The so-called walled gardens created by mobile operators to discourage users from browsing outside the official content on their websites are tumbling down. This is due to the growing popularity of Web 2.0 social networking websites like MySpace, YouTube and Facebook, and because of the rising clamor from mobile users to experience real Internet. The major disadvantage of walled gardens is that users are averse to them. In Japan, for instances, the majority of visits generated by NTT DoCoMos i-mode service is to non-official content. In Europe, mobile service providers seem to be acquiescing to the demand from consumers to freely roam the Internet. Vodafone UK allows customers to access the Web without the need to use the Vodafone Live! Portal and choose the URL address for their landing page. U.S.-based Novarra, a company that providers content transformation platform, is powering Vodafone UKs mobile Internet service. The technology is made up of a server that instinctively formats web content from 2G to 3D mobile phones. The server is also compatible with all WAP and HTML browsers, eliminating the need to download clients. The impact of Web 2.0 is also being felt by fixed-line operators. NExt.com, which was formed by France Telecom in April 2006 to provide new products and services around Web 2.0, is focusing on building communities based on user-generated content. France Telecoms first foray into Web 2.0 retail community-type market is Pikeo, a photo-sharing site that allows users to archive their photos by placing them on a world map using Microsofts Virtual Earth cartography service. BT is pursuing a different business model, one which is focused on creating an open-platform that can be used by third-party developers to launch their own product or service. Web21C SDK (software development kit) debuted in April 2007.