Samsung's social network Waffle is a bit like multiplayer Snapchat

What's missing from today's social networks? If you ask Samsung, it's collaboration -- the ability for users to create stuff together, instead of just posting their own pics, doodles and videos. 

This is why the company launched Waffle at the South by Southwest conference in Austin, Texas on Monday. It's a new social network and a mobile app, which lets users create a grid of related content, "as if contributing to a communal graffiti wall."

The app, a part of Samsung's Creative Lab (or C-Lab) innovation program, is currently in closed beta stage, and is only available for Android. But it's an intriguing proposition from Samsung, whose C-Lab has recently been churning out a lot of odd product concepts, including a smart belt and a hand-motion controller.

The idea is for one user to start with an image or a doodle, and others can join in with related creations of their own, creating a grid -- like the one on a waffle, get it? -- of content.

"Despite the diversity of current platforms, many share a common limitation. Namely, they only allow users to individually publish content," explains Samsung in a blog post. 

The promo video, above, explains the concept quite well. What it doesn't do, though, is show what happens when your content fails to entice others to create a "waffle" around it,  which we imagine could be quite frustrating. 

According to a company rep, who spoke with The Verge, Samsung will evaluate Waffle in the coming month and, possibly, kill it off this summer if it doesn't show promise. If it does, it might arrive on the iOS as well, later this year.

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