Mobile content portal Mippin has unveiled the 'social' part of their service. They're already able to re-purpose thousands of sites for a mobile display (mainly by using their RSS feeds rather than the full blown regular pages), but now your userlogin gives you a personal profile that can be used by others to discover news that they should like, based on the respective profiles.

Your profile is built up as you browse through your own choice of sites, so there's no extra software to add on your phone; just start from http://www.mippin.com/ and away you go. The bonus is that now, as well as your own list of favoured sites, you can see what your friends are reading, but also have Mippin suggest sites from people with similar tastes to yourself.

If this sounds all rather familiar, then you'd be right. Social Discovery has probably been one of the more useful tools that Web 2.0 has provided their communities in the last year, and sites such as Last.FM have made great strides in using this for music recommendation. While Mippin might not be the first news aggregation site to do this, they are providing it in an easily digestible format - on the mobile screen - and keeping the set-up requirements for the users as low as possible. And it's always nice to see a British success story.

More from Mippin on the social services at their blog.