Firm responds to market changes by connecting app stores to operator billing systems.
Two days ago it emerged that End2End is terminating its portal management contracts with its many operator partners. At its peak, the firm ran five storefronts and supplied the platform for seven more.
But the switch is merely a change of focus, and does not signal the exit of End2End from the mobile content space.
Instead, the firm will now use its expertise in operator payments and retailing to provide billing connectivity for handset-based app stores.
In fact, it has been experimenting quietly in this area for the past 18 months, providing the payments platform for embedded content products in handsets 'from the factory'.
Sven Hålling, VP of marketing at End2End Content Services, told ME: "It's no secret that operator stores are struggling, and we certainly don't look at that space and see hockey stick growth.
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"The market is changing, and in the last month we've seen the attitude of the operators change too. They want to stay in the loop, and the way to do that is through billing."
While End2End can offer credit card, PayPal and other forms of payment, it recognises that operator billing is where the real volumes are, and that its background makes it well-placed to benefit from this.
Halling was tight-lipped about End2End's current partners, but did disclose that the content in question is not just games (a traditional strength for End2End), and neither is it 'low ticket'.
He said: "There's so much potential in the space - you can charge per hour, per minute, even by geographical location. It's exciting, but you have to get the fundamentals right first."
End2End moved into content portals after it bought the Swedish multi-player specialist Terraplay in 2007.
The firm was acquired in 2006 by MACH and was split up in End2End Content Services and End2End Connectivity.
