04 January 2010

Apps crossing over to 'feature' phones

With the tech world abuzz over the latest iPhone applications or the next smartphone set to take on the market, many consumers have felt left behind with their basic handsets. However, this looks set to change.

Nielsen data shows roughly 82 per cent of phones in use are of limited function, far from their high-tech and price-tag brethren. But, according to an article in the New York Times, these everyman's phones are beginning to see something of a trickle-down renaissance.

These handsets, referred to as 'feature phones' used to be characterised by limited functionality and screen resolution, but manufacturers are quickly bringing them up to speed in a smartphone era.

Commenting on the emergence of a new, middle-ground market, Ross Rubin, an industry analyst with the NDP market research group, said: "Feature phones are migrating away from the tiny screens that characterized their dominance in the era of the Motorola Razr. They have more sophisticated operating systems, touch screens and bigger screens."

Feature phone producers such as Motorola, Samsung and LG are integrating features usually identified with smartphones into their new products, including touch screens, GPS and Web browsers. Email functions and instant messaging applications are also not uncommon.

Feature phone users have had access to certain applications before, but have usually needed to purchase or add these from their wireless provider. However, with sites like GetJar offering thousands of applications for phones across the spectrum.

"Everyone wants apps, but not everyone can afford an iPhone," Ilja Laurs, chief executive of GetJar, said in a NYT interview. The company reported receives two-thirds of its traffic from feature phone users.

With the company claiming nearly 55 million downloads a month, that's one giant leap for the little guy.

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