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Mobile World Congress
Orange upped the ante in the battle for control of the mobile phone screen by today announcing its "Accelerated Signature Program", which sees a host of applications and unifying interfaces pre-installed on a range of handsets, at the Mobile World Congress in Barcelona.
At the same time, Microsoft conceded defeat by withdrawing its brand into the Windows Mobile menu structures and back-end servers.
The expansion of Orange's signature program comes as no great surprise, though the fact it has dropped its SIM-hosted content will be a blow to the SIM industry for which Orange had become something of a poster child.
More branding on applications, and the ability to gently guide users towards premium content, is something all operators have played around with and something at which Orange has proven quite adept, even if its software can prove irritatingly difficult to remove.
Ericsson's new handsets demonstrate just how far Microsoft is prepared to go in giving up the phone's idle screen: network or manufacturer branding takes prominence and innovative interfaces are allowed, but the left soft key (Start Key) will always take the user to the familiar Windows Mobile menu system.
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Posted: 2008-02-11 19:13:51
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wooopeeeee
More Orange branding
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Posted: 2008-02-11 19:15:44
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OMG, love Orange, been a happy customer for more than ten years, but don't like their branding
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Been selling the phones we've got on new contracts from them lately, and buying simfree ones instead
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Posted: 2008-02-11 22:31:47
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I'm the same, I love Orange the company but can't stand there branded phones, and since I no longer work for them I can't pick and chose what I have... luckily carphone warehouse let you buy them sim free to use on Orange..
wooo
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Posted: 2008-02-11 22:34:49
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