The media owner acquired Yospace last week in a £14.4m deal, including £8.7m up front in cash. The mobile company made a loss of £480,000 in 2005.
Andrea Kilbourne, managing director of mobile for Emap, said of the Look at Me platform, currently available on the 02 and 3 networks: "It can be a brand in its own right, and we will use our marketing resources to take it to the UK market and globally."
She added that user-generated content was already highly popular via the FHM and Zoo mobile sites.
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