Ning Lays off 40% of Staff, to Refocus on Paid Users

In a significant shift, Ning has laid off more than 40 percent of its staff (shrinking from 167 people to 98 people) and announced it no longer provide access to free social networks, concentrating instead on "for fee" customers. After 30 days as Ning's new CEO, Jason Rosenthal says "my main conclusion is that we need to double down on our premium services business."

"Our Premium Ning Networks drive 75 percent of our monthly U.S. traffic," and those customers will pay for many more services and features," says Rosenthal.

"Existing free networks will have the opportunity to either convert to paying for premium services, or transition off of Ning," he says.

The announcements by the Palo Alto social networking company came about a month after co-founder Gina Bianchini was replaced as CEO role after five years in that job.

Ning was founded in 2004 by CEO Bianchini and Netscape Communications Corp. founder Marc Andreessen. It has raised more than $100 million from Lightspeed Ventures, LinkedIn Corp. founder Reid Hoffman, Legg Mason and Allen & Co.

The company offers a platform aimed at offering customizable tools that lets users create their own social networks.

The company makes money by selling Google-brokered ads on social sites and by selling premium services, including the ability to eliminate Google ads, which can be replaced with ads sold by users.

The move could provide a boost to other providers, including firms such as Zerista, which specialize in social networks that feature 250 members or fewer, especially networks that benefit from mobile access and sharing. Zerista also offers paid support for larger social networks that could include 100,000 members, though.

Zerista Aims at Small Community Mobile Social Networking

Zerista is a new platform for managing smaller mobile communities, allowing groups to create schedules, send messages, conduct chats, take payments, support checkin operations, send invites, show maps and browse member lists.

This new mobile platform is either an informal or formal mashup of Ning, Eventbrite, Twitter and Foursquare for small groups, in other words.

The business model currently provides free use of the application for groups of 250 or less, then a charge for using the platform to support larger groups, such as convention or trade show groups.

Zerista believes there is a gap in the marketplace between social software for large groups, such as Facebook and Twitter, which are well suited to large macro communities. But those tools might not especially meet the needs of local or "mirco"-sized groups such as soccer leagues, wine clubs or agents working for a single realtor, for example.

In the mobile context, the issue of community "size" is important if you consider the cost of creating a mobile app that could do this, or even several versions of the app to work on a couple major mobile operating systems. Zerista is set up as a "cloud" application that can be published for use by mobile devices without the need to create a special app.