Nearly a year in the making, Geoworks Corp. has introduced a long-awaited software solution that allows carriers to add enhanced data services to otherwise voice-only phones.
Called Premion Interface+, the application platform combines a customizable graphical user interface with both the Wireless Application Protocol and Hypertext Markup Language. Premion is designed to run on top of any operating system and phone software, the company said.
The combination of a customizable user interface with an over-the-air application platform based on open and industry standards allows handset manufacturers to add data services to voice phones without altering the operating system.
According to Geoworks, the Premion Interface+’s three strengths are its ability to provide a flexible user interface, over-the-air applications and carrier branding opportunities.
The software’s GUI can integrate with a handset’s existing operating system, which allows carriers to more easily dictate to handset manufacturers the type of interface desired. With it, carriers offering the same basic handset can have totally different GUIs, which allows for greater differentiation of product. Eventually, Geoworks hopes customers themselves may customize the interface to their own choosing.
“We believe that in the future, you’ll go to a store, select a handset you like, then choose the particular look and feel that best meets your needs, and load it into the phone,” said Michael Eggers, Premion Interface+ product manager. “You will have the ability to customize your phone the way you customize your PC today.”
The over-the-air applications ability brings short message services, e-mail and Internet-based information services to phones with operating systems that otherwise could not receive such services. Without this software, carriers had to negotiate with handset manufacturers to include the functionality they desired in the handset’s operating system, something manufacturers have sometimes been reluctant to do because it required modifying the operating system.
“No matter which standard they utilize, handset manufacturers can save development time and money by adopting the Premion Interface+ application environment instead of writing their own platform,” Eggers said.
Finally, Geoworks touted the platform’s branding possibilities. In a Sept. 14 guest article written for RCR, David Thatcher, Geoworks president, stated his belief that on-screen branding is essential for a carrier to connect with its users. While carrier branding exists on the device itself, users tend to interact more with the screen, where the applications are, he said. In addition, branding at that point of sight is strong, especially if the screen is delivering applications the customer values, added Thatcher.
“It is the operating system that determines the functionality of a handset, and it is an operating system’s GUI that creates familiarity and frequent use by consumers, thanks to the branding possibility,” he wrote.
But since some manufacturers do not provide a GUI with their operating systems, carriers needed to convince them to do so. “A second alternative is to add branding capabilities with software planted on top of a manufacturer’s preferred operating system,” he wrote, which is what Premion Interface+ does.
Going further, the over-the-air data capabilities allow carriers to send customized greetings, advertisements or other messages directly to the phone, complete with brands and logos.
The first company to begin shipping enhanced phones using the Premion Interface+ solution is Mitsubishi Wireless Communications Inc., which introduced the Moem-D phone made for NTT DoCoMo. Eggers said three other phone manufacturers are evaluating the technology, and expect to see products shipped in the U.S. market by next Christmas.
The introduction of this technology marks the next step in Geoworks’ transition from high-end, converged data-oriented products to a more mid-level enhanced device.
While its GEOS operating system continues to run such high-end handsets as Nokia Corp.’s 90001 combined personal digital assistant and mobile phone, the company’s intention is to switch its focus to more mass-market goods.
The idea is that mid-level wireless phones are shipped in greater quantity than high-end enhanced units, and Geoworks makes its revenues on up-front licensing fees and royalties on each product shipped.
“The way to succeed is to have one solution that fits all the products being built,” Eggers said.
The company’s strategy is to create products that make data services easier to use. Its philosophy is that data services are important to phone carriers in that they will drive minutes of use and reduce churn. But of the enhanced services available today, few are used because customers don’t know how to use them. Eggers said Geoworks decided to address this need, and Premion Interface+ is the first example of doing so.
Wall Street gave initial approval to the shift, as Geoworks stock jumped from $2.06 on Nov. 13 to $5.68 Nov. 16. The stock was trading at about $3.50 at press time.
