Mobile content supplier Elata has launched a "network gateway" to give customers easy access to mobile applications.
Elata said the product, Elata Connect, provided a secure network gateway for third parties to deliver mobile content directly through the mobile operator’s network and portal infrastructure within a "controlled and quality-assured environment".
With companies establishing their own mobile service portals, mobile operators would need to offer an alternative to the "walled garden" service approach and provide easier access to their networks, said Elata, whose users include 3 and Orange France.
For instance, content from a third-party company’s servers, such as a drinks promotion from a spirits company, should be allowed to travel across a mobile operator’s network via its own servers to a user’s handset - without bottlenecks.
"Walled-garden content listings have helped the early mobile content market," said Matt Hooper, Elata vice-president of marketing and strategic alliances.
"But in order to make high volumes of content available to subscribers, networks need to be opened up and management control placed firmly at the doorstep of content and service providers."