Melbourne, Australia – Truth be told, social networks all revolve around one concept – power. The use and abuse of power makes the world run and the importance of power in social networking is ever apparent. Why do people have friends on Facebook whom they’ve never met or spoken to before, why is it better to have more followers on twitter than the next person; to feel powerful. Not saying there is anything wrong with wanting power, just saying there is a fundamental flaw in the social networks of today; this is the fact that the distribution of power is not equal.

“I believe that one of the key reasons the majority of users engage in social networks is to boost their self-esteem, to make them feel popular, to be included and to attract interest into their life, however users can give an awful lot without being rewarded.” says Tom Reddaway, owner of Lovitivity. “I can ‘comment’ and ‘like’ all of your status updates and pictures on Facebook however this doesn’t mean I get anything in return. Wouldn’t it make more sense for social networks to run on a give and receive basis as opposed to a give and receive ‘when the other person feels like it’ basis?”

This reasoning was the premise for this social networking application, Lovitivity. The application is designed to encourage a positive frame-of-mind, improve self-esteem and renew self-confidence. Essentially, users compliment each other’s pictures; however for the amount of compliments the user sends, they also receive the relative amount of compliments in return (on their picture). Today Lovitivity is listed as the number 1 ‘New’ app under the ‘Social Networking’ category of the AppStore and from the feedback it had so far, Lovitivity is looking likely to become exceedingly popular. As a community, it has set the goal of sending 100,000,000 compliments by the end of 2013, which sounds daunting however the application is both free in price and free from advertising, users can send and receive as many compliments as they want at any time of the day. Lovitivity released the application to the public at the end of last week and have since recorded over 5500 compliments.

Although it is a simple concept, the method appears to be working. Push notifications are sent to users when they receive a compliment from another user. The statistics tab on the application allows users to keep track of their progress and of the progress of the Lovitivity community. From the market research we’ve complete thus far it appears as though users report a cause and effect-like response to the way the program works. Every compliment they send gets recorded (on the statistics tab), they aren’t discriminating who they compliment and who they don’t compliment (as the spread button acts automatically) and when the push notification comes through for each compliment they are owed they know it will be positive and make them feel happier…so why not keep doing it!

Device Requirements:
* iOS 4.3 or later
* iPhone 3GS/4/4S/5, iPod touch (3rd/4th/5th generation), and iPad
* 0.7 MB

Pricing and Availability:
Lovitivity 1.0 is free and available worldwide exclusively through the App Store in the Social Networking category.

Lovitivity 1.0
Download from iTunes
YouTube Video
Screenshot 1
Screenshot 2
App Icon

Located in Melbourne, Australia, Lovitivity is solely run by Tom Reddaway. He has created and sold two businesses before this one – He is open to investors and potential buyers approaching him on this project. The idea came about after critically anaylsing why people use social networks and brainstorming ideas about how to make these products more beneficial for the user in the most positive way possible. From the feedback and positive reviews he’s received, he felt as though the application has upheld these aims very well. Copyright (C) 2012 Lovitivity. All Rights Reserved. Apple, the Apple logo, iPhone, iPod and iPad are registered trademarks of Apple Inc. in the U.S. and/or other countries.

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