The GSMA has announced a new technical platform that’s designed to integrate network operator services with mobile applications. It aims to improve the consumer experience by enabling app developers to embed network services (such as billing) within an application.

The news follows last year’s decision to integrate initiatives from the Wholesale Applications Community into the GSMA.

Mark Bridge writes:

Internet veteran Yahoo! provided last week’s biggest news, at least in terms of press coverage. It appointed Marissa Mayer as its President and Chief Executive Officer, having enticed her away from Google after 13 years.

The major programmes and initiatives driven by the Wholesale Applications Community are being integrated into the GSMA following an agreement between both organisations.

Apigee, a US-based business that helps organisations deliver and manage APIs and the apps built on them, has acquired the technology assets of WAC.

Two years after its formation at Mobile World Congress, the Wholesale Applications Community has launched the beta version of its in-application billing Network API.

The service, which enables customers to pay for digital goods via their mobile bill, is currently supported by AT&T, Deutsche Telekom, KT, LG U+, Telefonica Group, Telenor Group, Telekom Austria Group, SKT and SMART Communications.

The Wholesale Applications Community, which was created at last year’s Mobile World Congress, has announced the commercial launch of the organisation. There are now WAC-powered app stores as well as WAC-compliant handsets and web applications.

A number of major mobile operators and handset manufacturers are already working with the WAC platform.