Rapid Mobile launches ThinkPhone

Mobile advertising and applications company Rapid Mobile has announced the launch of its ThinkPhone product family designed to help customers to deliver mobile Internet sites and down-loadable apps optimised to match the capabilities of individual handsets.

The product range encompasses:
 
- ThinkPhone Design; offers a framework for the development of easy to use and secure applications.   
- ThinkPhone Deliver; an application management and provisioning platform that enables automated application delivery across all handset.
- ThinkPhone Direct; content management system that allows providers to focus on content for automatic delivery via ThinkPhone Deliver.

What does the above mean?
Basically, ThinkPhone can be seen as front ends or skins for a variety of different applications or designs for mobile sites. The off the shelf customisable products come triggered with mobile advertising and are able to monetise the mobile Internet from day one.
 
From the press release

ThinkPhone Design is a framework for the development of rich, interactive mobile applications that can be automatically provisioned to any suitable mobile phone through the associated ThinkPhone Deliver platform. The ThinkPhone development philosophy focuses on user interaction to create easy to use, intuitive applications.  Porting and testing effort is minimised because of a provisioning process which automatically optimises applications at the point of delivery to match the individual handset capabilities. ThinkPhone Design includes a user interface framework with data presentation and effects components and a full communications infrastructure with end-to-end security.
 
“There are significant challenges in delivering easy to use and engaging services to an increasingly diverse universe of mobile phone types,” said Dr. Richard M. Marshall, Founder and CTO of Rapid Mobile Media. “Our unique self-learning device knowledge database underpins all of our ThinkPhone and Ad360 platforms. This not only enables automatic application and content optimisation, but ensures support for new phones as they enter the market, without any intervention or further engineering costs.”
 What we think?
I am not sure. It sounds interesting and also for the enterprise or people with mobile sites to grow the site by adding a revenue stream. But at the same time I am not sure what the “focus on mobile devices is”. Does this mean that ThinkPhone only works on high end devices or needs to be tweaked for all devices. Is this an in-house transcoding or content adaptation method? Apart from that (will ask the company) this sounds like a step forward.

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