Yahoo is reportedly developing a software that would help mobile applications deliver personalised content.
The move is expected to boost mobile apps created by Yahoo as well as those developed by third-party content publishers on smartphones and tablets, reported The Wall Street Journal. The software includes many features Yahoo already offers to its users via its website.
To compete with Web start-ups and established companies, Yahoo has been investing in applications for mobile devices like Apple’s iPhone and iPad tablet, and also for devices using Google’s Android OS.
Yahoo has said that it already had agreements with 100 wireless carriers and handset makers to pre-install its applications on mobile devices.
The company has declined to comment on the current initiative.
In 2009, Yahoo had launched Yahoo! Mobile, an open and personalised mobile starting point to the internet, on both the mobile web and as an Apple iPhone app.
It had said that the move would allow consumers to discover, stay connected and stay informed through their mobile devices.
According to the company, Yahoo! Mobile for the web is now available across more than 300 devices with HTML-enabled mobile browsers, while the Yahoo! Mobile iPhone app is available in the Apple iPhone App store. Both are currently available in eight countries across Europe, Asia and the Americas, including the US, Canada, the UK, Germany, France, India, Indonesia and the Philippines, with additional localised versions expected to launch over the next several months.
Senior vice president of Yahoo! Mobile David Ko was quoted as saying: "Consumers around the globe are demanding compelling mobile internet services that offer increased personalization. To further capitalise on the market potential and continue our mobile leadership, we created Yahoo! Mobile, a dynamic starting point enabling consumers to discover the world around them, stay connected through a variety of communication services, and customize content to define their internet experience on mobile devices."
