More people are now basing their mobile phone choice on the content and applications which it offers a user, according to a new study.

The TNS Global Telecoms Insights research showed that a third of UK mobile users see features such as games, maps, movie players and music as an important decision factor when choosing their next device.

It was also found that 13 per cent view this factor as the single most important consideration, more so than the model of the handset (nine per cent) and the network operator (12 per cent).

In terms of brand commitment to firms such as Samsung, Apple and BlackBerry, 37 per cent of people aged between 16 and 30 said that they would stay with the content and application brands, compared to just 12 who would keep going with the network provider.

The recent exclusivity break of the iPhone from O2 to include both Orange and Vodafone means that people wanting to stay with their network but buy an Apple handset now have a lot more choice.

More people are now basing their mobile phone choice on the content and applications which it offers a user, according to a new study.

The TNS Global Telecoms Insights research showed that a third of UK mobile users see features such as games, maps, movie players and music as an important decision factor when choosing their next device.

It was also found that 13 per cent view this factor as the single most important consideration, more so than the model of the handset (nine per cent) and the network operator (12 per cent).

In terms of brand commitment to firms such as Samsung, Apple and BlackBerry, 37 per cent of people aged between 16 and 30 said that they would stay with the content and application brands, compared to just 12 who would keep going with the network provider.

The recent exclusivity break of the iPhone from O2 to include both Orange and Vodafone means that people wanting to stay with their network but buy an Apple handset now have a lot more choice.

People who have recently bought a new iPhone have been told that a lack of buttons belies a wealth of shortcuts which can be used on the device.

Users can take screenshots which can be saved into their photo folder by pressing the home button and then the on/off button at the same time.

This can come in handy when wanting to make copies of text messages, emails, websites and images which can often be deleted by accident.

Out of the box, the iPhone is set up so that a double-tap on the home button brings up the iPod player.

However, this can be changed through settings, where iPhone fans can choose to have search, phone favourites or camera at the click of two buttons.

Furthermore, users who want to read passages of text through the Safari browser can make their task even easier by double tapping the screen, meaning that the page snaps to fit the screen perfectly.

People who have recently bought a new iPhone have been told that a lack of buttons belies a wealth of shortcuts which can be used on the device.

Users can take screenshots which can be saved into their photo folder by pressing the home button and then the on/off button at the same time.

This can come in handy when wanting to make copies of text messages, emails, websites and images which can often be deleted by accident.

Out of the box, the iPhone is set up so that a double-tap on the home button brings up the iPod player.

However, this can be changed through settings, where iPhone fans can choose to have search, phone favourites or camera at the click of two buttons.

Furthermore, users who want to read passages of text through the Safari browser can make their task even easier by double tapping the screen, meaning that the page snaps to fit the screen perfectly.

A new application has been released for iPhone users which enables people to delete sensitive or incriminating messages.

TigerText takes control of the existing text messaging application on the Apple device, giving the user complete control over the lifespan of texts.

This means that messages can be permanently deleted from the sender’s phone, the recipient’s phone and the server.

Senders can specify how long they want the message to survive after it has been received and read, giving it a lifespan of 60 seconds or up to 30 days before it ’self destructs’.

Jeffrey Evans, founder of TigerText, said: "Instead of loose lips, we use the term loose thumbs. Everyone has loose thumbs at some point. ‘I hate my boss’, you can say that, and we’ve all said that but if you text it and your employer finds it, your career is over," he added.

The TigerText application comes after married stars Tiger Woods, Ashley Cole and Vernon Kay were all allegedly caught out sending racy messages to other women.

A new application has been released for iPhone users which enables people to delete sensitive or incriminating messages.

TigerText takes control of the existing text messaging application on the Apple device, giving the user complete control over the lifespan of texts.

This means that messages can be permanently deleted from the sender’s phone, the recipient’s phone and the server.

Senders can specify how long they want the message to survive after it has been received and read, giving it a lifespan of 60 seconds or up to 30 days before it ’self destructs’.

Jeffrey Evans, founder of TigerText, said: "Instead of loose lips, we use the term loose thumbs. Everyone has loose thumbs at some point. ‘I hate my boss’, you can say that, and we’ve all said that but if you text it and your employer finds it, your career is over," he added.

The TigerText application comes after married stars Tiger Woods, Ashley Cole and Vernon Kay were all allegedly caught out sending racy messages to other women.

O2 is stepping up the battle for iPhone customers with the launch of its new sim-only packages.

It announced that anyone who already owns one of the Apple handsets, or any other smartphone, will be able to take advantage of its new offers.

These include a £15 per month deal, which gives O2 customers 300 minutes and unlimited texts, data and Wi-Fi usage on a 12-month deal.

At the other end of the scale, iPhone fans can sign-up to a 12-month deal at £45 per month, which gives users unlimited texts, data and calls.

Sally Cowdry, marketing director at O2, said: "Customers’ habits are changing, with more texts being sent and data being used than ever before."

O2 is also cutting its contract prices, slashing the price of its cheapest iPhone deal from £30 a month to £25 a month, which will give people 100 minutes and unlimited texts and data.

O2 is stepping up the battle for iPhone customers with the launch of its new sim-only packages.

It announced that anyone who already owns one of the Apple handsets, or any other smartphone, will be able to take advantage of its new offers.

These include a £15 per month deal, which gives O2 customers 300 minutes and unlimited texts, data and Wi-Fi usage on a 12-month deal.

At the other end of the scale, iPhone fans can sign-up to a 12-month deal at £45 per month, which gives users unlimited texts, data and calls.

Sally Cowdry, marketing director at O2, said: "Customers’ habits are changing, with more texts being sent and data being used than ever before."

O2 is also cutting its contract prices, slashing the price of its cheapest iPhone deal from £30 a month to £25 a month, which will give people 100 minutes and unlimited texts and data.

Apple and BlackBerry have been told that 2010 will be the year of the operating system, which will decide the success of individual handsets, according to an expert.

With an iPhone 4G rumoured to be in development, mobile phone users have been told that they will be "overwhelmed" with different operating systems this year.

Neil McHugh, co-founder of Rightmobilephone.co.uk, said: "Some will fall away into obscurity but those that can provide a robust, reliable, easy-to-use operating system and manage consumers’ ever growing communication and social interaction needs, will be the big winners of 2010."

The expert added that mobile phones such as the iPhone have become very personal and reflective, with new products needing to continue supporting technology improvements.

Earlier this week, research firm Gartner revealed that the iPhone’s market share has jumped by around six percentage points from 8.2 to 14.4 per cent from 2008 to 2009.

Apple and BlackBerry have been told that 2010 will be the year of the operating system, which will decide the success of individual handsets, according to an expert.

With an iPhone 4G rumoured to be in development, mobile phone users have been told that they will be "overwhelmed" with different operating systems this year.

Neil McHugh, co-founder of Rightmobilephone.co.uk, said: "Some will fall away into obscurity but those that can provide a robust, reliable, easy-to-use operating system and manage consumers’ ever growing communication and social interaction needs, will be the big winners of 2010."

The expert added that mobile phones such as the iPhone have become very personal and reflective, with new products needing to continue supporting technology improvements.

Earlier this week, research firm Gartner revealed that the iPhone’s market share has jumped by around six percentage points from 8.2 to 14.4 per cent from 2008 to 2009.