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Nokia continues to build up its mobile applications platform with a combination of small acquisitions, rebranding under the Ovi label, and deals with operators, particularly in its heartland in emerging economies. Its latest purchase is of privately held Motally, a US specialist in mobile analytics.

Motally offers in-application tracking and reporting and aims to help developers and content publishers understand better how users behave and engage with software. This is achieved with detailed analytics of apps uptake and usage.

"The acquisition underpins Nokia's drive to deliver in-application and mobile web browsing analytics to Ovi's growing, global ecosystem of developers and publishers, enabling partners to better connect with their customers and optimize and monetize their offering", said Marco Argenti, VP of media for Nokia, in a statement. No financial details were revealed.

Motally's services run on all Nokia's platforms - Symbian, MeeGo, the cross-platform Qt tools, and also Java. The combination of these four technologies, Nokia hopes, will create a broad-based developer base capable of challenging the appeal of Android and Apple.

Its best hope of achieving this is by focusing on emerging markets, where operators are seeking to create software and content platforms to tap into the early uptake of the mobile internet. Most of the mobile software majors have largely ignored these markets because of their low margins but Nokia is looking to push Ovi on the back of its huge device market share, and has invested heavily in local language and content.

Key to this process are close alliances with major carriers, such as MTS in Russia, Orascom in the Middle East, and America Movil in Latin America. The latest recruit is Reliance Communications of India, which is preparing to roll out 3G networks for 2011. RCom has signed a deal to promote Ovi services, particularly Life Tools. These provide critical functions such as email, education and agricultural updates, for those with no previous access to email or the internet. They were initially developed for India though they have been launched in other major territories like Indonesia.

With the cellcos being the strongest channels to market in India, their active support is vital. RCom will also lure users with exclusive offers on Ovi Music Unlimited, which was recently made free of DRM or subscription fees for India and China.

Vrajesh Shelat, head of wireless data services and alliances at RCom, said in a statement: "In the last two quarters, there has been a significant adoption of smartphones by Indian consumers. With the roll-out of 3G, we see a huge opportunity in fostering a mutually beneficial business relationship to offer customers unique coice, data as well as VAS innovations with Nokia."

Reliance will offer Ovi Life Tools services in subscription and pay-per-use models. Subscriptions for education and entertainment services will be offered at INR30 a month, with agriculture at INR60, while pay per use will be from INR3. RCom will also offer a 1.2Gb mobile data bundle on Nokia GPRS handsets and up to 1,800 free on-net voice minutes with the Nokia 1800 phone.

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