Application companies, in the meantime, can hope to see their programs run on many more handsets--and so spend their time building specialty features like new languages for speech recognition or digital-rights software for mobile music sales, Rubin contends.

FORBES: Google's Call

In an attempt to draw bookings from third-party distributors, U.S. airlines have been revamping their websites with more user-friendly interfaces and adding additional features like luggage pick-up, specialty snacks (at a price) and choices beyond the traditional seating options.

FORBES: Expedia Now Boarding For Run To $39 Despite Airline Wars