Verizon Wireless plans to offer its Any Apps, Any Device option throughout the country by the end of this year.
In early 2008, the company is scheduled to publish technical standards the development community will need to design products to interface with the Verizon Wireless network.
According to Verizon, this new option goes beyond just a change in the design, delivery, purchase and provisioning of wireless devices and applications.
"This is a transformation point in the 20-year history of mass market wireless devices — one which we believe will set the table for the next level of innovation and growth," Verizon Wireless President and CEO Lowell McAdam said. "Verizon Wireless is not changing our successful retail model, but rather adding an additional retail option for customers looking for a different wireless experience."
While the company did not mention adult-specific applications, according to the Verizon website any device that meets the minimum technical standard will be activated on the network and any application the customer chooses will be allowed on these devices.
Following publication of technical standards, Verizon Wireless will host a conference to explain the standards and get input from the development community on how to achieve the company's goals for network performance while making it easy for them to deliver devices.
Verizon Wireless previously has sought innovative strategies for enhancing customer satisfaction, including offering pro-rated early termination fees, refusing to participate in a wireless directory that was unpopular with its customers, and supporting local number portability, allowing customers to retain their number when switching service providers.
Verizon Wireless, a joint venture between Verizon Communications and Vodafone, serves 63.7 million customers and is the largest U.S. wireless company and data provider, based on revenues.