Mixi

 is an online Japanese social networking service. It was founded in 1999 and is owned by Mixi, Inc. (). As of September 2012, Mixi had about 14 million monthly active users, with about 8.6 million of those on smartphones. Mixi, Inc. was founded by Kenji Kasahara in 1999 as a limited liability company and became a Japanese corporation in 2000. The company changed its name to Mixi, Inc. from E-Mercury, Inc. in February 2006 to align its name with the social networking service. Its headquarters are in Shibuya, Tokyo.
They also publish the popular mobile freemium game "Monster Strike", under the XFLAG brand.
Overview.
The focus of Mixi is community entertainment, that is, meeting new people based on common interests. Users can send and receive messages, write in a diary, read and comment on others' diaries, organize and join communities, and invite their friends. Research indicates that some users, particularly young women, are more likely to use Mixi to connect in more private ways with close friends, particularly in contrast to perceptions of Facebook as a more public social network.
The corporate headquarters are on the seventh floor of the Sumitomo Fudosan Shibuya First Tower (住友不動産渋谷ファーストタワー "Sumitomo Fudōsan Shibuya Fāsuto Tawā", ) in Shibuya, Tokyo.
History.
Mixi has enjoyed a steady growth in its userbase. In 2005, the website had more than one million users, and less than a year later, it had more than five million users. The site had more than 10 million users in February 2007, and as of July 2010, more than 30 million. This number includes deleted and multiple accounts.
Celebrity accounts.
In 2008, Mixi began "Celebrity Accounts" in which celebrities who are on the social networking site are allowed to surpass the 1000-friend limit and potentially have an unlimited number of followers. Many popular figures have "Celebrity Accounts" such as actress, model, singer Anna Tsuchiya, producer and rapper Shing02, Akihabara idol Haruko Momoi and countless others including fictional character Arsène Lupin III from the series of the same name. Mixi maintained an official list of these accounts.
In 2011, Mixi announced that it would end "Celebrity Accounts" and replace the function with a new service, "Mixi page".
Terms of use.
In early 2008, Mixi announced a plan to revise their terms of use. The changes, which were supposed to take effect as of April 1, 2008, included a section that appeared to grant Mixi unrestricted ownership to all user generated content. In particular, the proposed changes to Clause 18 stated:
"By posting information, including diaries and the like, on this service, users grant the service the unrestricted right to use said information (whether in the form of reproduction, publication, distribution, translation, modification or the like) without compensation."
However, the clause was never implemented, apparently due to user protests. The relevant portion of the terms of use currently states that "all rights (including copyright and personal-usage rights) for content belong to the user that created it."
In December 2008, Mixi discouraged use of the site for dating, prohibiting users from "using Mixi mainly to meet with strangers of the other sex".