"Openwave's Integra web service sits in the data stream between the end user and the 3rd party web apps. It evaluates the relevance rules defined by the app against user data supplied by the network such as the user's unique id, location, rate plan and roaming status. The user data is not shared with the apps and user must ot-in to the program and can define which sites the toolbar appears on.
The service is designed to be cross platform and cross browser but initially will only support the HTC Epic and EVO.
Browser-VAS will go live on the Sprint network in the first half of 2011. The Eclipse plug-in and a sandbox testing environment will be available soon to developers who register at success.openwave.com/developer-app.html" - an interesting idea. A new for of mobile marketplace. /via Wapreview blog