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Motorola backs Shaker to shake up social networking

IT Industry - Strategy

Motorola Mobility's strategic investment arm Motorola Mobility Ventures has made an unspecified investment in social networking startup, Shaker, that adds 'Second Life' like avatar interactions to the 'real world' of Facebook.

The services of the startup are presently available only in Israel, where it is based, but the company has recently opened offices in New York and San Francisco and is planning to launch services in the US in the current quarter.

Given that Motorola Mobility is about to acquired by Google - which is determined to break Facebook's stranglehold on the social networking market - things could get very interesting if Shaker takes off.

Shaker won the Startup Battlefield contest at TechCrunch Disrupt San Francisco in September 2011, and announced $US15m series A funding a few weeks later. TechCrunch described Shaker as "a mixture of Second Life, The Sims, and Turntable.fm all mixed together using your Facebook data and connections."

It explained: "Your Facebook profile becomes a walking avatar, your pictures are placed on a virtual wall, you can choose what music is playing in the room for everyone to hear and you can even buy people drinks."

Israeli news service Israel21c described Shakera as "A virtual [hotel] bar located on Facebook'¦[that's] a place to hang out and meet people but without the tongue-tied introductions or awkward silences." A YouTube video gives an overview of the application.

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