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Several operators, such as T-Mobile, are planning applications stores similar to Apple's, but differentiated by being 'cross-platform'. But while, by that, T-Mo just means spanning different handsets, Orange is going a big step further, with plans for a one-stop shop for content and applications that can be played on mobile devices, PCs and TV set-top boxes.

Orange is already advanced in trying to integrate user interfaces, control mechanisms and content across its broadband, mobile and IPTV platforms, and recently added its mobile TV service to its hotspots and Wi-Fi/cellular convergence platform, Unik. This offering features a common electronic programming guide on TVs, PCs and handset, and Orange is now taking the logical next leap, to common content purchase and delivery.

According to analysts at Informa, the French-owned carrier will issue a call to arms at its Partner Camp conference this month, seeking to rally developers to the new store. Steve Glagow, leader of Orange's third party Partner developer programme, told the analysts: "We have a converged strategy. We don't believe you can buy technology which runs across the handset, the PC and the set-top device effectively. Television is one area - the set-top device - is where we believe we're lacking in sharing content that would run on a PC and would run on a mobile phone. And what we're trying to do is build that solution."

It seems that the set-top box will act as the hub for the content and once downloaded, it will then be available to 'sister devices' such as phones for viewing and management. Orange is targeting 2011 for the system to achieve market mass, though the store could be built out in 18 months.

Glagow said in the interview: "Can [Orange] replace the Apple application shop? Well, I don't know. Maybe we can, but it has to be a lot smarter than the kind of stuff that's out there today."

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