Mac-Only Social Net Takes First Steps

Net4mac offers freeware that, once downloaded on Mac OS X v10.4 or later systems, creates opportunities for Mac users to connect with others in a number of ways.

Net4mac offers typical social network features -- with a Mac twist. For instance, user-created profiles could include the types of Apple (Nasdaq: AAPL) products members owns and groups could form based on Mac applications . The service also features job searches and classified ads.

'Better Integration'

The application driving Net4mac allows the user to reach the community from the computer's Dock and see the number of messages received. The network also syncs with the user's Address Book.

The service provides "better integration between Mac OS X technologies and the features," according to an overview on the Web site.

However, the site's limited user base of Mac users may present a few problems, commented Jonah Stein, CEO of Itstheroi.com.

"As a longtime Mac user, I'm not above a little evangelizing, but I see no reason for a social network designed for Mac users unless its focus is about support and development of the Mac OS," he told MacNewsWorld. "What's next? A social network just for rich people? I don't like the exclusive nature of the thing."

Cupertino Involved?

There is no indication that the service has the endorsement of -- or any connection with -- Apple.

Neither Apple nor Net4mac returned calls for comment.

Although Apple is notorious for maintaining a tight grip on its proprietary technologies, it would come as no surprise to discover that it is involved in Net4mac, commented Scott Cleland, president of Precursor.

"Apple has been very clever and smart in how it vertically integrates its iPod with iTunes and its TV device with TV programming," he told MacNewsWorld. "Apple more than anybody gets vertical integration. Social networking is a valuable property to integrate."

A Marketing Ploy?

Nevertheless, the Net4mac owners may just be capitalizing on the burgeoning growth of social networking combined with Apple's soaring popularity, Stein noted.

"I don't see anything about Mac support here -- that's my issue," he said. "This is basically a marketing ploy. This is not a Mac user social network in terms of a Mac user group, and that's what I'm complaining about. It's not about support or about being involved in Mac in any way. It's about their sales cycle here. They're trying to leverage the Apple name to get people to sign up."

There isn't much revolutionary about the idea itself, Stein continued. "It seems like there's a new social network popping up every week -- people trying to get into the game because they see a path to make money. The fact that it's for Mac is entirely a hook."