Summary:

HipLogic, a Fremont, Calif.-based startup that is trying to bring the app-like experience to mass phone market, has raised $7 million in a s…

HipLogic shows the phone's user interface before and after its mobile platform

HipLogic, a Fremont, Calif.-based startup that is trying to bring the app-like experience to mass phone market, has raised $7 million in a second round of funding. Bay Partners led the round, and new investor Accrue Sports and Entertainment Ventures participated, along with existing investors Benchmark Capital and Stage 1 Ventures.

The company, formerly known as Numobiq, raised $4.5 million back in Feb. 2008. Since then, the company has been able to get its platform up and running on a number of smartphones and feature phones, it said, and is currently deploying it via Carphone Warehouse in Europe. The round will go towards further development.

HipLogic claims its platform helps with content and application discoverability, provides a consistent user experience across all handset models, and optimizes data traffic on cellular networks. Similar claims were made with Java initially, and perhaps no one knows that best than HipLogic’s team, who were instrumental in the development of J2ME. Now there’s a plethora of companies also tackling usability and discoverability on the feature phone. Big names include Samsung with its Bada user interface and other startups, such as iSkoot, or even INQ Mobile, which develops the Facebook and Skype phone. They are all scrambling after the feature phone market because despite the buzz over smartphones, the feature phone still represents a majority of the market.

HipLogic Chairman, Mitch Lasky of Benchmark Capital said in a statement:

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