But also moving into Latin America.
We used to describe GyPSii as a location-based social network. However, the company now labels itself a 'mobile digital lifestyle application and geo-mobility social media platform'. Well, times have changed.
Anyway, it's doing pretty well. The company added one million new users in the last three months, fuelled by its expansion into China.
The company says it's focusing on building links with content firms and advertisers, to drive further growth in that market, serving up targeted ads and vouchers to its users based on what they've been posting and sharing.
For example, it's working with Shanghai firm Kubang to provide vouchers for restaurants nearby a user's location when using its app.
On the advertising side, it's working with Chinese mobile ads network MADhouse, as well as AdMob, Baidu and mobile marketing affiliate network CHANet.
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“Building strategic relationships with leading advertising and content partners is critical to our growth strategy worldwide,” says executive chairman Dan Harple.
“We fully expect the mobile advertising market to experience exponential growth, as more companies accept the mobile device as a unique and innovative means to deliver advertising that is truly targeted, connecting users to promotional content that is directly relevant to them - where they are and what they’re doing.”
China is clearly a big focus for GyPSii right now, but the company also has its eye on another emerging market: Latin America.
It's signed a deal with mobile location firm Genasys to provide an app to Telefonica's customers across the region, starting in Mexico with BlackBerry, Android, Java, Symbian, Windows Mobile and mobile web versions.
"Genasys’ use of our API as a social media platform to build killer apps for location-based social media, search and ad delivery, and the joint partnership with Telefonica, extends the rapidly growing GyPSii emerging market reach into Latin America," says Harple.
