BOSTON -- Applications are on everyone's mind these days and with the launch of T-Mobile's G1 phone today, the wireless carrier will be focusing its efforts on developing apps based on consumer demand

The consumer is No. 1 and in order to please them it is important for developers to truly know them -- what they want and what they expect. This was the topic of conversation at the opening Keynote at Mobile Internet World in Boston. Ian McKerlich, director of mobile Web and content services for T-Mobile USA said that applications can help enrich personal relationships with consumers.

"In order to enrich personal relationships, keep your focus and consider how is this going to help consumers connect with each other," Mr. McKerlich said. "It's not really about technology, because consumers are not at the forefront of technology."

Mr. McKerlich said that T-Mobile is very excited about the mobile Web and is going to continue to invest in it with 26 3G markets by the end of the year.

Developers need to ask themselves who their consumers are.

"Think about how your target audience uses the mobile," Mr. McKerlich said. "What is it that your consumers think about? Do they use the mobile Web to check their Facebook, contact friends, find gifts or to simply communicate?"

He said that many consumers use the mobile Web for social networking purposes.

Although everyone is excited about the mobile Web its penetration is only about 15 percent.

Mr. McKerlich expects this number to increase dramatically over the next two years.

"I am very excited about the next two years," he said. "I expect it to really be an exciting ride."

In terms of T-Mobile's approach to innovation and applications, Mr. McKerlich said that the wirless carrier will be focusing on consumers' needs and not slogans.

"Innovation means to deliver innovation," he said.

The G1 has an open platform and T-Mobile will focus on creating innovations that benefit the consumer.

He said he expects to see a lot of stuff coming out that didn't exist a few years ago, such as pointing an application at a UPC code and not having to go to the Web to look up the price of a product.

Also GPS will play a big role in helping people save.

For example, if someone is looking for a product, the GPS on their phone can help figure out whether the store to the right is selling the product for cheaper than the store up the block.

"Our vision is to have fully digital relationships with developers," Mr. McKerlich said. "We are aiming to bring consumers in the U.S. 'Stick Together' apps.

"We will also be focusing on keeping things simple for consumers, while still addressing their needs," he said.

T-Mobile subscribers visiting the carrier's storefront will be able to download ringtones, Java games and wallpapers for free.

"We are focused on network-enabled apps, meaning subscribers won't need to have data plans to download them," Mr. McKerlich said.

"We're proceeding cautiously on advertising," he said. "We've already talked to tier-1 brands, but the consumer experience is our first priority."

The role of mobile advertising is still to be determined.

T-Mobile is also trying to work on getting consumers to buy data plans.

Mr. McKerlich sees Apple as an asset to its own business because the manufacturer is spending millions on ads to define what an application is, thus helping consumer awareness.

"We will support free apps in our program and focus on Java downloadable apps," he said. "We've been overwhelmed and excited by the response to the G1 with Google.

"The press has been very positive and we are expecting a pretty good segment of technology enthusiasts and early adopters to try out the G1," he said. "The early majority will soon follow."