The platform uses the novel visual presentation of a flowing river in which "rafts" float across the screen with updates from friends and news feeds. Tapping on a raft will bring up the full text of a story, or open a Web site or photos. (Users can also opt for a more conventional interface.)
John SanGiovanni, the co-founder and vice president of product design for Irvine, Calif.-based Zumobi, said in the next two weeks the company will begin floating branded apps down the Ziibii river. One will be for a major retailer and another for a video game brand. Zumobi has previously developed widgets for marketers including Lenovo and Mountain Dew.--Mark Walsh