MWC 2011: Telefónica preps cloud-based apps service

Frigo works by opening up network APIs to developers, meaning that they can (in theory) sell more apps because consumers will be content that anything they buy will remain accessible to them even if they change handset or platform.

And in the longer term, it will make it possible to develop products that work intuitively across different device types.

The service is also notable for being enabled in part by the work of the Wholesale Applications Community – the operator-led project to open up network APIs.

Tanya Field, director of Telefónica’s Mobile Data Group, said: “The real value offered by Frigo with regards to multi-platform is ‘all my stuff, anywhere, anytime’.

"The outcome for users will be true ownership of their apps and content through a personalised and consistent service that can be accessed and enjoyed on the device of their choice. Frigo also opens up opportunities to reach and retain vast new segments of customers because it is not restricted to specific, high-end devices and smartphones.”

Heres how Telefonica sums up the features of Frigo.

• A one-stop-shop to browse and download products and services including integration with Bluevia
• Provides the opportunity to personalise and organise products and services using keyword association
• Drag and drop web management automatically synced to devices
• Fully WAC-enabled
• Back-up solution for products and services that enables customers to take their profile with them when they change phones
• Live feed functionality offering product service updates, selected by the customer
• Personalised recommendations based on your portfolio, your friends portfolio’s, where you are, what you like, what we think you’ll like – provided by Xiam
• Cross platform synchronisation for product service interaction
• Supports native apps (per OS) widgets, app launchers, extending to other content types as required

• Opportunities to leverage integrated opt-in advertising solutions and viral capabilities

ME’s news coverage of MWC is supported by NewBay, the leader in cloud-based digital content services. NewBay’s LifeCache white label platform enables operators and device makers to deliver a lifetime of content experiences across mobiles, PCs, tablets and TVs. Customers include T-Mobile, Telefónica O2, France Telecom Orange, AT&T, Telstra, LG and more.