Becoming the latest operator to re-jig its content discovery and delivery strategy, Orange has launched its Application Shop.
The 5,000 applications, games and ringtones within the shop are available to just one million phones in UK and France at launch, although Orange said that it will roll-out App Shop to millions more customers in 2010. It added that it would also work with developers to add more content and applications throughout 2010.
Developers would benefit from the strategy because it would provide them with cross-platform access to more customers globally and a faster route to market, an Orange statement said.
Yves Tyrode, EVP of Orange Technocentre says, "We are giving customers a tailor-made shop window on the mobile that makes it easier to discover, download, use and manage content. Whether it's a Smartphone user, or someone using a simpler device, we know the demand for content is there – it's just about getting that experience right. That is why we want to give everyone with a phone in their hand the easiest access to personal content, on the most suitable device and tariff, to help them take the parts of the mobile Internet that they know and love, everywhere they go."
The service is already available, initially providing the Orange App Shop ‘over-the-air' to more than one million customers in France and the UK. Sony Ericsson W995, Yari U100i (France only), C905, C510, W595, W910i, and Nokia 6303 and 6700 phones are available for the OTA update.
Then in January, Orange devices including the Nokia 6700, Sony Ericsson W995 and the Sony Ericsson Yari U100i (France only) will be preloaded with the App Shop and sold in the UK and France. Later, this will also include Samsung, LG, HTC, Motorola and RIM handsets.
Throughout 2010, Orange will continue to roll-out the App Shop service across its footprint, extending it to Spain, Poland, Romania, Switzerland, Slovakia, Belgium, Austria, Moldova and Portugal. In each country, Orange is making the App Shop relevant by providing localised content in the catalogue that best meets specific market needs.
Orange has been working closely with major device manufacturers to enable a simple and consistent user experience across multiple platforms including Java, Android, Blackberry, Symbian and Windows Mobile. Orange has also been working closely with its premium content providers and developer partners to enhance its application delivery process. Offering an increased range of tools and initiatives through its Orange Partner programme, Orange is helping developers reach more customers faster and more effectively.
Yves Tyrode concludes, "Orange Partner and our unique global network of developer centres enable us to deliver unparalleled testing, development and marketing assistance. This innovation network, our close collaboration with device and platform manufacturers as well as content providers and other industry initiatives, illustrates just how committed we are to reducing barriers to application development to get great content for our customers to enjoy."
Orange is also launching a social networking platform called "Give&Get" on its Orange innovation TV website. This platform aims to facilitate online discussion among application developers, who can publish their skills profile and consult the profiles of others.