Currently running the mobile game operations for O2 Ireland, service provider Selatra is aiming to extend its reach with the offer of tailored WAP and web storefronts for the sales of mobile apps.

Each shop will feature a range of casual, fun and business mobile applications across J2ME, Symbian and other operating systems.

"Every operator should have one," says Fergal O'Callaghan, Selatra's CEO.

"Applications offer new opportunities for value added services and should be promoted differently than games. Operators need new ways to touch the consumer and independent developers need more dedicated channels to market. We're in a position to give everyone what they want."

"There has been a huge shift from the mobile development community to profit from the phenomenon that is mobile applications," says Mick Gilley, Selatra's licensing manager.

"The popularity of the handset manufactures' app stores has really encouraged developers to flex their creative talents. Whether it's a calculator, quiz, or location-based app, customers want these products and we have a vehicle to bring them to the mass market."