Microsoft is bringing new technology to market to allow non-smartphones to run applications, it has been announced.
Dubbed OneApp, the software will run a standard set of apps including popular social networking applications such as Twitter and Facebook.
The technology surmounts the problem of the lack of storage on cheaper, less sophisticated mobile phones by conferring responsibility for storing them to network operators’ servers.
Furthermore, Microsoft’s software will take up just 140 KB of memory and will maximize efficiency by only launching the part of the program requested by the user.
Microsoft expects take-up to be especially strong in the developing world, where costly smartphones are out reach for the majority of consumers.
Tim McDonough, senior director of mobile product management at Microsoft, said: "What we're letting you do is get access to the applications and services you want from a device you already own.
"If you don't own a PC, or you share a PC, your mobile phone may be your first or only computing device."
Mobile phone industry players' mass move into the application market follows the enormous success of Apple’s App Store.
Apple recently confirmed that over 1.5 billion apps have been downloaded from the market, spurred by the launch of the iPhone 3G S in June.