Cellware.com uses ad $ to reward content creators

Advertising.com co-founder John Ferber has joined the ad-subsidized content playground.
Ferber unveiled Cellware.com, a site that hopes to offer both user-generated content and professionally produced offerings from partners including 4INFO, Arphiola and Hanaho Games. The site, which is currently in testing, uses advertising revenue to reward users who create popular mobile ringtones, videos, games and applications.
“Our vision is simple,” said Ferber, who with his brother sold Advertising.com to AOL for $495 million. “We want to provide a fun, creative, social environment where all our members can get the content they want as well as earn money for their original creations.”
Cellware.com joins a crowded field of mobile content/social networking sites, many of which offer both free and premium content.
Meanwhile, behemoths such as MySpace and Facebook are leveraging their substantial online communities as well as carriers’ deck space to attract on-the-go social networking types.