Carriers pave own social app path

While CTIA saw its share of applications designed for Apple's iPhone, carriers also were quick to cash in on the benefits of a heightened interest in mobile apps, especially those with a social slant. Alltel, AT&T and Verizon introduced social-inspired applications of their own. In partnership with Vidiator, Alltel added three-dimensional animated avatars to its multimedia messaging service, while AT&T and Verizon focused on launching Intercasting's Anthem platform to bring popular social networks to a single portal.

These were among an onslaught of social mobile apps from third-party developers and social-network start-ups hoping to make it onto carrier decks. NewBay Software launched LifeCache Social Networking v2.0, which offers an aggregated social-networking interface much like Yahoo!'s announced oneConnect and Pulse. JuiceCaster partnered with Nokia for users to access via its Download store. Sonic Boom also announced the first mobile Facebook app, dubbed Tattoo Shop, to be co-promoted with AT&T.

These vendors took a cue not only from the success of the iPhone App Store, but also social-networking giants. MySpace is one leader that, according to John Faith, general manager of the company's mobile division, is looking to be part of the carriers' road map for social media. The social pioneer plans to develop widgets with info that drives mobile apps back to MySpace, creating a 360° ecosystem on the device, Faith said.

“MySpace has been focusing primarily on the core social components on all applications, but in the near future, we're really making a move into the mobile social portal with all the range of content out there,” Faith said, adding that there are a lot of start-ups in mobile trying to add elements such as location, over which he feels MySpace has an advantage with its large user base.