An interesting week to launch a new social network. Especially if you live in one of the many UK cities that have been torn apart by the feral behaviour of the disaffected masses, allegedly fuelled by social networking...

Hey ho. Life goes on in Web 2.0 land, so here we have, a new real time social network to rival, er, all the other real time social networks,

This time, we're not being asked to poke or tweet, but to "ping". A short text update augmented by pictures or video, if you choose, just to let your mates know what you're up to.

A year in the making, Heello is different because, um... well... erm, we don't know. But the man behind it is Twitpic founder Noah Everett, and this would seem to be a clear two fingers up to Twitter as they launch their own official photo sharing app.

Without any real info about what their vision, strategy or differentiating factors are, we just don't know what will make Heello stand out from the crowd, but choice is good. Different is good. Maybe that's all there is to it. And it's early days, being less than 48 hours old as a live service, so get in quick if you want a username that your Mum will relate to.

Regardless, there's a slightly subversive feel to this, which we quite like, so ping away people, and let's see where this goes.

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