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This paper aims to report on lessons learnt from operating a location‐aware mobile social networking application, and critical functionalities that were deemed necessary in order to provide a pleasant user experience. As a result of user feedback, the authors enhanced their social networking system, G2G, with functionalities such as login with Facebook.com credentials without the need to sign up to their system first, and a much improved localization system that works across different mobile operators. Mobile advertisement was included for enhancing the user experience.

A modular approach has been followed for the system design. The original G2G system interfaced cleanly with the Facebook application programming interfaces (APIs) and the mobile advertisement subsystem through wrapper components.

The result was a much improved user experience as existing Facebook subscriptions facilitated new users to use the system. Mobile advertisement functionalities were seen as an essential add‐on. The aforementioned functionalities, combined with the ability to upload/search/download location‐aware multimedia notes, and a back‐end interface that allows advertisers to add location‐aware, personalized content, resulted in a significantly enhanced user experience as evidenced by higher user active participation to the system.

The enhanced system integrates seamelessly with Facebook (facilitating thus the entry of new users) and with a mobile advertisement platform, and provides for advanced security functionalities. Moreover, it supports Android‐based smart‐phones.