Redmond, Washington — Microsoft on Monday unveiled plans for mobile software called OneApp, that is targeted for people in emerging markets to access Twitter, Facebook and other various hot Internet programs using low-cost "feature phones" common in developing countries.
The software, named OneApp, would empower people in developing countries to access services like Facebook, Twitter, and Microsoft’s Windows Live Messenger using the kinds of inexpensive phones most often sold for $20 or $30.
The US technology titan will initially launch OneApp, which is planned for release later this year in South Africa and hopes to swiftly roll it out in India, China and other countries where millions of people use feature phones instead of powerful smartphones. Microsoft said Blue Label Telecoms in South Africa will be the first to use OneApp and will use it to offer phones that ship with a dozen mobile applications, including a mobile wallet program as well as the social-networking tools.
“We designed OneApp from the ground up on feature phones with very limited memory and processing capabilities,” said Amit Mital, corporate vice president of the Unlimited Potential Group and Startup Business Accelerator at Microsoft.
“OneApp will be able to help people do things they could not do before with their feature phone — anything from paying their bills to helping diagnose their health issues or just staying connected with friends and family.”
A mock-up of OneApp running on a feature phone allowing access to Facebook and other applications. (Credit: Microsoft)
Although it is not an operating system, OneApp is a software platform within which multiple types of programs can run. The importance of OneApp, Microsoft said, is the fact that the applications and data run largely from the cloud. That means that OneApp can run on phones with rather meager memory and processing abilities. The software has a footprint of only 140 KB, and it will launch just the part of the program the user wants to use, in order to save system resources.
“Microsoft OneApp will be able to help people do things they could not do before with their feature mobile phone — anything from paying their bills to helping diagnose their health issues or just staying connected with friends and family,” said Mital, in a statement.
“When you open an application, (OneApp) only loads the part of the application that you want,” said Mital. “We use very intelligent and sophisticated caching. The rest of it sits in the cloud.”
While the iPhone, BlackBerry, and Android is favored with most of the attention in the mobile application space, most cell phone subscribers around the world use entry-level devices or feature phones.
With applications for Facebook, Twitter, Windows Live Messenger, news, weather, sports, stocks, games, and RSS feeds, OneApp is available on several dozen feature phones: Nokia (3555, 5320, 6300, 6500, 6600, E50, E51, E63, E65, E66, E71, N70, N72, N73, N78, N80, N81, N82, N85, N95, N96) Samsung (U900, Soul) and Sony Ericsson (C510, C902, C905, G705,K610i, K800i, K805i, T650i, W200i, W580i, W595, W660i, W980.)
Additionally, Microsoft will store some of the programs’ data on its server to ease constraints on feature phones. The company said it will be partnering with Blue Label Telecoms Group of South Africa for the initial launch of the store.
The move comes as mobile apps are heading towards the forefront in the cellular space where Microsoft is desperately struggling to keep pace in the smartphone race against heightened competition from the likes of Apple, Google, Research In Motion, and others. Major handset makers like Nokia and Samsung are also rolling out ways for mobile users to download new programs over the air, and in the fourth quarter Microsoft will be bringing out its app store for Windows Mobile smartphones.
Mital emphasized that OneApp is an adjunct to Windows Mobile, which is still the company’s bet for smartphones, and is largely aimed at emerging markets, rather than developed ones.
Microsoft has also said that there will be a OneApp developer kit released by the end of 2009.