Microsoft has released an application called Tag that is compatible with Google's Android Operating System , a prime competitor of its Windows mobile. The free software available from Android Market turns any phone’s built-in camera into a mobile barcode reader which lets you gain instant access to Websites, videos, reviews, schedules, contact information, social networks, discounts and promotions . Though this is the first time that Microsoft is delivering an app for Android, it has an established tradition of making software for outside mobile companies. In December 2008 it produced its first iPhone app, called Seadragon. The Tag application is already available on Windows phones, iPhone, Blackberry and Symbian . Microsoft also recently updated its mobile operating system called Windows Phone 7 Series to be launched later this year.

As the mobile industry is becoming more and more focused on apps , interoperability of software and enhanced co-operation between outside handset makers and Telecom operators becomes crucial to future expansion. On the same thought, the Wholesale Applications Community was established last month by 24 Telecom companies including AT&T, China Mobile, Orange, Verizon, and Sprint with support from LG Electronics, Samsung, and Sony Ericsson among others to "build an open platform that delivers applications to all mobile phone users." Within a year, it hopes to develop a common application development standard that will enable applications that port across mobile device platforms, and in the future between fixed and mobile devices. Currently Apple runs the most successful Apps store and partnerships like WAC are attempting to shake the monopoly of any single company over applications by combating device and platform fragmentation.