The system includes a mobile advertising application, iAd, which will enable developers to insert and present adverts inside their applications. Apple predicts that the iAd service could generate up to a staggering 1 billion advertising impressions a day across the iPhone and iPod Touch portfolio.
Some of the newer features of the iPhone OS 4.0 include improved accessibility to smartphones apps, improved e-mail interface and a brand new iBooks e-book reader.
Fans of online gaming will be intrigued and excited at the prospect of a brand new social gaming network, Game Center, which is likely to be rolled out across iPhone and iPod Touch handsets later this year.
Although the new operating system will be available on the iPhone in the coming months, the iPhone OS 4.0 is only available to owners of the iPhone 3GS handset.
Andy McEwan, senior manager, Ethernet point-to-point products, Virgin Media Business, spoke to Mobile Today and voiced concerns over the likely increased strain on the already bulging mobile networks.
"Put simply, operators are facing a data tsunami. The iPhone and other smartphones have completely overhauled how we interact with our mobiles and what we expect from them. With applications from games, to online shopping and Facebook, service provider networks are starting to feel the strain of massive data transfer. Today’s software upgrade, only opens the floodgates for more.
"As handset manufactures rush to compete with the iPhone, we’ll only see more data hitting the operator networks. To avoid causing a virtual traffic jam, operators need to ensure they’ve got the network speeds and agility to drive forward innovations in mobile."
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