Network provider Vodafone has called time on it line up of 360-branded smartphones, which included mobiles from Samsung paired with a proprietary operating system.
The Vodafone 360 range put heavy emphasis on social networking features and was apparently aimed principally at teenage phone users.
Vodafone will be preserving the core features of the software itself and plans to install 360 style services on 100 of its current mobile line-up, allowing users to download apps and converge Facebook and Twitter feeds.
A spokesperson for the carrier told Mobile Industry Review: "We have always been clear that Vodafone 360 is about a suite of services, not just about bespoke devices.
"Our intent was always to provide services across as many handsets as possible on as many platforms."
The main problem is seen as being the serious competition from manufacturers, with most producing their own bespoke software that allows for advanced social networking. In this environment, Vodafone 360 is likely to get left behind, according to some observers.
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