So successful has Accumulate's wrapper technology Flexion been over the course of the last 12 months, the company has decided to take on its name wholesale.

That's the spin the firm is putting on its rebranding exercise, with Accumulate set to be known as Flexion from here on in following 100 percent year on year growth in 2010.

Flexible Flexion

Broadly speaking, Flexion's wrapping technology allows carriers and OEMs to pre-load full versions of Java and Android apps onto handsets rather than via specifically created demo versions.

By streamlining the process – or, in the company's own words, wrapping a small amount of code around existing apps – developers can then import additional services such as a range of billing options, DRM solutions or the addition of new content via Flexion Discovery.

It's a tool that the company claims now reaches out to 20 million users, enjoying a growth rate of 1.5 million new users a month.

"As more and more people, operators, content publishers and OEMs are using our wrapper to explore new distribution channels and methods, it made sense to officially trade under the Flexion name," said Flexion MD Jens Lauritzson.

"Changing our name to Flexion won't change the goals of the company, the technological innovations we will continue to make, or the continued growth we are predicting."