Feeds

Vodafone turns its back on '360

Mobile brand does a 180

High performance access to file storage

Vodafone will be pulling the plug on its Vodafone 360 brand at the end of 2011, giving up on the dream of being a one-stop shop for customer services and identity aggregation.

Vodafone 360 was launched just over two years ago, and since then has been downgraded from a hardware platform to a software app, been pushed out to unwilling recipients, and still comes pre-installed, if barely usable, on the operator's lower-end handsets.

'360 was supposed to be the aggregate incarnation of Vodafone's services, including music, an app store and social network identity aggregator, not to mention a cloud-based address book and social network of its very own. Vodafone 360 was going to be incarnated as hardware, in the LiMo-based H1, and keep customers tied to the Vodafone brand in the ongoing battle with Apple, Google and Samsung.

With its Bada platform, Samsung gets exactly what Vodafone wanted '360 to provide, while Android tends to push users towards Google and iOS shackles them to Cupertino. Vodafone still has Vodafone Music, and an application store as well as other disparate services, but what it has lost is an umbrella brand that users can identify with.

Not that many users ever identified themselves with Vodafone 360, and the writing was on the wall once it became clear that the custom hardware wasn't selling. Android users reacted angrily to having the service involuntarily pushed onto their handsets, forcing Vodafone into a pair of 180° turns in issuing updates to both the HTC Desire and Samsung Galaxy S that were specifically designed to strip Vodafone 360 from those handsets.

Days later, Vodafone's director of internet services walked, tweeting his delight at the beckoning freedom during his last few days of employment.

These days the only people using Vodafone 360 are those who can't get it off their phones (ironically including Bada handsets supplied by Vodafone, though the service hardly works on such handsets), and a few die-hard fans who bought into the dream.

Those fans are now going to have to store their contacts elsewhere, though their music and apps will continue to be available from the respective, silo'ed, services.

RIP Vodafone 360 – September 2009 to December 2011. ®

High performance access to file storage

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
Skype pimps pro-level broadcast service
Playing Cat and Mouse with the media
Beat it, freetards! Dyn to shut down no-cost dynamic DNS next month
... but don't worry, charter members, you're still in 'for life'
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.