Qualcomm’s Brew Platform To Be Engine For AT&T’s Feature-Phone App Store

Qualcomm’s Brew platform got a huge lift today when AT&T (NYSE: T) said it is adopting it for its mid-range, lower-cost handsets in an effort to reduce fragmentation in the industry. By choosing Qualcomm (NSDQ: QCOM), AT&T will gain access to thousands of applications, and likewise, users of these class of phones will have a broader choice of applications.

The platform will be able to leverage Java and Flash languages, and will be used by major handset partners, including HTC, LG (SEO: 066570), Samsung and Pantech. By 2011, AT&T said that 90 percent of these so-called “quick messaging” devices will be running Brew. As part of this, AT&T will launch a new application store called AppCenter. AT&T will share 70 percent of the revenues with developers, and keep 30 percent for themselves, which is becoming standard thanks to Apple.

Qualcomm’s CEO Paul Jacobs said the Brew mobile platform is free to operators and handset makers. It also has SDKs ready to go for developers and is working hard with Adobe (NSDQ: ADBE) to implement Flash. “This as open of a platform we know how to make.” The Brew mobile platform will be backwards compatible with other Brew apps already in the marketplace.

De la Vega said they picked Brew to keep up with the application industry, which is soaring in the U.S.