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The company uses internet on mobile phones to form a social network where members can upload videos and share their content for free.

"Rather than trying to compete with websites like Facebook and Bebo, Moblr draws together features which are unique to mobiles," said Elena Dunn, senior account manager at Mi liberty.

Chelsea-based Mi liberty's brief is to launch Moblr to UK consumers by raising awareness among operators and mobile content companies.

The account is initially for Moblr's launch in the UK but has the potential to expand to other countries covered by Mi liberty.