Vodafone has developed a new application service called Vodafone 360, which will include loads of applications that the operator's customers can use. This service also integrates the major social networking websites like Twitter and Facebook. The Guardian reports that this service has been "designed to rival" the Android Marketplace and the App Store.

Vodafone already had a service called Vodafone Live, that was launched in 2002, and had become popular then. But, with the advent of newer online application stores from Apple, Google and others, the Vodafone Live suite became almost invisible.

Vodafone offers the Apple iPhone and the HTC Magic Android mobile phones in certain markets. Despite this, the company, still feels that the customer's relationship with the mobile phone operator is more important than with the mobile phone maker.

The New Vodafone 360 service will feature a native social networking application called Vodafone People, apart from combining the other most frequented social networks. The integration will be such that customers can find out what their friends are doing at a glance, without having to toggle between the various apps. Vodafone 360 is expected to go live on a new Samsung mobile phone, that will be unveiled on 24 September, 2009. The deals and offers are expected to include the cost of the applications in the customers' phone bills.