocked Mobli from their API. In May 2016 Mobli laid off its remaining Israel staff, retaining only its staff at its Europe operation.


References


External links


Official website
{{Online social networking Android (operating system) software IOS software Windows Phone software Image-sharing websites Internet properties established in 2010 Companies based in New York City 2010 establishments in New York (state) Geosocial networking Internet properties disestablished in 2016 Defunct social networking services