itsmy.com, a mobile 2.0 service that is completely financed by ads (it certainly shows), just drew its 500,000th registered mobile internet user, according to a release from the company.

With 14 months post-launch under its belt and near exclusive mobile viral growth in its respective community, the brand purports to be the leading US market leader in off-deck mobile social networking.

"The growth of itsmy.com has been quickest in the US and UK," Mikko Saarelainen, Chief Strategy Officer, points out. But that may not be saying much, per her mention that "only 6 percent of all cell phone owners have ever used mobile internet and only 2 percent of the entire subscriber base of mobile operators have ever tried to surf in 3G networks."

itsmy.com is owned by Gofresh GmbH, which boasts offices in Munich, New York, London and Madrid.

CEO Antonio Vince Staybl of Gofresh also highlighted a refusal to mix the "traditional" internet with the mobile only community. “We don’t have an online networking site and that’s the secret of our success," she said. "We have to think mobile. To feel mobile. And that does not work from the view of traditional online media.”