Mobile social network Flirtomatic has raised $9 million in Series C funding from Nauta Capital and existing investors Doughty Hanson, Seraphim Capital and Chairman Avi Azulai.

Flirtomatic will use the new funds to further its growth across Europe and the United States, expanding its co-marketing efforts with partners that include AT&T, MetroPCS, Virgin Mobile, T-Mobile and the recent distribution deal with a multi-national carrier, launching Flirtomatic across an initial eight countries, under a single payment and billing system.

This year, Flirtomatic, which has more than 2.5 million users in the U.S. and Britain, launched applications for the iPhone, iPod touch and Android devices and this summer is making its service available via a BlackBerry application and on Nokia?s Ovi Store.

Mobile Marketer?s Dan Butcher interviewed Mark Curtis, CEO of Flirtomatic, London. Here is what he had to say:

How will Flirtomatic invest the new funding?
The investment will help to fund further internationalization of Flirtomatic, assist the marketing efforts and help increase the distribution of Flirtomatic through the development of applications for BlackBerry and Nokia Ovi and new versions for iPhone and Android, with all applications in multiple territories.

The funding will also be used to recruit in key positions across the business particularly in technology, product and marketing.

We will also continue Flirtomatic?s highly successful customer acquisition marketing into multiple new international territories and platforms.

What is Flirtomatic?s growth strategy going forward?
To increase the internationalization of Flirtomatic and to enhance the distribution strategies for the new markets we're entering, tailoring the service to each region's needs and tastes.

To expand on the platforms Flirtomatic is available on Web, WAP and applications. 

What is the current state of mobile social networking?
One of the biggest impacts on mobile social networking has undoubtedly been Facebook. It has been instrumental in introducing people to the mobile Web and social networking on the move and as a result, the companies already in that space, like Flirtomatic, have benefited from this movement.

Have you noticed increased brand/publisher spend on advertising and other brand integrations?
Yes, we've seen an increase in brands wanting to advertise on mobile. The largest area of growth we have seen has been among mobile internet and traditional internet brands launching mobile products.

The second largest growth sector we've been seeing has been the auto trade and food groups, beverages and other similar consumer goods.

Although Flirtomatic currently only allows MMA-approved banner sizes in advertising, the new investment will see us launch new applications for smartphones like iPhone and Android devices, compatible with dynamic advertising formats such as the iAd platform.

Final Take
Dan Butcher, associate editor, Mobile Marketer

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