The world’s largest mobile phone network, Vodafone has revealed its strategy to combat the threat posed by iPhone and its other touch screen imitators, through the introduction of Vodafone 360. It is an application store and social network integration platform.

This application store is similar to iPhone App Store and the Android Market, which also includes the various social networking sites – Facebook and Twitter into mobile phones’ functionality. This product is said to be launched in London on Thursday.

The existing Vodafone mobile internet service - Vodafone Live, which was launched seven years ago, seems outdated compared to the new applications developed by iPhone, Nokia and Blackberry. Vodafone Live is said to be replaced by Vodafone 360.

Vodafone is actively rebranding its image. The existing tagline - “Make the most of now” is replaced in favour of “Power to you”. Vodafone’s CEO - Vittorio Colao said, “It is not the brand talking anymore and telling the customer what to do. It is the customer who will decide.”