One of the biggest dilemmas facing operators, as they seek to keep their brands foremost in users’ minds despite the sparkle of Android and Apple, is where they can best achieve this. Should they take on Nokia in branding the devices, create their own user interface to rival HTC Sense – or, and perhaps more realistically, draw their power from the capabilities of their networks and servers? Some carriers are admitting defeat at the smartphone end and looking to attract customers and new revenues by harnessing network features like location, and the growing importance of the mobile cloud.

Vodafone seems to be going in this direction with a rethink of its 360 web services strategy, launched last year but delivering mixed results so far. The cellco now plans to give up on own-branded handsets for 360, reports Total Telecom, and focus instead on expanding the mobile back-up and other cloud services under the brand.

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