Filippino firm reveals smartphone tailored for emerging markets

Wednesday, 09 March 2011 13:21  |  James Barton

A leading wireless communications provider in the Philippines has unveiled a new smartphone designed specifically for emerging markets. Smart Communications’ new NetPhone features widgets from the Wholesale Application Community (WAC) that can be independently managed over the air.

The Netphone is designed to enable users to access the Internet in small doses to reduce the amount of data downloaded, thereby lowering the cost to consumers.

According to Danilo J. Mojica, Head of Smart Wireless Consumer Division: "Smartphones are powering tremendous growth in mobile Internet usage. The introduction of Netphone ... will enable subscribers to get bite-sized servings of the Internet at prices at the same levels of current basic services. It will be a major enhancement of Smart’s strategy to unlock this new revenue stream."

Powered by the Android 2.2 Froyo operating system, the device can be customised extensively by the user. The Netphone comes with its own branded software and applications relevant to emerging market customers.

The Netphone handset has been sourced from ZTE. Software is standards-based vRapid Mobile from US based Red Bend Software. According to Red Bend, vRapid Mobile helps service providers like Smart to achieve a faster time to revenue by:

• managing its suite of operator branded embedded software and applications, including WAC-compliant widgets, individually and independently from the OEM’s firmware, using the OMA-DM SCOMO standard
• enabling service providers to push new revenue-generating mobile services that use WAC widgets to Netphone subscribers over the air, as against waiting for consumers to discover new apps on the WAC-based Smart shop or Android Market
• offering the same software-managed user experience across different device price points and mobile platforms including Android and Brew

Smart, a PLDT subsidiary, believes these features will enable it to position the Netphone the centre of Smart consumers’ social lives. The Netphone provides simultaneous access to Facebook, Twitter and MyGroups social networks. Netphone combines Yahoo Messenger, Facebook Chat and other chat services in a single interface. Netphone users can also find out their prepaid airtime balances with one touch. These customized applications are compliant with the specifications of Android and the Wholesale Applications Community (WAC).

Smart’s Mojica continues: "The Netphone addresses our subscribers’ need to communicate through voice, SMS, e-mail and social media. It will also go beyond that by making available Netphone applications for financial services, retail purchases, news and entertainment, just to name a few."

Orlando B. Vea, one of Smart’s founding partners and Chief Wireless Adviser, feels passionate about the need to provide affordable Smartphone services in emerging markets: "By providing easy, bite-sized access to the web, the Netphone perfectly complements our ‘Internet For All’ advocacy. Designed for emerging-market mobile phone users, this device further democratizes access to the Internet just as Smart led in putting cell phones in the hands of millions of Filipinos."

Commenting at the launch of Netphone, Smart President & CEO Napoleon L. Nazareno, said: "With the Netphone, Smart can rapidly deploy new widgets, applications and services over the air, continually enhance the Netphone's value to our subscribers, and in the process create healthy revenue streams."

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