Martingale Internet Technologies believes that the dominance eBay has enjoyed in recent years is giving way to web 2.0 specialist auction sites with strong community elements.  Over the last three years its team has built category killer software to specifically target large communities of collectors allowing it to compete with eBay in a number of their markets.  Martingale has launched its first community, Toy Collector  with the following features:

• Niche specific blogs, clubs, directories, competitions, events, forums, friendships, galleries, videos
• A Catalogue of every toy ever produced
• Context engine allowing all content to be personalised (a member only sees only Batman stuff, L.A. Lakers memorabilia, stamps from Indonesia or all of them - subject to what he likes or chooses)
• A Google Finance style Collection Management capability that links press releases and buy/sell events to track the current value of individual collectables together with a collectors entire portfolio.

Revenues come from P2P sales, insurance commissions and advertising.

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