Orange launches Application Shop

Orange has seen the use of mobile data rise throughout 2009

Orange today launched a new service called Application Shop to meet the growing demand from users for access to mobile data.

The service is currently available to 1.3 million phones in the UK and France, and as of January will be preloaded on Orange devices including the Nokia 6700 and Sony Ericsson W995, and later on Samsung, LG, HTC, Motorola and RIM handsets.

Orange has also worked with device manufacturers to ensure that applications can work across platforms including Java, Android, BlackBerry, Symbian and Windows Mobile.

The system allows users to purchase applications with a one-click system that is synced to the customers' mobile phone bills, thereby removing the need to use personal credit cards or pre-register on the site.

Matt Edgar, head of product and mobile multimedia at Orange, said the new Application Store reflected growing trends in the industry.

"In the last year we have seen the use of mobile data grow massively, from an average of 17 per cent of users per month in February to 24 per cent in November. The average data use has also risen from 25MB to 30MB per user, per month."

He added that the Store had been designed to offer a very simple, seamless interface that is easy to manage and has a better discovery system than previous offerings.

Although the site currently offers 2,000 games and 3,000 ringtones and wallpapers, Edgar said Orange was working to develop business applications with its enterprise team that would be available in the New Year.

"We're aware that mobile data is growing in all areas for different reasons. As such we are working to tailor what we are offering to be relevant to different sectors of the markets," he said.